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Mvp design hacks 7

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Mvp design hacks 7

  1. 1. Iterate your design with customer insights SPRINT 7
  2. 2. Your best teacher is your last mistake Ralph Nadar
  3. 3. Your best teacher is your last mistake Ralph Nadar You are here
  4. 4. Iterate Your Design
  5. 5. Iterate Your Design Iterate your Design with Job Stories
  6. 6. Iterate Your Design Iterate your Design with Job Stories from Early Adopters
  7. 7. Design Iteration Checklist Prioritize your research findings
  8. 8. “If you gave me stop-motion videos for the Lego Set my kid has right now, in our living room, I would love you for life.” When my kid Is starting to play with a new Lego Set I want a instructional videos for that specific Set so I can Take a guilt-free break, knowing and that my kid is happy, engaged and productive Pattern Quote Story/Quote pairs
  9. 9. The Fashion Consumer I love seeing what’s new, When I login (daily) to Style Icon I want to see gorgeous, creative outfits made from the latest designer fashions so I can stay on top of fashion trends in a fun and relaxing way going through my closet, putting together outfits – it’s the perfect way to unwind after a long day
  10. 10. The Armchair Stylist I LOVE the idea of rating my When I give fashion feedback to others I want to know my feedback had an effect so I can feel useful, satisfied and happier because I’m helping others be more fashionable friends outfits and telling them how to dress better – I already do that in real life 
  11. 11. The Co-Creator Patti told me to put these shoes When I Need to dress up for an important event I want to raid my friend’s closet and get her feedback on my outfit so I can have her accessorize my look and help me feel confident - just like in real life :-) and belt together with this outfit – I would never think of that, but it TOTALLY works.
  12. 12. Design Iteration Checklist Summarize your research findings Update your MVP Canvas
  13. 13. Covet Fashion BEFORE Unmet Needs Aspirational dress-up in designer fashions with advice from a celebrity stylist Value Prop Stay up-to-date on fashion by playing – not just looking (AKA Vogue replacement) Unfair Advantage F2P game experience Existing, addressable audience for fashion games Early Customers Young women 18-30 who play and love mobile fashion games Early Metrics like/dislike metrics via interviews with hard-core fashion gamers Solution A F2P co-op game, based on proven mechanics and real-world fashion Key Assumptions Young women want a mobile game based on real-world fashion Young women want access to a celebrity stylist
  14. 14. Covet Fashion AFTER Early Market Young women 18-30 who play and love mobile fashion games Women 18-45 like the game – and older women spend more Unmet Needs Aspirational dress-up in designer fashions with advice from a celebrity stylist plus advice from wanna-be stylists Value Prop Stay up-to-date on fashion by playing – not just looking (AKA Vogue replacement) Unfair Advantage F2P game experience Existing, addressable audience for fashion games Early Metrics like/dislike metrics via interviews with hard-core fashion gamers Solution A F2P co-op game, based on proven mechanics and real-world fashion Key Assumptions Young women want a mobile game based on real-world fashion Young women want access to a celebrity stylist
  15. 15. Covet Fashion AFTER Early Market Young women 18-30 who play and love mobile fashion games Women 18-45 like the game – and older women spend more Unmet Needs Aspirational dress-up in designer fashions with advice from a celebrity stylist plus advice from wanna-be stylists Key Assumptions Young women want a mobile game based on real-world fashion Young women want access to a celebrity stylist Unfair Advantage F2P game experience Existing, addressable audience for fashion games Solution A F2P co-op game, based on proven mechanics and real-world fashion Value Prop Stay up-to-date on fashion by playing – not just looking (AKA Vogue replacement) Early Metrics like/dislike metrics via interviews with hard-core fashion gamers
