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project-based training for Lean Teams
Amy Jo Kim social game designer, Shufflebrain co-founder 
Hi - I’m Amy Jo Kim, Social Game Designer & Co-founder of 
Shufflebrain
shufflebrain.com smart games for a connected world
Eric Ries 
The Lean Startup 
we’ve learned what works... 
to increase your chances of 
success, minimize time through 
the Build-Measure-Learn cycle
...and what doesn’t 
I need slick, finished-looking 
screens to really test my 
product with customers 
Tweety Bird 
founder, PuddyTat Inc.
knowledge + tools + shortcuts + coaching = MVP Rocket Fuel 
I’ve got a hot idea - what’s the 
most efficient, effective way to 
validate my assumptions?
Our mission: help Lean Teams build a faster, smarter MVP 
I tested my MVP with real 
customers - now I know 
what they want and need
MVP Design Sprints our secret sauce 
Clarify 
Survey 
Interview 
Design 
Build 
Test 
Iterate 
Validate
1: Clarify your product strategy & key assumptions 
Unmet 
Needs 
Value 
Prop 
Unfair 
Advantage 
Early 
Customers 
Early 
Metrics 
Your 
Solution 
Key 
Assumptions
2: Survey customers to find enthusiastic early adopters 
I can supplement your dinner when I get home. 5-10 questions 
designed to 
test customer assumptions 
and 
Identify early adopters
3: Interview customers to identify needs & select Testers 
3-5 open-ended questions 
designed to 
surface unmet needs 
and 
Identify early customers
Why focus on tech-savvy Early Adopters? 
Ability They “get it” without hand-holding 
Opportunity They use technology frequently during the day 
Feedback They’ll give you exhaustive, ongoing feedback 
Co-creation They’ll help you bring key social systems to life 
Evangelism They’ll spread the word when it’s time to scale
4: Design an engaging, evolving Product Narrative
5: Build an early prototype of your Core Loop 
6
Core Loops 
building habits from the ground up
6: Test your prototype with early customers 
structured interviews 
designed to gather 
actionable feedback 
on your 
prototype & value prop
7: Iterate your design with customer insights 
Turn insights 
into 
Job Stories 
derived from 
Early Customers
8: Validate your assumptions & decide what to build next 
5 
Unmet 
Needs 
Updated 
Value Prop 
Unfair 
Advantage 
Early 
Customers 
Early 
Metrics 
Validated 
Assumptions 
Updated 
Solution
There is nothing quite so useless as 
doing with great efficiency something 
that should not be done at all. 
Peter Drucker
What is a Product Brief? 
document that translates 
research-driven 
customer insights 
into 
product strategy 
& design decisions
MVP Design Hacks solves the Founder’s Dilemma 
My ability to project confidence 
& sell my vision is what gets 
my startup off the ground... 
...but to build a smart MVP, I 
need to think like a scientist 
- not a salesperson
from hot idea to verified prototype in record time 
MVP Sprints + Templates & Resources + Online Coaching
Case Study: Toyco
EARLY 
CUSTOMERS 
Toyco MVP Canvas: Pre-Testing 
UNMET 
NEED 
EARLY ADOPTERS 
KEY 
ASSUMPTIONS 
OUR 
SOLUTION 
UNFAIR 
ADVANTAGE 
EARLY 
METRICS 
KEY 
ASSUMPTIONS 
Want to increase time 
spent on toy rental 
website 
VALUE 
PROP 
People who already 
post messages and 
share pictures 
A digital community 
where members 
connect with each 
other and share their 
love of building toys 
Our knowledge and 
data about members’ 
habits and tastes lets 
us create unique 
personalized value 
Length of Rental 
Satisfaction 
Retention 
connect with other like-minded 
adults 
Members WANT to 
build connections with 
each other in a digital 
community.
Toyco Journey Narrative 
Discovery – first exposure 
When I use Toyco’s service I want to find resources to feed my kids’ Lego habit so I can 
keep my kid happily occupied with a healthy habit 
Onboarding – learning the ropes 
When I first see Toyco’s video channel I want to quickly know what kind of videos are theret 
so I can let my kid roam free without worry 
Habit Building – AKA core loop 
When I visit Toyco’s video channel I want to show my kid new, relevant videos so I can know 
that my kid is happily entertained and won’t need my help 
Mastery - AKA Elder Game 
When I submit a video to Toyco’s channel I want quick submission feedback 
so I can know if my video will show up
EARLY 
CUSTOMERS 
Toyco MVP Canvas: Post-Testing 
UNMET 
NEED 
EARLY ADOPTERS 
KEY ASSUMPTIONS 
OUR 
SOLUTION 
UNFAIR 
ADVANTAGE 
EARLY 
METRICS 
KEY 
ASSUMPTIONS 
Want to increase time 
spent on toy rental 
website 
Kids have“habit” that 
parents want to feed 
with curated videos 
VALUE 
PROP 
People who already 
post messages and 
share pictures 
People who shoot & 
upload videos 
A digital community 
where members 
connect with each 
other and share their 
love of building toys 
A curated video 
collection - by kids, for 
kids - focused around 
creative uses of 
building toys. 
