Eewei Chen @ultraman / #uxutsav Idea to pitch in 180 minutes Applying agile UX techniques to help pitch an idea fast UX Utsav 2012

Eewei Chen @ultraman / me@eewei.com / #uxutsav Eewei Chen Director of Solutions, BSkyB & Digital Futurist Agile, Lean Startup, workshop facilitator, mentor, teacher

Eewei Chen @ultraman / me@eewei.com / #uxutsav 5 The problem, The challenge 10 Form Teams 5 Opportunities, trends and the customer 15 Empathy map 10 Feature prioritisation 20 Customer journey sketch and prototype 20 Business Model Canvas 15 Break 10 Competitive value map 10 Elevator Pitch 25 Presentation prep 25 2 minute presentations 10 Q&A

Eewei Chen @ultraman / me@eewei.com / #uxutsav vs The problem Going to the cinema is a fun, social event for people of all ages. In the near future, consumers will prefer to watch the latest movies at home and on the move whilst interacting and socialising on their smart phones, laptops and tablets. 14:15 - 14:20

Eewei Chen @ultraman / me@eewei.com / #uxutsav The challenge Prevent cinema companies from going bust! Design a mobile app to entertain movie fans and help cinema theatres remain relevant 5 14:15 - 14:20

Eewei Chen @ultraman / me@eewei.com / #uxutsav Work fast No right or wrong Be positive Collaborate but delegate Breadth not Depth Have fun Challenge the status quo! Competition Monetisation Technology Marketing supporting trends like game cation, p2p recs, geo- location, social media second screen viewing 14:15 - 14:20

Eewei Chen @ultraman / me@eewei.com / #uxutsav 14:20 - 14:30 Name: @twitter: Job title: Skills: post under a group number 10 Form cross functional teams Leverage different skills and points of view

Eewei Chen @ultraman / me@eewei.com / #uxutsav Opportunities Mobile payments Mobile advertising 14:30 - 14:35 Half  of  the  people  accessing  mobile  internet   in  India,  have  either  never  or  infrequently,   accessed  the  internet  via  a  computer.

Eewei Chen @ultraman / me@eewei.com / #uxutsav Trends Point  and  know Instant  visual  gra-fica-on  plus   addi-onal  context The  next  fron1er  is  visual  info-­‐gra1fica1on:   consumers  accessing  informa1on  about   objects  encountered  in  the  real  world,  in   more  natural  ways  and  while  on-­‐the-­‐go,   simply  by  poin1ng  their  smartphones*  at   anything  interes1ng “By  2015,  context  will  be  as  influen1al  to   consumer  services  and  rela1onships  as   search  engines  are  to  the  Web  .” Gartner  Top  End  User  Predic1ons  for  2010:  Coping   with  the  New  Balance  of  Power hQp://www.gartner.com/it/page.jsp?id=1278413   http://trendwatching.com/trends/ 12trends2012/?pointknow http://trendwatching.com/trends/ 12trends2012/?idlesourcing Idle  sourcing Flawsome Brands  behaving  more  ‘human’  &   showing  their  flaws  will  be  loved. There  is  a  reason  why  we  trust  certain   brands  more  than  others  and  why  we  only   fall  in  love  with  certain  brands  that  can   connect  to  our  very  souls.   That  emo1onal  connec1on  is  key  and  today   we  are  star1ng  to  see  brands  being   humble,  honest,  selfless  and  becoming  our   friends. Consumers  also  want  to  engage  with   brands  who  are  willing  to  take  consumer   input  to  improve  products  and  services.  So   involve  them!  Bring  them  into  the   boardroom  to  improve  the  rela1onship. Trust  the  crowd  to  solve  a   problem  for  you We  already  trust  those  we  know  to   recommend  stuff  to  us,  so  why  not  learn  to   trust  people  you  may  want  to  know  to  help   you  move  to  a  beQer  state  of  mind,  solve  a   problem  or  just  hang  out  with  online... 90%  of  people  trusted  “completely”  or   “somewhat”  recommenda1ons  from   people  they  know  or  companies  they  trust. http://trendwatching.com/trends/ 12trends2012/?flawsome 14:30 - 14:35

