Siete pronti per realizzare il Minimum Viable Product per la vostra mobile start-up? Da dove si comincia? Come identificare le features da includere? E come ci si assicura che il nostro MVP sarà effettivamente il primo passo verso un'app che ha tutte le caratteristiche per essere adottata dal suo target di utenti? In questo talk esploreremo insieme le strategie e gli strumenti che ci consentiranno di affrontare al meglio le sfide tipiche del processo di progettazione e realizzazione di un MVP e come possiamo adottare l'approccio Lean per realizzare una app di successo.

1. MVP e start-up: anche oggi una feature
domani
Emilia Ciardi
CODEMOTION MILAN - SPECIAL EDITION
10 – 11 NOVEMBER 2017

2. Emilia Ciardi
emilia@sparklinglabs.com
Hi, I’m Emilia

3. Traditional UX, Agile UX, Lean UX

4. Agile Adoption

5. App Design & Development Process

6. Design & Development Process deliverables
Sketches
Paper
Prototyping
Wireframes
Mock-up
Prototype
[MVP]
Product
UX Designer
UI Designer
Frontend Developer
Product Owner
I convey the
product vision
to the team

7. VS
Proof of Concept
Demonstrate the concept (you have
a viable opportunity)
Get seed money
Usually throwaway in its
development
Targets Innovators
Test viability, assumptions, market,
usability (you have a viable
solution)
Get user feedback
Evolutionary in its development
Targets Early Adopters
MVP

8. VS
Prototype
Test specific usability and UX issues
Get internal feedback
Usually throwaway in its development
Targets Internal Testers or restricted
User Groups
Test viability, assumptions, market,
usability (you have a viable
solution)
Get user feedback
Evolutionary in its development
Targets Early Adopters
MVP

9. The Lean Learning Loop

10. ❝ The Minimum Viable Product is
that version of a new product
which allows a team to collect
the maximum amount of
validated learning about
customers with the least effort.
Eric Ries, author of “The Lean Startup”

11. Viable for What?

12. MVP Iterations
Not like this…
Like this!

13. Mini-Me is not a good example of
MVP
• Identical “DNA”
• Same major features and functionalities
• Same usability
• Same UX
• Not Up to Scale
• Not as refined
Where’s the learning?

14. Release Early and often Big Bang Delivery

15. ❝ The iterative approach is really a way of delivering less, or
finding the simplest and cheapest way to solve the
customer’s problem.
Minimize the distance to Awesome. Very Zen.
Henrik Kniberg

16. What’s your skateboard?
What is the cheapest and fastest way we can start learning?
 Think of the skateboard as a metaphor for the smallest thing you
can put in the hands of real users and get real feedback.
 Think about it as the “Earliest Testable Product”

17. MVP
 Smallest feature set that gets you the most learning:
 Feedback, failures, orders
 Incremental and iterative
 It is not a prototype
It’s not necessarily a software product!

18. Do we need to code to reap the MVP benefits?

19. Explainer Video

20. Landing Page

21. Concierge MVP

22. Wizard of Oz MVP

23. Piecemeal MVP

24. Crowdfunding

25. Tools
 Landing page tests
 Unbounce, Google Analytics, GoSquared
 Wizard of Oz
 Amazon Mechanical Turk
 Customer interviews
 Olark, Intercom

26. Defining your MVP
 Formulate an hypothesis
 Identify the riskiest assumption
 Test your hypothesis
 Create the simplest design that will
effectively test it
 Learn and Iterate

27. Lean Canvas
Lean Canvas is adapted from
the Business Model Canvas and
licensed under the Creative
Commons Attribution-Share
Alike 3.0 Un-ported License
Alexander Osterwalder

30. Better say NO than say SORRY
 Cognitive Load
Including more features places a
mental tax on users, making it more
difficult to learn how to use the
product
 Usability Risk
In an effort to increase feature
count, you increase usability risk
 Training Effort
The more features you include, the
more effort and explaining it takes
to educate your users
 Technical Debt
The more features you develop and
release, the harder it will be to
change course
 Cost
Developing more features costs
money, and having to change the
features retroactively costs even
more
 Time
Developing features takes time,
whether it’s spread strategically over
a longer period or used on the front
end
The learning loop becomes very difficult to implement!

31. Adoption Rate and Cognitive Load
In the worst case scenario feature bloat may
discourage users to engage with the product

32. How to select features?

33. Kano Model

34. Use the MoSCoW Approach
Write down all the desired features and then bifurcate into Must Have,
Should Have, Could Have and Won’t Have.
 Critically analyze a feature in
terms of “must have” v/s a “want”.
 Estimate the cost and time of each
feature
 Start adding “should have”
features or even think of
reclassifying “must haves” as per
the situation.

35. Designing the App
Wireframes & Interactive Prototypes
 Paper Prototyping: Pop
 Wireframing: Balsamiq
 Prototyping: InVision, Marvel
 Design → Prototype → Share → Get feedback
Axure RP, Adobe XD

36. Adobe XD

37. ❝ Lean UX is a call to work iteratively, to streamline design
and eliminate waste.
You’re eliminating the waste in your design process, and
you’re moving away from being in the deliverables business.
Only create the artifacts that you need to communicate the
conversation one step forward.
Jeff Gothelf, author of “Lean UX”

38. The Lean Learning Loop

39. Why use data for UX
UX Discovery
 Strategy Guidance
 Issue Identification
 Health Monitoring
UX Optimization
 Project Metrics
 Experimentation
with A/B and multivariate
tests

40. Analytics
 User recordings
 Touch Heatmaps
 Unresponsive Gestures
 Event-Based Analytics
 User flows & Navigation Paths
 Conversion Funnels
Tools:
AppSee, AppAnalytics,
Inapptics, Google Analytics

41. Learn and Iterate
 Iterate on feature set to improve your key metrics
 Iterate on feature set to improve customer acquisition and retention
metrics
 Make sure you are keeping your cost of acquisition down and
keeping your churn as low as possible before focusing on growth

42. ❝ The only way to win is to learn faster than
anyone else.
Eric Ries, Author of “The Lean Startup”

43. Thanks!
emilia@sparklinglabs.com
www.sparklinglabs.com
@sparklinglabs