The document discusses creating minimum viable products (MVPs) in agile teams. It outlines a process for defining experiments to test product hypotheses, including determining the goal, problem, desired learning, minimum build, and success metrics. An example is provided where a music streaming service team wants to increase conversion of free to paid users by making it easier for customers to discover new music.

1. Creating Successful
MVPs in Agile Teams
Melissa Perri
@lissijean
#Agile2014

2. !
Melissa Perri
!
ProdUX Labs
melissaperri.com
@lissijean

3. @lissijean

4. @lissijean#Agile2014
@lissijean

5. @lissijean#Agile2014
My way is faster.
This isn’t what I
needed.
I don’t know
how to use it.
The information I
want to see isn’t on
here.

6. @lissijean

7. @lissijean#Agile2014
Define Design Develop Deploy
Traditional Product
Development Cycle

8. @lissijean#Agile2014
Define Design Develop Deploy
Some learning
Very little learning
Most learning
Traditional Product
Development Cycle

9. @lissijean#Agile2014
Traditional Product
Development Cycle
Define Design Develop Deploy
Pivot

10. @lissijean#Agile2014
Risk
@lissijean

11. @lissijean#Agile2014
Build
Measure
Learn

12. @lissijean#Agile2014
MVP?
@lissijean

13. @lissijean

14. @lissijean

15. @lissijean
@lissijean

16. Traditional Process
@lissijean

17. @lissijean
MVP Process
@lissijean

18. @lissijean#Agile2014
MVP = Minimum Feature Set
Agile MVPs

19. @lissijean#Agile2014
Focus on problem
not features.

20. @lissijean#Agile2014
LEARN

21. @lissijean#Agile2014
MVP

22. @lissijean#Agile2014
Crappy products
Crappy products everywhere
@lissijean

23. @lissijean#Agile2014 @lissijean

24. @lissijean#Agile2014
MVP
=
Experiment

25. @lissijean#Agile2014
Setting Up Experiments

26. @lissijean#Agile2014
1. What is our goal?
2. Define problem and customer.
3. What do we want to learn?
4. What’s the minimum we can build to test that?
5. How do we measure success?
Process

27. @lissijean#Agile2014 @lissijean

28. @lissijean#Agile2014
Increase existing
customer engagement.
What is our goal?

29. @lissijean#Agile2014
Customers want twitter-like
messages in their feed.
Define problem and customer.

30. @lissijean#Agile2014
Customers want twitter-like
messages in their feed.
Not a problem.

31. @lissijean#Agile2014
Customers aren’t engaging with
our site because they think
curators are not authentic.
Define problem and customer.

32. @lissijean#Agile2014
Will shoppers engage more
if curators post authentic
messages in the feed?
What do we want to learn?

33. @lissijean#Agile2014
Wizard of Oz
Looks real to the customer,
completely manual on the backend.
What is the minimum we can
build to test that?

34. @lissijean#Agile2014
10% increase in adds
to cart in A/B test.
How do we measure success?

35. @lissijean#Agile2014
monday
tuesday
wednesday
thursday
friday
Reflect & Define
Specify
Build & Refine
Build & Refine
Customer Feedback
Sprint Structure

36. @lissijean

37. @lissijean

38. @lissijean#Agile2014
0% change over
other products.

39. @lissijean
Pivot

40. @lissijean#Agile2014
Customers aren’t engaging with
our site because they think
curators are not authentic.
Define customer and problem.

41. @lissijean#Agile2014
Increase existing
customer engagement.
What is our goal?

42. @lissijean#Agile2014
Will shoppers engage
more if curators write
personal stories in emails?
What do we want to learn?

43. @lissijean#Agile2014
What is the minimum we can
build to test?

44. @lissijean#Agile2014
20% increase in
purchases and CTR.
How do we measure success?

45. @lissijean#Agile2014
Success!
2x Open Rate
3x Purchases

46. @lissijean#Agile2014
Types of Experiments

47. @lissijean#Agile2014
“Do customers
have this problem?”

48. @lissijean#Agile2014
Interviews
Get out of the building and talk to people.

49. @lissijean#Agile2014
“Are customers
interested in my
solution?”

50. @lissijean#Agile2014
Landing Page
A pitch of your product, to gauge idea reception.

51. @lissijean#Agile2014

52. @lissijean#Agile2014
“What do customers
value in the solution?”

53. @lissijean#Agile2014
Concierge
Delivering a service manually.
Delivering a service manually.
Concierge

54. @lissijean#Agile2014

55. @lissijean#Agile2014

56. @lissijean#Agile2014

57. @lissijean#Agile2014
“Will people pay for
my solution?"

58. @lissijean#Agile2014
Wizard of Oz
Looks real, but manual on the back end.

59. @lissijean
@lissijean

60. @lissijean
Subscription
@lissijean

61. @lissijean#Agile2014
Your turn.

62. @lissijean#Agile2014
Every time you start with a
minimum feature set, a
kitten dies.
@lissijean

63. @lissijean#Agile2014
Creating
Successful
MVPs
in
Agile
Teams
!
You
work
for
Moxify,
a
music
streaming
service
that
has
products
across
mobile,
desktop,
and
web.
Moxify
has
a
freemium
model.
Users
can
use
the
service
for
free
across
all
platforms,
but
must
listen
to
ads
after
every
5
songs.
If
users
upgrade
for
$10
a
month,
they
will
hear
no
ads.
!
Your
team
has
been
given
the
goal
of
trying
to
increase
the
conversion
rate
of
existing
free
users
to
paid
subscriptions
by
10%
over
the
next
few
months.
Our
model
and
leading
correlation
data
says
that
customers
who
use
Moxify’s
free
version
everyday
for
2
weeks
have
a
50%
chance
of
converting
to
a
paid
user.
If
they
use
it
everyday
for
3
weeks,
that
percentage
goes
up
to
90%.
!
As
a
team,
you
have
talked
to
50
users
who
are
currently
on
the
free
version
and
have
stopped
using
the
service
before
2
weeks.
There
were
many
problems
that
surfaced,
but
a
majority
of
these
users
said
they
liked
the
idea
of
Moxify,
but
it
was
difLicult
to
discover
new
music.
These
users
currently
used
music
blogs,
Pandora,
and
friends’
recommendations
to
Lind
new
songs.
Then
they
have
to
manually
search
for
each
song
on
Moxify.

64. @lissijean#Agile2014
1. What is our goal?
2. Define problem and customer.
3. What do we want to learn?
4. What’s the minimum we can build to
test that?
5. How do we measure success?
Moxify Exercise

65. “We should
test that.”
@lissijean

66. @lissijean#Agile2014
Melissa Perri
!
melissa@produxlabs.com
!
Lots more info on:
melissaperri.com
!
!
@lissijean