mvp design hacks 7
TRANSCRIPT
Iterate your
design with
customer insights
SPRINT 7
Your best teacher
is your last mistake
Ralph Nadar
Your best teacher
is your last mistake
Ralph Nadar
You are here
Iterate Your Design
Iterate Your Design
Iterate your Design
with
Job Stories
Iterate Your Design
Iterate your Design
with
Job Stories
from
Early Adopters
Prioritize your research findings
Design Iteration Checklist
“If you gave me stop-
motion videos for the Lego
Set my kid has right now, in
our living room, I would
love you for life.”
When my kid
Is starting to play with a new Lego Set
I want a
instructional videos for that specific Set
so I can
Take a guilt-free break, knowing and that my
kid is happy, engaged and productive
Pattern
Quote
Story/Quote pairs
When I
login (daily) to Style Icon
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
and relaxing way
The Fashion Consumer I love seeing what’s new,
going through my closet,
putting together outfits –
it’s the perfect way to
unwind after a long day
When I
give fashion feedback to others
I want to
know my feedback had an effect
so I can
feel useful, satisfied and happier
because I’m helping others be more
fashionable
The Armchair Stylist 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 up for an important event
I want to
raid my friend’s closet and get her
feedback on my outfit
so I can
have her accessorize my look and help
me feel confident - just like in real life :-)
The Co-Creator Patti told me to put these shoes
and belt together with this outfit –
I would never think of that, but it
TOTALLY works.
Summarize your research findings
Update your MVP Canvas
Design Iteration Checklist
Covet Fashion BEFORE
Unmet Needs
Aspirational dress-up
in designer fashions
with advice from a
celebrity stylist
Value Prop
Stay up-to-date on
fashion by playing – not
just looking (AKA Vogue
replacement)
Unfair Advantage
F2P game experience
Existing, addressable
audience for fashion
games
Early CustomersYoung women 18-30
who play and love
mobile fashion games
Early Metrics
like/dislike metrics via
interviews with hard-
core fashion gamers
Solution
A F2P co-op game,
based on proven
mechanics and real-
world fashion
Key Assumptions
Young women want a
mobile game based on
real-world fashion
Young women want
access to a celebrity
stylist
Covet Fashion AFTER
Early MarketYoung women 18-30
who play and love
mobile fashion games
Women 18-45 like the
game – and older
women spend more
Unmet Needs
Aspirational dress-up
in designer fashions
with advice from a
celebrity stylist plus
advice from wanna-
be stylists
Value Prop
Stay up-to-date on
fashion by playing – not
just looking (AKA Vogue
replacement)
Unfair Advantage
F2P game experience
Existing, addressable
audience for fashion
games
Early Metrics
like/dislike metrics via
interviews with hard-
core fashion gamers
Solution
A F2P co-op game,
based on proven
mechanics and real-
world fashion
Key Assumptions
Young women want a
mobile game based on
real-world fashion
Young women want
access to a celebrity
stylist
Covet Fashion AFTER
Early MarketYoung women 18-30
who play and love
mobile fashion games
Women 18-45 like the
game – and older
women spend more
Unmet Needs
Aspirational dress-up
in designer fashions
with advice from a
celebrity stylist plus
advice from wanna-be
stylists
Key Assumptions
Young women want a
mobile game based on
real-world fashion
Young women want
access to a celebrity
stylist
Unfair Advantage
F2P game experience
Existing, addressable
audience for fashion
games
Solution
A F2P co-op game,
based on proven
mechanics and real-
world fashion
Value Prop
Stay up-to-date on
fashion by playing –
not just looking (AKA
Vogue replacement)
Early Metrics
like/dislike metrics via
interviews with hard-
core fashion gamers
Covet Fashion AFTER