Eewei Chen @ultraman / me@eewei.com / #uxutsav Finding the time to go to the cinema as a family is difficult. We have to factor in expensive costs for driving, parking, tickets, pop corn, drinks then usually dinner afterwards. We usually end up watching movies that the kids want to watch My husband and I had our first date at the movies. I like romantic comedies and he likes action adventure. It is hard to watch what we both want at the same time. Cinemas can be dirty. There have been times when people have been rude, annoying & scary. Ann the busy wife and mother Andy the movie geek I am obsessed about details. I love spotting the mistakes and ranting about it online. I am well known on many movie blog sites. I love playing games and competing. I usually do a lot of research ahead of time but sometimes I just canʼt find info on a very new or unusual director or film. I donʼt watch mainstream movies any more but still attend UK film festivals as you can see quality British films there first. I love foreign films too. I donʼt like public spaces with crowds. I donʼt like travelling too far to see a good movie. I am the one who tends to organise get togethers for my friends. They look to me for inspiration too! I spend a lot of time socialising online especially on Facebook and Twitter. When you go to the cinema you need to go at a specific time and watch just one movie which may turn out to be a disappointment. I used to go to the movies a lot but less now as it is more convenient to buy a subscription movie and invite friendʼs round to my place where we can relax, eat, talk and drink in our own time. Alistair the sociable student Pick a customer 14:30 - 14:35 5

Eewei Chen @ultraman / me@eewei.com / #uxutsav Empathy map Be the customer. Create as many features as possible 14:35 – 14:50 I want to feel respected for sharing my cinema knowledge I want to see how well respected I am against my peers (gamefication) I was the first to spot that mistake in a film! I feel a haptic vibration from my smart phone when a new challenge has been issued Private viewing ahead of mainstream release in their own home I don’t like public spaces Reward users for spotting mistakes in films before they are released I am obsessed about details. I like spotting mistakes and giving feedback Features 15 TRENDS TRENDS TRENDS TRENDS TRENDS

Eewei Chen @ultraman / me@eewei.com / #uxutsav 14:50 – 15:00 NOT CRITICAL HIGH VALUE LOW VALUE CRITICAL PARTNER TO DELIVER BIN MUST DO PARITY REMOVE DO IF YOU HAVE TIME Reward users for spotting mistakes in films before they are released Value map Map & prioritise features (spend, ROI, dependencies) 10

Eewei Chen @ultraman / me@eewei.com / #uxutsav 15:00 – 15:25 Customer Journey Take top 3-5 features, sketch key screens & interactions Monetise Start Consume Find Learn Belong 20 Reward users for spotting mistakes in films before they are released

Eewei Chen @ultraman / me@eewei.com / #uxutsav 15:25 - 15:50 Ability to watch previews Co-creation Movie Geek: Likes to give feedback and be recognised for expertise Mobile Pay for movie previews (+$) SEM and SEO Marketing Movie studios and production companies SEM keyword purchasing (-$) Reward users for spotting mistakes in films before they are released 20 Business model canvas Match value to customer, who does what, ROI, partners

Eewei Chen @ultraman / me@eewei.com / #uxutsav Break Get feedback on your idea! 15 15:25 - 15:40

Eewei Chen @ultraman / me@eewei.com / #uxutsav 15:50 - 16:00 Elevator Pitch Sum it up in one sentence! For people who need information on the move, the Apple iPhone is a SmartPhone that lets you access your email and internet , unlike the Palm Treo , the Apple iPhone removes the fixed keyboard to give you 40% more room to email and browse the internet “Reinventing the phone” + Strapline Reward users for spotting mistakes in films before they are released 10

Eewei Chen @ultraman / me@eewei.com / #uxutsav 15:40 - 15:50 NOT SOCIAL NEW FILMS OLD FILMS VERY SOCIAL BIN PARITY Aim  to  be  here YOUR BRAND Value map Select 2 attributes and research to ensure differentiation

Eewei Chen @ultraman / me@eewei.com / #uxutsav 16:10 - 16:25 1. The problem 2. Elevator pitch 3. Market opportunity 4. Your solution (prototype) 5. Business model 6. Technology 7. The competition 8. Marketing plan 9. The team 10. Money / Milestones Presentation prep Tell a good story to get investment (ad? role play? test) 15

Eewei Chen @ultraman / me@eewei.com / #uxutsav 16:25 - 16:45 2 minute presentations Sell your product! 25

Eewei Chen @ultraman / me@eewei.com / #uxutsav What didn’t we do? Usability test Story map Story writing and estimation prioritisation wire frames HTML prototype Resource, cost and delivery plan Marketing plan

Eewei Chen @ultraman / me@eewei.com / #uxutsav Q&A Any questions? me@eewei.com 16:45 - 17:00 25

Eewei Chen @ultraman / me@eewei.com / #uxutsav Thank you!

