Designing to Learn: Creating Effective
MVP Experiments Melissa Perri @lissijean | #LeanUXFest

! Melissa Perri ! ProdUX
Labs melissaperri.com @lissijean

@lissijean

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

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

DO NOT WANT
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Traditional Product Development Cycle Define
Design Develop Deploy Pivot #LeanUXFest @lissijean

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Risk
#LeanUXFest @lissijean
@lissijean

Build
Learn
Measure
#LeanUXFest @lissijean

#LeanUXFest MVP?
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@lissijean

Traditional Process
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MVP Process
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Focus on problem not features.
#LeanUXFest @lissijean

LEARN
#LeanUXFest @lissijean

Crappy products Crappy products everywhere
#LeanUXFest @lissijean @lissijean

MVP
#LeanUXFest @lissijean

MVP
=
Experiment
#LeanUXFest @lissijean

VALUE @lissijean

Setting Up Experiments
#LeanUXFest @lissijean

What is our goal? What
is your problem hypothesis? What do we want to learn? What’s the minimum we can build to learn? How do we measure success? #LeanUXFest @lissijean

What is our goal? What
is your problem hypothesis? What do we want to learn? What’s the minimum we can build to learn? How do we measure success? #LeanUXFest @lissijean

Increase traffic by 10%. #LeanUXFest
@lissijean

Increase sections visited by 40%.
#LeanUXFest @lissijean

#LeanUXFest @@lliissssiijjeeaann

GOAL Increase existing customer engagement
by 20%. #LeanUXFest @lissijean

GOAL Your goal is to
increase conference attendee satisfaction by 25%. #LeanUXFest @lissijean

what’s your
problem?
@lissijean

What’s your biggest problems at
conferences? FINDING THE PEOPLE I COULD HELP. @lissijean

Introduce yourself & your biggest
problem. @lissijean

Dot vote on the problems.
Each person gets 2 votes. FINDING THE PEOPLE I COULD HELP. @lissijean

What is our goal? What
is your problem hypothesis? What do we want to learn? What’s the minimum we can build to learn? How do we measure success? #LeanUXFest @lissijean

Solving problems delivers value. #LeanUXFest
@lissijean

@lissijean

CUSTOMER Shoppers who visit the
site at least twice a month but have not purchased. #LeanUXFest @lissijean

PROBLEM {Customer}s want twitter-like messages
in their feed. #LeanUXFest @lissijean

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

PROBLEM {Customer}s aren’t engaging with
our site because they think curators are not authentic. #LeanUXFest @lissijean

Shoppers want to save their
items to a wishlist so they can purchase them later. Shoppers who are not ready to buy yet want to save items so they can easily purchase them later. #LeanUXFest @lissijean

BAD GOOD Shoppers want to
save their items to a wishlist so they can purchase them later. Shoppers who are not ready to buy yet want to save items so they can easily purchase them later. #LeanUXFest @lissijean

CUSTOMER PROBLEM Who is your
customer? What is their problem? #LeanUXFest @lissijean

Hypothesis We think that we
can achieve GOAL if we solve PROBLEM CUSTOMER for #LeanUXFest @lissijean

What is our goal? What
is your problem hypothesis? What do we want to learn? What’s the minimum we can build to learn? How do we measure success? #LeanUXFest @lissijean

There’s a reason why they’re
called assumptions. #LeanUXFest @lissijean @lissijean

What are the dependencies? #LeanUXFest
@lissijean

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

LEARN What do you want
to learn first? #LeanUXFest @lissijean

What is our goal? What
is your problem hypothesis? What do we want to learn? What’s the minimum we can build to learn? How do we measure success? #LeanUXFest @lissijean

There are many types of
MVPs… #LeanUXFest @lissijean

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

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

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

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

#LeanUXFest @l@islsisisjeijeaann

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

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

#LeanUXFest @lissijean

#LeanUXFest @l@islsisisjeijeaann

#LeanUXFest @lissijean

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

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

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

@lissijean
@lissijean

@lissijean
@lissijean

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

SMALLEST BUILD What is the
smallest amount you can build to learn? #LeanUXFest @lissijean

What is our goal? What
is your problem hypothesis? What do we want to learn? What’s the minimum we can build learn? How do we measure success? #LeanUXFest @lissijean

What does success look like?
#LeanUXFest @lissijean @lissijean

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

@lissijean
@lissijean

SUCCESS METRIC How do you
measure success? #LeanUXFest @lissijean

#LeanUXFest @lissijean

Iterate.
#LeanUXFest @lissijean

0% change over other products.
#LeanUXFest @lissijean

GOAL Increase existing customer engagement.
#LeanUXFest @lissijean

PROBLEM Customers aren’t engaging with
our site because they think curators are not authentic. #LeanUXFest @lissijean

LEARN Will shoppers engage more
if curators write personal stories in emails? #LeanUXFest @lissijean

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

SUCCESS METRIC 20% increase in
purchases and CTR. #LeanUXFest @lissijean

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

Effort Learning
#LeanUXFest @lissijean

It’s all about the process.
#LeanUXFest @lissijean

“We should
test that.”
@lissijean

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