Early MarketYoung women 18-30
who play and love
mobile fashion games
Women 18-45 like the
game – and older
women spend more
Unmet Needs
Aspirational dress-up
in designer fashions
with advice from a
celebrity stylist plus
advice from wanna-be
stylists
Unfair Advantage
F2P game experience
Existing, addressable
audience for fashion
games
Solution
A F2P co-op game,
based on proven
mechanics and real-
world fashion
Value Prop
Stay up-to-date on
fashion by playing – not
just looking (AKA Vogue
replacement)
Early Metrics
like/dislike metrics via
interviews with hard-
core fashion gamers
Key Assumptions
Young women want a
mobile game based on
real-world fashion
and will spend $$ on a
game based on real-
world fashion
Young women want
access to a celebrity
stylist – AND other up-
and-coming stylists
Summarize your research findings
Update your MVP Canvas
Update your Core Loop & Product Narrative
Design Iteration Checklist
Onboarding
Get
Results &
Reward
Dress for
Event Make
Outfit
Accept Invite
Take Style
Quiz
Submit
Outfit for
Ratings
Browse Event
Invite(s)
Get
Results
Play MiniGames,
earn $$,
Knowledge
Ad for
Fashion
Game
Re-engagement: Habit Loops
Get Results & Reward
Dress for
Event Make
Outfit
Choose Event to Dress
ForPlay
MiniGames,
earn $$
Messages
Waiting
With Social
Feedback
See Closet,
Submit
Outfit
Read/Respon
d to
MessagesBrowse Style Feed
Read New
Content
Without Social
Feedback
Summarize your research findings
Update your MVP Canvas
Update your Core Loop & Product Narrative
Sketch out key screens – information on the page
Design Iteration Checklist
Choose a
Device Template
Onboarding
While browsing Polycore on your iPad, you see an ad for Style Icon. You clikc through – and take a 15-question quiz, which is fun
and visual. When it’s finished you learn your Style Tyype, and an invitation to play Style Icon, a free iPad game.
3 of 10
Whose closet would you most like to peek into?
Welcome to Style Icon! $75
Here are some basics to get you started
Here’s a welcome gift – $$ to spend in the
store.
Earn more by creating outfits for events
and playing mini-games.
You’ve been invited to an
event!
Click the butterfly to open your invitation
After you’ve signed up, your first task is to build your Dream Closet. You get
1) a welcome gift of high-quality basics 2) $$ to spend, 3) an event invite to a Casual Weekend
Brunch
Habit Building
You’re at the airport, heading towards your gate – you think about picking up a Vogue, but you skip it – and decide
to get your fashion fix from Style Icon instead. Once you’re settled into your seat, you pull out your iPad, launch
the app, and check out the latest fashions by browsing through recently created outfits.
InvitesStyle Feed My ClosetMessages
You check out the Invites waiting for you. You have a real-life holiday party coming up – so you select those
Three people created similar outfits for an event
you attended – you’re a Level 1 Stylist, so we’re
inviting you to tell us which outfit worked best.
It’s holiday time! You’re invited to a swanky office
party with your new boss. It’s a great time to make
the right impression. What will you wear?
Winter vacation is a great time to kick back on a
sunny beach with a tropical drink. How will you
dress on your Dream Island Vacation?
InvitesStyle Feed My ClosetMessages
You check out the Invites waiting for you. You have a real-life holiday party coming up – so you select those
InvitesStyle Feed My ClosetMessages
Congratulations! Your new collection is
TRENDING. Collect your prize now!
Taleen created an outfit for Ladies Night and
wants you to accessorize it.
StyleLady says “I love your style – would you
like to make a collection together?” Check out
my closet.
Lori says “Thanks for finishing those outfits –
wanna switch it up now and change roles?
