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Misunderstood value proposition (mvp)

Misunderstood value proposition (mvp)

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My rant from EuroIA 2017 in Stockholm, Sweden. I have incorporated some notes in these slides that were part of my oral presentation for the sake of clarity.

My rant from EuroIA 2017 in Stockholm, Sweden. I have incorporated some notes in these slides that were part of my oral presentation for the sake of clarity.

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Misunderstood value proposition (mvp)

  1. 1. MVP the misunderstood value proposition Eric Reiss @elreiss EuroIA 30 September 2017 Stockholm, Sweden
  2. 2. DISCLAIMER • Almost no children or small animals were harmed during the production of this presentation. • Made entirely of recycled electrons from sustainably maintained atoms. • All unfair, opinionated generalizations are mine and mine alone. Live with it!
  3. 3. Lots of issues and buzzwords Design thinking Storytelling Lean / MVP “Awesome” “Intuitive” AI / IoT Portfolios Methodologies Case studies Research
  4. 4. Lots of issues and buzzwords Design thinking Storytelling Lean / MVP “Awesome” “Intuitive” AI / IoT Portfolios Methodologies Case studies Research
  5. 5. i i r n a o i b d m l u u e c m t MVP (Hard to read? Apparently, hard to understand, too.)
  6. 6. Minimum Viable Product (or prototype, process…) The least that needs to be made Something that people will actually want The “thing” itself
  7. 7. Frank Robinson Steve Blank Eric Ries Eric Reiss X
  8. 8. Minimum Viable Product The least that needs to be made Something that people will actually want The “thing” itself
  9. 9. What’s the MVP of personal transportation? If we assume this is for basic transportation first, and enjoyment second, what are the elementary things a car needs? Wheels, an engine, a steering mechanism, and controls to make it move and stop.
  10. 10. Trabi vs. Jag MVP
  11. 11. If you’re a tourist, perhaps a bike or a taxi are all you really need.
  12. 12. Enough features to make it interesting now Enough future benefits to keep early adopters A feedback mechanism Three attributes
  13. 13. “Is the problem I think people have actually shared by anyone other than me?” “Does the solution I am building actually solve the problem I have validated?” Two questions
  14. 14. You’re not building a product; you’re eliciting customer feedback: What are their expectations? Have I truly identified their “top tasks”? One reason
  15. 15. The development houses
  16. 16. Make Vulgar Profits
  17. 17. Cool Geek!Cool Geek
  18. 18. Cool Geek!Cool Geek IA UX UI IoT Wireframes AI The Cloud Content modeling Waterfall Scrum Agile MVP CMS Lean SEO
  19. 19. Note to reader: Yes. We have to educate our clients. But do we really want to do this during a pitch? If we wanted our car fixed, would we really want the mechanic to trot out and display his entire toolkit? This is not transparency, it is confusing (and scary) to most clients.
  20. 20. (a miracle CMS) (Responsive. Cool, huh?)
  21. 21. Research EUR 0 Strategy EUR 0 IA (sitemap and wireframes) EUR 15k Design (visual) EUR 10k Development EUR 150k CMS license (per year) EUR 20k Content strategy EUR 0 New content EUR 0 SEO EUR 5k ____________ Total EUR 200k Typical budget at a dev house
  22. 22. And then there are the ad agencies…
  23. 23. Give us a ton of money and we will make everything wonderful.
  24. 24. Mostly Visual Promotions
  25. 25. Research EUR 0 Strategy (creative pitch) EUR 30k IA (sitemap and wireframes) EUR 5k Design (visual and pasteups) EUR 30k Development EUR 10k CMS license (per year) EUR 0 Content strategy EUR 0 New content EUR 15k SEO EUR 0 ____________ Total EUR 85k Typical budget at an ad agency
  26. 26. So, where does that leave the IA?
  27. 27. Most Valuable Player?
  28. 28. We provide context for content If “content is king” “context” is the kingdom! What does an IA do?
  29. 29. What are the business goals? What are the users’ goals? How can I help both groups achieve these goals? Three questions to ask yourself
  30. 30. The business plan The marketing plan Any other strategic documents Three things to read
  31. 31. Conduct a competitive analysis Check out the analytics Talk to some actual users Three things to do (research)
  32. 32. What tasks are users currently struggling with? What are the 10 essential content pages? What are the relevant success metrics? Three things to do (thinking)
  33. 33. Let’s talk about the IA of microwave ovens… (what follows is a couple of goofy examples about home appliances)
  34. 34. 1985
  35. 35. 2017
  36. 36. “This is the EU. We have 24 official languages. So, let’s use icons on this washing machine…”
  37. 37. So back to ovens… What are the top tasks? “Turning it on” “Setting the temperature”
  38. 38. 1975
  39. 39. 2017
  40. 40. My wife and I bought a new oven… (Here’s a picture of me trying to take a reflection-free photo)
  41. 41. I want to: Turn it on Set the temperature And the IA is unreal. Nice on paper but crazy in practice!
  42. 42. Activate knobs
  43. 43. Select function
  44. 44. Wait through silly animation
  45. 45. Good to go (sort of)
  46. 46. Wrong temp. Press button Turn knob
  47. 47. On the right menu…
  48. 48. Press button again Turn knob again
  49. 49. Temperature set
  50. 50. Now to get back To the first menu…
  51. 51. Press button again Turn knob again
  52. 52. Good to go!
  53. 53. Oops. Gotta push one more time…
  54. 54. Preheating (finally)
  55. 55. 10 separate actions!
  56. 56. This is a true MVP!
  57. 57. Most Valuable Player (Here’s how. It ain’t rocket science.)
  58. 58. Do your research Identify and verify the top tasks Solve them! Encourage feedback Embrace true MVP practices Recipe for success
  59. 59. Two final questions: How often have you seen an MVP approach succeed? It the MVP concept actually as useful as it sounds?
  60. 60. But, if you REALLY insist on building an MVP…
  61. 61. Fine tune your Trabi before you worry about heated seats in your Jag!
  62. 62. Tack så mycket!
  63. 63. The FatDUX Group ApS Strandøre 15 2100 Copenhagen Denmark Office: (+45) 39 29 07 07 Mobil: (+45) 20 12 88 44 Twitter: @elreiss er@fatdux.com www.fatdux.com Eric Reiss can (usually) be found at:

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