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Minimum Desirable Product


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  • Andrew you are quite right build the minimal product quickly.
    However the marketing will take much longer than the building.
    Are you sure you want to  Yes  No
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  • The thinking process, presentation, and insight contained in this presentation are great.
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  • 1. Minimum Desirable Product
    Customer Development for the“Winner Take All” Consumer Web
  • 2. My target audience
    Mass market consumer internet startups
    Daily usage, but low value interactions
    Ad-supported, indirect monetization models
    First to 100M uniques/month wins
  • 3. Executing the “Viability-First” strategy
    Get a lot of users through viral channels
    Create a Minimum Viable Product
    Maximize user acquisition and revenue/user
    Iterate to a great product experience (?)
    Can this ever lead to a high engagement product with sustainable viral growth?
  • 4.
  • 5. Scenarios that made me think
    High-growth social network that’s profitable but has terrible user retention
    Dating site with lots of subscribers, but no one can find the dates they were promised
    Photo-sharing site with 100M+ uniques/month organic growth, but unprofitable
  • 6. Am I testing the right thing with a Minimum Viable Product?
  • 7. A different approach:Minimum Desirable Product
  • 8.
  • 9. IDEO design “lenses”
  • 10. Test the riskiest thing first
    Depending on your business:
    Minimum Viable Product
    Distribution, Revenue, Business model
    Minimum Feasible Product
    Transistors/inch, Power usage, Cures cancer
    Minimum Desirable Product
    Engagement, Sustainable growth, Love <3
  • 11. Desirable but not viable (for years!)
  • 12. The “Desirability-First” strategy
    Understand user goals
    Create a Minimum Desirable Product
    Listen to users and maximize Love <3
    Iterate to a great product experience
    It still needs to be viable and feasible, so filter your ideas through that!
  • 13. How to build an MDP
    Understand the target user and their goals
    Identify 2-3 core scenarios
    Make it 1-4 main pages
    Tech demo in <2 weeks, MDP in 4-6 weeks
    Are you using it every day?
    Will 10 people to use it every day? 100?
  • 14. If you get stuck,add more features right?(Or, once you have an MDP,add more features right?)
  • 15. Min versus Max Desirability
    Maximum desirability != More features
    They probably have less features
    Focus on the “right” scenarios
    Compelling and refined consumer value
    Boiling down the minimal featureset takes more time, not less! (Good design is hard)
  • 16. “In many ways, it's the things that are not there that we are most proud of” –JonyIve on the iPad
  • 17. examples and resources
  • 18.
  • 19.
  • 20.
  • 21. The Inmates are Running the Asylum by Alan Cooper
    The Art of Innovation by Tom Kelly
    Designing Interactions by Bill Moggridge
    Artful Making by Robert Austin / Devin Lee
    The Design of Business by Roger Martin
    Human Centered Design Toolkit by IDEO
  • 22. Andrew Chen