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The Lean Agency – Made by Many for D&AD
THE LEAN AGENCY
HOW WE GOT HERE
CONOR
CATH
OUR
ROLES
BEING A

DESIGNER
  AT MxM
BEING A

STRATEGIST
   AT MxM
CUSTOMER DEVELOPMENT
WHY DO WE DO
CUSTOMER DEVELOPMENT?
“Life’s too short to build
something nobody wants”

- Ash Maurya
CUSTOMER DEVELOPMENT

OTHER FORMS OF QUALITATIVE
 & ETHNOGRAPHIC RESEARCH
IT’S NOT ABOUT
SHADOWING OTHER PEOPLE

     CURRENT BEHAVIOUR

ASKING PEOPLE WHAT THEY WANT

   PROVING ONE IDEA RIGHT
  AND ANOTHER THING WRONG
THIS IS VALID RESEARCH BUT
CUTOMER DEVELOPMENT IS ABOUT
GETTING PEOPLE’S RESPONSES
     TO REAL ARTEFACTS
The Lean Agency – Made by Many for D&AD
GETTING PEOPLE TO
   USE THINGS
The Lean Agency – Made by Many for D&AD
TESTING HYPOTHESES
EVIDENCE BASED LEARNING
INTUITION   ITERATION
YOU HAVE TO DO IT YOURSELF
YOU’RE THE ONE LEARNING
BUILDING SOMETHING PEOPLE WANT
 WITH MINIMAL WASTE
DESIGN’S ROLE IN
CUSTOMER DEVELOPMENT
“Indifference towards people
 and the reality in which they
 live is actually the one and
 only cardinal sin in design”

- Dieter Rams
INSIGHT INFORMED DESIGN

RESEARCH DRIVEN DESIGN
IT’S NOT ABOUT PROOF
YOU CAN’T BE PRECIOUS
YOU MUST ITERATE
CASE STUDY

SKYPE IN THE CLASSROOM
The Lean Agency – Made by Many for D&AD
SKYPE CAME TO US WITH
A COMMUNICATIONS BRIEF
The Lean Agency – Made by Many for D&AD
The Lean Agency – Made by Many for D&AD
WE GOT IT


WRONG
SO WE GOT
OUT OF THE BUILDING
The Lean Agency – Made by Many for D&AD
The Lean Agency – Made by Many for D&AD
The Lean Agency – Made by Many for D&AD
The Lean Agency – Made by Many for D&AD
WE LAUNCHED
A BETA IN 4 WEEKS
The Lean Agency – Made by Many for D&AD
The Lean Agency – Made by Many for D&AD
The Lean Agency – Made by Many for D&AD
WE WATCHED WHAT
TEACHERS WERE DOING
The Lean Agency – Made by Many for D&AD
The Lean Agency – Made by Many for D&AD
IT’S ABOUT
CONTINUOUS LEARNING
THERE ARE CHALLENGES
TO THIS WAY OF WORKING
BUT THE BENEFITS OUTWEIGH
     THE CHALLENGES
@OHRWORM
@CONORDELAHUNTY
The Lean Agency – Made by Many for D&AD

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Practical Research 1: Lesson 8 Writing the Thesis Statement.pptx
 

The Lean Agency – Made by Many for D&AD