Minimum Desirable Product
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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.
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    Minimum Desirable Product Minimum Desirable Product Presentation Transcript

    • Minimum Desirable Product
      Customer Development for the“Winner Take All” Consumer Web
    • 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
    • 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?
    • 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
    • Am I testing the right thing with a Minimum Viable Product?
    • A different approach:Minimum Desirable Product
    • IDEO design “lenses”
    • 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
    • Desirable but not viable (for years!)
    • 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!
    • 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?
    • If you get stuck,add more features right?(Or, once you have an MDP,add more features right?)
    • 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)
    • “In many ways, it's the things that are not there that we are most proud of” –JonyIve on the iPad
    • examples and resources
    • 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
    • Andrew Chen