This document discusses minimum viable products (MVPs) and how to design MVP experiments. It defines an MVP as the smallest amount of work needed to test an idea. The document recommends building an MVP to validate assumptions before fully developing a product. It outlines the MVP process as defining a customer problem, investigating assumptions, building a small test, measuring customer behavior, evaluating success, and then pivoting or persevering. Examples of different types of MVPs are provided. The overall message is that MVPs should be used to test ideas through quick, low-cost experiments before making large investments in development.

1. Designing MVP
Experiments
Agile Experience Design | April 15, 2013

2. Melissa Perri
Currently
Product Designer, Conductor
Formerly
Product Manager, OpenSky
Programmer, Barclays
Contact Me
melissaperri@gmail.com
melissaperri.com
@lissijean

3. Why
MVP?
@lissijean

4. “Match your taste
with the exceptional
finds of industry
insiders.”
@lissijean

6. @lissijean

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

8. @lissijean

9. @lissijean

10. Validate
Before
Building
@lissijean

11. Build
Learn
Measure
@lissijean

12. Iterate your way to
Product/Market Fit
your users
@lissijean

13. MVP
Minimum Viable Product
@lissijean

14. @lissijean

15. @lissijean

16. MVP
Smallest amount of work
to test your idea.
@lissijean

17. MVP
=
Experiment
@lissijean

18. MVP
!=
MFS
@lissijean

19. @lissijean

20. MVPs
Non Prototype
Emails
Sign Up Boxes
Forms
Phone Calls
Interns
Concierge
Fake it
@lissijean

21. MVPs
Non Prototype Prototype
Emails Sketches
Sign Up Boxes Lo-fi Wireframes
Forms Clickable Wireframes
Phone Calls Visual Design
Interns Clickable Visual Design
Concierge Coded Prototype
Fake it
@lissijean

22. Examples
@lissijean

23. @lissijean

24. @lissijean

25. Subscription
@lissijean

26. GOOD MVPs
Do not look out of place.
Blend with the current style.
@lissijean

27. The Process
• Define customer problem
• Investigate assumptions
• Build a test
• Measure customer behavior
• Evaluate success
• Pivot or Persevere
@lissijean

28. @lissijean

29. @lissijean
Define

30. Customers want twitter-like
messages in their feed.
@lissijean

31. Not a problem.
Customers want twitter-like
messages in their feed.
@lissijean

32. Real Problem
Customers don’t think the
curators are authentic.
@lissijean

33. Investigate
@lissijean

34. Assumptions
Shoppers will buy from curators they think are
authentic.
Shoppers read the messages in their home feeds.
Shoppers think tweets are authentic.
@lissijean

35. Riskiest Assumption
Shoppers will buy from curators they think are authentic.
Shoppers read the messages
in their home feeds.
Shoppers think tweets are authentic.
@lissijean

36. GOOB
@lissijean

37. @lissijean
Build

38. @lissijean

39. @lissijean

40. Measure
@lissijean

41. Vanity Metrics
Visits
Pageviews
Time on Page
Downloads
Registered Users
@lissijean

42. Vanity Metrics Actionable Metrics
Visits Clicks
Pageviews Scrolling
Time on Page Options on Submit
Downloads Cancel
Registered Users Purchases
Abandon Carts
@lissijean

43. @lissijean
Data
My first, my last, my everything.
@lissijean

44. Time x # People x Salary
Minimum Success Criteria
@lissijean

45. Start Testing
@lissijean
@lissijean

46. Evaluate
@lissijean

47. @lissijean

48. 2
@lissijean

49. MVP Round 2
@lissijean

50. Success!
2x Open Rate
3x Purchases
@lissijean

51. Let’s
Do
This!
@lissijean

52. @lissijean
Define

53. Macy’s customers
need
guidance when shopping
because
they cannot find what they want
or
they are not sure what they want.
@lissijean

54. Investigate
@lissijean

55. Write down
assumptions.
@lissijean

56. Pick Riskiest
Assumption.
@lissijean

57. @lissijean
Build

58. Decide on
test.
@lissijean

59. Measure
@lissijean

60. List out data
to collect.
@lissijean

61. Minimum
Success
Criterion.
@lissijean

62. @lissijean

63. “MVPs are just half-assed, ugly
features.”
@lissijean
@lissijean

64. MVPs are only a test.
@lissijean

65. Test
Validate
@lissijean
Optimize

66. LEARN
@lissijean

67. Online Skillshare Class
Product Management:
The Lean Way
http://skl.sh/VBWf3G
@lissijean