You check out the Invites waiting for you. You have a real-life holiday party coming up – so you select those
My Closet
InvitesStyle Feed My ClosetMessages
OPEN
SLOT
OPEN
SLOT
Top
s
Bottom
s
Shoe
s
Bag
s
Jewelr
y
Scarv
es
Intimate
sDresse
s
23items
Mastery
You’re a Level 3 Stylist – and you and your friend are collaborating on outfits for a new Fall collection
Celeste + Emma’s BCBG Fall Collection
MessagesInvitesStyle Feed My Closet
Top
s
Bottom
s
Shoe
s
Bag
s
Jewelr
y
Scarv
es
Intimate
sDresse
s
OPEN
SLOT
OPEN
SLOT
Summarize your research findings
Update your MVP Canvas
Update your Core Loop & Product Narrative
Sketch out key screens
Draft your Product Brief
Design Iteration Checklist
Product Brief: Key Elements
1. Summary: Elevator Pitch
Build Your Dream Closet
Collect designer clothes dress for gala events
build a lust-worthy closet of stunning outfits
Discover & Express Your Personal Style
Glamorous Trendsetting Understated
create trend-setting outfits → get designer gifts & VIP invites
Be a Style Icon
Product Brief: Key Elements
1. Summary: Elevator Pitch
2. MVP Canvas: Before & After
Covet Fashion MVP Canvas
Early MarketYoung women 18-30
who play and love
mobile fashion games
Women 18-45 like the
game – and older
women spend more
Unmet Needs
Aspirational dress-up
in designer fashions
with advice from a
celebrity stylist plus
advice from wanna-be
stylists
Unfair Advantage
F2P game experience
Existing, addressable
audience for fashion
games
Solution
A F2P co-op game,
based on proven
mechanics and real-
world fashion
Value Prop
Stay up-to-date on
fashion by playing – not
just looking (AKA Vogue
replacement)
Early Metrics
like/dislike metrics via
interviews with hard-
core fashion gamers
Key Assumptions
Young women want a
mobile game based on
real-world fashion
and will spend $$ on a
game based on real-
world fashion
Young women want
access to a celebrity
stylist – AND other up-
and-coming stylists
Product Brief: Key Elements
1. Summary: Elevator Pitch
2. MVP Canvas: Before & After
3. Key Research Findings
When I
login (daily) to Style Icon
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 and
relaxing way
The Fashion Consumer I love seeing what’s new, going
through my closet, putting
together outfits – it’s the perfect
way to unwind after a long day
Style Feed
When I
Need to dress up for an important event
I want to
raid my friend’s closet and get her feedback on
my outfit
so I can
have her accessorize my look and help me feel
confident - just like in real life :-)
The Co-Creator Patti told me to put these shoes
and belt together with this outfit
– I would never do that, but it
TOTALLY works.
Shared Closet
When I
give fashion feedback to others
I want to
know my feedback had an effect
so I can
feel useful, satisfied and happier because
I’m helping others be more fashionable
The Armchair Stylist I LOVE the idea of rating my
friends outfits and telling them
how to dress better – I already do
that in real life
Style Ambassador
Product Brief: Key Elements
1. Summary: Elevator Pitch
2. MVP Canvas: Before & After
3. Key Research Findings
4. Core Loop + Key Screens
Onboarding
Get Results &
Reward
Dress for Event
Make Outfit
Accept Invite
Take Style
Quiz
Submit Outfit
for Ratings
Browse Event
Invite(s)Get Results
Play MiniGames,
earn $$
Ad for
Fashion Game
While browsing Polycore on your iPad, you see an ad for Style Icon. You clikc through – and take a 15-question quiz, which is fun
and visual. When it’s finished you learn your Style Tyype, and an invitation to play Style Icon, a free iPad game.
3 of 10
Whose closet would you most like to peek into?
Welcome to Style Icon! $75
Here are some basics to get you started
Here’s a welcome gift – $$ to spend in the
store.
Earn more by creating outfits for events
and playing mini-games.
You’ve been invited to an
event!
