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Designing MVP Experiments
Agile Experience Design | April 15, 2013
Melissa PerriCurrentlyProduct Designer, Conductor
FormerlyProduct Manager, OpenSkyProgrammer, Barclays
Contact [email protected]
@lissijean
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Why MVP?
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“Match your taste with the exceptional finds of industry insiders.”
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My way is faster.
This isn’t what I needed.
I don’t know how to use it.
The information I want to see isn’t on here.
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ValidateBeforeBuilding
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Build
Measure
Learn
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Iterate your way to Product/Market Fit
your users
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MVPMinimum Viable Product
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MVPSmallest amount of work
to test your idea.
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MVP=
Experiment
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MVP!=
MFS
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EmailsSign Up BoxesFormsPhone CallsInternsConciergeFake it
Non PrototypeMVPs
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EmailsSign Up BoxesFormsPhone CallsInternsConciergeFake it
Non PrototypeSketchesLo-fi WireframesClickable WireframesVisual DesignClickable Visual DesignCoded Prototype
PrototypeMVPs
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Examples
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Subscription
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GOOD MVPsDo not look out of place.Blend with the current style.
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The Process• Define customer problem • Investigate assumptions• Build a test• Measure customer behavior• Evaluate success• Pivot or Persevere
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Define
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Customers want twitter-like messages in their feed.
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Customers want twitter-like messages in their feed.
Not a problem.
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Real ProblemCustomers don’t think the
curators are authentic.
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Investigate
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AssumptionsShoppers will buy from curators they think are authentic.
Shoppers read the messages in their home feeds.
Shoppers think tweets are authentic.
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Shoppers will buy from curators they think are authentic.
Shoppers read the messages in their home feeds.Shoppers think tweets are authentic.
Riskiest Assumption
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GOOB
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Build
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Measure
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VisitsPageviewsTime on PageDownloadsRegistered Users
Vanity Metrics
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ClicksScrolling Options on SubmitCancelPurchasesAbandon Carts
VisitsPageviewsTime on PageDownloadsRegistered Users
Vanity Metrics Actionable Metrics
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DataMy first, my last, my everything.
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Time Salary# Peoplex x
Minimum Success Criteria
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Start Testing
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Evaluate
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2
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MVP Round 2
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Success!2x Open Rate3x Purchases
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Let’s Do
This!
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Define
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Macy’s customers need guidance when shopping because they cannot find what they want or they are not sure what they want.
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Investigate
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Write down assumptions.
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Pick Riskiest Assumption.
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Build
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Decide on test.
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Measure
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List out data to collect.
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Minimum Success Criterion.
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“MVPs are just half-assed, ugly features.”
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MVPs are only a test.
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Test
Validate
Optimize
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LEA NR
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Product Management:The Lean Way
http://skl.sh/VBWf3G
Online Skillshare Class
