the lean product playbook by dan olsen

Download The Lean Product Playbook by Dan Olsen

Post on 17-Jul-2015

1.696 views

Category:

Business

5 download

Embed Size (px)

TRANSCRIPT

  • March 2015

  • Copyright 2015 Olsen Solu7ons

    My Background n Educa7on

    n Engineering background n Stanford MBA n Web development and UX design

    n Deep Product Management Experience n Submarine design n Led Quicken Product Management at Intuit n Led Product Management at Friendster n CEO & Cofounder of YourVersion, Pandora for your news n PM consultant: Box, YouSendIt, Medallia, One Medical

    Slides at hTp://slideshare.net/dan_o

  • What is Product-Market Fit?

  • The Lean Product Process

  • The Lean Product Process

    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

    Copyright 2015 Olsen Solu7ons

  • Transporta7on within 100 miles of my home

    Soccer Mom

    Speed Demon

    Carry kids & gear Safety Fuel economy

    Go fast Looks cool Makes me look cool

    Target Customer Has Dis7nct Needs High-level need: Target Customer:

    Detailed needs:

    Ideal Product:

    Soccer Mom Speed Demon

  • The Lean Product Process

    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

    Copyright 2015 Olsen Solu7ons

  • n Russians: pencil

    n NASA: space pen ($1 M R&D cost)

    Example: n Ability to write in space (zero gravity)

    Problem Space vs. Solu7on Space n Problem Space

    n A customer problem, need, or benet that the product should address

    n A product requirement

    n Solu7on Space n A specic implementa7on to address the need or product requirement

    Copyright 2015 Olsen Solu7ons

  • Problem Space vs. Solu7on Space: Product Level

    Problem Space (user benet)

    Solu7on Space (product)

    TurboTax

    TaxCut

    Pen and paper

    Prepare my taxes

    File my taxes

    Check my taxes

    Maximize deductions

    Reduce audit risk

    Copyright 2015 Olsen Solu7ons

  • Problem vs. Solu7on Space: Feature Level Problem Space

    Solu7on Space

    Save time filing taxes

    Save time preparing taxes

    Maximize my tax deductions

    Check my return

    Reduce my audit risk

    Help me prepare taxes

    Empowerment/ Confidence

    Save Time

    Save Money

    Tax Interview Wizard

    Audit Risk Analyzer

    Tax Return Error Checker

    Tax Data Downloader

    Electronic Tax Return Filing

    Tax Deduction Finder

    Copyright 2015 Olsen Solu7ons

  • Priori7zing Customer Needs: Importance vs. Sa7sfac7on

    Impo

    rtan

    ce of U

    ser N

    eed

    User Sa7sfac7on with Current Alterna7ves

    Compe77veMarket Opportunity

    Low High

    Low

    High

    Not Worth Going Aher

    Copyright 2015 Olsen Solu7ons

  • Kano Model: User Needs & Sa7sfac7on User Sa7sfac7on

    User Dissa7sfac7on

    Performance (more is beTer)

    Delighter (wow)

    Need not met

    Need fully met

    Must Have

    Needs & features migrate over 7me

    Copyright 2015 Olsen Solu7ons

  • Copyright 2015 Olsen Solu7ons

    Importance vs. Sa7sfac7on Ask Users to Rate for Each Feature

    Recommended reading: What Customers Want by Anthony Ulwick

    Bad

    Great

  • The Lean Product Process

    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

    Copyright 2015 Olsen Solu7ons

  • What is Your Value Proposi7on?

    nWhich user benets are you providing? nHow are you beTer than compe7tors? Compe&tor A Compe&tor B You Must Have Benet 1 Y Y Y

    Performance Benet 1 High Low Med

    Performance Benet 2 Low High Low

    Performance Benet 3 Med Med High

    Delighter Benet 1 Y - -

    Delighter Benet 2 - - Y

    Copyright 2015 Olsen Solu7ons

  • The Lean Product Process

    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

    Copyright 2015 Olsen Solu7ons

  • What is an MVP?

