Stuart Eccles talks using Lean for Product and Service development at AIMA's V21 conference in Melbourne.

1. DIGITAL PRODUCTS AND SERVICES
V21, MELBOURNE AUSTRALIA
24 NOVEMBER, 2O12
@stueccles @madebymany

2. 20 YEARS IN
IT’S TIME WE REALIZED WHAT THE INTERNET IS
GOOD FOR

3. MORE THAN
DIGITAL
LANDFILL...

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5. A NEW WORLD
OF DIGITAL
PRODUCTS

6. MAKING STUFF PEOPLE WANT
BEATSS
BEAT
MAKING PEOPLE WANT STUFF
Credit: John V Willshire http://slidesha.re/TuesgC

7. 6 YEARS OLD!

8. TRADITIONAL FORMS OF
PLANNING AND CREATIVE ARE
LIKE BETTING ON A HOLE IN ONE

12. FOUNDED IN 2007 BY 4 PARTNERS

13. OUR SHIP NOW HAS 34 SOULS ABOARD...

14. …AND 1 DOG

16. BUSINESS STRATEGY
WHERE WE PLAY
PRODUCT & SOFTWARE
SERVICE DESIGN DEVELOPMENT

17. EVOLUTION
BRANDED ESSENTIAL EPIC
UTILITY UTILITY UTILITY
message everyday magic
A new kind of approach that can
act like a start-up
and
work with (big) organisations

18. BEYOND THE CAMPAIGN
TRANSFORMATIVE PRODUCTS & SERVICES
BIG ENOUGH TO MATTER
BUILT TO LAST
PART OF PEOPLES' EVERYDAY LIVES
A NEW WAY OF THINKING & MAKING

21. CUSTOMER

22. THE LEAN STARTUP MOVEMENT

23. MAKE>TEST>LEARN HAPPENS
CONTINUALLY AT EVERY STAGE
PROPOSITION
DESIGN & SOFTWARE GROWTH
STRATEGY DEVELOPMENT HACKING
PROTOTYPING

24. CONVENTIONAL, LINEAR DEVELOPMENT PROCESS
Big ideas, big bang launch, big budgets
MEASURE
ADJUST
big user design big new
strategy research and build strategy

25. ITERATIVE, AGILE, EMERGENT DEVELOPMENT PROCESS
Micro-strategies, big insights, rapid iterations
learning curve
little
strategy plan insights A. continue
design little
launch strategy
measure adjust
B. try something else
plan
adjust
design
insights
little launch
strategy measure insights
learning curve
Nicked and adapted for Web from David Armano

26. WORK ITERATIVELY
LEARN QUICKLY
WITH HYPOTHESES NOT REQUIREMENTS
DEVISE EXPERIMENTS TO VALIDATE
MINIMAL VIABLE PRODUCT
VALUE THROUGH EYES OF CUSTOMERS

27. GET OUT OF THE BUILDING

28. COOL WALLS USE CASES USER JOURNEYS
SERVICE MODELS BRAINSTORM SKETCHING SKETCHES
WIREFRAMES PROTOTYPES HIGH FIDELITY DESIGNS

29. USER TESTING

30. AS LITTLE DESIGN AS POSSIBLE
THIS TESTS THE IDEA OF A BOX THIS TESTS WHETHER YOU LIKE GNOMES

31. MVP
MINIMUM
VIABLE
PRODUCT

32. BUILT TO LAST
BUILT TO CHANGE

33. CONTINUOUS IMPROVEMENT

34. PEOPLE AND
CULTURE

35. TETRIS
SHAPED PEOPLE

43. CROSS-DISCIPLINARY TEAMS
EMPOWERED TO MAKE DECISIONS
DECISIONS DRIVEN BY
CUSTOMER INSIGHTS & DATA

44. SKYPE IN THE CLASSROOM
CASE STUDY

46. I’m a teacher looking for an expert in...

47. I’m an expert willing to share my knowledge in...

49. “ If Skype can have
170 million
connected users in
eight years, can’t
we have 1 million
connected
classrooms?
Tony Bates
President, Skype
September 2011

50. AUNG SAN SUU KYI SPEAKS TO 3,000
STUDENTS VIA SKYPE

51. EXPLORER MARK WOOD

53. We were given a comms brief
Skype in the classroom
A destination for telling PR stories
about some of the amazing teachers
using Skype around the world

54. We responded with an idea about
making Skype more useful instead
Skype in the classroom
A destination for telling PR stories
about some of the amazing teachers
using Skype around the world
A platform building long-term value
for the brand by making Skype even
more useful for teachers

56. We got very excited
about a lesson planner
But we were wrong. Teachers know how to run
lessons and they don't need help with that!

57. “Confidence is what you
have before you know
what problems are”

60. “WHAT TEACHERS WANT”
Find other teachers & share ideas 28%
Find a partner class 25%
Help other teachers 23%
How to use Skype 11.5%
Overcome obstacles to Skyping 9%
Practice Skype 3%

62. The service teachers want
Teacher community
Find Share
quickly easily
A rich directory that connects teachers and
makes it easy to find Skype-related resources.

63. We launched a beta in 4 weeks
2,750
TEACHERS SIGNED UP
1,413
CONTACT REQUESTS
230
RESOURCES ADDED

64. Iterated
SEPTEMBER
DECEMBER 2010
2012
Launch and learn from an MVP Validate new features Tuning and acquisition

65. Data
Qualitative Insight
Data drives process Design Hypothesis
Test with Data
Validation

66. HYPOTHESES PRODUCT
1. Ride the product
half-pipe
Insight Proposition Measure Refine Scale
EVIDENCE

67. THANK YOU
MELBOURNE
@madebymany
@stueccles