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Friday, 1 October 2010
How to really make something




     #mxmplanningness          PLANNING-NESS 2010, Brooklyn
Friday, 1 October 2010
How to really make something
                          ...that peo ple actua lly want



     #mxmplanningness          PLANNING-NESS 2010, Brooklyn
Friday, 1 October 2010
“Ideas that do”
                         Stop communicating
                         products & start making
                         communication products
                         Gareth Kay, Goodby Silverstein & Partners




     #mxmplanningness

Friday, 1 October 2010
“People that do”



     #mxmplanningness

Friday, 1 October 2010
#mxmplanningness

Friday, 1 October 2010
#mxmplanningness

Friday, 1 October 2010
#mxmplanningness

Friday, 1 October 2010
#mxmplanningness

Friday, 1 October 2010
#mxmplanningness

Friday, 1 October 2010
#mxmplanningness

Friday, 1 October 2010
[images: twitter, youtube, flickr,
                         napster, facebook, google, myspace,
                          ebay, amazon, paypal, skype, slide,
                               spotify, apple, drop box]




Friday, 1 October 2010
We need to become masters of
                         product design & development



     #mxmplanningness

Friday, 1 October 2010
How?




     #mxmplanningness

Friday, 1 October 2010
The old ways of
                         product development



     #mxmplanningness

Friday, 1 October 2010
Concept/
                           Seed


                                      Product
                                    Development

                                                  Alpha/Beta
                                                     Test


                                                               Launch/Ship




     #mxmplanningness

Friday, 1 October 2010
Client
          Brief


                         Research


                                      Strategic
                                    Development


                                                  Agency Brief
                                                                           small adjustment
                                                               Creative
                                                             Development


                                                                           Testing


                                                                                       Production

     #mxmplanningness

Friday, 1 October 2010
Strategy


                         Functional
                           Spec


                                      Wireframes

                                                                          small adjustment
                                                   Design


                                                            Code


                                                                   Test


                                                                                Deploy

     #mxmplanningness

Friday, 1 October 2010
#mxmplanningness

Friday, 1 October 2010
known problem       known solution

                                             B


                         A




     #mxmplanningness

Friday, 1 October 2010
PROBLEM SPACE

                                     KNOWN    UNKNOWN




                           KNOWN
                SOLUTION
                 SPACE
                           UNKNOWN




     #mxmplanningness

Friday, 1 October 2010
PROBLEM SPACE

                                     KNOWN    UNKNOWN



                                              DOES

                           KNOWN
                                               NOT
                                              EXIST
                SOLUTION
                 SPACE
                           UNKNOWN




     #mxmplanningness

Friday, 1 October 2010
PROBLEM SPACE

                                     KNOWN    UNKNOWN



                                              DOES

                           KNOWN
                                               NOT
                                              EXIST
                SOLUTION
                 SPACE
                           UNKNOWN




     #mxmplanningness

Friday, 1 October 2010
PROBLEM SPACE

                                      KNOWN    UNKNOWN



                                               DOES

                           KNOWN
                                                NOT
                                               EXIST
                SOLUTION
                 SPACE
                           UNKNOWN




                                     AGILE



     #mxmplanningness

Friday, 1 October 2010
PROBLEM SPACE

                                      KNOWN    UNKNOWN



                                               DOES

                           KNOWN
                                                NOT
                                               EXIST
                SOLUTION
                 SPACE
                           UNKNOWN




                                     AGILE      LEAN



     #mxmplanningness

Friday, 1 October 2010
The Lean Start-up Movement




     #mxmplanningness

Friday, 1 October 2010
Lean Principles
                         • Nail it then scale it
                         • Rapid hypothesis testing
                         • Minimum Viable Product (MVP)
                         • Metrics iteration agile development
                         • Learn fast, don’t fail fast

     #mxmplanningness                  Props to Eric Ries, Steve Blank, Andrew Chen


Friday, 1 October 2010
Lean Principles
                         • Nail it then scale it
                         • Rapid hypothesis testing
                         • Minimum Viable Product (MVP)
                         • Metrics iteration agile development
                         • Learn fast, don’t fail fast

     #mxmplanningness                  Props to Eric Ries, Steve Blank, Andrew Chen


Friday, 1 October 2010
Friday, 1 October 2010
Friday, 1 October 2010
SPEED




Friday, 1 October 2010
SPEED




Friday, 1 October 2010
SPEED




Friday, 1 October 2010
SPEED




Friday, 1 October 2010
It’s not iterative if you
                              only do it once



     #mxmplanningness

Friday, 1 October 2010
Agilista




Friday, 1 October 2010
Incremental




     #mxmplanningness

Friday, 1 October 2010
Iterative




     #mxmplanningness

Friday, 1 October 2010
Friday, 1 October 2010
The Local Maxima
     #mxmplanningness

Friday, 1 October 2010
Iterative optimisation
                 may only reach the peak
                     of a smaller idea




                     The Local Maxima
     #mxmplanningness

Friday, 1 October 2010
A better idea/design
                                           may exist but requires
                                             an intuitive leap

                  Iterative optimisation
                 may only reach the peak
                     of a smaller idea




                     The Local Maxima
     #mxmplanningness

Friday, 1 October 2010
#mxmplanningness

Friday, 1 October 2010
Iterative
                         Intuition
                                     optimisation




     #mxmplanningness

Friday, 1 October 2010
We always have a vision
                that is clearly articulated,
                 big enough to matter, &
                shared by the whole team

                                               Our goal is always to
                                            discover which aspects of
                                            this vision are grounded in
                                             reality, & to adapt those
                                                aspects that are not


     #mxmplanningness                Eric Ries, Start-up Lessons Learned


Friday, 1 October 2010
VISION   PROTOTYPE   PRODUCTION




Friday, 1 October 2010
VISION   PROTOTYPE   PRODUCTION




Friday, 1 October 2010
VISION   PROTOTYPE   PRODUCTION




Friday, 1 October 2010
VISION   PROTOTYPE   PRODUCTION




Friday, 1 October 2010
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#mxmplanningness

Friday, 1 October 2010
Friday, 1 October 2010
Workshops and           User journeys       Initial
                         sketching sessions   through the new site   designs




Friday, 1 October 2010
Workshops and           User journeys       Initial
                         sketching sessions   through the new site   designs




Friday, 1 October 2010
Workshops and           User journeys       Initial
                         sketching sessions   through the new site   designs




Friday, 1 October 2010
Workshops and           User journeys       Initial
                         sketching sessions   through the new site   designs




Friday, 1 October 2010
Workshops and           User journeys       Initial
                         sketching sessions   through the new site   designs




Friday, 1 October 2010
Workshops and           User journeys       Initial
                         sketching sessions   through the new site   designs




Friday, 1 October 2010
Workshops and           User journeys       Initial
                         sketching sessions   through the new site   designs




Friday, 1 October 2010
Workshops and           User journeys       Initial
                         sketching sessions   through the new site   designs




Friday, 1 October 2010
Workshops and           User journeys       Initial
                         sketching sessions   through the new site   designs




Friday, 1 October 2010
Workshops and           User journeys       Initial
                         sketching sessions   through the new site   designs




Friday, 1 October 2010
Workshops and           User journeys       Initial
                         sketching sessions   through the new site   designs




Friday, 1 October 2010
Workshops and           User journeys       Initial
                         sketching sessions   through the new site   designs




Friday, 1 October 2010
Workshops and           User journeys       Initial
                         sketching sessions   through the new site   designs




Friday, 1 October 2010
Workshops and           User journeys       Initial
                         sketching sessions   through the new site   designs




Friday, 1 October 2010
Workshops and           User journeys       Initial
                         sketching sessions   through the new site   designs




Friday, 1 October 2010
Workshops and           User journeys       Initial
                         sketching sessions   through the new site   designs




Friday, 1 October 2010
Workshops and           User journeys       Initial
                         sketching sessions   through the new site   designs




Friday, 1 October 2010
Workshops and           User journeys       Initial
                         sketching sessions   through the new site   designs




Friday, 1 October 2010
Workshops and           User journeys       Initial
                         sketching sessions   through the new site   designs




Friday, 1 October 2010
#mxmplanningness

Friday, 1 October 2010
IfIfyou freeze an idea
                you freeze an idea
             too quickly, you fall
           too quickly, you fall
             in love with it
           in love with it...      ...refine it too quickly
                                   & you become
                                   attached to it

                            The crudeness of early
                            models in particular is
                            very deliberate


