mvp design hacks: sprint 8

Validate your

assumptions & decide

what to build next

SPRINT 8

There is nothing quite so

useless as doing with great

efficiency something that

should not be done at all.

Peter Drucker

There is nothing quite so

useless as doing with great

efficiency something that

should not be done at all.

Peter Drucker

you are here

There is nothing quite so

useless as doing with great

efficiency something that

should not be done at all.

Peter Drucker

you are here

There is nothing quite so

useless as doing with great

efficiency something that

should not be done at all.

Peter Drucker

you are here

There is nothing quite so

useless as doing with great

efficiency something that

should not be done at all.

Peter Drucker

you are here

There is nothing quite so

useless as doing with great

efficiency something that

should not be done at all.

Peter Drucker

you are here

Draft Your Product Brief

Translate

customer insights

Draft Your Product Brief

Translate

customer insights

into

product strategy

& design decisions

Product Brief: 5 Key Sections

Elevator Pitch

Product Brief: 5 Key Sections

Elevator Pitch

Product Strategy: MVP Canvas Before & After

Product Brief: 5 Key Sections

Elevator Pitch

Product Strategy: MVP Canvas Before & After

Research Methods & Key Results

Product Brief: 5 Key Sections

Elevator Pitch

Product Strategy: MVP Canvas Before & After

Research Methods & Key Results

What to build next: narrative, core loop, mockups

Product Brief: 5 Key Sections

Elevator Pitch

Product Strategy: MVP Canvas Before & After

Research Methods & Key Results

What to build next: narrative, core loop, mockups

Pilot Project: how we’ll get measurable early results

Refine your elevator pitch

Product Brief Checklist

Covet Fashion Elevator Pitch

Covet Fashion Elevator Pitch

MADLIBS Elevator Pitch

My company company name e

Is developing your offering o

MADLIBS Elevator Pitch

My company company name e

Is developing your offering o

To help target customer r solve a problem / meet a need d

MADLIBS Elevator Pitch

My company company name e

Is developing your offering o

To help target customer r solve a problem / meet a need d

Using r your secret sauce / unfair advantage e

Covet Fashion Elevator Pitch

My company Crowdstar e

Is developing a F2P mobile game based on real-world fashion

Covet Fashion Elevator Pitch

My company Crowdstar e

Is developing a F2P mobile game based on real-world fashion

To help fashion-loving gamers play dress-up with designer clothes

Covet Fashion Elevator Pitch

My company Crowdstar e

Is developing a F2P mobile game based on real-world fashion

To help fashion-loving gamers play dress-up with designer clothes

Using our knowledge of F2P gaming and female gamers e

Refine elevator pitch

Create Before & After MVP Canvas

Product Brief Checklist

Key Assumptions

Young women want a

mobile game based on

real-world fashion

Young women want

access to a celebrity

stylist

Early Market

Young women 18-30

who play mobile fashion

games

Unmet Needs

Aspirational dress-up

in designer fashions

PLUS advice from a

celebrity stylist

Unfair Advantage

F2P game experience

Existing, addressable

audience for fashion

games

Solution

F2P co-op game

with real-world

fashion content &

hot trends

Value Prop

Stay up-to-date on

fashion by playing a

game

Early Metrics

like/dislike metrics via

interviews with hard-

core fashion gamers

Covet Fashion Before

Covet Fashion AFTER

Key Assumptions

Young women want a

mobile game based on

real-world fashion

Young women want

access to a celebrity

stylist

Early Market

Young women 18-30

who play mobile

fashion games

PLUS 30-45 - older

women also like the

game & spend more

Unmet Needs

Aspirational dress-up

in designer fashions

PLUS advice from

wanna-be stylists

Unfair Advantage

F2P game experience

Existing, addressable

audience for fashion

games

Solution

F2P co-op game

with real-world

fashion content &

hot trends

Value Prop

Stay up-to-date on

fashion by playing – not

just looking –

Early Metrics

like/dislike metrics via

