Designed to Learn

Designed to Learn
Melissa Perri
@lissijean
#dmsAgile | September 2016

@lissijean
What if we try an MVP?

@lissijean
We don’t
do that here.
“
”

@lissijeanFlickr: nightmaresfearfactory @lissijean

@lissijean
I put that sh*t
on everything!
MVP!

@lissijean
The minimum amount of effort to learn.
Minimum Viable Product

@lissijean
The minimum amount of effort to learn.
Minimum Viable Product
NO IT’S NOT!

@lissijean
“A minimum viable product
(MVP) is not always a smaller/
cheaper version of your final
product.”
Steve Blank, 2013
“That product which has just those
features and no more that allows you to
ship a product that early adopters see and,
[…] pay you money for, and start to give
you feedback on.”
Eric Ries, 2009
“Minimum feature set (“minimum
viable product”) is a Customer
Development tactic to reduce
engineering waste and to get product
in the hands of Earlyvangelists
soonest.”
Steve Blank, 2010
“An MVP is not just a product with half
of the features chopped out, or a way to
get the product out the door a little
earlier. In fact, the MVP doesn’t have to be
a product at all.”
Jim Brikman, Y Combinator 2016

@lissijean
To learn what your
customers want and need.
GOAL

@lissijean
It’s a process,
not a product.

@lissijean
Do our
customers
really have this
problem?
What do our
customers
expect to gain
in the end?
What are they
doing to solve
their problems
now?
What do they
care about in a
solution?
Where will they
use the
solution?

@lissijean
“ My own belief is that you should be running experiments,
many of which will not lead anywhere.
If we knew how this was going to end up,
we’d just go ahead and do it. ”Ed Catmull, President of Pixar

@lissijean
Problem-Solution Fit
Does this problem exist
and can I solve it?
Product-Market Fit
Is my product desirable
enough to this market?

@lissijean
Ingredients and
recipes shipped
to your door.

@lissijean
Image: @davidjbland

@lissijean
Increase
conversion rate
X%

@lissijean
Design ways to learn more.

@lissijean
What’s their
biggest
problem?
@lissijean

@lissijean
Addressed Key Questions and Value Propositions
@lissijean

@lissijean
Product strategy
emerges
from experimentation.

@lissijean
UNIFIED FIELD THEORY
Bill Costantino
@lissijean

5 years FDS
the first choice for healthy, convenient
lunches and dinners in target market.
increase acquisition by X% December 2016
increase conversion rate 5% across
all mediums by end of Q2.
conversion rate is currently Y% on
desktop, Z% on mobile.

@lissijean
Company
Goal,
Product KPI,
Future state.
What are
users
doing now?
What’s the
first
little goal?
User Research,
Product
Experiments
Product Kata
1 2 3 4
Planning Experimenting
A scientific, systematic way to build better products.

@lissijean
Product leaders provide
vision, goals, and guardrails.
@lissijean

@lissijean
When do we
focus on big
ideas?
@lissijean

@lissijean
G I V E V I S I O N
@lissijean

@lissijean
Solving big problems for
customers creates
big value for businesses.
@lissijean

@lissijean
“You are always in this balance
between clear leadership and
chaos; in fact that’s where you’re
supposed to be.”
Ed Catmull, President of Pixar
@lissijean

@lissijean
“Your brand is how people feel
about your product or service.”
Bill Beard - @writebeard

@lissijean
Melissa Perri
melissa@produxlabs.com
@lissijean
School:
productinstitute.com
Blog:
melissaperri.com

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