     #mxmplanningness       Jim Glymph, Gehry Partners
Friday, 1 October 2010
Make in small batches



     #mxmplanningness

Friday, 1 October 2010
User stories




     #mxmplanningness

Friday, 1 October 2010
#mxmplanningness

Friday, 1 October 2010
Adaptive Planning
                                                                       ctab ility
                                                              of P redi
                                                   Ho rizon




                         Predictab                                   Ambiguity
                                  le   Uncertain        Unpredic
                                                                 table




                  NOW                                                     THE FUTURE

     #mxmplanningness

Friday, 1 October 2010
Adaptive Planning



    2 week co
             ding sprin
                         t




                  NOW        THE FUTURE

     #mxmplanningness

Friday, 1 October 2010
Adaptive Planning



    2 week co
             ding sprin
                         t




                  NOW        THE FUTURE

     #mxmplanningness

Friday, 1 October 2010
Adaptive Planning



    2 week co
             ding sprin
                         t




                  NOW        THE FUTURE

     #mxmplanningness

Friday, 1 October 2010
Adaptive Planning



    2 week co
             ding sprin
                         t




                  NOW        THE FUTURE

     #mxmplanningness

Friday, 1 October 2010
Adaptive Planning



    2 week co
             ding sprin
                         t




                  NOW        THE FUTURE

     #mxmplanningness

Friday, 1 October 2010
Adaptive Planning

                         small, we
                                   ll   defined




    2 week co
             ding sprin
                            t




                  NOW                             THE FUTURE

     #mxmplanningness

Friday, 1 October 2010
Adaptive Planning

                         small, we
                                   ll   defined




                                                  increasing
                                                            ly large, a
    2 week co                                                          mbiguous
             ding sprin
                            t




                  NOW                                                        THE FUTURE

     #mxmplanningness

Friday, 1 October 2010
Adaptive Planning




                  NOW     THE FUTURE

     #mxmplanningness

Friday, 1 October 2010
Adaptive Planning




                         Interaction Design




                  NOW                         THE FUTURE

     #mxmplanningness

Friday, 1 October 2010
Adaptive Planning




                         Interaction Design

                                              Service Design



                  NOW                                          THE FUTURE

     #mxmplanningness

Friday, 1 October 2010
Adaptive Planning




                         Interaction Design

                                              Service Design

                                                               Strategy

                  NOW                                           THE FUTURE

     #mxmplanningness

Friday, 1 October 2010
Adaptive Planning

                                                 Design loops refine
                                                  features to user
                                                   feedback and
                                                  business priority



                         Interaction Design

                                              Service Design

                                                                       Strategy

                  NOW                                                   THE FUTURE

     #mxmplanningness

Friday, 1 October 2010
Adaptive Planning




                  NOW     THE FUTURE

     #mxmplanningness

Friday, 1 October 2010
Adaptive Planning




                  NOW     THE FUTURE

     #mxmplanningness

Friday, 1 October 2010
Deciding what to build




     #mxmplanningness

Friday, 1 October 2010
Minimum Viable Product




     #mxmplanningness

Friday, 1 October 2010
Design Lenses




Friday, 1 October 2010
Minimum Viable Product




     #mxmplanningness

Friday, 1 October 2010
Minimum esirable Product
                                D Viable
                           Smallest execution of an idea
                              that people will love



     #mxmplanningness

Friday, 1 October 2010
Possible places to put a MDP

                         •   Blogs
                         •   Facebook Pages/Groups
                         •   Twitter
                         •   YouTube Videos
                         •   Lightweight Apps

     #mxmplanningness

Friday, 1 October 2010
#mxmplanningness

Friday, 1 October 2010
Get out of the building
     #mxmplanningness

Friday, 1 October 2010
Closed Testing




     #mxmplanningness

Friday, 1 October 2010
Recruitment
                         •   Twitter
                         •   Facebook
                         •   LinkedIn
                         •   YouTube
                         •   Niche community sites

     #mxmplanningness

Friday, 1 October 2010
Skype interviews




     #mxmplanningness

Friday, 1 October 2010
Friday, 1 October 2010
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Friday, 1 October 2010
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Friday, 1 October 2010
Open Testing
                         Rapid, at scale and in context




