Designing to Learn: Creating Successful MVP Experiments

Designing to Learn: Creating Effective MVP Experiments Melissa Perri @lissijean | #LeanUXFest

! Melissa Perri ! ProdUX Labs melissaperri.com @lissijean

@lissijean

Traditional Product Development Cycle Define Design Develop Deploy #LeanUXFest @lissijean

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

DO NOT WANT @lissijean

Traditional Product Development Cycle Define Design Develop Deploy Pivot #LeanUXFest @lissijean

@lissijean

Risk #LeanUXFest @lissijean @lissijean

Build Learn Measure #LeanUXFest @lissijean

#LeanUXFest MVP? @lissijean

@lissijean @lissijean

Traditional Process @lissijean

@lissijean MVP Process @lissijean

Focus on problem not features. #LeanUXFest @lissijean

LEARN #LeanUXFest @lissijean

Crappy products Crappy products everywhere #LeanUXFest @lissijean @lissijean

MVP #LeanUXFest @lissijean

MVP = Experiment #LeanUXFest @lissijean

VALUE @lissijean

Setting Up Experiments #LeanUXFest @lissijean

What is our goal? What is your problem hypothesis? What do we want to learn? What’s the minimum we can build to learn? How do we measure success? #LeanUXFest @lissijean

Increase traffic by 10%. #LeanUXFest @lissijean

Increase sections visited by 40%. #LeanUXFest @lissijean

#LeanUXFest @@lliissssiijjeeaann

GOAL Increase existing customer engagement by 20%. #LeanUXFest @lissijean

GOAL Your goal is to increase conference attendee satisfaction by 25%. #LeanUXFest @lissijean

what’s your problem? @lissijean

What’s your biggest problems at conferences? FINDING THE PEOPLE I COULD HELP. @lissijean

Introduce yourself & your biggest problem. @lissijean

Dot vote on the problems. Each person gets 2 votes. FINDING THE PEOPLE I COULD HELP. @lissijean

Solving problems delivers value. #LeanUXFest @lissijean

@lissijean

CUSTOMER Shoppers who visit the site at least twice a month but have not purchased. #LeanUXFest @lissijean

PROBLEM {Customer}s want twitter-like messages in their feed. #LeanUXFest @lissijean

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

PROBLEM {Customer}s aren’t engaging with our site because they think curators are not authentic. #LeanUXFest @lissijean

Shoppers want to save their items to a wishlist so they can purchase them later. Shoppers who are not ready to buy yet want to save items so they can easily purchase them later. #LeanUXFest @lissijean

BAD GOOD Shoppers want to save their items to a wishlist so they can purchase them later. Shoppers who are not ready to buy yet want to save items so they can easily purchase them later. #LeanUXFest @lissijean

CUSTOMER PROBLEM Who is your customer? What is their problem? #LeanUXFest @lissijean

Hypothesis We think that we can achieve GOAL if we solve PROBLEM CUSTOMER for #LeanUXFest @lissijean

There’s a reason why they’re called assumptions. #LeanUXFest @lissijean @lissijean

What are the dependencies? #LeanUXFest @lissijean

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

LEARN What do you want to learn first? #LeanUXFest @lissijean

There are many types of MVPs… #LeanUXFest @lissijean

“Do customers have this problem?” #LeanUXFest @lissijean

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

“Are customers interested in my solution?” #LeanUXFest @lissijean

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

#LeanUXFest @l@islsisisjeijeaann

“What do customers value in the solution?” #LeanUXFest @lissijean

Delivering a service manually. Concierge Concierge Delivering a service manually. #LeanUXFest @lissijean

#LeanUXFest @lissijean

#LeanUXFest @l@islsisisjeijeaann

“Will people pay for my solution?" #LeanUXFest @lissijean

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

@lissijean Subscription @lissijean

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

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

SMALLEST BUILD What is the smallest amount you can build to learn? #LeanUXFest @lissijean

What is our goal? What is your problem hypothesis? What do we want to learn? What’s the minimum we can build learn? How do we measure success? #LeanUXFest @lissijean

What does success look like? #LeanUXFest @lissijean @lissijean

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

SUCCESS METRIC How do you measure success? #LeanUXFest @lissijean

Iterate. #LeanUXFest @lissijean

0% change over other products. #LeanUXFest @lissijean

GOAL Increase existing customer engagement. #LeanUXFest @lissijean

PROBLEM Customers aren’t engaging with our site because they think curators are not authentic. #LeanUXFest @lissijean

LEARN Will shoppers engage more if curators write personal stories in emails? #LeanUXFest @lissijean

What is the minimum we can build to test? #LeanUXFest @lissijean

SUCCESS METRIC 20% increase in purchases and CTR. #LeanUXFest @lissijean

Success! 2x Open Rate 3x Purchases #LeanUXFest @lissijean

Effort Learning #LeanUXFest @lissijean

It’s all about the process. #LeanUXFest @lissijean

“We should test that.” @lissijean

Melissa Perri ! [email protected] ! Lots more info on: melissaperri.com ! ! @lissijean #LeanUXFest @lissijean

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Designing to Learn: Creating Successful MVP Experiments

by Melissa Perri , CEO, Consultant on Lean and UX at ProdUX Labs

on Sep 17, 2014

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Designing to Learn: Creating Successful MVP Experiments Presentation Transcript