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MVP: WTF?Prototyping ‘beyond functional’ experiences
I’m David StevensYou can find me at @ds_design
Hello!
What we’ll talk about
◉ What is an MVP?◉ When should you use one? ◉ When to be brave with MVPs◉ How to move from MVP to MTE◉ Design and test your own MTE
I’ll probably be teaching some of you how to suck eggs
What is an MVP?
What is an MVP?
◉ Minimum Viable Product◉ Marketable Viable Product◉ Minimal Marketable Feature
(Which doesn't even make sense as it's not got the right initials)
“
“…the smallest set of features required that provide value to the
customer*.”
*or product owner
What is an MVP?
ViableMinimumCrap products no one wants to
use(e.g. www.stupidhackathon.com)
Products built by companies with lots of
money
Minimum + viable Good products for start-ups and smaller teams to build
When do use an MVP model
◉ Commit & gather feedback quickly◉ Test/prove a business case◉ Attract early adopters
But remember evolution doesn’t mean ‘more’
Build value and build it early
When MVPs go wrong
Transition headlineLet’s start with the first set of slides
1
Define the ‘end goal’Is what you’re launching going to help you reach
where you want to be?
Which route to market?
Fremium Real money
Faster to market – estimate 3 months Slower to market – estimate 9-12 months
Cheaper, can be handled internally Expensive license fees plus external costs
Small revenue stream via in-app purchases Much bigger revenue stream
Easy / cheap to acquire customers Hard / Expensive to acquire customers
High Competition from small, innovative companies Low innovation from large competitors focused on different sector
Payments/accounts etc handled by platform Need to build own platform or integrate with third party
Multi-player will be easier since free play means can use bots if necessary
Multi-player will be very hard since it will require high liquidity of simultaneous players
Not our end goal End goal
Bones of contention
Minimum does not mean ‘minimal’
Viable means reliable, usable and valuable - not just functional
Products are more than features - they’re experiences
Elements of MVPs
Emotional design
Usable
Reliable
Functional
Not this
Credit: @jopas and Aaron Walter
When your ‘MVP’ is just about functional and f*** all else
MVPs should be a ‘slice’ of the full design spectrum
Emotional design
Usable
Reliable
Functional
Emotional design
Usable
Reliable
Functional
Not this
This!
Credit: @jopas and Aaron Walter
"We are being very cautious as we need to get this absolutely right."Mark Mullen, CEO Atom Bank
Bones of contentionMinimum Testable
Experience
Why ‘Minimum Testable Experience’ (MTE)?
◉ Focuses on the end-to-end experience focused on our end-goal rather
than testing the feasibility of a piece of tech
◉ Encourages commitment to testing proposition and features properly
◉ Testing means we will naturally want to design a better experience
◉ Encourages us to develop hypotheses and more rigorous research plans
◉ Makes data capture more than just an afterthought
◉ Process encourages on-going evidence-based design
Now it’s your turn!
Split into 4 teams to prototype your own MTE
Not this
◉ Toast Bar - a foodie experience
○ 1 x savoury team
○ 1 x sweet team
◉ Sound bar - a musical emotion service
◉ Cleaning station - somewhere to spruce your devices
Credit: @jopas and Aaron Walter
Emotional design
Usable
Reliable
Functional
What’s the minimum it needs to do? …………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….
What measures will you take to ensure the experience is consistent? …………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….……
How will customers know what is required of them? How do you ensure a slick experience?…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….
What problem are you solving for customers? How will you communicate this to them?…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….
MTE Worksheet
Other considerations
◉ What is the ‘end goal’?
◉ How will you measure success? Are there specific success factors?
◉ What data do you need and how will you collect it?
◉ How will you ensure a robust test?
◉ How do your findings influence the next MTE iteration?
Credits
Special thanks to all the people who made and released these awesome resources for free:
◉ Presentation template by SlidesCarnival◉ Photographs by Unsplash
