designing great products and the skinny on mvp, minimum viable products
TRANSCRIPT
Designing Great Products
The Skinny on MVPs
What We’ll Cover• The Basics on MVP – why we love being
skinny • The importance of the why when we create
experiences…Mission and Vision• The tools to deliver awesome MVP
experiences…including the experiment loop• A bit of practice and role playing• A case study to demonstrate the process• The challenge at networking
The basics of creating MVPs using D4D and Lean Start Up principles
AND
The Importance of Why…the Mission
We need to drive innovation…this next
breakthrough will bring at least $5M
Source: Fastcompany.com
The Minimum Viable Product, MVP
The Minimum Viable Product, MVP
The minimum viable product is that version of
a new product which allows a team to collect the maximum amount of validated learning about customers with the least
effort.
Build it and they will come…
The Myth
Build it and they will come…
Source: The Lean StartUp
Learning through Experiments
A moment on measuring…Behavior
• No surveys allowed…• You need currency – a way to measure
whether someone will use your product/service/experience
4:10 pm
Trigger…Starting Point• Problem• Vision
Design for Delight
Evoking positive emotion by going beyond customer expectations in delivering ease and benefit
...so people buy more and tell others about their experience
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Sample Problem Statement
I am an undergrad and I want to gain muscle
but I haven’t been able to even to gain
muscle even though I work out which makes
me feel insecure.
“Jacob”
Customer Empathy: Engaging Techniques
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Why do we care?
We need to gain empathy and a deeper understanding of our target customer so that we can build products and services
that reflect our customer’s needs and go beyond their expectations!
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Steps to a Great Interview1. Think about what questions you want to ask
– Questions should be open-ended and non-leading• What do you think of this? vs. Do you like this?• What would you do next? vs. Would you go here?• What do you like or dislike? vs. Do you like this feature?
Important questions: “why?”, “tell me about…”, or “tell me more”
2. Put Customer at ease– Introduce yourself and try to make the customer feel comfortable– Build rapport – ask what they do, where they live, kids etc.
3. Ask your questions and listen actively– Remember to focus on the details and probe for more info– Minimize how much you are talking – if you’re talking, you’re not learning– Don’t assume you know the answer -- Test your discoveries, “let me make sure I
understand…”
Steps to a Great Interview4. Thank the customer!
– Tell them that you learned a lot from them (even if you didn’t!)
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Let’s role play (Handouts)
Observations• Jacob works out 5xs a week with low
weights• Jacob gets about (4) hours of sleep…
he doesn’t really sleep• He hasn’t changed his diet – follows
mostly a vegetarian diet
Insights• Low protein in Jacob’s diet: Key to
bulking up• Sleep deprivation: Jacob’s lack of
sleep leads to low body mass
Inspire
Align
A product vision is more than a statement. It is a belief in how your product will impact the lives of those you serve.
It aligns the team’s passion and obsession to deliver nothing less than awesome.
Intuit Confidential
MISSION/PURPOSEWhy we existChange people’s financial lives so profoundly they can’t imagine going back to their old way
PRODUCT VISIONWhat we’re going to achieveStart-to-finish tax prep in 10 minutes for simple filers
STRATEGYHow we’re going to get thereDeliver awesome product experiences.
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Vision10% increase in campus talk about Jacob because he gained 10 lbs of muscle mass Let’s be honest...it’s all about the chicks
Source: Getrippedathome.com
“A thousand songs in your pocket”
Intuit Confidential
A Moment on Going “Cheap”… Cheap Experiments
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Types of Cheap Experiments
– Concierge – Mechanical Turk– Mocked up prototypes– Story boards– Concept sheets
4:32ish
Assumptions• Most people who will take the test
would know about the blog…( TT has 26M customers and that 70% of the blog readers were returning TT customers)
• We assumed that people would find the articles helpful
• We assumed that we just had to organize things better
Insights• Almost no awareness that blog existed• Everyone loved the content –all said it
was helpful• Everyone wanted to share articles or
bookmark but no easy way to do this• We also were surprised by the articles
that were most popular – those that helped people understand key deductions for side businesses
The VisionEmpower you with knowledge and
confidence to take control of your finances, starting with taxes, so that you can keep 20% more of your hard-earned money
Cheap Experiments
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Key Insights•“Get me where I want to go” (less steps)•People prefer visual icons over descriptive text •Lead the way; help me find useful articles
Before and After Home Page
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Before and After Menu
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Before and After Interaction with Blog
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The E2E View…Build, Measure, Learn
VisionRelease
MVP
Release MVP
Cheap experiment
Cheap experiment
LOF – Leap of faith assumption LOF – Leap of faith
assumption
Observations, Insights, what’s the next Leap of Faith to test?
Happy Hour…the challenge
Your Brainstorm Challenge (Handouts)
Goal: Create a problem statement that answers the following… "what problems does someone have that we can solve when
they travel alone to conferences”
Aliza, Joy and Carolyn will monitor and help people along
(4) Teams: 2 using stickies, 2 bumpercar teams
Problem Statement Template
I am a ___________(description) and I want __________ (what are
they trying to achieve) but I have been ___________(state the
barrier), which makes me feel _________(emotion)
Resources
• The Lean StartUp by Eric Ries• The Lean Entrepreneur by Brant Cooper• Innovation Catalyst (HBR):
http://hbr.org/2011/06/the-innovation-catalysts/ar/1
• Design for Delight: http://vimeo.com/user7289841 ; http://www.slideshare.net/stephengay/innovation-d4d-v2
[email protected]@heyjoyjoyLinkedin
[email protected]@carolynnspencerwww.linkedin.com/in/carolynnspencer
[email protected]@socialacwww.linkedin.com/in/alizacarpio/