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Rebel Rebel Hannah Donovan & Matthew Ogle UX London 2013

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HI! @han we are… & @flaneur

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Product patterns Trend, anti-trend The story of Jam In this talk…

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Product patterns Trend, anti-trend The story of Jam 1 2 3 In this talk… GO

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There are two big problems in online music:

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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’

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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’

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Access Discovery Music Startups by Primary Focus

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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

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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

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

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Access & discovery are examples of 1st and 2nd order problems 1st order Infrastructure Tools Needs

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Access & discovery are examples of 1st and 2nd order problems 1st order Infrastructure Tools Needs 2nd order Community Play Wants

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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

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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

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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™

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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™

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1 st or 2nd ? Both are important but require different strategies.

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Find out as early as possible which type of problem you like working on. It will make you happier.

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1 st order products 2nd order Second order products usually require a stable first order product or system in their space first.

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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

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First order Second order Product Opportunities by Problem Type Infrastructure Tools Needs Community Play Wants

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First order Second order Product Opportunities by Problem Type Infrastructure Tools Needs Community Play Wants Trends & taste matter more

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New trends often emerge in opposition to previous ones.

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

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New trends often emerge in opposition to previous ones. 70s 80s

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New trends often emerge in opposition to previous ones. 70s 80s 90s

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New trends often emerge in opposition to previous ones. 70s 80s 90s 00s

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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

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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”

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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

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This Is My Jam 1 2

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This Is My Jam 1 2

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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”

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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? ?

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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?

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And imagine the OPPOSITE You might just create something new that meets emerging desires.