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mvps in
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FORM & FUNCTION
FORM FOLLOWS
FUNCTION
An objects shape should be based
on and exhibit it's primary purpose.
Good design is
as little design
as possible”
Dieter Rams
“
PERFORMANCE VERSUS
PREFERENCE
The designs that help people perform optimally
are often not the same as the designs they find
most desirable.
PERFORMANCE VERSUS
PREFERENCE
PERFORMANCE VERSUS
PREFERENCE
Dvorak
HIERARCHY OF NEEDS
Based on Maslow's
Hierarchy of Needs
FUNCTIONALITY
RELIABILITY
USABILITY
PROFICIENCY
CREATIVITY
THE ANATOMY
OF A GOOD MVP
WHAT IS AN MVP, REALLY?
An MVP is the smallest thing you can
build that tests your business.
WHAT IS AN MVP, REALLY?
An MVP is the smallest thing you can
build that tests your business.
NO!
WHAT IS AN MVP, REALLY?
An MVP is an experiment that tests a
critical, falsifiable hypothesis of your
business.
DESIGNING A
GOOD EXPERIMENT
MVP
customers learnin’
!
SO, WHAT IS AN MVP?
MVPs are just a tool to conduct fast,
measurable customer learning.
THREE
OF MVPs
TYPES
THREE METHODS OF LEARNING
Exploration
Pitch
THREE METHODS OF LEARNING
Concierge
THREE METHODS OF LEARNING
AN MVP IS CUSTOMER
VALIDATED LEARNING
The MVP is just the vehicle. Decide
what you need to test and choose
your weapon.
EXPLORATION
1
“OK...
“OK... I WANT TO CREATE
AN ONLINE MARKET
PLACE
“OK... I WANT TO CREATE
AN ONLINE MARKET
PLACE FOR FINE MARBLE
SCULPTURES”
LET’S DESIGN A TEST!
LET’S DESIGN A TEST!
LET’S DESIGN A TEST!
EXPLORE IS GREAT WHEN
• You have an early idea
• You don’t know what budget you belong to
• You don’t know how to segment your
customers
• You don’t know how consistent your problem is
PITCH
2
A PITCH MVP IS BASICALLY
A LANDING PAGE
A PITCH MVP IS
“BASICALLY” A LANDING
PAGE
WHAT ARE MOST LANDING
PAGES TESTING?
Usually, just if your copy describes a
pain or problem that potential
customers have
If people have that problem?
If people will pay for it?
If a segment identifies with that
problem?
WHAT DO YOU ACTUALLY
WANT TO TEST?
“AND WHAT IF MY
PRODUCT ISN’T AN
APP?”
PITCH IS GREAT WHEN...
• You have an idea when / how people will buy
from you
• You have an idea where customers would look
for you
• You have an action you want to measure for
CONCIERGE
3
BOB
!
EMAIL
CONCIERGE IS GREAT WHEN...
• Confident on your customer segment
• Building a full solution is a large, uncertain
investment
• You have an idea for a solution, but you’re not
sure how to execute it
PROTOTYPE
4
A PROTOTYPE MVP IS THE
“FUCK IT, LET’S TRY IT” OF
MVPS
Perfect for when your company is
creating novel value.
PROTOTYPE IS GREAT WHEN...
• You have a novel solution that needs testing
• The other three methods of learning can’t
execute the experiment
A WARNING LABEL
A prototype MVP is still a throwaway
experimentation tool. Not your first
version!
THE WRAP UP
• MVPs are about designing falsifiable
experiments, not making first versions
• Choose the tool that best tests your hypothesis
• More often then not, that tool isn’t a landing
page
• Keep them quick, sloppy, and disposable.

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