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MVP for Empathy - building empathy with your teams and your users

Bringing empathy to design is only part of the story. Combining empathy with the Lean Startup methodology allows us to get under the skin of not only our users, but our teams too.

This deck briefly introduces empathic mvps along qith a couple of templates to get you going and building MVPs for empathy.

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MVP for Empathy - building empathy with your teams and your users

  1. 1. ‹#›   MVP FOR EMPATHY Dylan Evans Philips Design June 8th, 2015 Twitter @veluuria
  2. 2. LET’S TALK ABOUT MVP FOR EMPATHY
  3. 3. BUT WAIT…
  4. 4. WHAT IS AN MVP?
  5. 5. What is it used for?
  6. 6. Minimum Viable Product (MVP) A Minimum Viable Product (MVP), is that which has the highest learning-return-on-investment versus risk. The Lean Startup A temporary organisation designed to search for a repeatable and scalable business model. Experiment Design Each experiment tests a falsifiable hypothesis. Focus on speed for faster validated learning. matthieugarde.com/francais-cartographie-des-mvp/ !
  7. 7. ‹#›   The goal… This rigor of “no new features until you’ve exhausted the search for a business model” counters a natural tendency of people who talk to customers – you tend to collect a list of features that if added, will get one additional customer to buy. Soon you have a ten page feature list just to sell ten customers. Your true goal is to have a feature list that’s just a single paragraph long that you can sell to thousands of customers. Your mantra becomes “Less is more.” http://steveblank.com/2010/03/04/perfection-by-subtraction-the-minimum-feature-set/!
  8. 8. ‹#›   A Quick word on number of features… headrush.typepad.com/creating_passionate_users/2005/06/featuritis_vs_t.html! hbr.org/2006/02/defeating-feature-fatigue!
  9. 9. What feature makes a product?
  10. 10. ‹#›   Viable? Minimum Viable Product What feature makes a product?
  11. 11. BUT HOW…
  12. 12. ‹#›   EMPATHYEMPATHY
  13. 13. Team Users Community Communities
  14. 14. A TEAM MARKETING PROFESSIONALS DESIGNERS & STRATEGISTS TECHNOLOGY SPECIALISTS DEVELOPERS SUBJECT MATTER EXPERTS STAKEHOLDERS
  15. 15. EMPATHIC MVPS WIZARD OF OZ CONCIERGE MVP
  16. 16. ‹#›   Landing page recruiting Landing Page Sign-up Page
  17. 17. ‹#›   Concierge MVP Team identified an advice model which appears to very effective 1st consult   skills 2nd consult   habit 3rd consult   Last resort basic instruction one remedy one Talcum powder (messy but it works) basic instruction two remedy two gauge skill level advanced instruction introduction to new skill error strategy terminology understanding confront habit surprising instruction
  18. 18. Result tracker We highlight which pains raise an emotional reaction
  19. 19. ‹#›   Ask questions 1. What’s the hardest part about [problem context]?   2. Can you tell me about the last time that happened?   3. Why was that hard?   4. What, if anything, have you done to solve that problem?   5. What don’t you love about the solutions you’ve tried?   •  Probing for terminology:   – How would you describe doing this if you were telling a friend? • Never ask for opinions – Ask for specific things in their life – Ask specific things they have done in their past • Never ask about the future, they will lie without realising it customerdevlabs.com/2013/11/05/how-i-interview-customers/!
  20. 20. Take notes form from Measuring the User Experience: http://www.amazon.com/Measuring-User-Experience-Interactive-Technologies-ebook/dp/B005NZ7GS6/ref=sr_1_1?qid=1434725093
  21. 21. • Market • Validated learning to prove/disprove your leaps of faith • Finding a sustainable & scalable business • Finding empathy An MVP is a path to:
  22. 22. A product is a thesis. An MVP is a set of experiments to test the thesis.! ! It’s not just about your empathy. It’s your team’s empathy! •  Sell concierge & Wizard of Oz on Speed & Low cost to test! Involve your team in the experiments! •  Sympathy is like receiving a postcard, empathy is about being there! ! We don’t build MVPs with the goal of selling! •  It is always with the goal of maximizing learning! ! To learn, we make it real, and we try to sell to evangelists! •  They buy the vision and then the product! •  To understand our vision, they need to ‘get’ our 18-36 month release plan! ! Remember we don’t ask the customers for the solution! •  We develop the solution based on our understanding of their problem!
  23. 23. ‹#›   TAKE YOUR MVP INTO THE WILD
  24. 24. TAKE YOUR MVP INTO THE WILD LET IT GROW NATURALLY
  25. 25. ‹#›  

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