- Hide

Lean startups: beware of AdWords suspensions

One of the most popular startup methodologies of the last few years has been Eric Ries’ Lean Startup. The core concept: find out what people want before you start building a product based on false assumptions. Sounds sensible, no? But there are still many people today building stuff that nobody wants – and that’s death to a startup.

An easy way to do some quick customer research before putting pixel to paper is through off-the-shelf survey tools. And one easy way to see if people will even be interested enough to fill out your survey is Google AdWords. So, and I’m sure this exact process has been followed by plenty of customer development advocates – create a survey, put up a landing page, and run AdWords to drive traffic.

Except I’ve done just that (once for Founder Labs, and again for a second project idea that I wanted to test demand for) and gotten my account suspended.

Let this be a warning to fellow customer-developers. Read the ToS, especially the landing page and site quality policy. Avoid third-party-hosted sites where you and other users are all off the same URL — if another advertiser violates the terms, you’re likely to be in for it. And minimise – avoid if possible – collection of private user-identifiable information.

Finally, it seems that an ad that leads straight to a form is a big no-no. Don’t do it. Create a nice landing page and do it the proper way.

So the message to lean startups? Don’t be sloppy! Take the time to build out something genuine and original, and don’t just take out ads pointing to a SurveyMonkey form.

Note – the above does not reflect any knowledge, information or opinion in connection to my employer. I’m writing this entirely as an affected third party.

Game mechanics: motivating the unpleasant

People hate doing unpleasant stuff, especially when there’s fun to be had. So it didn’t wholly surprise me that a lot of the popular (and game-ifiable) ideas at last weekend’s HealthGamesCamp were about those everyday things we all know we should do but don’t; eating well, exercising regularly, and tackling obesity (which is basically the first two combined).

While I’m not a health professional or fitness expert, losing 70lb (5 stone) does qualify me a little to talk about this stuff — especially since it’s creeping back with the move to America, and I’ve decided to re-examine my behaviour and re-implement some of the better choices I was making back in the UK.

Combining that with my recent thoughts, it’s a fairly clear path for me – why not play a game, tweaking as I go, to help me achieve my goals for 2010 (not just fitness but everything else as well)? After all, we play games with ourselves all the time. One more mile and I can have that Mars bar — if I stay at the office til 6 tonight I can come in half an hour late tomorrow. It’s all about those microrewards.

But what fun is a game without social incentive? When you’re playing by yourself, effectively in a glorified spreadsheet, it’s pretty hard to get that level of social commitment. I’m going to try tweeting and Facebooking some of this and see if people interact with it at all, and will build out tools to tackle things as I go.

Issues with game design that I have yet to brainstorm and overcome:

  • Reward cycle and curve. Assuming a general points system, are points in different categories equal? Will losing points for hitting snooze really help if I gain 1000 points for getting 8 hours of good sleep?
  • Self motivation. if I’m the only one caring about points, will I want a high score? How can I get score boosters from people watching?
  • Non food or financial rewards (always the big one) – how about grace periods (do negative activities with no impact) or double points periods?
  • Tracking without it being onerous or repetitive – if it’s too hard, it defeats the point
  • Getting buy-in from others involved and avoiding tedium
  • Self scoring and avoiding lax penalties
  • Balancing penalties vs rewards
  • Dynamic goals, introducing new ones, and figuring out appropriate scores

It’ll be fun to work out some of this but the danger of basically spreadsheeting my life or turning it into a glorified Chore Wars is fairly high. Watch this space…

Social game meth, and why gamification is trendy

I’m falling down a rabbit hole again.

This one’s good, though.

Some thoughts: social games are addictiveworthless meth; serious games is now merging with gamification, and high profile enough for NESTA to notice; gamification has its own summit; people are finally listening to Jane McGonigal; and soon, this stuff will be everywhere.

There are trends, and there are trends. Mobile is changing the way people live their lives and communicate; games are both destroying lives, trapping people in an endless pleasure feedback loop, and saving the planet. Concepts from gaming are being applied all over the place to keep our dwindling attention spans engaged and to entrap us in the web of stickiness that comes from badges, levels, karma and upvotes.

Underneath it all, though, it’s psychology, sociology, the collective wisdom of years of game research and some nifty inventive creative thinking.

Two worlds are colliding: experience design and game design. Games aren’t just AAA titles with 3D shaders, realistic physics and gunshots. The boundary between games and experiences is becoming so indistinct that perhaps we’ll see the advent of grind games, jobs which have become mindlessly fun, as a reality instead of just a fiction.

I’m excited. Are you?

Beaches, Buddha and my baby brother


I’m visiting Sri Lanka in January, and already getting really excited.

Save for a few European countries (which may sound impressive if you’re American, but is about as cool as having been to Minnesota), my travel experience has been limited to ping-ponging around the UK and US, two differently similar nations which conveniently speak my language.

While I may moan at length about the wrong type of chocolate, or driving on the wrong side of the road, or private healthcare, the truth is I’ve played it far too safe.

Which is why I’m excited to be heading to a very different country, which will be the first stop on what looks to be a year of new places and travels. (Google is sending me on a round-the-world trip in the middle of the year sometime, and I’ve a potential Singapore trip on the cards too). Hurrah for 2011!

Funnily, despite researching opportunities in the travel startup area, I’m resorting to some very old-fashioned ways of planning my journey. I booked some of my flights directly with the airline (gasp!), have a paper guidebook that I’m reading through, and plan to get most of my information on the ground from my uncle and soon-to-be aunt — their wedding being the reason I’m going out there.

Here are a couple of things I’ve run into so far.

Planning flights was tough. I had a ton of options and the flight search sites were all too inflexible. I couldn’t find one that would, for example, take into account a desired stopover in a specific city and ended up searching for two halves of the journey separately (not a huge problem, but annoying).

Regional weirdness. Once I’d broken the journey in half with a stop in the UK, I was looking at $2000 for a direct flight from Heathrow until I — completely by chance, as I had time to kill — checked on my phone. Which always throws me to the UK version of sites (not sure why; I got it in America, but my locale is UK). Suddenly, the flight search engines started searching a different set of airlines and got me a $1200 saving on exactly the same flight (via a codeshare with a UK-based airline).

Difficult discovery of travel resources. It’s easy enough to find guides and sites for popular destinations but searching for information about Sri Lanka is pretty tough. I have to say this is part of the fun bit of travelling — but I simply can’t remember any of the travel startups or information sites I’ve seen to consult them, and they aren’t coming up in searches for Sri Lanka specifically. In contrast, when I visited New York last week I found a ton of apps and sites — the difficulty there was filtering out the crap.

Similarly, I’m surprised at the lack of online sources to learn tourist’s Sinhala — I always like being embarrassingly awful at the local language (well, it works in America). I saw a startup where people recorded phrases by video, but of course, it’s unfindable again now. A symptom of a wider destination-discovery problem which deserves writing about separately, of course.

Finally, while I am excited about TripIt which manages to store my entire plans in one place, it erroneously told Facebook I was going to London (since I forwarded one flight confirmation before the other), which was sad. I also want a way to annotate all that information, and am looking at using paper notes for the most part.

I’m very much looking forward to the wedding and the trip, and hope I’ll get to see some beautiful places (the fact that there is a temple with Buddha’s actual tooth dumbfounds me!). Plus, I get to hang out with my baby brother for more than just a Christmas, which will prove interesting…

Bonus: Jimmy Wales-ify This

I love the creativity of people on the Internets, and the crazy things they do with our product.

Chrome Extension: Add a Jimmy Wales donation appeal banner to every webpage.