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Designed to Learn


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The long version of Designed to Learn given at at #UI21, #AgileTD, and #dmsagile

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Designed to Learn

  1. 1. Designed to Learn Melissa Perri @lissijean #dmsAgile | September 2016
  2. 2. @lissijean MVP
  3. 3. @lissijean@lissijean
  4. 4. @lissijean@lissijean
  5. 5. @lissijean What if we try an MVP?
  6. 6. @lissijean@lissijean
  7. 7. @lissijean We don’t do that here. “ ”
  8. 8. @lissijeanFlickr: nightmaresfearfactory @lissijean
  9. 9. @lissijean I put that sh*t on everything! MVP!
  10. 10. @lissijean
  11. 11. @lissijean The minimum amount of effort to learn. Minimum Viable Product
  12. 12. @lissijean The minimum amount of effort to learn. Minimum Viable Product NO IT’S NOT!
  13. 13. @lissijean
  14. 14. @lissijean
  15. 15. @lissijean
  16. 16. @lissijean “A minimum viable product (MVP) is not always a smaller/ cheaper version of your final product.” Steve Blank, 2013 “That product which has just those features and no more that allows you to ship a product that early adopters see and, […] pay you money for, and start to give you feedback on.” Eric Ries, 2009 “Minimum feature set (“minimum viable product”) is a Customer Development tactic to reduce engineering waste and to get product in the hands of Earlyvangelists soonest.” Steve Blank, 2010 “An MVP is not just a product with half of the features chopped out, or a way to get the product out the door a little earlier. In fact, the MVP doesn’t have to be a product at all.” Jim Brikman, Y Combinator 2016
  17. 17. @lissijean@lissijean
  18. 18. @lissijean
  19. 19. @lissijean MVP
  20. 20. @lissijean To learn what your customers want and need. GOAL
  21. 21. @lissijean It’s a process, not a product.
  22. 22. @lissijean Do our customers really have this problem? What do our customers expect to gain in the end? What are they doing to solve their problems now? What do they care about in a solution? Where will they use the solution?
  23. 23. @lissijean “ My own belief is that you should be running experiments, many of which will not lead anywhere. If we knew how this was going to end up, we’d just go ahead and do it. ”Ed Catmull, President of Pixar
  24. 24. @lissijean Problem-Solution Fit Does this problem exist and can I solve it? Product-Market Fit Is my product desirable enough to this market?
  25. 25. @lissijean Ingredients and recipes shipped to your door.
  26. 26. @lissijean Image: @davidjbland
  27. 27. @lissijean Increase conversion rate X%
  28. 28. @lissijean Design ways to learn more.
  29. 29. @lissijean What’s their biggest problem? @lissijean
  30. 30. @lissijean
  31. 31. @lissijean Addressed Key Questions and Value Propositions @lissijean
  32. 32. @lissijean
  33. 33. @lissijean
  34. 34. @lissijean Product strategy emerges from experimentation.
  35. 35. @lissijean@lissijean
  36. 36. @lissijean UNIFIED FIELD THEORY Bill Costantino @lissijean
  37. 37. @lissijean@lissijean
  38. 38. @lissijean@lissijean
  39. 39. @lissijean@lissijean
  40. 40. @lissijean@lissijean
  41. 41. @lissijean@lissijean
  42. 42. @lissijean@lissijean
  43. 43. @lissijean@lissijean
  44. 44. 5 years FDS the first choice for healthy, convenient lunches and dinners in target market. increase acquisition by X% December 2016 increase conversion rate 5% across all mediums by end of Q2. conversion rate is currently Y% on desktop, Z% on mobile.
  45. 45. @lissijean Company Goal, Product KPI, Future state. What are users doing now? What’s the first little goal? User Research, Product Experiments Product Kata 1 2 3 4 Planning Experimenting A scientific, systematic way to build better products.
  46. 46. @lissijean Product leaders provide vision, goals, and guardrails. @lissijean
  47. 47. @lissijean When do we focus on big ideas? @lissijean
  48. 48. @lissijean@lissijean
  49. 49. @lissijean@lissijean
  50. 50. @lissijean@lissijean
  51. 51. @lissijean
  52. 52. @lissijean G I V E V I S I O N @lissijean
  53. 53. @lissijean G I V E V I S I O N @lissijean
  54. 54. @lissijean Solving big problems for customers creates big value for businesses. @lissijean
  55. 55. @lissijean “You are always in this balance between clear leadership and chaos; in fact that’s where you’re supposed to be.” Ed Catmull, President of Pixar @lissijean
  56. 56. @lissijean@lissijean
  57. 57. @lissijean “Your brand is how people feel about your product or service.” Bill Beard - @writebeard
  58. 58. @lissijean @joshuajames
  59. 59. @lissijean
  60. 60. @lissijean
  61. 61. @lissijean We don’t do that here. “ ”
  62. 62. @lissijean MVP
  63. 63. @lissijean Melissa Perri @lissijean School: Blog: