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Reinventing Habbo
How a social play service is
renewed and improvedOsma Ahvenlampi
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Copyright Sulake Corporation 2008
Osma Ahvenlampi
CTO, Sulake Corporation
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Sulake
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Process improvement
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Measurement
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No tech here (this time)
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Osma Ahvenlampi - ION 2008 - Reinventing Habbo
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Habbo is..
Social, free-form play
Meet and make friendsVirtual world
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Social Play
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Habbo Countries
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20082007
Habbo in April 2008
2000 2002 2003 2004 2005 20062001
97 million registered Habbo-characters! Source: Sulake Statistics
Please check www.sulake.com for
up-to-date stats
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Company Fact Sheet
97MM registered Habbos (Apr 2008)
10MM monthly unique visitors worldwide across all Sulake properties (Dec2007)
2.7BN monthly page impressions across all Sulake properties
Key Metrics
Habbo (casual virtual world for teens)
Sulake Solutions (virtual worlds for third parties)
IRC-Galleria (social networking site acquired April 2007)
Business Units
Year Founded 2000
Offices Headquartered in Helsinki, Finland
15 country offices globally
Employees 275 full-time equivalents, 190+ full- and part-time moderators
Investors Taivas Group, Elisa Oyj, 3i Group, Balderton Capital, Movida Group (SoftBank)
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Free to play, pay for stuff
plus advertising
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8 years since launch
Isn't that kind of old?
For a computer product, yes
For a social experience, NO
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Agility
History
Business
Learnings
Design
Development
Scrum
Reaction time
MethodsMeasuring
Content
Web
Opportunities
Plans
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A brief history
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Mobiles Disco - October 1999
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Text messages for powerups
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User-defined play
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In the beginning...
Ad-hoc development Topline measurements only
Total registrations
Peak concurrent users
Processes oriented for launch and operations
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Habbo Countries
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Development waterfall
Plan, Design, Implement, Test Oops, broken
Fix, Test, Fix again
Start all over again
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Isn't there a better way?
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Developing on the web
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Web is an idealdelivery platform
It's everywhere
Zero install, instant access
Heavy lifting on server ironwhere you can easily tell what's going on
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Not just for the browser
It's the model that matters Minimized friction for access
Updates are free
you're delivering bits anyway,
might as well make them new Nothing to ship
Why would this be for casual games only?
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And what's casual, anyway?
Demographic
56% Boys 44% Girls
65% are 13-16 years old
90% go to school / study
Usage peaks after schooland on weekends
63% go toHabbo every day
70% heard about
Habbo from a friend
come to Habbo forsocializing with friends
55% spend on average15 hours per month
Habbo Usage
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Web has its demands
Networks change
PCs are not a platform you can control
Dependance on a multitude of third party pieces
Hardware, OS, browser, ISP, network weather, regulators
Can not expect to be able to execute on a rigidlong term plan due to changing conditions
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Find a better way
Incremental
IterativeScrum
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A team at a time
Six months later, whole company
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Monthly development milestones
then..
bi-weekly milestones,monthly rollouts to all markets
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Productivity can outstripplanning capabilities
Prioritization issuesNew features vs focused experience
Understanding users' desires
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Research
Online surveysBrand research
Live measurement
InterviewsVideotaped playtesting
Two-week followup
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Change the approach
Focus on the unique stuffIdentity play
Free-form playMulti-player fun
Strip away ancillaries
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Benchmark with A/B tests
now how would you do this one offline?
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Live measurement
Segmenting, splitting to components Averages lead astray
Find the leverage points, make them KPIs
Eg; what's the point of most impact in your
conversion funnel
Predictive, rapid reaction metrics
Hours or days anything slower is near useless
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Launched in November 2007
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http://www.habbo.com
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Big changes still to come5 more updates this year alone
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Measure everything
Conversion rate up 50%
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We churn out patcheshow is that bad?
We test more alternatives this way
Aim to churn them out and measure even faster
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Minimum cycle time=
Maximum productivity
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Long term plans
slow you downDistraction to short-term focus
Cause you to miss rapid evolutionMental lock to choices made without all the data
EXCEPT
If your success is based on others,eg platform providers
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Roadmaps are traps for
mismatched expectations
37signals: Signal vs Noise (paraphrased)http://www.37signals.com/svn/posts/694-you-dont-need-a-product-road-map
http://www.37signals.com/svn/posts/694-you-dont-need-a-product-road-maphttp://www.37signals.com/svn/posts/694-you-dont-need-a-product-road-map -
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Still, have to have some plans
Next couple of iterations work for us
Just bulletpoints and mock-up images
Expect it to change significantly
Details and commitment just-in-time
Work on just a few items at a time
Release as soon as possible
k
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Make sure we canmeasure the effect
Collect data pre-change
Analyze, describe to teamPost-release surveys every month
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Collaboration across company
Marketing cycle same as development Community cycle faster
Same key measures for all work
Weekly re-assesment of performance
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About those surveys...
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Wrap-up
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Plan that way, too
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Feedback mechanisms all over
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Measure the right things
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Put resources to understandingthe data gathered
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Thank You!
www.sulake.com
www.habbo.com