I want my MVP UX in the City - 20th April 2017 PILOT WORKS 1 - - PowerPoint PPT Presentation

I want my MVP

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UX in the City - 20th April 2017

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alastair@pilot.works

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Hello, I am Alastair from

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What shall we build?

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You’re interested in ways to minimise time wasted making things that don’t create value or help you learn

My assumption

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Hypothesis

If I show you the following statement
 then, on my count of three, 90% of you will stand up and shout ‘Hell yeah!’ because you agree (and it’s a bit of fun)

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I’m interested in ways to minimise time wasted making things that don’t create value or help my team learn!

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How?

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Start with user needs.

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Design Thinking

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Someone’ s idea

But…

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Other ways? Someone’ s idea

But…

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Someone’ s idea

?

Other ways?

But…

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Nobody cared

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There is surely nothing quite so useless as doing with great efficiency what should not be done at all.

Peter F. Drucker

“

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MVP Minimum Viable Product

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MVP Minimum Viable Product

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The 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 Reis D

• e

s n ’ t n e e d t

• b

e a p r

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u c t

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Minimum viable product is the smallest possible product that is valuable, usable and feasible Marty Cagan Release #1

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alastair@pilot.works

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To: Discovery team From: Dave - Head of Digital at Asis Subject: Pershop Dear team, As you know, we’re an online fashion and lifestyle retailer aimed at trendy 20 somethings. We want to launch a ‘personal shopper’ service on our site that uses bots and algorithms to recommend products through live chat-style ‘conversations’ with users. Kind

• f like Slack. We’ve run some numbers and think we can improve

conversion by 5%! Please do some discovery so we can scope it and get started. Thanks! Dave

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Can we build it? Should we build it?

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Where do we start?

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Landing page or smoke test

Step 1: Identify ‘leap of faith’ assumptions

What has to be true for this to work?

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Time Out iPad app assumptions

People need things to do in London People will want to browse things to do on an iPad People need help finding things to do they’ll like People will choose to download the app People will make purchases through the app People will use the app repeatedly

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In pairs Review the idea List 5 assumptions on your sheet Choose the riskiest 3 mins Exercise 1: Assumptions

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Some assumptions I made earlier

• 1. Trendy 20 somethings need help choosing clothes
• 2. They are looking for help
• 3. They will try the Pershop service
• 4. They will engage long enough to get suggestions
• 5. They will like the suggestions
• 6. A higher proportion will convert than normal

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What next?

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Step 2: Test riskiest assumptions using an MVP

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Sell it first Slice Types of MVP Prototype Manual

Want it?

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MVP type 1: Sell it first Landing page

Crowd funding

Video demo

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Fake door

Reports

Thanks for your suggestion We now offer <Customers per day> reports. Dear user Make a report …some time later

Sell it first MVP

Reports aren’t quite ready, what were you hoping to do? Customers per day What kind of report?

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Market/Need assumptions Idea assumptions Execution assumptions Effort

Sell it first MVP Test appetite for the proposition, before you spend time on design

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Sell it first Slice Types of MVP Prototype Manual

Want it?

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Prototype MVP

Paper Lo-fi Hi-fi

✓flow and IA ✗ realistic reactions ✓collaborative ✗ iteration/sharing ✓realistic reactions ✗ too good?

Faster Slower

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Idea assumptions Execution assumptions

Prototype MVP Fake the experience and get feedback from users

Effort Market/Need assumptions

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Sell it first Slice Types of MVP Prototype Manual

Want it?

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Concierge Manual MVP

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Wizard of oz Flint-stoning Manual MVP

a.k.a

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Flintstoning Manual MVP

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Idea assumptions Execution assumptions

Manual MVP Deliver the product or service by hand before investing in software

Effort Market/Need assumptions

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Sell it first Slice Types of MVP Prototype Manual

Want it?

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Minimum viable product is the smallest possible product that is valuable, usable and feasible Marty Cagan A.K.A release #1

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Feasible Valuable Usable Delightful Usable Delightful

Via Jussi Pasanen, @jopas

Not this slice This slice

Slice MVP

Feasible Valuable

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http://blog.crisp.se/2016/01/25/henrikkniberg/making-sense-of-mvp

If you’re lucky

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http://blog.crisp.se/2016/01/25/henrikkniberg/making-sense-of-mvp

Choose your slice

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Slice by

Target user

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Slice by

Use case

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Slice by

Category

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Slice by

Location

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Remove anything that does not

A) Enable the user to achieve their goal B) Support the uniqueness of your value prop C) Help you test your assumptions

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Market assumptions Idea assumptions Execution assumptions Effort

Slice MVP Create the smallest possible solution that’s valuable, usable and feasible

£

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Sell it first Slice Types of MVP Prototype Manual

Want it?

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Designing your test

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Hypothesis

If I show you the following statement
 then, on my count of three, 90% of you will stand up and shout ‘Hell yeah!’ because you agree (and it’s a bit of fun)

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Creating a hypothesis statement:

If we send traffic from the homepage to iPad app landing page with a button to download the app then 10 percent of users will click the button because they see value in the app proposition

Sell It First MVP

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Creating a hypothesis statement: Prototype

If we show our prototype to 6 urban mums who work

• ut of the house

then at least 4 will ask when they can use it for real because they see themselves using it

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Eric Ries’ 3 As of metrics Actionable Accessible Audit-able Clear cause and effect, timely Easily available to team Recorded, verifiable

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• In your pairs
• Choose an MVP test for your

riskiest assumption

• Describe your test by filling out

the sheet

• Finished? Do another using the

back of the sheet. 15 mins Exercise 2: MVP tests

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How was that?

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Recap

• Seek to minimise waste
• Ask ‘Should we build it?’
• Identify riskiest assumptions
• Test them using MVPs
• Repeat!

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@tsharon @ericries @jboogie @cagan Further reading

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Thank you!

@docket alastair@pilot.works

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Appendix

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Experiment number: 1 Type: Fake Door Assumption tested: They will try the Pershop service Hypothesis If we create a pop up message advertising our Pershop service asking for an email address to be invited, then 10% of who see it will give a valid email address because they want to try the Pershop service. Metrics Conversion rate on pop up

Example “Asis - Pershop”

Background Assumptions

• 1. trendy 20 somethings need help choosing clothes
• 2. they will try the Pershop service
• 3. they will engage long enough to get suggestions
• 4. they will like the suggestions
• 5. a higher proportion will convert than normal

Successful online fashion and lifestyle retailer aimed at trendy 20 somethings wants to launch a ‘personal shopper’ service on their site that uses bots and algorithms to recommend products based on live chat style ‘conversations’ with users. They expect Pershop to increase overall conversion by 0.5%. MVP Experiment

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Experiment number: 2 Type: Wizard of oz Assumption tested: 3 and 4 Hypothesis If we deliver the service using live chat to 100 people with a human stylist making suggestions, make a recommendation then 5% will buy the item on the same visit. Metrics Percentage of users who reach suggestion Percentage of users who click through to product page Percentage of users who purchase product

Example “Asis - Pershop”

Background Assumptions

• 1. trendy 20 somethings need help choosing clothes
• 2. they will try the Pershop service
• 3. they will engage long enough to get suggestions
• 4. they will like the suggestions
• 5. a higher proportion will convert than normal

Successful online fashion and lifestyle retailer aimed at trendy 20 somethings wants to launch a ‘personal shopper’ service on their site that uses bots and algorithms to recommend products based on live chat style ‘conversations’ with users. They expect Pershop to increase overall conversion by 0.5%. MVP Experiment