     #mxmplanningness

Friday, 1 October 2010
Dry Testing


                         50%



                                Signup
                         50%   Database




     #mxmplanningness

Friday, 1 October 2010
This Is Your Life - Dry Test




Friday, 1 October 2010
This Is Your Life - Dry Test




                         +152%



Friday, 1 October 2010
#mxmplanningness

Friday, 1 October 2010
Friday, 1 October 2010
Learning
                         • The whole team learns
                         • What we learn is communicated
                           to clients
                         • What we learn is documented
                         • Metrics are important

     #mxmplanningness

Friday, 1 October 2010
Vanity metrics
                         •   Visits
                         •   Visitors
                         •   Page Impressions
                         •   Downloads
                         •   Fans, Followers
     #mxmplanningness

Friday, 1 October 2010
Pirate metrics... AARRR
                                        RETENTION

        ACQUISITION        ACTIVATION                    REFERRAL   REVENUE




     #mxmplanningness                     Dave McClure


Friday, 1 October 2010
1   Linear bad.
                             Iterative good.




Friday, 1 October 2010
2   Make. Test. Learn.




Friday, 1 October 2010
3   Speed wins.




Friday, 1 October 2010
4   Balance intuition
                             with optimisation.




Friday, 1 October 2010
5   Low fidelity to start.




Friday, 1 October 2010
6   Break it down.




Friday, 1 October 2010
7   Minimum
                             DESIRABLE
                             product.


Friday, 1 October 2010
8   Get out of your building.




Friday, 1 October 2010
9   The Web is your lab.




Friday, 1 October 2010
10   AARRR!




Friday, 1 October 2010
That’s the boring
                         stuff over with...



     #mxmplanningness

Friday, 1 October 2010
Let’s make stuff...




     #mxmplanningness

Friday, 1 October 2010
Your brief:
                  Make a product or service for
                  the over 55s
                  We want millions of them
                  using it every day

     #mxmplanningness

Friday, 1 October 2010
1. Divide into teams of 10-12
               2. Mass sketching exercise
               3. Stop and chose one proposition
               4. Write some epic user stories
               5. Write two versions of ‘Coming
                  soon’,beta sign-up page copy
               6. Think of some search keywords
               7. Present back
     #mxmplanningness

Friday, 1 October 2010
#mxmplanningness

Friday, 1 October 2010
#mxmplanningness

Friday, 1 October 2010
#mxmplanningness

Friday, 1 October 2010
But first, what do we know
                           about our customers?



     #mxmplanningness

Friday, 1 October 2010
Lust for life


     #mxmplanningness

Friday, 1 October 2010
They’re
         actually
         going to
         live for ever

     #mxmplanningness

Friday, 1 October 2010
They are your parents
Friday, 1 October 2010
They’re the least
             likely to be affected
             by the recession
     #mxmplanningness

Friday, 1 October 2010
Legacy
     #mxmplanningness

Friday, 1 October 2010
Practical over
           entertainment

           SEARCH RATHER     BARGAIN HUNTING   45% WOMEN
           THAN MULTIMEDIA                     VISITED SOCIAL
                             RESEARCHING       NETWORKING
           PRICE             WAYS TO SPEND     SITES IN PAST 3
           COMPARISON        YOUR              MONTHS
                             INHERITANCE       (MEN=36%)
           FAMILY HISTORY
                             HOW TO SITES
     #mxmplanningness

Friday, 1 October 2010
Hello?




     #mxmplanningness

Friday, 1 October 2010
Thank you
                http://madebymany.com




                Stuart Eccles                      Tim Malbon
                @stueccles                         @malbonster
                stuart@madebymany.com              tim@madebymany.com

               Photo credits
                Model T Ford - http://nocturnalguy38.blogspot.com/2010/05/silly-picture-to-fill-space-model-t.html
                1908 family - http://americanindian.net/picturesmore.html
               Chemistry Lab - http://www.flickr.com/photos/pmtorrone/

                Exit Sign http://www.flickr.com/photos/syntaxterror/
                Iggy Pop - http://www.flickr.com/photos/nrk-p3/4885050340/in/photostream/
                Keith Richards http://www.flickr.com/photos/spector1/79387979/
                Money - http://www.flickr.com/photos/tracy_olson/61056391/


     #mxmplanningness

Friday, 1 October 2010

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