Click the butterfly to open your invitation
After you’ve signed up, your first task is to build your Dream Closet. You get
1) a welcome gift of high-quality basics 2) $$ to spend, 3) an event invite to a Casual Weekend
Brunch
Re-engagement: Habit Loops
Get Results & Reward
Dress for Event
Make Outfit
Choose Event to Dress For
Play MiniGames,
earn $$
Messages Waiting
With Social Feedback
See Closet,
Submit Outfit
Read/Respond to
Messages
Browse Style FeedRead New Content
Without Social Feedback
You’re at the airport, heading towards your gate – you think about picking up a Vogue, but you skip it – and decide
to get your fashion fix from Style Icon instead. Once you’re settled into your seat, you pull out your iPad, launch
the app, and check out the latest fashions by browsing through recently created outfits.
InvitesStyle Feed My ClosetMessages
You check out the Invites waiting for you. You have a real-life holiday party coming up – so you select those
Three people created similar outfits for an event
you attended – you’re a Level 1 Stylist, so we’re
inviting you to tell us which outfit worked best.
It’s holiday time! You’re invited to a swanky office
party with your new boss. It’s a great time to make
the right impression. What will you wear?
Winter vacation is a great time to kick back on a
sunny beach with a tropical drink. How will you
dress on your Dream Island Vacation?
InvitesStyle Feed My ClosetMessages
You also check out the messages and see that your friends appreciated your feedback!
InvitesStyle Feed My ClosetMessages
Congratulations! Your new collection is
TRENDING. Collect your prize now!
Taleen created an outfit for Ladies Night and
wants you to accessorize it.
StyleLady says “I love your style – would you
like to make a collection together?” Check out
my closet.
Lori says “Thanks for finishing those outfits –
wanna switch it up now and change roles?
You check out the Invites waiting for you. You have a real-life holiday party coming up – so you select those
My Closet
InvitesStyle Feed My ClosetMessages
OPEN
SLOT
OPEN
SLOT
Top
sBottoms Shoes Bags Jewelry
Scarve
sIntimatesDresses
23items
Mastery
You’re a Level 3 Stylist – and you and your friend are collaborating on outfits for a new Fall collection
Celeste + Emma’s BCBG Fall Collection
MessagesInvitesStyle Feed My Closet
Top
sBottoms
Shoe
sBags Jewelry
Scarve
sIntimatesDresses
OPEN
SLOT
OPEN
SLOT
Product Brief: Key Elements
1. Summary: Elevator Pitch
2. MVP Canvas: Before & After
3. Key Research Findings
4. Core Loop + Key Screens
5. Pilot Project + Next Steps
Pilot Project
WHO: 50-100 hardcore fashion gamers, pulled from current audience
WHAT: Features to test early
• Appeal of real-world fashion, tied to designer release cycles
• Upfront Style Quiz – is it even needed?
• Opportunity to pay for upscale items to earn more outfit points
• Can earn “schwag gifts” by creating popular outfits
Design Iteration Speedbumps
• False-negative pivot – changing too much too soon
Design Iteration Speedbumps
• False-negative pivot – changing too much too soon
• Focusing on customer’s solution (not the problem)
Design Iteration Speedbumps
• False-negative pivot – changing too much too soon
• Focusing on customer’s solution (not the problem)
• Confusion or distrust around customer discovery
Design Iteration Speedbumps
• False-negative pivot – changing too much too soon
• Focusing on customer’s solution (not the problem)
• Confusion or distrust around customer discovery
• Lack of cross-functional collaboration
Design Iteration Speedbumps
• False-negative pivot – changing too much too soon
• Focusing on customer’s solution (not the problem)
• Confusion or distrust around customer discovery
• Lack of cross-functional collaboration
• Poor value prop – AKA emperor has no clothes
Design Iteration Speedbumps
Recommended Reading
http://mvpdesignhacks.com/sprint7
9AM PT WED 11/12
Game Design Workshop
9AM PT WED 11/12
Stanford d.school website
7PM PT TUE 11/18
VIP Coach Rachel Derkis-Gelman
Week 7 Office Hours
http://mvpdesignhacks.com/sprint6
9AM PT WED 11/19
VIP Coach Tracy Fullerton