Post on 05-Sep-2014
description
Creating Successful MVPs in Agile Teams
Melissa Perri @lissijean
#Agile2014
!
Melissa Perri !
ProdUX Labs melissaperri.com
@lissijean
@lissijean
@lissijean#Agile2014
@lissijean
@lissijean#Agile2014
My way is faster.
This isn’t what I needed.
I don’t know how to use it.
The information I want to see isn’t on
here.
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Define Design Develop Deploy
Traditional Product Development Cycle
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Define Design Develop Deploy
Some learning
Very little learning
Most learning
Traditional Product Development Cycle
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Traditional Product Development Cycle
Define Design Develop Deploy
Pivot
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Risk
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Build
Measure
Learn
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MVP?
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Traditional Process
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MVP Process
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MVP = Minimum Feature Set
Agile MVPs
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Focus on problem not features.
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LEARN
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MVP
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Crappy products
Crappy products everywhere
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MVP =
Experiment
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Setting Up Experiments
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1. What is our goal? 2. Define problem and customer. 3. What do we want to learn? 4. What’s the minimum we can build to test that? 5. How do we measure success?
Process
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Increase existing customer engagement.
What is our goal?
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Customers want twitter-like messages in their feed.
Define problem and customer.
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Customers want twitter-like messages in their feed.
Not a problem.
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Customers aren’t engaging with our site because they think curators are not authentic.
Define problem and customer.
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Will shoppers engage more if curators post authentic messages in the feed?
What do we want to learn?
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Wizard of OzLooks real to the customer,
completely manual on the backend.
What is the minimum we can build to test that?
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10% increase in adds to cart in A/B test.
How do we measure success?
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monday tuesday wednesday thursday friday
Reflect & Define Specify Build & Refine Build & Refine Customer Feedback
Sprint Structure
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0% change over other products.
@lissijean Pivot
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Customers aren’t engaging with our site because they think curators are not authentic.
Define customer and problem.
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Increase existing customer engagement.
What is our goal?
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Will shoppers engage more if curators write
personal stories in emails?
What do we want to learn?
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What is the minimum we can build to test?
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20% increase in purchases and CTR.
How do we measure success?
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Success!2x Open Rate 3x Purchases
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Types of Experiments
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“Do customers have this problem?”
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InterviewsGet out of the building and talk to people.
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“Are customers interested in my
solution?”
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Landing PageA pitch of your product, to gauge idea reception.
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“What do customers value in the solution?”
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ConciergeDelivering a service manually.
Delivering a service manually.Concierge
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“Will people pay for my solution?"
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Wizard of OzLooks real, but manual on the back end.
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Subscription
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Your turn.
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Every time you start with a minimum feature set, a
kitten dies.
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Creating Successful MVPs in Agile Teams !You work for Moxify, a music streaming service that has products across mobile, desktop, and web. Moxify has a freemium model. Users can use the service for free across all platforms, but must listen to ads after every 5 songs. If users upgrade for $10 a month, they will hear no ads. !Your team has been given the goal of trying to increase the conversion rate of existing free users to paid subscriptions by 10% over the next few months. Our model and leading correlation data says that customers who use Moxify’s free version everyday for 2 weeks have a 50% chance of converting to a paid user. If they use it everyday for 3 weeks, that percentage goes up to 90%. !As a team, you have talked to 50 users who are currently on the free version and have stopped using the service before 2 weeks. There were many problems that surfaced, but a majority of these users said they liked the idea of Moxify, but it was difLicult to discover new music. These users currently used music blogs, Pandora, and friends’ recommendations to Lind new songs. Then they have to manually search for each song on Moxify.
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1. What is our goal? 2. Define problem and customer. 3. What do we want to learn? 4. What’s the minimum we can build to
test that? 5. How do we measure success?
Moxify Exercise
“We should test that.”
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Melissa Perri !melissa@produxlabs.com !Lots more info on: melissaperri.com !! @lissijean