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It’s the Experience
That Makes the
Product, Not the
Features.
Putting experience first
from the MVP on up.
#experiencefirst
...
Let’s talk product.
Features, therefore product.
Engineering only products
consistently fail.
Just because something
functions doesn’t mean it
serves a purpose.
“When we started talking to our
customers and seeing how they
used our service, it was the
defining moment of success that
...
User-centred design leads to
better products.
The rise of
the MVP.
Photo by Kristina Servant
Minimum
Viable
ProductPhoto by Kristina Servant
An MVP is anything you can
get to market quickly and
easily to prove your
product’s viability.
MVP doesn’t necessarily
mean code.
MVP does mean high-touch
customer engagement.
“Step 1 of crafting a product
isn't to ask a customer if your
solution is right, it's to
understand your customer's
needs....
You need to:
Find your market.
Find your advocates.
Video.
Concierge MVP.
Landing page.
Newsletter.
Prototype.
Above all, experiment.
Wash’n’fold concierge MVP.
Kipu beta signup.
Kipu price test.
Kipu video.
Kipu features page.
Buffer product validation.
Buffer price validation.
An MVP is a tool for turning
questions into answers.
You can’t improve without
user insight.
Get to market early and often
to gain insight.
“Shipping is a feature.”
John Gruber

@gruber
Features are a distraction.
Features are a distraction 

for you.
Features are a distraction 

for your users.
So how do you decide which
features to add?
Let’s look at 6 considerations.
Does the feature add clarity
to the core purpose of the
product?
Will the feature delight 

your users, adding
unexpected value?
Will the feature be 

used often?
Will the feature be 

difficult to ship?
Will users understand the
feature?
Will users talk about the
feature?
“Product/market fit means
being in a good market with
a product that can satisfy
that market.”
Marc Andreessen

@pmarca
Construction app Bridgit,
conducted 500 interviews at
construction sites.
Zappos began with 

no inventory.
“In a startup no facts exist
inside the building, only
opinions.”
Steve Blank

@sgblank
Dropbox lessons learned.
From CEO Drew Houston’s slide deck.
Deliver an experience.
Photo by Everett Mar
Define the core user need.
Make a product that meets
just that need in a delightful
way.
“I wanted to take the scheduling
feature of many Twitter clients
and apps and make that single
feature awesome.”
Joel Gasc...
Think in terms of benefits,
not features.
4 clicks to auto schedule a
message to a single account.
1 click to auto schedule a
message to four accounts.
Features are a distraction
from defining and measuring
experience.
Do less better.
Photo by Mr.TinDCCupcake vs Dry Cake model from Brandon Schauer, Adaptive Path
Photo by Don Buciak II
Think big.
Start small.
Photo by Gurjot Bhuller
Not big and dull.
Photo by Carrie Grayson
Photo by Ree Roebeck
And definitely not this.
Experience every
step of the way.
From Henrik Kniberg
The simplicity 

of Hyperlapse.
No user accounts.
No video editing.
No file manager.
iOS only.
Simple, but magical.
Experience is holistic.
Experience goes well
beyond the product.
Customer expectations.
Marketing.
Support.
And so much more.
But even focusing just on the
product, experience is the
sum of so many parts.
Your product’s purpose.
The value to your users.
Ease of use.
Interactivity.
Consistency.
Personality.
“PERSONALITY MAKE
PRODUCT FRIEND. YOU HELP
FRIEND. YOU FORGIVE WHEN
FRIEND NOT PERFECT.”
Fake Grimlock

@fakegrimlock
Keep the overall 

experience in mind.
“Sometimes you don’t need
to change the way a product
works, you need to change
the story.”
Ilona Posner
@ilonaposner
Don’t be so quick to code.
“Success is not delivering a
feature; success is learning
how to solve a customer’s
problem.”
Scott Cook, Intuit
Remember, MVP.
Benefits, not features.
Your product should serve
just one need delightfully.
Make your MVP an 

exceptional experience.
Photo by DixieBelleCupcakeCafe
Every effort that follows
needs to extend, not
diminish that experience.
Every feature you add is a
distraction.
Don’t add a feature unless it
serves the core user need.
Or you’ll end up with this.
Being disrupted by this.
Say Yeah!

@yousayyeah
Lee Dale

@smack416
Thank you.
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It’s the Experience That Makes the Product, Not the Features

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Published on

Putting experience first from the MVP on up. My slides from a 60 minute talk I gave at FITC UX.

Alas, I had to pull several videos from the talk to post here, but suffice to say, there are some additional great examples of putting experience first with those web and mobile videos.

