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Creating Successful
MVPs in Agile Teams
Melissa Perri
@lissijean
#Agile2014
!
Melissa Perri
!
ProdUX Labs
melissaperri.com
@lissijean
@lissijean
@lissijean#Agile2014
@lissijean
@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.
@lissijean
@lissijean#Agile2014
Define Design Develop Deploy
Traditional Product
Development Cycle
@lissijean#Agile2014
Define Design Develop Deploy
Some learning
Very little learning
Most learning
Traditional Product
Development Cycle
@lissijean#Agile2014
Traditional Product
Development Cycle
Define Design Develop Deploy
Pivot
@lissijean#Agile2014
Risk
@lissijean
@lissijean#Agile2014
Build
Measure
Learn
@lissijean#Agile2014
MVP?
@lissijean
@lissijean
@lissijean
@lissijean
@lissijean
Traditional Process
@lissijean
@lissijean
MVP Process
@lissijean
@lissijean#Agile2014
MVP = Minimum Feature Set
Agile MVPs
@lissijean#Agile2014
Focus on problem
not features.
@lissijean#Agile2014
LEARN
@lissijean#Agile2014
MVP
@lissijean#Agile2014
Crappy products
Crappy products everywhere
@lissijean
@lissijean#Agile2014 @lissijean
@lissijean#Agile2014
MVP
=
Experiment
@lissijean#Agile2014
Setting Up Experiments
@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
@lissijean#Agile2014 @lissijean
@lissijean#Agile2014
Increase existing
customer engagement.
What is our goal?
@lissijean#Agile2014
Customers want twitter-like
messages in their feed.
Define problem and customer.
@lissijean#Agile2014
Customers want twitter-like
messages in their feed.
Not a problem.
@lissijean#Agile2014
Customers aren’t engaging with
our site because they think
curators are not authentic.
Define problem and customer.
@lissijean#Agile2014
Will shoppers engage more
if curators post authentic
messages in the feed?
What do we want to learn?
@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?
@lissijean#Agile2014
10% increase in adds
to cart in A/B test.
How do we measure success?
@lissijean#Agile2014
monday
tuesday
wednesday
thursday
friday
Reflect & Define
Specify
Build & Refine
Build & Refine
Customer Feedback
Sprint Structure
@lissijean
@lissijean
@lissijean#Agile2014
0% change over
other products.
@lissijean
Pivot
@lissijean#Agile2014
Customers aren’t engaging with
our site because they think
curators are not authentic.
Define customer and problem.
@lissijean#Agile2014
Increase existing
customer engagement.
What is our goal?
@lissijean#Agile2014
Will shoppers engage
more if curators write
personal stories in emails?
What do we want to learn?
@lissijean#Agile2014
What is the minimum we can
build to test?
@lissijean#Agile2014
20% increase in
purchases and CTR.
How do we measure success?
@lissijean#Agile2014
Success!
2x Open Rate
3x Purchases
@lissijean#Agile2014
Types of Experiments
@lissijean#Agile2014
“Do customers
have this problem?”
@lissijean#Agile2014
Interviews
Get out of the building and talk to people.
@lissijean#Agile2014
“Are customers
interested in my
solution?”
@lissijean#Agile2014
Landing Page
A pitch of your product, to gauge idea reception.
@lissijean#Agile2014
@lissijean#Agile2014
“What do customers
value in the solution?”
@lissijean#Agile2014
Concierge
Delivering a service manually.
Delivering a service manually.
Concierge
@lissijean#Agile2014
@lissijean#Agile2014
@lissijean#Agile2014
@lissijean#Agile2014
“Will people pay for
my solution?"
@lissijean#Agile2014
Wizard of Oz
Looks real, but manual on the back end.
@lissijean
@lissijean
@lissijean
Subscription
@lissijean
@lissijean#Agile2014
Your turn.
@lissijean#Agile2014
Every time you start with a
minimum feature set, a
kitten dies.
@lissijean
@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.	
  
@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
“We should
test that.”
@lissijean
@lissijean#Agile2014
Melissa Perri
!
melissa@produxlabs.com
!
Lots more info on:
melissaperri.com
!
!
@lissijean

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