Designing To Learn: Creating Effective MVP Experiments - Lean UX NYC 2014

Download Designing To Learn: Creating Effective MVP Experiments - Lean UX NYC 2014

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Designing MVP workshop for Lean UX NYC 2014.

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<ul><li> Designing to Learn Creating Eective MVP Experiments Melissa Perri @lissijean </li> <li> Consultant Lean Product Manager UX Designer Teacher Twitter addict (@lissijean) Blogger (melissaperri.com) Hi! Im Melissa. </li> <li> @lissijean What is an MVP (and why should we care)? Setting Up MVP Experiments Types of MVPs and How to Choose Iterating on MVPs Agile + MVP: How does it work together? Agenda </li> <li> @lissijean Why MVP? </li> <li> @lissijean Match your taste with the exceptional nds of industry insiders. </li> <li> @lissijean </li> <li> @lissijean </li> <li> My way is faster. This isnt what I needed. I dont know how to use it. The information I want to see isnt on here. @lissijean </li> <li> @lissijean </li> <li> @lissijean </li> <li> @lissijean Validate Before Building </li> <li> @lissijean Build Measure Learn </li> <li> @lissijean Iterate your way to Product/Market Fit your users </li> <li> @lissijean MVPMinimum Viable Product </li> <li> @lissijean MVPSmallest amount of work you can do to test your idea. </li> <li> @lissijean </li> <li> @lissijean </li> <li> @lissijean </li> <li> @lissijean </li> <li> @lissijean LEARN </li> <li> @lissijean MVP = Minimum Feature Set Agile Methodology MVPs </li> <li> @lissijean Focus on problem not features. </li> <li> @lissijean MYTH </li> <li> @lissijean Crappy products Crappy products everywhere </li> <li> @lissijean Good MVPs oer a great experience to the customer. </li> <li> @lissijean </li> <li> @lissijean MVP = Experiment </li> <li> @lissijean Experiment Process Set Up ! Design ! Run ! Feedback ! Iterate </li> <li> @lissijean </li> <li> @lissijean Setting up MVP Experiments PART I </li> <li> @lissijean 1. Dene Customer &amp; Problem 2. Investigate assumptions 3. Design a test 4. Measure customer behavior 5. Evaluate success 6. Pivot or persevere Process </li> <li> @lissijean </li> <li> @lissijean Dene Dene </li> <li> @lissijean Customers want twitter-like messages in their feed. </li> <li> @lissijean Customers want twitter-like messages in their feed. Not a problem. </li> <li> @lissijean Real Problem Customers dont think the curators are authentic. </li> <li> @lissijean Investigate </li> <li> @lissijean Assumptions Shoppers care that curators are authentic. Shoppers will engage more with real messages on site. Shoppers think tweets are authentic. </li> <li> @lissijean Riskiest Assumption Shoppers care that curators are authentic. Shoppers will engage more with curator messages on site. Shoppers think tweets are authentic. </li> <li> @lissijean Design a Test </li> <li> @lissijean Setting up a test 1. What do we want to learn? 2. How do we measure that? 3. Whats the least we can build to learn? </li> <li> @lissijean Will shoppers engage more with curator messages? What do we want to learn? </li> <li> @lissijean Engagement Clicks, purchases, added to cart How do we measure that? </li> <li> @lissijean What is the least we can build to learn? Wizard of Oz Looks real to the customer, completely manual on the backend. </li> <li> @lissijean </li> <li> @lissijean </li> <li> @lissijean Measure </li> <li> @lissijean How do we measure engagement? </li> <li> @lissijean Clicks on product. Purchases. Add to cart. </li> <li> @lissijean What do we consider successful? </li> <li> @lissijean Minimum Success Criteria What is the minimum number we need to hit to consider this validated? </li> <li> @lissijean Time Salary# Peoplex x Cost to build completely </li> <li> @lissijean Minimum Success Criteria Improvement needed to justify cost to build. </li> <li> @lissijean 25% increase in engagement in A/B test. </li> <li> @lissijean </li> <li> @lissijean Evaluate </li> <li> @lissijean </li> <li> @lissijean 0% change over other products. </li> <li> @lissijean INVALIDATED </li> <li> @lissijean But why? </li> <li> @lissijean Why didnt users engage? What do we want to learn? </li> <li> @lissijean User Testing Sessions watch them use it. How do we nd that out? </li> <li> @lissijean Emails. </li> <li> @lissijean Pivot </li> <li> @lissijean strategic change in direction based on learning. Pivot </li> <li> @lissijean Riskiest Assumption Shoppers will engage more with curator messages. </li> <li> @lissijean Will shoppers engage more with curator messages through email? What do we want to learn? </li> <li> @lissijean Engagement Opens, Click throughs, purchases. How do we measure that? </li> <li> @lissijean What is the least we can build to learn? </li> <li> @lissijean How do we determine success? 