  16. 16. Covet Fashion AFTER Early Market Young women 18-30 who play and love mobile fashion games Women 18-45 like the game – and older women spend more Unmet Needs Aspirational dress-up in designer fashions with advice from a celebrity stylist plus advice from wanna-be stylists Unfair Advantage F2P game experience Existing, addressable audience for fashion games Solution A F2P co-op game, based on proven mechanics and real-world fashion Value Prop Stay up-to-date on fashion by playing – not just looking (AKA Vogue replacement) Early Metrics like/dislike metrics via interviews with hard-core fashion gamers Key Assumptions Young women want a mobile game based on real-world fashion and will spend $$ on a game based on real-world fashion Young women want access to a celebrity stylist – AND other up-and- coming stylists
  17. 17. Design Iteration Checklist Summarize your research findings Update your MVP Canvas Update your Core Loop & Product Narrative
  18. 18. Onboarding Get Results & Reward Accept Invite Dress for Event Make Outfit Take Style Quiz Submit Outfit for Ratings Browse Event Invite(s) Get Results Play MiniGames, earn $$, Knowledge Ad for Fashion Game
  19. 19. Re-engagement: Habit Loops Choose Event to Dress Get Results & Reward For Dress for Event Make Outfit Play MiniGames, earn $$ With Social Feedback Messages Waiting Without Social Feedback See Closet, Submit Outfit Read/Respon d to Messages Browse Style Feed Read New Content
  20. 20. Design Iteration Checklist Summarize your research findings Update your MVP Canvas Update your Core Loop & Product Narrative Sketch out key screens – information on the page
  21. 21. Choose a Device Template
  22. 22. Onboarding
  23. 23. Whose closet would you most like to peek into? 3 of 10 While browsing Polycore on your iPad, you see an ad for Style Icon. You clikc through – and take a 15-question quiz, which is fun and visual. When it’s finished you learn your Style Tyype, and an invitation to play Style Icon, a free iPad game.
  24. 24. Welcome to Style Icon! $75 Here are some basics to get you started Here’s a welcome gift – $$ to spend in the store. Earn more by creating outfits for events and playing mini-games. You’ve been invited to an event! Click the butterfly to open your invitation After you’ve signed up, your first task is to build your Dream Closet. You get 1) a welcome gift of high-quality basics 2) $$ to spend, 3) an event invite to a Casual Weekend
  25. 25. Habit Building
  26. 26. Style Feed Invites Messages My Closet You’re at the airport, heading towards your gate – you think about picking up a Vogue, but you skip it – and decide to get your fashion fix from Style Icon instead. Once you’re settled into your seat, you pull out your iPad, launch the app, and check out the latest fashions by browsing through recently created outfits.
  27. 27. Three people created similar outfits for an event you attended – you’re a Level 1 Stylist, so we’re inviting you to tell us which outfit worked best. It’s holiday time! You’re invited to a swanky office party with your new boss. It’s a great time to make the right impression. What will you wear? Winter vacation is a great time to kick back on a sunny beach with a tropical drink. How will you dress on your Dream Island Vacation? Style Feed Invites Messages My Closet You check out the Invites waiting for you. You have a real-life holiday party coming up – so you select those
  28. 28. Congratulations! Your new collection is TRENDING. Collect your prize now! Taleen created an outfit for Ladies Night and wants you to accessorize it. StyleLady says “I love your style – would you like to make a collection together?” Check out my closet. Lori says “Thanks for finishing those outfits – wanna switch it up now and change roles? Style Feed Invites Messages My Closet You check out the Invites waiting for you. You have a real-life holiday party coming up – so you select those
  29. 29. My Closet Jewelr y Scarv es OPEN SLOT 23 items Intimate s OPEN SLOT Top s Bottom s Shoe s Bag s Dresse s Style Feed Invites Messages My Closet You check out the Invites waiting for you. You have a real-life holiday party coming up – so you select those
  30. 30. Mastery
  31. 31. Celeste + Emma’s BCBG Fall Collection Top s Bottom s Shoe s Bag s Jewelr y Scarv es Intimate s Dresse s OPEN SLOT OPEN SLOT Style Feed Invites Messages My Closet You’re a Level 3 Stylist – and you and your friend are collaborating on outfits for a new Fall collection
