Chris Paton UX Australia 2013 - Our billion-dollar baby: From greed to good
"If you won $1 billon, how much would you give to charity" Jaro is a "Gamified Crowd Funding Platform" that launched in April this year. Users of Jaro pay to play in the knockout tournament for a cash prize that is split between charitable causes and one lucky winner. The best part is that our users get a say in how much is given to each. Existing as a startup within the Vivant agency, balancing agency practices (deliverables) with a startup mentality (ship it) has been a long and unique journey for the Vivant UX team. Many mistakes and paradigm shifts occurred along the way. Chris will take you through the Journey from the first patent lodgement in 2008 through Jaro's launch in 2013 and beyond: - The many pivots Jaro went through and how it affected who their users and target market were. - How as a team they got stuck at the very first hurdle, how they were able to shake it off and move forward. - How they designed features that nobody knew how to start, by failing fast and failing hard. - How they moved from a tangled mess of features towards a seamless experience. - Finally, the story post launch. What they are doing to gain traction in the market and other lessons learned along the way.
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Chris Paton UX Australia 2013 - Our billion-dollar baby: From greed to good
- 6. If you won $1BILLION how much would you give to charity?
- 9. Which cause would get your money? health & disability animals children disaster relief environmentcancer human rights poverty & development
- 13. It all began in August 2008
- 14. •Brand new agency •8-Attack game concept developed on paper •Patent lodged 08/08/08 •No money •No time •iPhone just launched in Australia •Social gaming just starting Getting started
- 15. Greed vs. Good
- 16. •2009 •Asian market obvious choice •8-Attack becomes Jaro •Modeling and prototyping the game mechanic •Agency getting traction •Not much else happening for Jaro •Different logo, different vibe The gambling product
- 18. •2010 •Get back into Jaro •Gaming product testing with users •Users are interested •Billion dollars is a stretch •Gambling product ethical and legal issues •Chris joins Vivant The billion dollar game for good
- 20. How do we get the whole world involved?
- 21. Give Get
- 22. We’re gonna need a montage Show a lot of things happening at once, Remind everyone of what's going on
- 23. So how did we do it?
- 24. •Clients have existing customers •A business model •Their brand •Distribution •Budget •Schedule Delivering for clients
- 25. •We have no customers •Untested business model •No brand •No distribution •Uncertain budget •Unrealistic schedule Delivering for ourselves
- 26. •Users, charities, regulators, investors and the team •Users first •Charities •Investors •Regulators •The team •Back to users again When are your users?
- 27. •Before you launch who is your homepage audience? •Lean vs stealth homepage •Started too charity focused Caution! Homepage
- 29. •Before you launch who is your homepage audience? •Lean vs stealth homepage •Started too charity focused •Users: “What’s this game you keep mentioning?” •Remembering users aren’t part of your microculture •At least 10 homepage redesigns •Don’t get stuck here Caution! Homepage
- 30. •Designing the game interface •How do you start where you don’t know where to start? •Put something, anything in front of users •Sometimes a bad design gets more valuable the feedback Fail fast (on purpose)
- 33. Round 4Round 4 You 1 - - - - 1 4 6 8 2 5 9 7 3 1 ? 1 ? ? ? ? ? 1You PrincipleSkinner 2 4 ?6 1 PrincipleSkinnerYou guessed 4
- 36. •Moving so fast that we have a bunch of features •Enter Simon •Revisit personas •Develop experience principles Slowing down to go faster
- 39. •Moving so fast that we have a bunch of features •Enter Simon •Revisit personas •Develop experience principles •User experience mapping Slowing down to go faster
- 41. •Moving so fast that we have a bunch of features •Enter Simon •Revisit personas •Develop experience principles •User experience mapping •Complete IA redesign Slowing down to go faster
- 42. •Dedicated team •Cross-functional •Colocation •Shared understanding •Regular testing with users Achieving flow - Being lean
- 44. •Get a good Scrum Master •Take ownership of user stories •Work inside sprints •Theme sprints Achieving flow - Being agile
- 45. Launch (beta) Let’s test another hypothesis
- 53. •Some mentions in the media •Friends and family •BBC Click provides the first source of real users After launch
- 55. •Working on feedback •Mobile •Payments •A/B Testing •TV Format What’s next
- 56. Last words of wisdom
- 57. •50% of our visitors are mobile. Where’s mobile? •Leaving analytics too late kills trust in the team Other learnings
- 58. @vivants@chrsptn Thanks! @vivants@vivants vivant.com.au All images copyright Vivant Limited unless otherwise stated