interviews with hard-core

fashion gamers

Covet Fashion AFTER

Key Assumptions

Young women want a

mobile game based on

real-world fashion

Young women want

access to a celebrity

stylist

Early Market

Young women 18-30

who play mobile fashion

games

PLUS 30-45 - older

women also like the

game & spend more

Unmet Needs

Aspirational dress-up in

designer fashions PLUS

advice from wanna-be

stylists

Unfair Advantage

F2P game experience

Existing, addressable

audience for fashion

games

Solution

F2P co-op game

with real-world

fashion content

& hot trends

Value Prop

Stay up-to-date on

fashion by playing –

not just looking –

potential Vogue

replacement

Early Metrics

like/dislike metrics via

interviews with hard-

core fashion gamers

Covet Fashion AFTER

Key Assumptions

Young women want a

mobile game based on

real-world fashion

Young women want

access to a celebrity

stylist – PLUS they want

to role-play the celebrity

stylist and earn powers

NEW ASSUMPTION:

players will spend $$ on

premium items in

celebrity fashion game

Early Market

Young women 18-30

who play mobile fashion

games

PLUS 30-45 - older

women also like the

game & spend more

Unmet Needs

Aspirational dress-up in

designer fashions PLUS

advice from wanna-be

stylists

Unfair Advantage

F2P game experience

Existing, addressable

audience for fashion

games

Solution

F2P co-op game

with real-world

fashion content &

hot trends

Value Prop

Stay up-to-date on

fashion by playing – not

just looking – potential

Vogue replacement

Early Metrics

like/dislike metrics via

interviews with hard-core

fashion gamers

Refine elevator pitch

Create Before & After MVP Canvas

Summarize research methods & key results

Product Brief Checklist

Research Methods: Who, What, When, Where

WHO we spoke with

• 20 young women 18-40 who play mobile fashion games

• Recruited from existing player base & craigslist ads

Research Methods: Who, What, When, Where

WHO we spoke with

• 20 young women 18-40 who play mobile fashion games

• Recruited from existing player base & craigslist ads

WHAT we asked them to do

• Phone interviews for screening

• 1-hour testing sessions with mockups & prototypes

Research Methods: Who, What, When, Where

WHO we spoke with

• 20 young women 18-40 who play mobile fashion games

• Recruited from existing player base & craigslist ads

WHAT we asked them to do

• Phone interviews for screening

• 1-hour testing sessions with mockups & prototypes

WHEN & WHERE we ran these tests

• Weekly in-office testing sessions over a period of 6 weeks

Research Results: Key Patterns

Fashion Browsers want to immerse themselves in a

beautiful aspirational world that keeps them up to date

on fashion trends

Research Results: Key Patterns

Fashion Browsers want to immerse themselves in a

beautiful aspirational world that keeps them up to date

on fashion trends

Co-creators want to “do fashion” with a buddy – a

friend or relative they can dress with, shop with, and

borrow from.

Research Results: Key Patterns

Fashion Browsers want to immerse themselves in a

beautiful aspirational world that keeps them up to date

on fashion trends

Co-creators want to “do fashion” with a buddy – a

friend or relative they can dress with, shop with, and

borrow from.

Armchair Stylists love telling other people how to

dress – they want role-play a celebrity stylist, and get

credit for their fashion sense

Fashion Browser

When I

Login to play a

fashion game

I want to

see gorgeous,

creative outfits –

made from the

latest designer

fashions

so I can

stay on top of

fashion trends in a

fun & relaxing way

I love seeing what’s

new, going through

my closet, putting

together outfits –

it’s the perfect

way to unwind

after work

Story/Quote

Fashion Browser Co-Creator

When I

Need to dress

for an event

I want to

Raid my

friend’s closet &

get her ideas &

feedback

so I can

Have her

accessorize my

look and help me

feel confident

Patti told me to put

these shoes and

belt together with

this outfit – I would

never think of that,

but it TOTALLY

works.

