rapid iteration for mobile app design by mariya yao

12/2013 MARIYA YAO RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

Monday, December 9, 13

Source: http://www.cbinsights.com/blog/trends/mobile-record-vc-financing-quarter

BILLIONRaised by mobile startups over the last 4 quarters

Typical cost to develop an iOS app

Average revenue / app in Apple App Store

~$10,000 - $50,000

~$4,000

http://www.quora.com/How-much-does-it-cost-to-build-an-iPhone-app

http://www.forbes.com/sites/tristanlouis/2013/08/10/how-much-do-average-apps-make/

Typical cost to develop an Android app

Average revenue / app in Google Play Store

~$11,000 - $55,000

~$1,125

http://www.quora.com/How-much-does-it-cost-to-build-an-iPhone-app

http://www.forbes.com/sites/tristanlouis/2013/08/10/how-much-do-average-apps-make/

Rapid Iteration on Mobile

(or, how not to blow all your seed money getting to an MVP)

Mariya Yao@thinkmariya

Founder & Creative DirectorXanadu

8http://blogs.wsj.com/digits/2013/03/11/the-surprising-numbers-behind-apps/

of downloaded apps are opened just one time

of an app’s users are lost after one month

Sources: http://www.localytics.com/bloghttp://blog.flurry.com/

Principles

Strategy

Tactics

Principles

Strategy

Tactics

What is a prototype?

What makes a prototype effective?

MeasureLearn

A prototype is a test that helps you answer a question

It answers the right question

How can you make sure you’re asking the right question?

Minimum ViableProduct

Minimum Viable Interface

Interface prototyping answers questions like:

Can people navigate through my interface?

Do people understand what this button does?

Can people perform basic tasks in this app?

Do people understand what this button does?

Do people understand what these buttons do?

...and often misses important questions like

Will people come back every day?

Will they become passionate evangelists?

Will they pay for your value proposition?

Why do you build products at all?

a) To solve a problem b) To deliver an experience

Minimum ViableExperience

Minimum ViableValue

Core Loop

The main set of actions your users have to take in order to make BOTH of you successful

Farmville

Buy Seeds

Grow CropsSell Crops

Dropbox

Buy space Fill space

Dropbox

Buy space Fill space

Spam your friends(optional)

Amazon

Read reviews

Buy productLeave review

What does a user need to do to makethemselves AND your business successful?

1) Return regularly2) Contribute content3) Invite friends4) Make repeat purchases

Minimum ViableExperience

Minimum ViableValue

Are people willing to go through your core loop?

How often will they do it?

Minimum Viable Interface

Summary of Principles

1) Ask the Right Question

2) Focus on Value / Experience

3) Test Your Core Loop

Principles

Strategy

Tactics

Principles

Strategy

Tactics

1) Prototyping simplicity

2) Prototyping emotion

3) Prototyping engagement

4) Prototyping distribution

How do you capture a complex experience simply on mobile?

How can we make you feel like a real guitarist?

Over 5 mil downloads since May launch

Average of 4.5 star rating

Toontastic

An iPad app that enables children to animate characters and record stories

> 8 million stories recorded

App Store Hall of Fame

05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVE

How would you feel if you couldn’t use our product?

Sources: http://www.startup-marketing.com/using-survey-io/

1. Very disappointed

2. Somewhat disappointed

3. Not disappointed

4. I no longer use it

3. Not disappointed

Very disappointed

GameSalad

Platform that lets you build 2Dmobile games without any code

How badly do people want to tinker?

RUN GAME

> 200,000 games have been made

70 have been in the top 100 in US App Store

Do my own contacts want to connect with me on a professional networking site?

Are people willing to upload their rolodexesin order to access 2nd degree connections?

What is the right level of “virality” to getconsistent growth yet maintain credibility?

Principles

Strategy

Tactics

Principles

Strategy

Tactics

Hustler

Hacker

Hustler

1) Concierge prototypes

2) Prototyping on platforms

3) Prototyping with competitors

3) Creative prototypes

Hustler

How would you prototype Instagramwith NO code written?

Instagram

Take Photo

Add FilterShare Socially

3) Upload edited photos on tester’s behalf

1) Have testers email you photos they want filtered

2) Have a professional editor edit photos on demand

4) Measure change in key metrics

Do users take and share more photos?

Do their photos get more likes / comments?

How would you prototype Foursquarewith just an SMS interface?

Foursquare

Go To Venue

Check InGet Reward

4) Add $$ bonus to card for most active patron

1) Buy gift cards to popular venues (i.e. Starbucks)

2) Have testers text you when they visit venues

3) Add $1 dollar to their gift card for each visit

Do people visit venues more often?

Do they keep up engagement over time?

Hustler

How would you prototype Instagramwith IFTTT?

If Then

Hustler

Instagram Hipstamatic

Hipstamatic

Take Photo

Add FilterShare Socially

How would you prototype Instagramwith an existing competitor?

Hustler

How would you prototype a mobile gamewhere your character explores a rich

and interesting world map?

How would you prototype a mobileapp that features a highly interactive

animated character?

Hustler

1) Concierge MVPs

Key Takeaways

Principles

Strategy

Tactics

Summary of Principles

1) Ask the Right Question

2) Think MVV / MVE, not MVP

3) Test Your Core Loop

Summary of Strategies

1) Keep It Simple!

2) Apply The “Tear Test”

3) Measure Engagement Early

4) Distribution > Product

Principles

Strategy

Tactics

Principles

Strategy

Tactics

@thinkmariyamariya@xanadumobile.com

rapid iteration for mobile app design by mariya yao

misses important

add filtershare

minimum viable

minimum viableexperience

minimum viablevalue

minimum viableproduct

run game

core loop

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