LEAN BY GÜNTHER HASLBECK

OVENGA MEDIA

PRODUCTS

WHAT IS LEAN

LEAN IS ✓ PRODUCT SHOULD ACHIEVE MARKET FIT ✓ CREATE A MVP (MINIMAL VIABLE PRODUCT) ✓ TEST HYPOTHESES ✓ LEARN WITH USERS ✓ IMPROVE AND ITERATE YOUR PRODUCT FAST ✓ USE RESOURCES EFFECTIVE

MARKET FIT MEANS MEETS MINIMUM CUSTOMER NEEDS ✓ IS (AT LEAST AS GOOD OR) BETTER AS BEST OTHER ALTERNATIVES ✓ EASY TO USE * ✓ GOOD VALUE/PRICE

*"UI = WHAT THE USER USES UX= HOW THE USER FEELS

MARKET FIT TARGET CUSTOMER CUSTOMER NEEDS PRODUCTS THIS INTERACTS! CUSTOMER HAS NEEDS CUSTOMER DECIDES HOW WELL PRODUCT MEETS NEEDS (SATISFACTION) YOU DESIGN & BUILD PRODUCTS TO MEET THIS NEEDS… ITS ON YOU TO SATISFY THE CUSTOMER

LEAN PRODUCT PROCESS 1) DETERMINE YOUR TARGET CUSTOMERS 2) IDENTIFY UNDERSERVED CUSTOMER NEEDS 3) DEFINE YOUR VALUE PROPOSITIONS 4) SPECIFY YOUR MVP FEATURE SET 5) CREATE YOUR MVP PROTOTYPE 6) TEST YOUR MVP WITH CUSTOMERS

WHAT IS AN MVP

Func%onal    

Reliable  

Usable  

Deligh3ul  

NOT  THIS  

Func%onal    

Reliable  

Usable  

Deligh3ul  

FULFILLS ALL AREAS, NOT JUST ONE!

BREAK DOWN FEATURES INTO CHUNKS

Must  Have  1  

BENEFITS Must  Have  2  

Performance  1  

Performance  2  

Performance  3  

Delight    1  

Delight  2  

M1A   M2A   P1A   P2A   P3A   D1A   D2A  

FEATURES

M2B   P1B  

P1C  

P3B   D2B  

D2C  

V1: YELLOW BOXES ARE ENOUGH = MVP V2: ADDING THE GREEN BOXES AND SO ON

DEVELOP MVP

Must  Have  1  

BENEFITS Must  Have  2  

Performance  1  

Performance  2  

Performance  3  

Delight    1  

Delight  2  

M1A   M2A   P1A   D1A  

FEATURES

AND GO LIVE

3 PHASES OF YOUR PRODUCT BEFORE  

Product-­‐Market  Fit  AFTER  

Product-­‐Market  Fit  

BEFORE YOUR PRODUCT IS LIVE

PHASE 1 PHASE 2

AFTER YOUR PRODUCT IS LIVE

PHASE 3

GOAL TEST HYPOTHESIS, GAIN CONFIDENCE, BEFORE BUILDING

IMPROVE PRODUCT- MARKET FIT

GROWTH

METHODS QUALITATIVE QUALITATIVE & QUANTITATIVE

MAINLY QUANTITATIVE

QUALI- & QUANTITA- TIVE

QUALITATIVE: - INTERVIEWS - USER TESTING

QUANTITATIVE -  ANALYTICS -  A/B TESTING

QUALITATIVE SURVEY.IO / QUALAROO.COM -  HOW DO YOU FEEL IF YOU COULD NO LONGER USE OUR

PRODUCT ? -  - VERY DISAPPOINTED -  - SOMEWHAT DISAPPOINTED -  - NOT DISAPPOINTED

GENERAL GUIDELINE: 40% OR MORE “VERY DISSAPPOINTED” = PRODUCT-MARKET FIT ! OR USE NET PROMOTER SCORE (NPS)

USER TESTING SESSION 5-10 MIN: ASK QUESTIONS -  TO UNDERSTAND USER NEEDS AN D SOLUTIONS THEY CURRENTLY USE 30-50 MIN: USER FEEDBACK -  SHOW USER PRODUCT/MOCKUP -  NON-DIRECT AS MUCH AS POSSIBLE -  WHEN NECESSARY, DIRECT USER TO ATTEMP TO

PERFORM A SPECIFIC TASK 5-10 MIN: WRAP UP -  ANSWER ANY QUESTIONS THAT CAME UP -  POINT OUT/EXPLAIN FEATURES YOU WANT TO HIGHLIGHT -  ASK THEM IF THEY WOULD USE THE PRODUCT

NET PROMOTER SCORE

NPS = PROMOTERS - DETRACTORS

QUANTITATIVE

TRACK METRICS DAILY LIKE - USERS / PIS - REGISTRATIONS - RETENTION RATE - BUYS A/B TESTS AND SO ON

PRODUCT ANALYTICS PROCESS Iden%fy  what  

your  metrics  are  

Measure  Metrics  Baseline  Values  

Evaluate  metrics  updside  poten%al  

GLOBAL LEVEL

SELECT TOP METRIC

Brainstorm  Ideas  to  

improve  metric  

Iden%fy  highest  RIO  Idea  

Analyze  how  the  metric  change  

Design  and  Implement  

METRIC LEVEL LE

ARN

AND

ITER

ATE

PRIORITIZING IDEAS BY ROI

RETU

RN (V

ALUE

CRE

ATED

)

INVESTMENT (DEVELOPER-WEEKS)

IDEA A

IDEA B

IDEA C

ITERATE, ITERATE, ITERATE

SOLUTION SPACE

LEARN

PROBLEM SPACE

HYPOTHE SIZE

DESIGN

TEST

TOOL

SCRUM

SPRINT

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