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Designing To Learn: Creating Effective MVP Experiments - Lean UX NYC 2014
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Designing To Learn: Creating Effective MVP Experiments - Lean UX NYC 2014

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Designing MVP workshop for Lean UX NYC 2014.

Designing MVP workshop for Lean UX NYC 2014.

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  • 1. Designing to Learn Creating Effective MVP Experiments Melissa Perri @lissijean
  • 2. Consultant Lean Product Manager UX Designer Teacher Twitter addict (@lissijean) Blogger (melissaperri.com) Hi! I’m Melissa.
  • 3. @lissijean • What is an MVP (and why should we care)? • Setting Up MVP Experiments • Types of MVPs and How to Choose • Iterating on MVPs • Agile + MVP: How does it work together? Agenda
  • 4. @lissijean Why MVP?
  • 5. @lissijean “Match your taste with the exceptional finds of industry insiders.”
  • 6. @lissijean
  • 7. @lissijean
  • 8. 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. @lissijean
  • 9. @lissijean
  • 10. @lissijean
  • 11. @lissijean Validate Before Building
  • 12. @lissijean Build Measure Learn
  • 13. @lissijean Iterate your way to Product/Market Fit your users
  • 14. @lissijean MVPMinimum Viable Product
  • 15. @lissijean MVPSmallest amount of work you can do to test your idea.
  • 16. @lissijean
  • 17. @lissijean
  • 18. @lissijean
  • 19. @lissijean
  • 20. @lissijean LEARN
  • 21. @lissijean MVP = Minimum Feature Set Agile Methodology MVPs
  • 22. @lissijean Focus on problem not features.
  • 23. @lissijean MYTH
  • 24. @lissijean Crappy products Crappy products everywhere
  • 25. @lissijean Good MVPs offer a great experience to the customer.
  • 26. @lissijean
  • 27. @lissijean MVP = Experiment
  • 28. @lissijean Experiment Process Set Up ! Design ! Run ! Feedback ! Iterate
  • 29. @lissijean
  • 30. @lissijean Setting up MVP Experiments PART I
  • 31. @lissijean 1. Define Customer & Problem 2. Investigate assumptions 3. Design a test 4. Measure customer behavior 5. Evaluate success 6. Pivot or persevere Process
  • 32. @lissijean
  • 33. @lissijean Define Define
  • 34. @lissijean Customers want twitter-like messages in their feed.
  • 35. @lissijean Customers want twitter-like messages in their feed. Not a problem.
  • 36. @lissijean Real Problem Customers don’t think the curators are authentic.
  • 37. @lissijean Investigate
  • 38. @lissijean Assumptions Shoppers care that curators are authentic. Shoppers will engage more with real messages on site. Shoppers think tweets are authentic.
  • 39. @lissijean Riskiest Assumption Shoppers care that curators are authentic. Shoppers will engage more with curator messages on site. Shoppers think tweets are authentic.
  • 40. @lissijean Design a Test
  • 41. @lissijean Setting up a test 1. What do we want to learn? 2. How do we measure that? 3. What’s the least we can build to learn?
  • 42. @lissijean Will shoppers engage more with curator messages? What do we want to learn?
  • 43. @lissijean Engagement Clicks, purchases, added to cart How do we measure that?
  • 44. @lissijean What is the least we can build to learn? Wizard of Oz Looks real to the customer, completely manual on the backend.
  • 45. @lissijean
  • 46. @lissijean
  • 47. @lissijean Measure
  • 48. @lissijean How do we measure engagement?
  • 49. @lissijean Clicks on product. Purchases. Add to cart.
  • 50. @lissijean What do we consider successful?
  • 51. @lissijean Minimum Success Criteria What is the minimum number we need to hit to consider this validated?
  • 52. @lissijean Time Salary# Peoplex x Cost to build completely
  • 53. @lissijean Minimum Success Criteria Improvement needed to justify cost to build.
  • 54. @lissijean 25% increase in engagement in A/B test.
