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