The Lean Product Playbook by Dan Olsen

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<ul><li><p> March 2015 </p></li><li><p>Copyright 2015 Olsen Solu7ons </p><p>My Background n Educa7on </p><p>n Engineering background n Stanford MBA n Web development and UX design </p><p>n Deep Product Management Experience n Submarine design n Led Quicken Product Management at Intuit n Led Product Management at Friendster n CEO &amp; Cofounder of YourVersion, Pandora for your news n PM consultant: Box, YouSendIt, Medallia, One Medical </p><p> Slides at hTp://slideshare.net/dan_o </p></li><li><p>What is Product-Market Fit? </p></li><li><p>The Lean Product Process </p></li><li><p>The Lean Product Process </p><p>1.Determine your target customer 2. Iden7fy underserved customer needs 3.Dene your value proposi7on 4.Specify your MVP feature set 5.Create your MVP prototype 6.Test your MVP with customers </p><p>Copyright 2015 Olsen Solu7ons </p></li><li><p>Transporta7on within 100 miles of my home </p><p>Soccer Mom </p><p>Speed Demon </p><p> Carry kids &amp; gear Safety Fuel economy </p><p> Go fast Looks cool Makes me look cool </p><p>Target Customer Has Dis7nct Needs High-level need: Target Customer: </p><p>Detailed needs: </p><p>Ideal Product: </p><p>Soccer Mom Speed Demon </p></li><li><p>The Lean Product Process </p><p>1.Determine your target customer 2. Iden7fy underserved customer needs 3.Dene your value proposi7on 4.Specify your MVP feature set 5.Create your MVP prototype 6.Test your MVP with customers </p><p>Copyright 2015 Olsen Solu7ons </p></li><li><p>n Russians: pencil </p><p>n NASA: space pen ($1 M R&amp;D cost) </p><p>Example: n Ability to write in space (zero gravity) </p><p>Problem Space vs. Solu7on Space n Problem Space </p><p>n A customer problem, need, or benet that the product should address </p><p>n A product requirement </p><p>n Solu7on Space n A specic implementa7on to address the need or product requirement </p><p>Copyright 2015 Olsen Solu7ons </p></li><li><p>Problem Space vs. Solu7on Space: Product Level </p><p>Problem Space (user benet) </p><p>Solu7on Space (product) </p><p>TurboTax </p><p>TaxCut </p><p>Pen and paper </p><p>Prepare my taxes </p><p>File my taxes </p><p>Check my taxes </p><p>Maximize deductions </p><p>Reduce audit risk </p><p>Copyright 2015 Olsen Solu7ons </p></li><li><p>Problem vs. Solu7on Space: Feature Level Problem Space </p><p> Solu7on Space </p><p>Save time filing taxes </p><p>Save time preparing taxes </p><p>Maximize my tax deductions </p><p>Check my return </p><p>Reduce my audit risk </p><p>Help me prepare taxes </p><p>Empowerment/ Confidence </p><p>Save Time </p><p>Save Money </p><p>Tax Interview Wizard </p><p>Audit Risk Analyzer </p><p>Tax Return Error Checker </p><p>Tax Data Downloader </p><p>Electronic Tax Return Filing </p><p>Tax Deduction Finder </p><p>Copyright 2015 Olsen Solu7ons </p></li><li><p>Priori7zing Customer Needs: Importance vs. Sa7sfac7on </p><p>Impo</p><p>rtan</p><p>ce of U</p><p>ser N</p><p>eed </p><p>User Sa7sfac7on with Current Alterna7ves </p><p>Compe77veMarket Opportunity </p><p>Low High </p><p>Low </p><p>High </p><p>Not Worth Going Aher </p><p>Copyright 2015 Olsen Solu7ons </p></li><li><p>Kano Model: User Needs &amp; Sa7sfac7on User Sa7sfac7on </p><p>User Dissa7sfac7on </p><p>Performance (more is beTer) </p><p>Delighter (wow) </p><p>Need not met </p><p>Need fully met </p><p>Must Have </p><p>Needs &amp; features migrate over 7me </p><p>Copyright 