Final MVP = custom 
Youtube channel, 
seeded with a 
contest 
Our knowledge and 
data about members’ 
habits and tastes lets 
us create unique 
personalized value 
Length of Rental 
Satisfaction 
Retention 
connect with other like-minded 
adults 
short videos that teach 
new skills and stimulate 
kids’ creativity 
Members WANT to 
build connections with 
each other in a digital 
community. 
Members want 
wholesome video 
content that keeps 
their kid occupied. 
In particular, videos of 
new things to build 
with existing sets 
helps our business 
AND our members 
lives.
Ready for Rocket Fuel? 
Fall Session starts Oct 6 2014 
Winter Session starts Feb 9 2015 
http://mvpdesignhacks.com

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MVP Design Hacks: Rocket Fuel for Lean Teams

  • 2. Amy Jo Kim social game designer, Shufflebrain co-founder Hi - I’m Amy Jo Kim, Social Game Designer & Co-founder of Shufflebrain
  • 3. shufflebrain.com smart games for a connected world
  • 4. Eric Ries The Lean Startup we’ve learned what works... to increase your chances of success, minimize time through the Build-Measure-Learn cycle
  • 5. ...and what doesn’t I need slick, finished-looking screens to really test my product with customers Tweety Bird founder, PuddyTat Inc.
  • 6. knowledge + tools + shortcuts + coaching = MVP Rocket Fuel I’ve got a hot idea - what’s the most efficient, effective way to validate my assumptions?
  • 7. Our mission: help Lean Teams build a faster, smarter MVP I tested my MVP with real customers - now I know what they want and need
  • 8. MVP Design Sprints our secret sauce Clarify Survey Interview Design Build Test Iterate Validate
  • 9. 1: Clarify your product strategy & key assumptions Unmet Needs Value Prop Unfair Advantage Early Customers Early Metrics Your Solution Key Assumptions
  • 10. 2: Survey customers to find enthusiastic early adopters I can supplement your dinner when I get home. 5-10 questions designed to test customer assumptions and Identify early adopters
  • 11. 3: Interview customers to identify needs & select Testers 3-5 open-ended questions designed to surface unmet needs and Identify early customers
  • 12. Why focus on tech-savvy Early Adopters? Ability They “get it” without hand-holding Opportunity They use technology frequently during the day Feedback They’ll give you exhaustive, ongoing feedback Co-creation They’ll help you bring key social systems to life Evangelism They’ll spread the word when it’s time to scale
  • 13. 4: Design an engaging, evolving Product Narrative
  • 14. 5: Build an early prototype of your Core Loop 6
  • 15. Core Loops building habits from the ground up
  • 16. 6: Test your prototype with early customers structured interviews designed to gather actionable feedback on your prototype & value prop
  • 17. 7: Iterate your design with customer insights Turn insights into Job Stories derived from Early Customers
  • 18. 8: Validate your assumptions & decide what to build next 5 Unmet Needs Updated Value Prop Unfair Advantage Early Customers Early Metrics Validated Assumptions Updated Solution
  • 19. There is nothing quite so useless as doing with great efficiency something that should not be done at all. Peter Drucker
  • 20. What is a Product Brief? document that translates research-driven customer insights into product strategy & design decisions
  • 21.
  • 22. MVP Design Hacks solves the Founder’s Dilemma My ability to project confidence & sell my vision is what gets my startup off the ground... ...but to build a smart MVP, I need to think like a scientist - not a salesperson
  • 23. from hot idea to verified prototype in record time MVP Sprints + Templates & Resources + Online Coaching
  • 25. EARLY CUSTOMERS Toyco MVP Canvas: Pre-Testing UNMET NEED EARLY ADOPTERS KEY ASSUMPTIONS OUR SOLUTION UNFAIR ADVANTAGE EARLY METRICS KEY ASSUMPTIONS Want to increase time spent on toy rental website VALUE PROP People who already post messages and share pictures A digital community where members connect with each other and share their love of building toys Our knowledge and data about members’ habits and tastes lets us create unique personalized value Length of Rental Satisfaction Retention connect with other like-minded adults Members WANT to build connections with each other in a digital community.
  • 26. Toyco Journey Narrative Discovery – first exposure When I use Toyco’s service I want to find resources to feed my kids’ Lego habit so I can keep my kid happily occupied with a healthy habit Onboarding – learning the ropes When I first see Toyco’s video channel I want to quickly know what kind of videos are theret so I can let my kid roam free without worry Habit Building – AKA core loop When I visit Toyco’s video channel I want to show my kid new, relevant videos so I can know that my kid is happily entertained and won’t need my help Mastery - AKA Elder Game When I submit a video to Toyco’s channel I want quick submission feedback so I can know if my video will show up
  • 27. EARLY CUSTOMERS Toyco MVP Canvas: Post-Testing UNMET NEED EARLY ADOPTERS KEY ASSUMPTIONS OUR SOLUTION UNFAIR ADVANTAGE EARLY METRICS KEY ASSUMPTIONS Want to increase time spent on toy rental website Kids have“habit” that parents want to feed with curated videos VALUE PROP People who already post messages and share pictures People who shoot & upload videos A digital community where members connect with each other and share their love of building toys A curated video collection - by kids, for kids - focused around creative uses of building toys. Final MVP = custom Youtube channel, seeded with a contest Our knowledge and data about members’ habits and tastes lets us create unique personalized value Length of Rental Satisfaction Retention connect with other like-minded adults short videos that teach new skills and stimulate kids’ creativity Members WANT to build connections with each other in a digital community. Members want wholesome video content that keeps their kid occupied. In particular, videos of new things to build with existing sets helps our business AND our members lives.