When I

Login to play a

fashion game

I want to

see gorgeous,

creative outfits –

made from the

latest designer

fashions

so I can

stay on top of

fashion trends in a

fun & relaxing way

I love seeing what’s

new, going through

my closet, putting

together outfits –

it’s the perfect

way to unwind

after work

Story/Quote

Fashion Browser Co-Creator Armchair Stylist

When I

Give fashion

feedback to

others

I want to

Know my

feedback had an

effect

so I can

Feel useful and

happier because

I’m helping

others be more

fashionable

I LOVE the idea of

rating my friends

outfits and telling

them how to dress

better – I already

do that in real life

When I

Need to dress

for an event

I want to

Raid my

friend’s closet &

get her ideas &

feedback

so I can

Have her

accessorize my

look and help me

feel confident

Patti told me to put

these shoes and

belt together with

this outfit – I would

never think of that,

but it TOTALLY

works.

When I

Login to play a

fashion game

I want to

see gorgeous,

creative outfits –

made from the

latest designer

fashions

so I can

stay on top of

fashion trends in a

fun & relaxing way

I love seeing what’s

new, going through

my closet, putting

together outfits –

it’s the perfect

way to unwind

after work

Story/Quote

Refine elevator pitch

Create Before & After MVP Canvas

Summarize research methods & key results

What to build next – Core Loop, Narrative, Mockups

Product Brief Checklist

is for EnthusiastsCovet Fashion Product Narrative

Discover Your Style

Attend an Event

Make a Collection

Browse Your Stream

Covet Fashion Core Loop

See New

Content

Browse your Style Feed Engaging Activity (consumer)

Internal Trigger

Covet Fashion Core Loop

Invites

Waiting

See New

Content

Browse your Style Feed Choose an Invitation

Meaningful Choice

External Trigger

Covet Fashion Core Loop

Invites

Waiting

Browse New

Content

Raid your friend’s closet

Browse your Style Feed Choose an Invitation

Co-op Mechanic:

Shared Resource

Engaging Activity (creator)

Covet Fashion Core Loop

Invites

Waiting

Browse New

Content

Dress for the Event

Raid your friend’s closet

Browse your Style Feed Choose an Invitation

Covet Fashion Core Loop

Invites

Waiting

Browse New

Content

Dress for the Event

Get Social Feedback Raid your friend’s closet

Browse your Style Feed Choose an Invitation

Investment

+ CTA

Content for

Style Feed

Refine elevator pitch

Create Before & After MVP Canvas

Summarize research methods & key results

What to build next – Core Loop, Narrative, Mockups

Pilot Project: how to get measurable early results

Product Brief Checklist

Covet Fashion Pilot: Who, What, When, Where

WHO: 50-100 hardcore fashion gamers, pulled from current audience

WHO: 50-100 hardcore fashion gamers, pulled from current audience

WHAT: early Alpha build of the game, testing these key features:

• Appeal of real-world fashion, tied to designer release cycles

• Willingness to pay real $$ for upscale items that yield fashion points

• Opportunity to earn “schwag gifts” by creating popular outfits

Covet Fashion Pilot: Who, What, When, Where

WHO: 50-100 hardcore fashion gamers, pulled from current audience

WHAT: early Alpha build of the game, testing these key features:

• Appeal of real-world fashion, tied to designer release cycles

• Willingness to pay real $$ for upscale items that yield fashion points

• Opportunity to earn “schwag gifts” by creating popular outfits

WHEN & WHERE: 2-3 months after prototype approved, online

Covet Fashion Pilot: Who, What, When, Where

Validation Speedbumps

• Missing clear, actionable insights from early adopters

Validation Speedbumps

• Missing clear, actionable insights from early adopters

• Too much detail & documentation

Validation Speedbumps

• Missing clear, actionable insights from early adopters

• Too much detail & documentation

• Scope creep – expanding goals, not MVP-focused

Validation Speedbumps

• Missing clear, actionable insights from early adopters

• Too much detail & documentation

• Scope creep – expanding goals, not MVP-focused

• Lack of cross-functional support for Lean Practices

Validation Speedbumps

7PM PT TUE 11/25

VIP Coach Jason Hreha

Week 8+ Office Hours

http://mvpdesignhacks.com/sprint8

7PM PT MON 12/01

Ori Ratner & Alexie Harper

Postponed due to Thanksgiving holiday

Product Brief (W)rap Party

7PM PT TUE 12/01

share your Product Brief, get feedback, celebrate