2015 Olsen Solu7ons </p></li><li><p>Copyright 2015 Olsen Solu7ons </p><p>Importance vs. Sa7sfac7on Ask Users to Rate for Each Feature </p><p>Recommended reading: What Customers Want by Anthony Ulwick </p><p>Bad </p><p>Great </p></li><li><p>The Lean Product Process </p><p>1.Determine your target customer 2. Iden7fy underserved customer needs 3.Dene your value proposi7on 4.Specify your MVP feature set 5.Create your MVP prototype 6.Test your MVP with customers </p><p>Copyright 2015 Olsen Solu7ons </p></li><li><p>What is Your Value Proposi7on? </p><p>nWhich user benets are you providing? nHow are you beTer than compe7tors? Compe&amp;tor A Compe&amp;tor B You Must Have Benet 1 Y Y Y </p><p>Performance Benet 1 High Low Med </p><p>Performance Benet 2 Low High Low </p><p>Performance Benet 3 Med Med High </p><p>Delighter Benet 1 Y - - </p><p>Delighter Benet 2 - - Y </p><p>Copyright 2015 Olsen Solu7ons </p></li><li><p>The Lean Product Process </p><p>1.Determine your target customer 2. Iden7fy underserved customer needs 3.Dene your value proposi7on 4.Specify your MVP feature set 5.Create your MVP prototype 6.Test your MVP with customers </p><p>Copyright 2015 Olsen Solu7ons </p></li><li><p>What is an MVP? </p><p>Courtesy of Jussi Pasanen See Aaaron Walters book Designing for Emo-on Copyright 2015 Olsen Solu7ons </p></li><li><p>Breaking Features Down into Chunks </p><p>Copyright 2015 Olsen Solu7ons </p><p>Must Have 1 </p><p>Performance 1 </p><p>Delighter 1 </p><p>Delighter 2 </p><p>Must Have 2 </p><p>Performance 2 </p><p>Performance 3 </p><p>Benefits: </p><p>M1A P1A D1A D2A M2A P2A P3A </p><p>Features: </p><p>P1B D1B D2B P2B P3B </p><p>P2C P1C </p><p>P1D </p><p>D1C </p></li><li><p>Product Roadmap: Features by Version or Time </p><p>Copyright 2015 Olsen Solu7ons </p><p>Must Have Benefit 1 </p><p>Performance Benefit 1 </p><p>Performance Benefit 3 </p><p>Delighter Benefit 1 </p><p>Performance Benefit 2 </p><p>Must Have Benefit 2 </p><p>Delighter Benefit 2 </p><p>M1A </p><p>Time </p><p>v1 v1.5 v2 v2.5 </p><p>M2A </p><p>P1A P1B </p><p>P2A P2B </p><p>P3A </p><p>D1A D1B </p><p>D2A MVP </p><p>candidate </p></li><li><p>The Lean Product Process </p><p>1.Determine your target customer 2. Iden7fy underserved customer needs 3.Dene your value proposi7on 4.Specify your MVP feature set 5.Create your MVP prototype 6.Test your MVP with customers </p><p>Copyright 2015 Olsen Solu7ons </p></li><li><p>The UX Design Iceberg </p><p>Copyright 2015 Olsen Solu7ons </p><p>What most people see and react to </p><p>What good product people think about </p></li><li><p>Gelng Customer Feedback: Problem Space vs. Solu7on Space </p><p>nCustomers CANT ar7culate problem space nCustomers CAN react to solu7on space nThats why you need something tangible to show to customers to get good feedback </p><p>Copyright 2015 Olsen Solu7ons </p></li><li><p>Design Ar7facts: Interac7vity vs. Fidelity </p><p>Copyright 2015 Olsen Solu7ons </p><p>Hand sketch </p><p>Interac7vity </p><p>Fidelity </p><p>Interac7ve Prototype </p><p>Sta7c Wireframe* </p><p>Clickable Wireframe* </p><p>Mockup </p><p>Clickable Mockup** </p><p>* Balsamiq: balsamiq.com ** InVision: invisionapp.com </p></li><li><p>Design Tools: Fidelity vs. Eort </p><p>Copyright 2015 Olsen Solu7ons </p><p>Hand sketch D</p><p>esig</p><p>n Fi</p><p>delit</p><p>y </p><p>Effort to Create Artifact </p><p>Sketch </p><p>Balsamiq 1 </p><p>2 </p><p>3 </p><p>Designers </p><p>All Product People </p></li><li><p>Why