Eewei Chen @ultraman / me@eewei.com / #uxutsav Testimonials* “Ideas look great and are really well thought out. I love the way Agile principles are referenced throughout. Powerful and insightful.” - Jonathan Rassmussen, The Agile Samurai “I can’t see why anybody wouldn’t find all these ingredients useful. Some real gems here.” - Julien Fourgeaud, New product wizard, Rovio “Eewei is always scribbling ideas on what ever he can get his hands on including napkins, beer mats and even his hand! It is about time these concepts saw the light of day. Awesome, awesome, awesome.” - Darius Kumana, Principal, ThoughtWorks UK http://pragprog.com/ 25% discount code: PragProgEeweiChen101 Valid after August 3 2012 Thank you

Eewei Chen @ultraman / me@eewei.com / #uxutsav Itʼs a waste of time going to the cinema when I can watch what I want, when I want at home. I canʼt pause a movie, use my phone or go online to check something out when I want to... I donʼt feel safe going to the cinema anymore, you just donʼt know who is going to be there with you.... Can anyone suggest a good movie? There doesnʼt seem to be much on that I want to see... source: blogs, forums & twitter #movies It is very expensive once you add travel, food and drinks to the equation... None of my friends want to go watch the movie I want to so I end up going on my own... time consuming loss of control fear of crowds too expensive anti-social no choice other problems

Eewei Chen @ultraman / me@eewei.com / #uxutsav Select 1 trend cont Point  and  know Shazam Instant  visual  gra-fica-on  plus   addi-onal  context The  next  fron1er  is  visual  info-­‐gra1fica1on:   consumers  accessing  informa1on  about   objects  encountered  in  the  real  world,  in   more  natural  ways  and  while  on-­‐the-­‐go,   simply  by  poin1ng  their  smartphones*  at   anything  interes1ng “By  2015,  context  will  be  as  influen1al  to   consumer  services  and  rela1onships  as   search  engines  are  to  the  Web  .” Gartner  Top  End  User  Predic1ons  for  2010:  Coping   with  the  New  Balance  of  Power hQp://www.gartner.com/it/page.jsp?id=1278413   Word  Lens http://trendwatching.com/trends/12trends2012/?pointknow Find  my  face  (google) Aurasma Google  goggles KPI: improve ease of finding info

Eewei Chen @ultraman / me@eewei.com / #uxutsav cont http://trendwatching.com/trends/12trends2012/?idlesourcing KPI: improve ease of finding info Idle  Sourcing Waze Easy  crowd  based  problem   solving  and  empathy We  already  trust  those  we  know  to   recommend  stuff  to  us,  so  why  not  learn  to   trust  people  you  may  want  to  know  to  help   you  move  to  a  beQer  state  of  mind,  solve  a   problem  or  just  hang  out  with  online... 90%  of  people  trusted  “completely”  or   “somewhat”  recommenda1ons  from   people  they  know  or  companies  they  trust UserTes1ng.com Quora Crowdfunder NotchUp Fashionstake Select 1 trend

Eewei Chen @ultraman / me@eewei.com / #uxutsav Consumers  and  brands  behaving  more  ‘humanly’,   including  showing  their  flaws,  will  be  loved  even  more. There  is  a  reason  why  we  trust  certain  brands  more  than  others  and  why   we  only  fall  in  love  with  certain  brands  that  can  connect  to  our  very  souls.   That  emo1onal  connec1on  is  key  and  today  we  are  star1ng  to  see  brands   being  humble,  honest,  selfless  and  becoming  our  friends. Consumers  also  want  to  engage  with  brands  who  are  willing  to  take   consumer  input  to  improve  products  and  services.  So  involve  them!  Bring   them  into  the  boardroom  to  improve  the  rela1onship. People  share  posi;ve  brand  experiences  on  social  media.  Consumers  will  also  help   businesses  improve  their  offering  even  if  they  have  had  a  nega;ve  experience Flawesome http://trendwatching.com/trends/12trends2012/?flawsome Select 1 trend