How do you ID an MVP for a Mobile app? We did it by bringing users into the product development process. We devised a 6-week study where we deployed an alpha to real users and iterated upon it until we had an app we felt worthy of 3.5 stars we could release. This is the story of how we did it.

1. Lean Mean
iOS App Development*
*developed with real users

2. Michelle Zassenhaus
Director, UX+Design – TheLadders
@zhaus

3. @zhaus

4. lean beginnings
“Become aware of job matches – and express
interest in them – on the go.”
qualified + intent
@zhaus

5. lean beginnings
sketches
@zhaus
interviews / testing
design studio
early designs

6. What's an MVP for an app?
How do you iterate?
Customers control the updates
Customers don't come back
1-star reviews difficult to overcome
@zhaus

7. +
@zhaus

8. The longitudinal study
1. Get the app into users’ hands early
2. Observe use over sustained time (6 wks)
3. Build, measure, learn + evaluate satisfaction
@zhaus

9. 1. Write test plan
Who
What
When
Where
Why
How
@zhaus

10. 2. Identify & deploy atomic experience
log in
find jobs
save them
@zhaus

11. 3. Recruit participants
ID demo- + psycho- graphics
Email customers with incentive ($300 / 3 milestones)
Funnel through screening survey
Select for good distribution; call to be sure
Procure + distribute tools (test flight, reflector app,
gotomeeting)
@zhaus

12. 4. Build, measure, learn - 6 weeks
W
T
surveys sent
roadmap
meeting
M
T
W
recap call
design &
develop
@zhaus
surveys sent
planning +
reprioritization
roadmap
meeting
F
(6) 30m
gotomeeting
calls
(6) 30m
gotomeeting
calls

13. survey
@zhaus

14. calls
@zhaus

15. calls
@zhaus

16. findings
recap call
@zhaus

17. planning
@zhaus

18. What did we learn?
Sorting of jobs
How to execute the “like” feature
Remove the paywall
Usability issues
Detractors + delighters
@zhaus

19. @zhaus

20. @zhaus

21. danke!
iOS
@zhaus
Android