  32. 32. Design Iteration Checklist Summarize your research findings Update your MVP Canvas Update your Core Loop & Product Narrative Sketch out key screens Draft your Product Brief
  33. 33. Product Brief: Key Elements 1. Summary: Elevator Pitch
  34. 34. Build Your Dream Closet Collect designer clothes  dress for gala events  build a lust-worthy closet of stunning outfits
  35. 35. Discover & Express Your Personal Style Glamorous Trendsetting Understated
  36. 36. Be a Style Icon create trend-setting outfits → get designer gifts & VIP invites
  37. 37. Product Brief: Key Elements 1. Summary: Elevator Pitch 2. MVP Canvas: Before & After
  38. 38. Covet Fashion MVP Canvas Early Market Young women 18-30 who play and love mobile fashion games Women 18-45 like the game – and older women spend more Unmet Needs Aspirational dress-up in designer fashions with advice from a celebrity stylist plus advice from wanna-be stylists Unfair Advantage F2P game experience Existing, addressable audience for fashion games Solution A F2P co-op game, based on proven mechanics and real-world fashion Value Prop Stay up-to-date on fashion by playing – not just looking (AKA Vogue replacement) Early Metrics like/dislike metrics via interviews with hard-core fashion gamers Key Assumptions Young women want a mobile game based on real-world fashion and will spend $$ on a game based on real-world fashion Young women want access to a celebrity stylist – AND other up-and- coming stylists
  39. 39. Product Brief: Key Elements 1. Summary: Elevator Pitch 2. MVP Canvas: Before & After 3. Key Research Findings
  40. 40. The Fashion Consumer I love seeing what’s new, going When I login (daily) to Style Icon I want to see gorgeous, creative outfits made from the latest designer fashions so I can stay on top of fashion trends in a fun and relaxing way through my closet, putting together outfits – it’s the perfect way to unwind after a long day Style Feed
  41. 41. The Co-Creator Patti told me to put these shoes When I Need to dress up for an important event I want to raid my friend’s closet and get her feedback on my outfit so I can have her accessorize my look and help me feel confident - just like in real life :-) and belt together with this outfit – I would never do that, but it TOTALLY works. Shared Closet
  42. 42. The Armchair Stylist I LOVE the idea of rating my When I give fashion feedback to others I want to know my feedback had an effect so I can feel useful, satisfied and happier because I’m helping others be more fashionable friends outfits and telling them how to dress better – I already do that in real life  Style Ambassador
  43. 43. Product Brief: Key Elements 1. Summary: Elevator Pitch 2. MVP Canvas: Before & After 3. Key Research Findings 4. Core Loop + Key Screens
  44. 44. Onboarding Get Results & Reward Accept Invite Dress for Event Make Outfit Take Style Quiz Submit Outfit for Ratings Browse Event Invite(s) Get Results Play MiniGames, earn $$ Ad for Fashion Game
  45. 45. Whose closet would you most like to peek into? 3 of 10 While browsing Polycore on your iPad, you see an ad for Style Icon. You clikc through – and take a 15-question quiz, which is fun and visual. When it’s finished you learn your Style Tyype, and an invitation to play Style Icon, a free iPad game.
  46. 46. Welcome to Style Icon! $75 Here are some basics to get you started Here’s a welcome gift – $$ to spend in the store. Earn more by creating outfits for events and playing mini-games. You’ve been invited to an event! Click the butterfly to open your invitation After you’ve signed up, your first task is to build your Dream Closet. You get 1) a welcome gift of high-quality basics 2) $$ to spend, 3) an event invite to a Casual Weekend
  47. 47. Re-engagement: Habit Loops Get Results & Reward Choose Event to Dress For Dress for Event Make Outfit Play MiniGames, earn $$ With Social Feedback Messages Waiting Without Social Feedback See Closet, Submit Outfit Read/Respond to Messages Read New Content Browse Style Feed
  48. 48. Style Feed Invites Messages My Closet You’re at the airport, heading towards your gate – you think about picking up a Vogue, but you skip it – and decide to get your fashion fix from Style Icon instead. Once you’re settled into your seat, you pull out your iPad, launch the app, and check out the latest fashions by browsing through recently created outfits.
