4. Reasons the titanic
wasn’t good
Slow to start... and stop
difficult to maneuver
time consuming to build
expensive to operate
4 | Saving the Titanic
@JamesHaycock
7. Reasons speedboats
are good
Can go faster... turn more easily
and stop quicker
allow more exploration
cheaper and quicker to
build
more disposable
7 | Saving the Titanic
@JamesHaycock
8. Tips for making
a speedboat
1
2
3
4
Raise your
flag
Simplicity
& utility
wins
Test or
be toast
Know your
passengers
8 | Saving the Titanic
@JamesHaycock
21. 1
Raise your flag
“With our brand, we
can’t release
something in beta”
21 | Saving the Titanic
22. 1
Raise your flag
Let’s
Monday
“Let’s have an idea on Monday.
Instead of having a lot of meetings about
that idea, let’s just fucking do that idea.
By Wednesday, we will have realized the
flaw in the idea and we’ll have iterated it,
so by Friday, it’s totally different, and it’s
either executed or almost done.”
done
Paul Berry | Former CTO of Huffington Post
22 | Saving the Titanic
23. 1
Raise your flag
In an crowded market you need a
point of view and point of
difference ... which you live
23 | Saving the Titanic
24. Tips for making
a speedboat
1
2
3
4
Raise your
flag
Simplicity
& utility
wins
Test or
be toast
Know your
passengers
24 | Saving the Titanic
@JamesHaycock
26. 2
Simplicity & utility wins
Almost 1.2 billion songs were copied without
permission in Norway in 2008, but that figure
had plummeted to 210 million – just 17.5
percent of its level four years earlier.
Piracy of movies and TV shows has also
reduced by around half.
Source: http://www.telegraph.co.uk/technology/news/10187400/
Spotify-and-Netflix-curb-music-and-film-piracy.html
26 | Saving the Titanic
31. 2
Simplicity & utility wins
The Magazine is:
“An electronic periodical for
curious people with a technical
bent. We publish an issue every 2
weeks with five (and sometimes
more) medium-length articles.”
31 | Saving the Titanic
33. 2
Simplicity & utility wins
Flipboard readers are
Highly educated
86% 35%
College or more
Post graduate
Affluent
52%
Earn over $100K per Year
33 | Saving the Titanic |
34. 2
Simplicity & utility wins
People have a short attention span
and lots of options so be useful and
offer a great experience
34 | Saving the Titanic
35. Tips for making
a speedboat
1
2
3
4
Raise your
flag
Simplicity
& utility
wins
Test or
be toast
Know your
passengers
35 | Saving the Titanic
@JamesHaycock
39. 3
Test or be toast
39 | Saving the Titanic
@JamesHaycock
40. 3
Test or be toast
‣
‣
‣
‣
‣
‣
40 | Saving the Titanic
Headline testing
Email open rates
more enthusiasm
Registration signup
Article recommendations
Article length in RSS feeds
Content distributed to social media
what can you
experiment..
what cant you
48. 3
Test or be toast
48 | Saving the Titanic
@JamesHaycock
49. 3
Test or be toast
Title
Image
Maldives with Jenny
Goal
£1,500
by
Maldives with Jenny
We’ve changed
your weekly
saving
If you save, per week,
£55 in 6
Sam, you will reach your goal £85 weeks!
4
78%
£1,170will reach your goal in 4 weeks!
You
Get me there faster
49 | Saving the Titanic
Upload image
Yes!
Dec 2013
My goal
Dec 2013
£1,500
Cancel
Done
50. 3
Test or be toast
Computing
Brand Reach in the last 14 days
Choose Brands
Microsoft
Apple
Dell
45%
72%
Hewlitt Packard
15%
11%
Samsung
33%
2000
1,500
1000
500
0
22nd Jan
26nd Jan
30th Feb
3rd Feb
7th Feb
11th Feb
15th Feb
19th Feb
Brand Demographics in the last 14 days
Microsoft
Gender
50 | Saving the Titanic
Male
65%
Apple
Gender
Female
72%
Dell
Hewlitt Packard
Samsung
Gender
Gender
Gender
Female
57%
Male
52%
Female
72%
51. 3
Test or be toast
There are two primary advantages of having an
open API. The first is it actually makes your own
development easier. So if you have an open API,
your own developers can use it, play with it, and
you can build things on it. The second advantage
is you have your content out in the broader world
and allow other people to do things with it you
might not have time or have thought of.
Kevin J Delaney
51 | Saving the Titanic
52. 3
Test or be toast
Measure
52 | Saving the Titanic
53. 3
Test or be toast
Pirate Metrics
Acquisition
Activation
Retention
Referral
Revenue
How many people
see the poll
How many people
use the poll
How many come
back
How many users
talk about it
How many people
become a panelist
53 | Saving the Titanic
54. 3
Test or be toast
54 | Saving the Titanic
@JamesHaycock
55. 3
Test or be toast
Experiment... on everything. Make it
quick and easy to run them.
And then do lots of them!
55 | Saving the Titanic
56. Tips for making
a speedboat
1
2
3
4
Raise your
flag
Simplicity
& utility
wins
Test or
be toast
Know your
passengers
56 | Saving the Titanic
@JamesHaycock
58. 4
Know your passengers
‣5 is enough
‣Whatusersdo.com
‣5secondtest.com
58 | Saving the Titanic
@JamesHaycock
59. 4
Know your passengers
Who enjoys the news?
58% 45% 29%
Silents & boomers
59 | Saving the Titanic
Gen Xers
Millennials
@JamesHaycock
60. 4
Know your passengers
See headlines on social networks
20% 33% 35%
Gen Xers
60 | Saving the Titanic
Millennials
Follow the link
@JamesHaycock
61. 4
Know your passengers
Audience for social news readers
83% <35 Washington Post
57% <24 Guardian
61 | Saving the Titanic
@JamesHaycock
62. 4
Know your passengers
Speak to and observe users
regularly. Tailor your experience to
fit in their lives
62 | Saving the Titanic
63. Tips for building a speedboat
1
Raise your
flag
Have a point of view and difference.
Live your values.
2
Simplicity &
utility wins
Be useful and offer a great
experience.
3
Test or
be toast
Experiment, minimise experiment
cycles to maximise learning.
4
Keep
consumers
close
Speak to and observe your customers
often. Tailor your experience to fit them.
63 | Saving the Titanic
@JamesHaycock
64. My speedboat is called The Intrepid
Whats yours called?
http://bit.ly/dig-pub-links
64 | Saving the Titanic
@JamesHaycock
AdaptiveLab.com