You Should Wireframe </p><p>n In case you dont have UX designer (ohen) nTo clarify and rene your thinking: </p><p>n Informa7on Architecture, layout, naviga7on </p><p>nTo communicate your ideas to others nModern tools make it easy and fast </p><p>Copyright 2015 Olsen Solu7ons </p></li><li><p>The Lean Product Process </p><p>1.Determine your target customer 2. Iden7fy underserved customer needs 3.Dene your value proposi7on 4.Specify your MVP feature set 5.Create your MVP prototype 6.Test your MVP with customers </p><p>Copyright 2015 Olsen Solu7ons </p></li><li><p>What Are You Going to Get Feedback &amp; Learnings About? </p><p>Problem Space (your mental model) </p><p>Solu7on Space (what users can react to) </p><p>Customer Understanding </p><p>(needs &amp; preferences) </p><p>Feature Set </p><p>UI Design Messaging </p><p>Copyright 2015 Olsen Solu7ons </p></li><li><p>Ramen User Feedback for Startups </p><p>nAnyone can do it! n Ingredients: </p><p>nSolu7on-space product/mockup to test n1 customer (with laptop if tes7ng code) n1 desk n1 person to conduct the session nPen and paper nOp7onal note-taker and observers </p><p>Copyright 2013 Olsen Solu7ons </p></li><li><p>Typical Format for User Tes7ng Session n 5 - 10 min: Ask ques7ons to understand user needs and solu7ons they currently use </p><p>n 30 - 50 min: User feedback n Show user product/mockup n Non-directed as much as possible n When necessary, direct user to aTempt to perform a specic task </p><p>n 5 - 10 min: Wrap-up n Answer any user ques7ons that came up n Point out/explain features you want to highlight n Ask them if they would use the product </p><p>Copyright 2015 Olsen Solu7ons </p></li><li><p>Dos &amp; Donts of User Tes7ng Sessions n Do </p><p>n Explain to the user: n Their feedback will help improve the product n Not to worry about hur7ng your feelings n Think Aloud Protocol </p><p>n Ask user to aTempt the task, then be a y on the wall n Ask non-leading, open-ended ques7ons n Take notes and review them aherwards for take-aways </p><p>n Dont n Ask leading or close-ended ques7ons n Help the user or explain the UI (e.g., click over here) n Respond to user frustra7on or ques7ons (un7l test is over) n Get defensive n Blame the user </p><p>Copyright 2015 Olsen Solu7ons </p></li><li><p>Copyright 2015 YourVersion </p></li><li><p>Itera7ng Your Product Vector Based on User Feedback in Solu7on Space Problem Space </p><p>(your mental model) Solu7on Space </p><p>(what users can react to) </p><p> Customer Feedback </p><p>Mockups / Code </p><p>Copyright 2015 Olsen Solu7ons </p></li><li><p>Problem Space </p><p>Solu7on Space </p><p>Copyright 2015 Olsen Solu7ons </p></li><li><p>Copyright 2015 Olsen Solu7ons </p><p>Case Study on Product-Market Fit: Marke7ngReport.com </p></li><li><p>Product-Market Fit Case Study: Marke7ngReport.com </p><p>nMy consul7ng client (CEO) had an idea for a new product </p><p>nTeam: me, CEO, head of marke7ng, UI design consultant </p><p>nGoal: nValidate product-market t quickly, cheaply without wri7ng a single line of code </p><p>nDetermine if there was a business opportunity here </p><p>Copyright 2015 Olsen Solu7ons </p></li><li><p>Product-Market Fit Case Study: Developing Product Concept </p><p>n Product Concept was marke7ng report that let consumers control the direct mail that they receive </p><p>n Concept was fuzzy with various components, so I broke it into 2 dierent avors: #1 Marke7ng Shield: Service to reduce/stop junk