Minimum Desirable Product

Minimum Desirable Product,[object Object],Customer Development for the“Winner Take All” Consumer Web,[object Object]

My target audience,[object Object],Mass market consumer internet startups,[object Object],Daily usage, but low value interactions,[object Object],Ad-supported, indirect monetization models,[object Object],First to 100M uniques/month wins,[object Object]

Executing the “Viability-First” strategy,[object Object],Get a lot of users through viral channels,[object Object],Create a Minimum Viable Product,[object Object],Maximize user acquisition and revenue/user,[object Object],Iterate to a great product experience (?),[object Object],Can this ever lead to a high engagement product with sustainable viral growth?,[object Object]

Scenarios that made me think,[object Object],High-growth social network that’s profitable but has terrible user retention,[object Object],Dating site with lots of subscribers, but no one can find the dates they were promised,[object Object],Photo-sharing site with 100M+ uniques/month organic growth, but unprofitable,[object Object]

Am I testing the right thing with a Minimum Viable Product?,[object Object]

A different approach:Minimum Desirable Product,[object Object]

IDEO design “lenses”,[object Object]

Test the riskiest thing first,[object Object],Depending on your business:,[object Object],Minimum Viable Product,[object Object], Distribution, Revenue, Business model,[object Object],Minimum Feasible Product,[object Object], Transistors/inch, Power usage, Cures cancer,[object Object],Minimum Desirable Product,[object Object], Engagement, Sustainable growth, Love <3,[object Object]

Desirable but not viable (for years!),[object Object]

The “Desirability-First” strategy,[object Object],Understand user goals,[object Object],Create a Minimum Desirable Product,[object Object],Listen to users and maximize Love <3,[object Object],Iterate to a great product experience,[object Object],It still needs to be viable and feasible, so filter your ideas through that!,[object Object]

How to build an MDP,[object Object],Understand the target user and their goals,[object Object],Identify 2-3 core scenarios,[object Object],Make it 1-4 main pages,[object Object],Tech demo in <2 weeks, MDP in 4-6 weeks,[object Object],Are you using it every day?,[object Object],Will 10 people to use it every day? 100?,[object Object]

If you get stuck,add more features right?(Or, once you have an MDP,add more features right?),[object Object]

Min versus Max Desirability,[object Object],Maximum desirability != More features,[object Object],They probably have less features,[object Object],Focus on the “right” scenarios,[object Object],Compelling and refined consumer value,[object Object],Boiling down the minimal featureset takes more time, not less! (Good design is hard),[object Object]

“In many ways, it's the things that are not there that we are most proud of” –JonyIve on the iPad,[object Object]

examples and resources,[object Object]

The Inmates are Running the Asylum by Alan Cooper,[object Object],The Art of Innovation by Tom Kelly,[object Object],Designing Interactions by Bill Moggridge,[object Object],Artful Making by Robert Austin / Devin Lee,[object Object],The Design of Business by Roger Martin,[object Object],Human Centered Design Toolkit by IDEOhttp://bit.ly/8hyn2r,[object Object]

Andrew Chen,[object Object],http://andrewchenblog.com,[object Object],voodoo@gmail.com,[object Object]

Minimum Desirable Product

Minimum Desirable Product

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Minimum Desirable Product