  • 55. @lissijean
  • 56. @lissijean Evaluate
  • 57. @lissijean
  • 58. @lissijean 0% change over other products.
  • 59. @lissijean INVALIDATED
  • 60. @lissijean But why?
  • 61. @lissijean Why didn’t users engage? What do we want to learn?
  • 62. @lissijean User Testing Sessions watch them use it. How do we find that out?
  • 63. @lissijean Emails.
  • 64. @lissijean Pivot
  • 65. @lissijean strategic change in direction based on learning. Pivot
  • 66. @lissijean Riskiest Assumption Shoppers will engage more with curator messages.
  • 67. @lissijean Will shoppers engage more with curator messages through email? What do we want to learn?
  • 68. @lissijean Engagement Opens, Click throughs, purchases. How do we measure that?
  • 69. @lissijean What is the least we can build to learn?
  • 70. @lissijean How do we determine success? 30% increase in engagement over other emails.
  • 71. @lissijean Success! 2x Open Rate 3x Purchases
  • 72. @lissijean Now, we automate. Now, we invest.
  • 73. @lissijean workshop one: Setting up MVP Experiments
  • 74. @lissijean
  • 75. @lissijean We’ve recently received a flurry of complaints from Macy’s shoppers.
  • 76. @lissijean “Every time I come into Macy’s, I spend HOURS I don’t have and can never seem to find what I’m looking for. I know exactly what type of item I want, but options are all over the place. It’s daunting.”
  • 77. @lissijean “I needed a blue tie to go with my suit for a friend’s wedding, so I went to find it but there were too many options. Where do I even start? I don’t even know how to choose.”
  • 78. @lissijean Who is the customer?
  • 79. @lissijean “OpenSky shoppers who visit the site at least once a month, but rarely buy.”
  • 80. @lissijean What is their problem?
  • 81. @lissijean “Do not think the curators are authentic.”
  • 82. @lissijean 10 minutes In your teams, write down your customer and their problem for Macy’s.
  • 83. @lissijean Shoppers who are purchasing something specific out of necessity, not browsing. Customer Hypothesis
  • 84. @lissijean Cannot find what they need efficiently. Problem Hypothesis
  • 85. @lissijean What are we assuming about the customer and the problem?
  • 86. @lissijean Riskiest Assumption What are we the most uncertain about?
  • 87. @lissijean 10 minutes In your teams, write down your assumptions and pick the riskiest one.
  • 88. @lissijean Assumptions Shoppers are overwhelmed by the amount of options. Shoppers do not want to browse. Shoppers want help finding items.
  • 89. @lissijean Assumptions Shoppers are overwhelmed by the amount of options. Shoppers do not want to browse. Shoppers want help finding items.
  • 90. @lissijean Now, we design a test for that riskiest assumption.
  • 91. @lissijean Types of MVPs PART II
  • 92. @lissijean WHAT SHOULD YOU ALWAYS DO FIRST?
  • 93. @lissijean Interviews Get out of the building and talk to people.
  • 94. @lissijean • First thing you should do. • Talk to at least 10 people. • Verify the problem and the customer hypothesis. • Verify as many assumptions as you can. When to do Interviews
  • 95. @lissijean Concierge Delivering a service manually. Delivering a service manually. Concierge
  • 96. @lissijean
  • 97. @lissijean
  • 98. @lissijean The Good The Bad • Very close to the customer, easy to learn. • Can adjust easily based on feedback. • Very easy and cheap to get started. • Not scalable. • Time consuming to run. Concierge
  • 99. @lissijean • If you are testing a service. • Trying to determine what customers will respond to. • Testing and refining with a small number of people. When to use Concierge.
  • 100. @lissijean Wizard of Oz Looks real, but manual on the back end.
  • 101. @lissijean
  • 102. @lissijean Subscription
  • 103. @lissijean
  • 104. @lissijean
  • 105. @lissijean The Good The Bad • Looks exactly real to customers, so very accurate response to if you would build it. • Need to code to get started. • Can’t tell you why customers don’t use it. Wizard of Oz
  • 106. @lissijean • Running a test with a large audience. • Trying to sell a feature or service before it is built, but pretend it is already there. • If you are concerned about sacrificing brand. When to use Wizard of Oz.
