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Designing to Learn: Creating Effective MVP Experiments Melissa Perri @lissijean | #LeanUXFest

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Page 1: Designing to Learn: Creating Successful MVP Experiments

Designing to Learn: Creating Effective MVP Experiments

Melissa Perri @lissijean | #LeanUXFest

Page 2: Designing to Learn: Creating Successful MVP Experiments

!

Melissa Perri !

ProdUX Labs melissaperri.com

@lissijean

Page 3: Designing to Learn: Creating Successful MVP Experiments

@lissijean

Page 4: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

Define Design Develop Deploy

Traditional Product Development Cycle

Page 5: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

Define Design Develop Deploy

Some learning

Very little learning

Most learning

Traditional Product Development Cycle

Page 6: Designing to Learn: Creating Successful MVP Experiments

DO NOT WANT@lissijean

Page 7: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

Traditional Product Development Cycle

Define Design Develop Deploy

Pivot

Page 8: Designing to Learn: Creating Successful MVP Experiments

@lissijean

Page 9: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

Risk

@lissijean

Page 10: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

Build

Measure

Learn

Page 11: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

MVP?

@lissijean

Page 12: Designing to Learn: Creating Successful MVP Experiments

@lissijean@lissijean

Page 13: Designing to Learn: Creating Successful MVP Experiments

Traditional Process

@lissijean

Page 14: Designing to Learn: Creating Successful MVP Experiments

@lissijean

MVP Process

@lissijean

Page 15: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

Focus on problem not features.

Page 16: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

LEARN

Page 17: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

Crappy products

Crappy products everywhere

@lissijean

Page 18: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

MVP

Page 19: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

MVP =

Experiment

Page 20: Designing to Learn: Creating Successful MVP Experiments

VALUE@lissijean

Page 21: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

Setting Up Experiments

Page 22: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

What is our goal?

What is your problem hypothesis?

What do we want to learn?

What’s the minimum we can build to learn?

How do we measure success?

Page 23: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

What is our goal?

What is your problem hypothesis?

What do we want to learn?

What’s the minimum we can build to learn?

How do we measure success?

Page 24: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

Increase traffic by 10%.

Page 25: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

Increase sections visited by 40%.

Page 26: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest @lissijean

Page 27: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

Increase existing customer engagement by 20%.

GOAL

Page 28: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

Your goal is to increase conference attendee satisfaction by 25%.

GOAL

Page 29: Designing to Learn: Creating Successful MVP Experiments

what’s your problem?

@lissijean

Page 30: Designing to Learn: Creating Successful MVP Experiments

What’s your biggest problems at conferences?

FINDING THE PEOPLE I COULD

HELP.

@lissijean

Page 31: Designing to Learn: Creating Successful MVP Experiments

Introduce yourself & your biggest

problem.

@lissijean

Page 32: Designing to Learn: Creating Successful MVP Experiments

Dot vote on the problems. Each person gets 2 votes.

FINDING THE PEOPLE I COULD

HELP.

@lissijean

Page 33: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

What is our goal?

What is your problem hypothesis?

What do we want to learn?

What’s the minimum we can build to learn?

How do we measure success?

Page 34: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

Solving problems delivers value.

Page 35: Designing to Learn: Creating Successful MVP Experiments

@lissijean

Page 36: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

Shoppers who visit the site at least twice a month but

have not purchased.

CUSTOMER

Page 37: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

{Customer}s want twitter-like messages in their feed.

PROBLEM

Page 38: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

Customers want twitter-like messages in their feed.

Not a problem.

Page 39: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

{Customer}s aren’t engaging with our site because they think

curators are not authentic.

PROBLEM

Page 40: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

Shoppers want to save their items to a wishlist so they can

purchase them later.

Shoppers who are not ready to buy yet want to save items so they can easily purchase

them later.

Page 41: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

Shoppers want to save their items to a wishlist so they can

purchase them later.

Shoppers who are not ready to buy yet want to save items so they can easily purchase

them later.

GOODBAD

Page 42: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

CUSTOMER PROBLEM

Who is your customer?

What is their problem?

Page 43: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

We think that we can achieve

if we solve

for

Hypothesis

GOAL

PROBLEM CUSTOMER

Page 44: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

What is our goal?

What is your problem hypothesis?

What do we want to learn?

What’s the minimum we can build to learn?

How do we measure success?

Page 45: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

There’s a reason why they’re called

assumptions.@lissijean

Page 46: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

What are the dependencies?

Page 47: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

Will shoppers engage more if curators post authentic messages in the feed?

What do we want to learn?

Page 48: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

What do you want to learn first?

LEARN

Page 49: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

What is our goal?

What is your problem hypothesis?

What do we want to learn?

What’s the minimum we can build to learn?

How do we measure success?

Page 50: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

There are many types of MVPs…

Page 51: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

“Do customers have this problem?”

Page 52: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

InterviewsGet out of the building and talk to people.

Page 53: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

“Are customers interested in my

solution?”

Page 54: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

Landing PageA pitch of your product, to gauge idea reception.

Page 55: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest @lissijean

Page 56: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

“What do customers value in the solution?”

Page 57: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

ConciergeDelivering a service manually.

Delivering a service manually.Concierge

Page 58: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

Page 59: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest @lissijean

Page 60: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

Page 61: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

“Will people pay for my solution?"

Page 62: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

Wizard of OzLooks real, but manual on the back end.

Page 63: Designing to Learn: Creating Successful MVP Experiments

@lissijean

@lissijean

Page 64: Designing to Learn: Creating Successful MVP Experiments

@lissijean

Subscription

@lissijean

Page 65: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

Wizard of OzLooks real to the customer,

completely manual on the backend.

What is the minimum we can build to learn?

Page 66: Designing to Learn: Creating Successful MVP Experiments

@lissijean

@lissijean

Page 67: Designing to Learn: Creating Successful MVP Experiments

@lissijean

@lissijean

Page 68: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

Every time you start with a minimum feature set, a

kitten dies.

@lissijean

Page 69: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

What is the smallest amount you can build

to learn?

SMALLEST BUILD

Page 70: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

What is our goal?

What is your problem hypothesis?

What do we want to learn?

What’s the minimum we can build learn?

How do we measure success?

Page 71: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

What does success

look like?

@lissijean

Page 72: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

10% increase in adds to cart in A/B test.

How do we measure success?

Page 73: Designing to Learn: Creating Successful MVP Experiments

@lissijean

@lissijean

Page 74: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

How do you measure success?

SUCCESS METRIC

Page 75: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

Page 76: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

Iterate.

Page 77: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

0% change over other products.

Page 78: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

Increase existing customer engagement.

GOAL

Page 79: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

Customers aren’t engaging with our site because they think curators are not authentic.

PROBLEM

Page 80: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

Will shoppers engage more if curators write

personal stories in emails?

LEARN

Page 81: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

What is the minimum we can build to test?

Page 82: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

20% increase in purchases and CTR.

SUCCESS METRIC

Page 83: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

Success!2x Open Rate 3x Purchases

Page 84: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

Effort Learning

Page 85: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

It’s all about the process.

Page 86: Designing to Learn: Creating Successful MVP Experiments

“We should test that.”

@lissijean

Page 87: Designing to Learn: Creating Successful MVP Experiments

@lissijean#LeanUXFest

Melissa Perri [email protected] !Lots more info on: melissaperri.com !! @lissijean


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