Designing to Learn: Creating Effective MVP Experiments Melissa Perri @lissijean | #LeanUXFest
Designing to Learn: Creating Effective MVP Experiments
Melissa Perri @lissijean | #LeanUXFest
!
Melissa Perri !
ProdUX Labs melissaperri.com
@lissijean
@lissijean
@lissijean#LeanUXFest
Define Design Develop Deploy
Traditional Product Development Cycle
@lissijean#LeanUXFest
Define Design Develop Deploy
Some learning
Very little learning
Most learning
Traditional Product Development Cycle
DO NOT WANT@lissijean
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Traditional Product Development Cycle
Define Design Develop Deploy
Pivot
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Risk
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Build
Measure
Learn
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MVP?
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Traditional Process
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MVP Process
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Focus on problem not features.
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LEARN
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Crappy products
Crappy products everywhere
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MVP
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MVP =
Experiment
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Setting Up Experiments
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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?
@lissijean#LeanUXFest
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?
@lissijean#LeanUXFest
Increase traffic by 10%.
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Increase sections visited by 40%.
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Increase existing customer engagement by 20%.
GOAL
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Your goal is to increase conference attendee satisfaction by 25%.
GOAL
what’s your problem?
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What’s your biggest problems at conferences?
FINDING THE PEOPLE I COULD
HELP.
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Introduce yourself & your biggest
problem.
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Dot vote on the problems. Each person gets 2 votes.
FINDING THE PEOPLE I COULD
HELP.
@lissijean
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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?
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Solving problems delivers value.
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Shoppers who visit the site at least twice a month but
have not purchased.
CUSTOMER
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{Customer}s want twitter-like messages in their feed.
PROBLEM
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Customers want twitter-like messages in their feed.
Not a problem.
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{Customer}s aren’t engaging with our site because they think
curators are not authentic.
PROBLEM
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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.
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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.
GOODBAD
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CUSTOMER PROBLEM
Who is your customer?
What is their problem?
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We think that we can achieve
if we solve
for
Hypothesis
GOAL
PROBLEM CUSTOMER
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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?
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There’s a reason why they’re called
assumptions.@lissijean
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What are the dependencies?
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Will shoppers engage more if curators post authentic messages in the feed?
What do we want to learn?
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What do you want to learn first?
LEARN
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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?
@lissijean#LeanUXFest
There are many types of MVPs…
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“Do customers have this problem?”
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InterviewsGet out of the building and talk to people.
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“Are customers interested in my
solution?”
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Landing PageA pitch of your product, to gauge idea reception.
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“What do customers value in the solution?”
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ConciergeDelivering a service manually.
Delivering a service manually.Concierge
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“Will people pay for my solution?"
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Wizard of OzLooks real, but manual on the back end.
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Subscription
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Wizard of OzLooks real to the customer,
completely manual on the backend.
What is the minimum we can build to learn?
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@lissijean
@lissijean
@lissijean
@lissijean#LeanUXFest
Every time you start with a minimum feature set, a
kitten dies.
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What is the smallest amount you can build
to learn?
SMALLEST BUILD
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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?
@lissijean#LeanUXFest
What does success
look like?
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@lissijean#LeanUXFest
10% increase in adds to cart in A/B test.
How do we measure success?
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@lissijean
@lissijean#LeanUXFest
How do you measure success?
SUCCESS METRIC
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Iterate.
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0% change over other products.
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Increase existing customer engagement.
GOAL
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Customers aren’t engaging with our site because they think curators are not authentic.
PROBLEM
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Will shoppers engage more if curators write
personal stories in emails?
LEARN
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What is the minimum we can build to test?
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20% increase in purchases and CTR.
SUCCESS METRIC
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Success!2x Open Rate 3x Purchases
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Effort Learning
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It’s all about the process.
“We should test that.”
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Melissa Perri [email protected] !Lots more info on: melissaperri.com !! @lissijean