Rebel Rebel: a case study on taking the opposite approach

Rebel Rebel: a case study on taking the opposite approach

Products we’re passionate about start by scratching an itch; we have a problem we want to solve. But with a marketplace crowded with options and the likelihood it’s been tried before, how do we approach it in a way that’s fresh enough to attract users?

In this case study, Hannah and Matt will share the thinking and process behind their product This Is My Jam, an unconventional approach to song sharing.

Learn about the benefits of (and techniques for) questioning established product and technical orthodoxy; the role style and trends play in product appeal; and victories as well as mistakes from the early days of prototyping Jam.

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Hannah Donovan

April 12, 2013
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Transcript

  1. 6.

    There are two big problems in online music: I want

    to listen to ‘my’ music – when, where and how I want Access * For varying definitions of ‘my’
  2. 7.

    There are two big problems in online music: I want

    to listen to ‘my’ music – when, where and how I want Access * For varying definitions of ‘my’ I need ‘new’ music Discovery and ‘new’
  3. 8.
  4. 9.
  5. 10.
  6. 11.
  7. 12.
  8. 13.
  9. 14.
  10. 15.
  11. 17.

    Access Discovery Music Startups by Primary Focus 1998 Napster 2006

    Last.fm Pandora YouTube 2004 MySpace 2010 + Turntable.fm Jam iTunes Match 2002 iTunes Store 2000 iPod 2008 Spotify GrooveShark
  12. 18.

    Access Discovery Music Startups by Primary Focus 1998 Napster 2006

    Last.fm Pandora YouTube 2004 MySpace 2010 + Turntable.fm Jam iTunes Match 2002 iTunes Store 2000 iPod 2008 Spotify GrooveShark
  13. 20.

    Access & discovery are examples of 1st and 2nd order

    problems 1st order Infrastructure Tools Needs
  14. 21.

    Access & discovery are examples of 1st and 2nd order

    problems 1st order Infrastructure Tools Needs 2nd order Community Play Wants
  15. 22.

    Access & discovery are examples of 1st and 2nd order

    problems 1st order Infrastructure Tools Needs 2nd order Community Play Wants Government consensus Public gov.uk website
  16. 23.

    Access & discovery are examples of 1st and 2nd order

    problems 1st order Infrastructure Tools Needs 2nd order Community Play Wants Government consensus Public gov.uk website
  17. 24.

    Access & discovery are examples of 1st and 2nd order

    problems 1st order Infrastructure Tools Needs 2nd order Community Play Wants Government consensus Public gov.uk website Sodastream™
  18. 25.

    Access & discovery are examples of 1st and 2nd order

    problems 1st order Infrastructure Tools Needs 2nd order Community Play Wants Government consensus Public gov.uk website Clean tap water Sodastream™
  19. 27.

    Find out as early as possible which type of problem

    you like working on. It will make you happier.
  20. 28.

    1 st order products 2nd order Second order products usually

    require a stable first order product or system in their space first.
  21. 29.

    Access Discovery Music Startups by Primary Focus 1998 Napster iPod

    2006 Spotify GrooveShark 2004 Last.fm Pandora YouTube 2010 Turntable.fm Jam iTunes Match 2002 MySpace 2000 2008
  22. 31.

    First order Second order Product Opportunities by Problem Type Infrastructure

    Tools Needs Community Play Wants Trends & taste matter more
  23. 37.

    New trends often emerge in opposition to previous ones. 70s

    80s 90s 00s …and we wanted to make a new music discovery service 201 1 it was
  24. 38.

    We noticed: In 2011, music discovery apps were borrowing many

    trends from online culture in general. ✤ big data / algorithms ✤ social = real-time feeds, updated frequently ✤ more content = better; playlists as base unit ✤ “spreadsheet music”
  25. 39.

    Imagined Opposite ✤ 100% hand-picked ✤ Slow ✤ Less content;

    a song as base unit ✤ Visual culture of music; personal expression If you want to create something playful, a good exercise is to imagine the opposite. ✤ Big data / algorithms ✤ Fast (real time) ✤ More content; a playlist as base unit ✤ “spreadsheet music” 201 1 Status Quo
  26. 42.

    And we recently reached 1million jams shared (slowly and thoughtfully).

    Chris Thorpe @jaggeree @ThisIsMyJam is closest thing I've felt for a while to the John Peel show I remember from youth. You may not like all but discovery is key. 27 Jan 12 “Here’s the deal: you get one song at a time and that’s all you get. That’s your jam. Simple. I like it” “This is My Jam is part of a growing, and overdue, movement… fucking delightful”
  27. 43.

    It’s worked surprisingly well, but we’ve also grappled with mistakes

    along the way: Mobile native vs. web first? When is a constraint too much? How do you know the ‘first order’ infrastructure is reliable? ?
  28. 44.

    1 2 3 Are you trying to solve a first

    or second order problem? Both are valuable but have different properties. How does that affect you? If you’re solving a second order problem, how does it interact with larger trends?