show me the mvp - digital pm summit 2016 natalie warnert
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@nataliewarnert
#dpm2016
Show me the
MVP!Natalie Warnert – #dpm2016
@nataliewarnert
#dpm2016
@nataliewarnert
#dpm2016Natalie WarnertAgile Coach & Trainerwww.nataliewarnert.com@nataliewarnert#WomenInAgile
@nataliewarnert
#dpm2016 A Minimum Viable Product is that version of a new product which allows a team to collect the maximum amount of validated learning about customers with the least effort. – Eric Ries, Lean Startup
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@nataliewarnert
#dpm2016 What is a Minimum Viable Product?• Building just enough to learn and validate a
hypothesis• Learning not optimizing• Find a plan that works before running out of
resources• Provide enough value to justify charging
THE MVP
@nataliewarnert
#dpm2016 What is Lean UX?• Interaction design• Constant measurement and learning loops• Business, development, customer, and UX
unification• Less focused on deliverables, more on data
LEAN USER EXPERIENCE
@nataliewarnert
#dpm2016
*The difference between BUILDING the right thing and LEARNING the right thing
THEPOINT
@nataliewarnert
#dpm2016
Problem/Solution fitDo I have a problem worth solving?
Product Market FitHave I built something people want?
ScaleHow do I accelerate growth and maximize learning?
WHERE TO START
@nataliewarnert
#dpm2016
Problem/Solution fitDo I have a problem worth solving?
Product Market FitHave I built something people want?
ScaleHow do I accelerate growth and maximize learning?
WHERE TO START
Ideas are cheap! Acting on them is expensive $$
@nataliewarnert
#dpm2016
Problem/Solution fitDo I have a problem worth solving?
Product Market FitHave I built something people want?
ScaleHow do I accelerate growth and maximize learning?
WHERE TO START
Ideas are cheap! Acting on them is expensive $$
Learning over growthDon’t scale untested!
@nataliewarnert
#dpm2016 Customers don’t care about your solution. They care about their problems.- Dave McClure, 500 Startups
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@nataliewarnert
#dpm2016UNDERSTAND THE PROBLEM
• What is the customer’s problem?• Fit into the business model
@nataliewarnert
#dpm2016UNDERSTAND THE PROBLEM
• What is the customer’s problem?• Fit into the business model
@nataliewarnert
#dpm2016UNDERSTAND THE PROBLEM
• What is the customer’s problem?• Fit into the business model
What is the customer hiring your product to do?
@nataliewarnert
#dpm2016DEFINE THE SOLUTION
Smallest possible solution to speed up learningBuild only what is needed (MVP)Pick bold outcomes to validate learningBusiness outcomes over solution
@nataliewarnert
#dpm2016DEFINE THE SOLUTION
Smallest possible solution to speed up learningBuild only what is needed (MVP)Pick bold outcomes to validate learningBusiness outcomes over solution
HYPOTHESIS
More relevant product recommendation + in-cart experience =increased conversion
@nataliewarnert
#dpm2016most Plan A’sdon’t work
@nataliewarnert
#dpm2016VALIDATE QUALITATIVELY
What are our customers doing?Continuous feedback loop with customersGet out of the building!
@nataliewarnert
#dpm2016VALIDATE QUALITATIVELY
What are our customers doing?Continuous feedback loop with customersGet out of the building – or get customers in the building!
@nataliewarnert
#dpm2016 A startup can focus on only one metric. So you have to decide what that is and ignore everything else – Noah Kagan, AppSumo
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@nataliewarnert
#dpm2016VALIDATE QUANTITATIVELY
Pirate metrics AcquisitionActivationRetentionRevenueReferral
@nataliewarnert
#dpm2016VALIDATE QUANTITATIVELY
Pirate metrics AcquisitionActivationRetentionRevenueReferral
What is your one metric to rule them all? What are you trying to validate (hypothesis)
@nataliewarnert
#dpm2016
Product riskGetting it right
Customer riskRight path
Market riskViable business
BUT RISKS!
@nataliewarnert
#dpm2016
Run a Business
Satisfy the
Customer
BALANCING NEEDS
@nataliewarnert
#dpm2016
Run a Business
Satisfy the
Customer
BALANCING NEEDS
Deliver enough value to
justify charging from day
one
@nataliewarnert
#dpm2016BUILD MODEL
Build right thing
Build thing right
Build it fast
@nataliewarnert
#dpm2016LEARNING MODEL
Build right thing
Build thing right
Build it fast Learnin
g
FocusSpeed
@nataliewarnert
#dpm2016WHERE IS THE LEARNING?
Requirements
Dev QA Release
@nataliewarnert
#dpm2016WHERE IS THE LEARNING?
Requirements
Dev QA ReleaseLittle learning
some learning
Most learning
@nataliewarnert
#dpm2016 You stand to learn the most when the probability of the expected outcome is 50%; that is, when you don’t know what to expect-Lean Analytics
“”
@nataliewarnert
#dpm2016SHOW ME THE MVP!
Declare assumptions and
hypothesis Create an MVPRun an
experiment to prove or disprove
hypothesis
Customer feedback (qual and quant) and
research alternatives
@nataliewarnert
#dpm2016WHAT DID WE LEARN?
Reduce scope Shorten the cycle time to feedbackGet out the deliverables businessLearn from the customer behavior
@nataliewarnert
#dpm2016
QUESTIONS?
Running Lean - Ash MauryaLean UX – Jeff Gothelf, Josh Seiden