  49. 49. Three people created similar outfits for an event you attended – you’re a Level 1 Stylist, so we’re inviting you to tell us which outfit worked best. It’s holiday time! You’re invited to a swanky office party with your new boss. It’s a great time to make the right impression. What will you wear? Winter vacation is a great time to kick back on a sunny beach with a tropical drink. How will you dress on your Dream Island Vacation? Style Feed Invites Messages My Closet You check out the Invites waiting for you. You have a real-life holiday party coming up – so you select those
  50. 50. Congratulations! Your new collection is TRENDING. Collect your prize now! Taleen created an outfit for Ladies Night and wants you to accessorize it. StyleLady says “I love your style – would you like to make a collection together?” Check out my closet. Lori says “Thanks for finishing those outfits – wanna switch it up now and change roles? Style Feed Invites Messages My Closet You also check out the messages and see that your friends appreciated your feedback!
  51. 51. My Closet Bottoms Shoes Bags Jewelry Scarve 23 items Dresses Intimates OPEN SLOT OPEN SLOT Top s s Style Feed Invites Messages My Closet You check out the Invites waiting for you. You have a real-life holiday party coming up – so you select those
  52. 52. Mastery
  53. 53. Celeste + Emma’s BCBG Fall Collection Top s Bottoms Shoe Dresses Intimates s Bags Jewelry Scarve s OPEN SLOT OPEN SLOT Style Feed Invites Messages My Closet You’re a Level 3 Stylist – and you and your friend are collaborating on outfits for a new Fall collection
  54. 54. Product Brief: Key Elements 1. Summary: Elevator Pitch 2. MVP Canvas: Before & After 3. Key Research Findings 4. Core Loop + Key Screens 5. Pilot Project + Next Steps
  55. 55. Pilot Project WHO: 50-100 hardcore fashion gamers, pulled from current audience WHAT: Features to test early • Appeal of real-world fashion, tied to designer release cycles • Upfront Style Quiz – is it even needed? • Opportunity to pay for upscale items to earn more outfit points • Can earn “schwag gifts” by creating popular outfits
  56. 56. Design Iteration Speedbumps
  57. 57. Design Iteration Speedbumps • False-negative pivot – changing too much too soon
  58. 58. Design Iteration Speedbumps • False-negative pivot – changing too much too soon • Focusing on customer’s solution (not the problem)
  59. 59. Design Iteration Speedbumps • False-negative pivot – changing too much too soon • Focusing on customer’s solution (not the problem) • Confusion or distrust around customer discovery
  60. 60. Design Iteration Speedbumps • False-negative pivot – changing too much too soon • Focusing on customer’s solution (not the problem) • Confusion or distrust around customer discovery • Lack of cross-functional collaboration
  61. 61. Design Iteration Speedbumps • False-negative pivot – changing too much too soon • Focusing on customer’s solution (not the problem) • Confusion or distrust around customer discovery • Lack of cross-functional collaboration • Poor value prop – AKA emperor has no clothes
  62. 62. Recommended Viewing Turning Insight Into Product Rachel Derkis-Gelman
  63. 63. Recommended Reading 9AM PT WED 11/12 Game Design Workshop 9AM PT WED 11/12 Stanford d.school website http://mvpdesignhacks.com/sprint7
  64. 64. Week 7 Office Hours 7PM PT TUE 11/18 VIP Coach Rachel Derkis-Gelman 9AM PT WED 11/19 VIP Coach Tracy Fullerton http://mvpdesignhacks.com/sprint6

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    Oct. 28, 2015

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