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MVP Design Hacks 7: Iterate Your Design with Customer Insights

MVP Design Hacks 7: Iterate Your Design with Customer Insights

  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 from Early Adopters
  6. 6. Design Iteration Checklist Prioritize your research findings
  7. 7. Story/Quote pairs Job Story summarizing key research finding When I situational and/or emotional trigger I want to a activity + goal so I can desired outcome
  8. 8. Story/Quote pairs Job Story summarizing key research finding When I situational and/or emotional trigger I want to a activity + goal so I can desired outcome Quote from test subject illustrating that pattern “This is what I think”
  9. 9. The Fashion Browser When I Login to the game 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
  10. 10. The Fashion Browser When I Login to the game 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 I love seeing what’s new, going through my closet, putting together outfits – it’s the perfect way to unwind after a long day
  11. 11. The Armchair Stylist 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
  12. 12. 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 
  13. 13. 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.
  14. 14. Design Iteration Checklist Summarize your research findings Update your MVP Canvas
  15. 15. Covet Fashion BEFORE Early Market Young women 18-30 who play mobile fashion games Unmet Needs Aspirational dress-up in designer fashions PLUS advice from a celebrity stylist
  16. 16. Covet Fashion BEFORE Early Market Young women 18-30 who play mobile fashion games Unmet Needs Aspirational dress-up in designer fashions PLUS advice from a celebrity stylist Solution F2P co-op game with real-world fashion content & hot trends Value Prop Vogue alternative - stay up-to-date on fashion by playing – not just looking
  17. 17. Covet Fashion BEFORE Early Market Young women 18-30 who play mobile fashion games Unmet Needs Aspirational dress-up in designer fashions PLUS advice from a celebrity stylist Unfair Advantage F2P game experience Existing, addressable audience for fashion games Solution F2P co-op game with real-world fashion content & hot trends Value Prop Vogue alternative - stay up-to-date on fashion by playing – not just looking Early Metrics like/dislike metrics via interviews with hard-core fashion gamers
  18. 18. Covet Fashion BEFORE Key Assumptions Young women want a mobile game based on real-world fashion PLUS access to a celebrity stylist Early Market Young women 18-30 who play mobile fashion games Unmet Needs Aspirational dress-up in designer fashions PLUS advice from a celebrity stylist Unfair Advantage F2P game experience Existing, addressable audience for fashion games Solution F2P co-op game with real-world fashion content & hot trends 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
  19. 19. Covet Fashion AFTER Early Market Young women 18-30 who play mobile fashion games Women 18-45 like the game – and older women spend more Unmet Needs Aspirational dress-up in designer fashions PLUS advice from a celebrity stylist PLUS advice from wanna-be stylists
  20. 20. Covet Fashion AFTER 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 Early Market Young women 18-30 who play mobile fashion games Women 18-45 like the game – and older women spend more Unmet Needs Aspirational dress-up in designer fashions PLUS advice from a celebrity stylist PLUS advice from wanna-be stylists
  21. 21. 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 $$ on a game based on real-world fashion Young women want access to a celebrity stylist – AND other up-and- coming stylists
  22. 22. Design Iteration Checklist Summarize your research findings Update your MVP Canvas Update your Product Narrative & Core Loop
  23. 23. isC ofvoert EFansthhiuons iParsotdsuct Narrative Discovery Mastery Onboarding Habit-Building
  24. 24. isC ofvoert EFansthhiuons iParsotdsuct Narrative Discovery Mastery Onboarding Habit-Building Discover Your Style Take a Style Quiz with Rachel Zoe Attend an Event Spend some $$ & dress-up in beautiful clothes Browse Your Stream Make a Collection Make influential outfits  Get early access to the newest designer fashions Check out award-winning outfits players are putting together
  25. 25. Covet Fashion Core Loop Get Results & Reward Choose Event to Dress For Dress for Event” Make Outfit With Social Feedback Messages Waiting Read/Respond to Messages Read New Content Browse Style Feed Without Social Feedback Submit Outfit Go Shopping
  26. 26. Design Iteration Checklist Summarize your research findings Update your MVP Canvas Update your Product Narrative & Core Loop Sketch out key screens – information on the page
  27. 27. Choose a Device Template
  28. 28. isP rfoodru cEt nNtahrurastiivaests Discovery Mastery Onboarding Habit-Building
  29. 29. I love seeing what’s new, going through my closet, putting together outfits – it’s the perfect way to unwind after a long day Style Feed for Fashion Browsers
  30. 30. Shared Closet for Co-creators Patti told me to borrow these shoes and belt for this outfit – I would never think of doing that combo, but it TOTALLY works. Patti’s Closet Dresses Intimates OPEN SLOT OPEN SLOT Top s Bottoms Shoe s Bags Jewelry Scarve s 23 items
  31. 31. Design Iteration Checklist Summarize your research findings Update your MVP Canvas Update your Product Narrative & Core Loop Sketch out key screens Write your Summary/Elevator Pitch
  32. 32. Build Your Dream Closet Collect designer clothes  dress for gala events  build a lust-worthy closet of stunning outfits
  33. 33. Discover & Express Your Personal Style Glamorous Trendsetting Understated
  34. 34. Design Iteration Speedbumps
  35. 35. Design Iteration Speedbumps • False-negative pivot – changing too much too soon
  36. 36. Design Iteration Speedbumps • False-negative pivot – changing too much too soon • Focusing on customer’s solution (not the problem)
  37. 37. 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
  38. 38. 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
  39. 39. 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
  40. 40. Recommended Viewing Turning Insight Into Product Rachel Derkis-Gelman
  41. 41. Recommended Reading 9AM PT WED 11/12 Game Design Workshop 9AM PT WED 11/12 Stanford d.school website http://mvpdesignhacks.com/sprint7
  42. 42. 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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