  • 28. Ready for Rocket Fuel? Fall Session starts Oct 6 2014 Winter Session starts Feb 9 2015 http://mvpdesignhacks.com

Editor's Notes

  1. Are you familiar with Lean Startup? Do you want to build your Minimum Viable Product better, smarter and faster? MVP Design Hacks is for you.
  2. Hi – I’m Amy Jo Kim - game designer, musician, startup coach, entrepreneur, and co-founder of Shufflebrain.
  3. At shufflebrain, we’ve worked with startup, game studios and media companies to bring their early ideas to life.
  4. Through trial-and-error, we’ve learned a lot about what works. for example, the iterative prototyping and build-measure-learn cycle from Lean Startup describes how every hit game or product I’ve worked on came to life.
  5. We’ve also seen a lot of promising products stall out, go sideways, and fail to reach their potential. We’ve identified common themes – like an early focus on finished-looking graphics and UI, which can dramatically slow down a Lean Team
  6. Why doesn’t love to save time? We’re passionate about helping startups work faster and smarter. We’ve packaged up our BEST tools, tips and practices into an online training course that’s based on how we successfully collaborate with clients worldwide.
  7. We’re excited to share this powerful tools and techniqes to save you 100s of hours of wasted time, and help you turbo-charge your build-measure-learn loop.
  8. As you probably know, there’s a lot of great content available on Lean Startup methods – and our program delivers a curated collected of great resources, along with original content. What sets this program apart is our “secret sauce” – a series of MVP Design Sprints that quickly and effectively give you the customer insights you need to test your value prop and move forward confidently.
  9. If you’ve drunk the Lean Startup koolaid, you know that validating your assumptions is a cornerstone of Lean practice.. In our first sprint, we clarify our product strategy and key assumptions using a shortcut called the MVP Canvas. This 1-page document is a handy way to clarify, update and communicate the key drivers of your early product strategy.
  10. Next, we’ll survey potential customers to get feedback on our assumptions, and start to identify enthusiastic, articulate early adopters. You’ll use MVP Canvas answers to help write your survey questions, and get Instructions, Templates and sample documents to accelerate your progress. At the end of the week, we’ll learn the patterns and triggers to look for when analyzing Survey results.
  11. In this sprint, you’ll select the best dozen or so survey responses, and conduct 5-min Speed Interviews with them all. This process will quickly surface behavioral and psychological patterns, which you’ll note and summarize. From this subject pool, you’ll choose 5 articulate, enthusiastic early adopters to test your prototype on.
  12. Now gthat you’ve collected early customer insights, and selected your MVP Testers, you’re ready to design. Using the Player’s Journey framework, you’ll create an engaging, evolving Product Narrative that captures what you’ve learned so far in research, and applies it to your MVP Design.
  13. At the heart of any engaging product is a strong Core Loop, Once you’ve thought through and sketched out your Player’s Journey, you’ll zoom in on Stage 2, and build an early prototype of your Core Loop.
  14. Now all your hard work recruiting early customers is going to pay off. You’ll show your Core Loop prototype to your 5 hand-picked MVP Testers, and get their collective feedback on the experience and value prop.
  15. Once you’ve collected and analyzed your Tester’s reactions, you’ll iterate your design and prototype with these new-found customer insights – and if you have time, test again to keep moving through the build-measure-learn cycle.
  16. We finish the program by updating the MVP Canvas and validating the original product assumptions. This is a simple, effective way to see what changed – and what didn’t – and communicate your learnings and product plans to your team.
  17. If this sounds like what you need, I hope you’ll join us for the Fall or Winter session. Goto MVPDesingHacks for more info. Until then - Happy Hacking!
  18. We’ve worked with a lot of startup teams, and know how hard it can be to project the confidence needed to raise interest and money, and attract co-workers who believe in hour vision. That confidence is what gets your project off the ground – but it can also get in your way when it’s time to build a smart, high-learning MVP.
  19. Ourt mission is to save hundreds of hours of wasted time and help you think like a scientist – not a salesperson – as you’re developing your MVP. We do this with Design Sprints, Time-Saving Templates, and convenient online Resources and Coaching.
  20. If this sounds like what you need, I hope you’ll join us for the Fall or Winter session. Goto MVPDesingHacks for more info. Until then - Happy Hacking!