2. FEB are a digital product development
consultancy.
We conceive and create innovative digital
strategies and products that have a material
business impact for our clients.
4. DIGITAL PRODUCT
DEVELOPMENT is really just a way of
working out (and testing) what you should build to
achieve what you want, in the most cost effective
way.
5. THE LOCH NESS MONSTER OF
PRODUCT DEVELOPMENT
The importance of test and learn.
Time ->
Effort
Thinking about Products
Building Products
6. Have an idea
and make
sure it will
work
Decide on the
specs
Design the
experience
Build it and
launch it
1 2 3 4
11. What have you already got that you can
leverage from a digital point of view?
What publishing skills have you got?
What content?
What routes have you already got into the
market you’re targeting?
How about the expertise and technology
needed to create your digital experience?
YOUR CAPABILITY
12. The revenge of the burning mouse:
EVERYTHING is new the first
time you read it.
13. The reader becomes a USER who
INTERACTS with your CONTENT.
Who is this for? How might they use it?
When will they use it? Where are they likely to
use it?
Who will pay for it? How will you reach them?
THE AUDIENCE
14. iPAD or iPHONE?
Source: Flurry User Research, May 2013, 44,000 users.
New Mums 91% 9%
Bookworms 55% 45%
Home Design Enthusiasts 43% 57%
Pet Owners 31% 69%
Mums 41% 59%
iPhones go out, iPad stay in.
Education, Newsstand, Travel, and Games - are iPad prefs.
16. THE MARKET
What other experiences are out there for your
customers?
Are they paying for those experiences? How
much?
How are your audience discovering digital
products and experiences?
17. You can’t just Google it anymore. You need to
take a serious look at the market and conduct
some guerilla research!
18. CONCEPTING
By now you’ve probably got lots of ideas.
Which one’s are the strongest?
Choose those and add some detail – describe
what they are, write out the idea and possibly
some high level features but NOT how it will
look or work.
19. TESTING YOUR IDEA
Putting the concepts in front of people.
Remember you’re testing the idea and whether
it’s a viable business proposition. You’re not
testing the actual app.
20. SOME MATHS
How much money do you think you can
realistically make from your product? And
what does that look like over time?
How much will it cost you to build it?
How much will it cost you to produce it and
publish it and market it?
21. DOES YOUR IDEA STILL
MAKE SENSE?
Great! See you in Part II.
22. Have an idea
and make
sure it will
work
Decide on the
specs
Design the
experience
Build it and
launch it
1 2 3 4
It ’ s not just about format. It ’ s about the construction of your whole product.
This can all sound like a bit process heavy, structured and business like. The good news is that you do get to be creative. The bad new is you only get to be creative twice! And the whole point of product development is to constrain creativity but to do that by focusing it on the right problems and given it a space to work in .
This is the most important part of the whole process. Write it up in capital letters stick it in your project room and never ever forget it. You should try to answer the question not only overall but also for every project.
You can also use simple techniques like principles or goals. Ideally you should do this at the whole organisation level and then for this product.
NB the only publishers who have been really successful is because they have leverage their print brands to drive digital subscriptions.
The guy who threw a mouse into the fire and it ran out and burnt down the house. One of the most popular stories on the BBC ever. It still gets traffic. Now if the BBC can do that with a story that is meant to last 24hrs or a week what can you do with content
The importance of distinguishing between the end user and the person you ’ re marketing to.
A number of other techniques you can use here to look at what the opporutnities are but the most important things is to talk directly to the people you are targeting.
Amazon have a great way of doing this called a product statement. The write up a sales pitch for it as they ’ ve described it to a customer.
The outcome of this process is that you choose the one that is most likely to deliver against your what you set out to achieve and you ’ re pretty sure you can do it.