Creating Successful MVPs in Agile
Teams Melissa Perri @lissijean #Agile2014

! Melissa Perri ! ProdUX
Labs melissaperri.com @lissijean

@lissijean

@lissijean#Agile2014
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@lissijean#Agile2014 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

@lissijean#Agile2014 Define Design Develop Deploy
Traditional Product Development Cycle

@lissijean#Agile2014 Define Design Develop Deploy
Some learning Very little learning Most learning Traditional Product Development Cycle

@lissijean#Agile2014 Traditional Product Development Cycle
Define Design Develop Deploy Pivot

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Risk
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@lissijean#Agile2014
Build
Measure
Learn

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MVP?
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Traditional Process
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MVP Process
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@lissijean#Agile2014 MVP = Minimum Feature
Set Agile MVPs

@lissijean#Agile2014 Focus on problem not
features.

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LEARN

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MVP

@lissijean#Agile2014 Crappy products Crappy products
everywhere @lissijean

@lissijean#Agile2014 @lissijean

@lissijean#Agile2014
MVP
=
Experiment

@lissijean#Agile2014
Setting Up Experiments

@lissijean#Agile2014 1. What is our
goal? 2. Define problem and customer. 3. What do we want to learn? 4. What’s the minimum we can build to test that? 5. How do we measure success? Process

@lissijean#Agile2014 @lissijean

@lissijean#Agile2014 Increase existing customer engagement.
What is our goal?

@lissijean#Agile2014 Customers want twitter-like messages
in their feed. Define problem and customer.

@lissijean#Agile2014 Customers want twitter-like messages
in their feed. Not a problem.

@lissijean#Agile2014 Customers aren’t engaging with
our site because they think curators are not authentic. Define problem and customer.

@lissijean#Agile2014 Will shoppers engage more
if curators post authentic messages in the feed? What do we want to learn?

@lissijean#Agile2014 Wizard of Oz Looks
real to the customer, completely manual on the backend. What is the minimum we can build to test that?

@lissijean#Agile2014 10% increase in adds
to cart in A/B test. How do we measure success?

@lissijean#Agile2014 monday tuesday wednesday thursday
friday Reflect & Define Specify Build & Refine Build & Refine Customer Feedback Sprint Structure

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@lissijean

@lissijean#Agile2014 0% change over other
products.

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Pivot

@lissijean#Agile2014 Customers aren’t engaging with
our site because they think curators are not authentic. Define customer and problem.

@lissijean#Agile2014 Increase existing customer engagement.
What is our goal?

@lissijean#Agile2014 Will shoppers engage more
if curators write personal stories in emails? What do we want to learn?

@lissijean#Agile2014 What is the minimum
we can build to test?

@lissijean#Agile2014 20% increase in purchases
and CTR. How do we measure success?

@lissijean#Agile2014 Success! 2x Open Rate
3x Purchases

@lissijean#Agile2014
Types of Experiments

@lissijean#Agile2014 “Do customers have this
problem?”

@lissijean#Agile2014 Interviews Get out of
the building and talk to people.

@lissijean#Agile2014 “Are customers interested in
my solution?”

@lissijean#Agile2014 Landing Page A pitch
of your product, to gauge idea reception.

@lissijean#Agile2014

@lissijean#Agile2014 “What do customers value
in the solution?”

@lissijean#Agile2014 Concierge Delivering a service
manually. Delivering a service manually. Concierge

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@lissijean#Agile2014 “Will people pay for
my solution?"

@lissijean#Agile2014 Wizard of Oz Looks
real, but manual on the back end.

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@lissijean

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Subscription
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@lissijean#Agile2014
Your turn.

@lissijean#Agile2014 Every time you start
with a minimum feature set, a kitten dies. @lissijean

@lissijean#Agile2014 Creating Successful MVPs in
Agile Teams ! You work for Moxify, a music streaming service that has products across mobile, desktop, and web. Moxify has a freemium model. Users can use the service for free across all platforms, but must listen to ads after every 5 songs. If users upgrade for $10 a month, they will hear no ads. ! Your team has been given the goal of trying to increase the conversion rate of existing free users to paid subscriptions by 10% over the next few months. Our model and leading correlation data says that customers who use Moxify’s free version everyday for 2 weeks have a 50% chance of converting to a paid user. If they use it everyday for 3 weeks, that percentage goes up to 90%. ! As a team, you have talked to 50 users who are currently on the free version and have stopped using the service before 2 weeks. There were many problems that surfaced, but a majority of these users said they liked the idea of Moxify, but it was difLicult to discover new music. These users currently used music blogs, Pandora, and friends’ recommendations to Lind new songs. Then they have to manually search for each song on Moxify.

@lissijean#Agile2014 1. What is our
goal? 2. Define problem and customer. 3. What do we want to learn? 4. What’s the minimum we can build to test that? 5. How do we measure success? Moxify Exercise

“We should
test that.”
@lissijean

@lissijean#Agile2014 Melissa Perri ! melissa@produxlabs.com
! Lots more info on: melissaperri.com ! ! @lissijean