30% increase in engagement over other emails. </li> <li> @lissijean Success! 2x Open Rate 3x Purchases </li> <li> @lissijean Now, we automate. Now, we invest. </li> <li> @lissijean workshop one: Setting up MVP Experiments </li> <li> @lissijean </li> <li> @lissijean Weve recently received a urry of complaints from Macys shoppers. </li> <li> @lissijean Every time I come into Macys, I spend HOURS I dont have and can never seem to nd what Im looking for. I know exactly what type of item I want, but options are all over the place. Its daunting. </li> <li> @lissijean I needed a blue tie to go with my suit for a friends wedding, so I went to nd it but there were too many options. Where do I even start? I dont even know how to choose. </li> <li> @lissijean Who is the customer? </li> <li> @lissijean OpenSky shoppers who visit the site at least once a month, but rarely buy. </li> <li> @lissijean What is their problem? </li> <li> @lissijean Do not think the curators are authentic. </li> <li> @lissijean 10 minutes In your teams, write down your customer and their problem for Macys. </li> <li> @lissijean Shoppers who are purchasing something specic out of necessity, not browsing. Customer Hypothesis </li> <li> @lissijean Cannot nd what they need eciently. Problem Hypothesis </li> <li> @lissijean What are we assuming about the customer and the problem? </li> <li> @lissijean Riskiest Assumption What are we the most uncertain about? </li> <li> @lissijean 10 minutes In your teams, write down your assumptions and pick the riskiest one. </li> <li> @lissijean Assumptions Shoppers are overwhelmed by the amount of options. Shoppers do not want to browse. Shoppers want help nding items. </li> <li> @lissijean Assumptions Shoppers are overwhelmed by the amount of options. Shoppers do not want to browse. Shoppers want help nding items. </li> <li> @lissijean Now, we design a test for that riskiest assumption. </li> <li> @lissijean Types of MVPs PART II </li> <li> @lissijean WHAT SHOULD YOU ALWAYS DO FIRST? </li> <li> @lissijean Interviews Get out of the building and talk to people. </li> <li> @lissijean First thing you should do. Talk to at least 10 people. Verify the problem and the customer hypothesis. Verify as many assumptions as you can. When to do Interviews </li> <li> @lissijean Concierge Delivering a service manually. Delivering a service manually. Concierge </li> <li> @lissijean </li> <li> @lissijean </li> <li> @lissijean The Good The Bad Very close to the customer, easy to learn. Can adjust easily based on feedback. Very easy and cheap to get started. Not scalable. Time consuming to run. Concierge </li> <li> @lissijean If you are testing a service. Trying to determine what customers will respond to. Testing and rening with a small number of people. When to use Concierge. </li> <li> @lissijean Wizard of Oz Looks real, but manual on the back end. </li> <li> @lissijean </li> <li> @lissijean Subscription </li> <li> @lissijean </li> <li> @lissijean </li> <li> @lissijean The Good The Bad Looks exactly real to customers, so very accurate response to if you would build it. Need to code to get started. Cant tell you why customers dont use it. Wizard of Oz </li> <li> @lissijean Running a test with a large audience. Trying to sell a feature or service before it is built, but pretend it is already there. If you are concerned about sacricing brand. When to use Wizard of Oz. </li> <li> @lissijean Landing Page A pitch of your product, to gauge idea reception. </li> <li> @lissijean </li> <li> @lissijean </li> <li> @lissijean The Good The Bad Just a pitch, don't need to rene the whole idea Can launch in a matter of minutes MOST PEOPLE FORGET THEY NEED TO DIRECT PEOPLE HERE THROUGH MARKETING. Landing Page </li> <li> @lissijean Looking for initial customers to test. Trying to gauge how much interest there is in the idea. Great way to pitch to a large audience. When to use Landing Page. </li> <li> @lissijean Videos Demo what your product can do through hacking it together for a video. </li> <li> @lissijean </li> <li> @lissijean The Good The Bad Can demonstrate complicated things. Show a prototype before producing them all. More complicated to put together. Needs to be a certain amount done before you can make the video. Videos </li> <li> @lissijean If your product does something very easily. When your product sounds complicated. When people need to see it to believe it. When to use Videos. </li> <li> @lissijean What if Im not solving a dire need? </li> <li> @lissijean workshop two: Design your...</li></ul>