Download available at http://sayyeah.com/resources/

Published in: Design

It’s the Experience That Makes the Product, Not the Features

  1. 1. It’s the Experience That Makes the Product, Not the Features. Putting experience first from the MVP on up. #experiencefirst @smack416 at @yousayyeah
  2. 2. Let’s talk product.
  3. 3. Features, therefore product.
  4. 4. Engineering only products consistently fail.
  5. 5. Just because something functions doesn’t mean it serves a purpose.
  6. 6. “When we started talking to our customers and seeing how they used our service, it was the defining moment of success that turned the company around.” Joe Gebbia, AirBnB @jgebbia
  7. 7. User-centred design leads to better products.
  8. 8. The rise of the MVP. Photo by Kristina Servant
  9. 9. Minimum Viable ProductPhoto by Kristina Servant
  10. 10. An MVP is anything you can get to market quickly and easily to prove your product’s viability.
  11. 11. MVP doesn’t necessarily mean code.
  12. 12. MVP does mean high-touch customer engagement.
  13. 13. “Step 1 of crafting a product isn't to ask a customer if your solution is right, it's to understand your customer's needs.” Alex Osterwalder
 @AlexOsterwalder
  14. 14. You need to: Find your market. Find your advocates.
  15. 15. Video. Concierge MVP. Landing page. Newsletter. Prototype. Above all, experiment.
  16. 16. Wash’n’fold concierge MVP.
  17. 17. Kipu beta signup.
  18. 18. Kipu price test.
  19. 19. Kipu video.
  20. 20. Kipu features page.
  21. 21. Buffer product validation.
  22. 22. Buffer price validation.
  23. 23. An MVP is a tool for turning questions into answers.
  24. 24. You can’t improve without user insight.
  25. 25. Get to market early and often to gain insight.
  26. 26. “Shipping is a feature.” John Gruber
 @gruber
  27. 27. Features are a distraction.
  28. 28. Features are a distraction 
 for you.
  29. 29. Features are a distraction 
 for your users.
  30. 30. So how do you decide which features to add? Let’s look at 6 considerations.
  31. 31. Does the feature add clarity to the core purpose of the product?
  32. 32. Will the feature delight 
 your users, adding unexpected value?
  33. 33. Will the feature be 
 used often?
  34. 34. Will the feature be 
 difficult to ship?
  35. 35. Will users understand the feature?
  36. 36. Will users talk about the feature?
  37. 37. “Product/market fit means being in a good market with a product that can satisfy that market.” Marc Andreessen
 @pmarca
  38. 38. Construction app Bridgit, conducted 500 interviews at construction sites.
  39. 39. Zappos began with 
 no inventory.
  40. 40. “In a startup no facts exist inside the building, only opinions.” Steve Blank
 @sgblank
  41. 41. Dropbox lessons learned. From CEO Drew Houston’s slide deck.
  42. 42. Deliver an experience. Photo by Everett Mar
  43. 43. Define the core user need. Make a product that meets just that need in a delightful way.
  44. 44. “I wanted to take the scheduling feature of many Twitter clients and apps and make that single feature awesome.” Joel Gascoigne, Buffer CEO
 @joelgascoigne
  45. 45. Think in terms of benefits, not features.
  46. 46. 4 clicks to auto schedule a message to a single account.
  47. 47. 1 click to auto schedule a message to four accounts.
  48. 48. Features are a distraction from defining and measuring experience.
  49. 49. Do less better. Photo by Mr.TinDCCupcake vs Dry Cake model from Brandon Schauer, Adaptive Path
  50. 50. Photo by Don Buciak II Think big.
  51. 51. Start small. Photo by Gurjot Bhuller
  52. 52. Not big and dull. Photo by Carrie Grayson
  53. 53. Photo by Ree Roebeck And definitely not this.
  54. 54. Experience every step of the way. From Henrik Kniberg
  55. 55. The simplicity 
 of Hyperlapse.
  56. 56. No user accounts. No video editing. No file manager. iOS only.
  57. 57. Simple, but magical.
  58. 58. Experience is holistic.
  59. 59. Experience goes well beyond the product.
  60. 60. Customer expectations. Marketing. Support. And so much more.
  61. 61. But even focusing just on the product, experience is the sum of so many parts.
  62. 62. Your product’s purpose. The value to your users. Ease of use. Interactivity. Consistency. Personality.
  63. 63. “PERSONALITY MAKE PRODUCT FRIEND. YOU HELP FRIEND. YOU FORGIVE WHEN FRIEND NOT PERFECT.” Fake Grimlock
 @fakegrimlock
  64. 64. Keep the overall 
 experience in mind.
  65. 65. “Sometimes you don’t need to change the way a product works, you need to change the story.” Ilona Posner @ilonaposner
  66. 66. Don’t be so quick to code.
  67. 67. “Success is not delivering a feature; success is learning how to solve a customer’s problem.” Scott Cook, Intuit
  68. 68. Remember, MVP.
  69. 69. Benefits, not features.
  70. 70. Your product should serve just one need delightfully.
  71. 71. Make your MVP an 
 exceptional experience. Photo by DixieBelleCupcakeCafe
  72. 72. Every effort that follows needs to extend, not diminish that experience.
  73. 73. Every feature you add is a distraction.
  74. 74. Don’t add a feature unless it serves the core user need.
  75. 75. Or you’ll end up with this.
  76. 76. Being disrupted by this.
  77. 77. Say Yeah!
 @yousayyeah Lee Dale
 @smack416 Thank you.

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