    Courtesy of Jussi Pasanen See Aaaron Walters book Designing for Emo-on Copyright 2015 Olsen Solu7ons

  • Breaking Features Down into Chunks

    Copyright 2015 Olsen Solu7ons

    Must Have 1

    Performance 1

    Delighter 1

    Delighter 2

    Must Have 2

    Performance 2

    Performance 3

    Benefits:

    M1A P1A D1A D2A M2A P2A P3A

    Features:

    P1B D1B D2B P2B P3B

    P2C P1C

    P1D

    D1C

  • Product Roadmap: Features by Version or Time

    Copyright 2015 Olsen Solu7ons

    Must Have Benefit 1

    Performance Benefit 1

    Performance Benefit 3

    Delighter Benefit 1

    Performance Benefit 2

    Must Have Benefit 2

    Delighter Benefit 2

    M1A

    Time

    v1 v1.5 v2 v2.5

    M2A

    P1A P1B

    P2A P2B

    P3A

    D1A D1B

    D2A MVP

    candidate

  • The Lean Product Process

    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

    Copyright 2015 Olsen Solu7ons

  • The UX Design Iceberg

    Copyright 2015 Olsen Solu7ons

    What most people see and react to

    What good product people think about

  • Gelng Customer Feedback: Problem Space vs. Solu7on Space

    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

    Copyright 2015 Olsen Solu7ons

  • Design Ar7facts: Interac7vity vs. Fidelity

    Copyright 2015 Olsen Solu7ons

    Hand sketch

    Interac7vity

    Fidelity

    Interac7ve Prototype

    Sta7c Wireframe*

    Clickable Wireframe*

    Mockup

    Clickable Mockup**

    * Balsamiq: balsamiq.com ** InVision: invisionapp.com

  • Design Tools: Fidelity vs. Eort

    Copyright 2015 Olsen Solu7ons

    Hand sketch D

    esig

    n Fi

    delit

    y

    Effort to Create Artifact

    Sketch

    Balsamiq 1

    2

    3

    Designers

    All Product People

  • Why You Should Wireframe

    n In case you dont have UX designer (ohen) nTo clarify and rene your thinking:

    n Informa7on Architecture, layout, naviga7on

    nTo communicate your ideas to others nModern tools make it easy and fast

    Copyright 2015 Olsen Solu7ons

  • The Lean Product Process

    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

    Copyright 2015 Olsen Solu7ons

  • What Are You Going to Get Feedback & Learnings About?

    Problem Space (your mental model)

    Solu7on Space (what users can react to)

    Customer Understanding

    (needs & preferences)

    Feature Set

    UI Design Messaging

    Copyright 2015 Olsen Solu7ons

  • Ramen User Feedback for Startups

    nAnyone can do it! n Ingredients:

    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

    Copyright 2013 Olsen Solu7ons

  • Typical Format for User Tes7ng Session n 5 - 10 min: Ask ques7ons to understand user needs and solu7ons they currently use

    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

    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

    Copyright 2015 Olsen Solu7ons

  • Dos & Donts of User Tes7ng Sessions n Do

    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

    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

    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

    Copyright 2015 Olsen Solu7ons

  • Copyright 2015 YourVersion

  • Itera7ng Your Product Vector Based on User Feedback in Solu7on Space Problem Space

    (your mental model) Solu7on Space

    (what users can react to)

    Customer Feedback

    Mockups / Code

    Copyright 2015 Olsen Solu7ons

  • Problem Space

    Solu7on Space

    Copyright 2015 Olsen Solu7ons

  • Copyright 2015 Olsen Solu7ons

    Case Study on Product-Market Fit: Marke7ngReport.com

  • Product-Market Fit Case Study: Marke7ngReport.com

    nMy consul7ng client (CEO) had an idea for a new product

    nTeam: me, CEO, head of marke7ng, UI design consultant

    nGoal: nValidate product-market t quickly, cheaply without wri7ng a single line of code

    nDetermine if there was a business opportunity he