  • 107. @lissijean Landing Page A pitch of your product, to gauge idea reception.
  • 108. @lissijean
  • 109. @lissijean
  • 110. @lissijean The Good The Bad • Just a pitch, don't need to refine the whole idea • Can launch in a matter of minutes • MOST PEOPLE FORGET THEY NEED TO DIRECT PEOPLE HERE THROUGH MARKETING. Landing Page
  • 111. @lissijean • Looking for initial customers to test. • Trying to gauge how much interest there is in the idea. • Great way to pitch to a large audience. When to use Landing Page.
  • 112. @lissijean Videos Demo what your product can do through hacking it together for a video.
  • 113. @lissijean
  • 114. @lissijean The Good The Bad • Can demonstrate complicated things. • Show a prototype before producing them all. • More complicated to put together. • Needs to be a certain amount done before you can make the video. Videos
  • 115. @lissijean • If your product does something very easily. • When your product sounds complicated. • When people need to see it to believe it. When to use Videos.
  • 116. @lissijean What if I’m not solving a dire need?
  • 117. @lissijean workshop two: Design your test.
  • 118. @lissijean You have already interviewed your customer, they have that problem.
  • 119. @lissijean Now how are you going to solve that problem?
  • 120. @lissijean Choose an MVP strategy and plan out a test. 30 minutes • What you are trying to learn? • Explain every little detail of the test. • What are you measuring? • Minimum success criteria.
  • 121. @lissijean Resources Access to 2 Macy’s stores Access to Macy’s online page ! 3 Store Interns $30,000 salary each 10 Sales Associates In Store $40,000 salary each 5 Developers $100,000 salary each 1 Designer $100,000 salary Yourself $100,000 salary
  • 122. @lissijean Every time you start with a minimum feature set, a kitten dies.
  • 123. @lissijean Responding to Constraints & Feedback PART III
  • 124. @lissijean The goal of an MVP is to learn.
  • 125. @lissijean Customer Feedback
  • 126. @lissijean
  • 127. @lissijean
  • 128. @lissijean Constraints
  • 129. @lissijean Restricts medium. Restricts resources.
  • 130. @lissijean workshop three: Alter your test based on constraints.
  • 131. @lissijean You learned that people only have this problem online. How do you make an online MVP?
  • 132. @lissijean You learned that people only have this problem in store. How do you make an in person MVP?
  • 133. @lissijean How would you change your MVP experiment based on these new constraints? 5 minutes
  • 134. @lissijean MVPs in Agile Teams PART IV
  • 135. @lissijean Gather Requirements Spec features Design Interfaces Developm ent QA Process Release Waterfall
  • 136. @lissijean Gather Requirements Spec features Design Interfaces Developm ent QA Process Release Product Manager UX Designer Developer
  • 137. @lissijean Agile
  • 138. @lissijean Individuals and Interactions over Processes and Tools
  • 139. @lissijean Agile Sprints Short, goal oriented sprints formed around a problem running Build, Measure, and Learn.
  • 140. @lissijean Build Measure Learn
  • 141. @lissijean Product Manager UX Designer Developer Small, cross-functional teams
  • 142. @lissijean
  • 143. @lissijean monday tuesday wednesday thursday friday Reflect & Define Specify Build & Refine Build & Refine Customer Feedback Sprint Structure
  • 144. @lissijean Problem Exploration MVP Experiments Feature Development
  • 145. @lissijean MVPs are only a test.
  • 146. @lissijean “My solution is too obvious, if I just build it people will use it.”
  • 147. @lissijean Customers will only use your features if it fills a need. Customers will only use your features if it fills a need.
  • 148. @lissijean “Lean is just for startups, my company is too grown up.”
  • 149. @lissijean Lean applies to all companies.
  • 150. @lissijean Melissa Perri ! Want an MVP Guide? melissa@produxlabs.com ! produxlabs.com melissaperri.com ! ! @lissijean