mail #2 Marke7ng Saver: Opt in &amp; receive money-saving oers </p><p>Copyright 2015 Olsen Solu7ons </p></li><li><p>Clustering Poten7al User Benets to Create Product Concepts </p><p>Reduce Junk Mail </p><p>Find out what they know about you </p><p>Money Saving Offers </p><p>Compare Yourself to Others </p><p>Social Networking </p><p>Marketing Report </p><p>Marketing Score </p><p>Marketing Profile </p><p>Save Trees </p><p>Shield Concept Saver Concept </p><p>Copyright 2015 Olsen Solu7ons </p></li><li><p>Copyright 2015 Olsen Solu7ons </p></li><li><p>Copyright 2015 Olsen Solu7ons </p></li><li><p>n Telephone recruit of prospec7ve customers n Wrote phone-screen ques7onnaire to create rough target customer segmenta7on nWanted users who work full-7me &amp; use internet nFit for opt-in oers: use coupons, Costco membership nFit for an7-junk mail: use paper shredder, block caller ID </p><p>n Paid each person $75 n Scheduled 3 groups of 2 or 3 people to discuss each product concept for 90 minutes </p><p>n Moderated each group through the paper mockups to hear their feedback </p><p>Product-Market Fit Case Study: Recrui7ng People </p><p>Copyright 2015 Olsen Solu7ons </p></li><li><p>Product-Market Fit Case Study: Findings on Concepts &amp;User Benets </p><p>Reduce Junk Mail </p><p>Find out what they know about you </p><p>Money Saving Offers </p><p>Compare Yourself to Others </p><p>Social Networking </p><p>Marketing Report </p><p>Marketing Score </p><p>Marketing Profile </p><p>Save Trees </p><p>Legend </p><p>Strong appeal </p><p>Some appeal </p><p>Low appeal </p><p>Shield Concept Saver Concept </p><p>Copyright 2015 Olsen Solu7ons </p></li><li><p>Product-Market Fit Case Study: Learnings from Research </p><p>n Learned that Shield (an7-junk mail) concept was stronger than Saver </p><p>n People didnt like many of the Saver concept components </p><p>n Learned users concerns / ques7ons about Shield concept </p><p>n Rened Shield concept: n Removed irrelevant components n Improved messaging to address user concerns / ques7ons </p><p>n Validated revised Shield concept with quick 2nd round of tests n No customer concerns n Clear willingness to pay </p><p>Copyright 2015 Olsen Solu7ons </p></li><li><p>Copyright 2015 Olsen Solu7ons </p></li><li><p>Product-Market Fit Case Study: Summary </p><p>n4 weeks from 1st mee7ng to validated product concept with zero coding </p><p>nReasonable cost n1 round of itera7on on product concept n Iden7ed compelling concept that users are willing to pay $10/month for </p><p>nTrimmed away non-valuable pieces nYou can achieve similar results </p><p>Copyright 2015 Olsen Solu7ons </p></li><li><p>The Lean Product Process </p><p>1. Determine your target customer 2. Iden7fy underserved customer needs 3. Dene your value proposi7on 4. Specify your MVP feature set 5. Create your MVP prototype 6. Test your MVP with customers Iterate: </p><p> Hypothesize-Design-Test-Learn loop Improve product-market t </p><p>Copyright 2015 Olsen Solu7ons </p></li><li><p>Laura Klein: April 14 in Palo Alto Author of UX for Lean Startups How to use Qualita&amp;ve &amp; Quan&amp;ta&amp;ve Research </p></li><li><p>Copyright 2015 Olsen Solu7ons </p><p>The Lean Product Playbook </p><p>nPublished by Wiley nComes out May 26th nHardback &amp; ebook nAvailable for preorder on Amazon: hTp://7ny.cc/LPP </p></li><li><p>Questions? @danolsen olsensolu7ons.com slideshare.net/dan_o meetup.com/lean-product Book: hTp://7ny.cc/LPP </p></li></ul>