mvp: wtf? prototyping 'beyond functional' experiences

MVP: WTF?Prototyping ‘beyond functional’ experiences

I’m David StevensYou can find me at @ds_design

Hello!

What we’ll talk about

◉ What is an MVP?◉ When should you use one? ◉ When to be brave with MVPs◉ How to move from MVP to MTE◉ Design and test your own MTE

I’ll probably be teaching some of you how to suck eggs

What is an MVP?

What is an MVP?

◉ Minimum Viable Product◉ Marketable Viable Product◉ Minimal Marketable Feature

(Which doesn't even make sense as it's not got the right initials)

“

“…the smallest set of features required that provide value to the

customer*.”

*or product owner

What is an MVP?

ViableMinimumCrap products no one wants to

use(e.g. www.stupidhackathon.com)

Products built by companies with lots of

money

Minimum + viable Good products for start-ups and smaller teams to build

When do use an MVP model

◉ Commit & gather feedback quickly◉ Test/prove a business case◉ Attract early adopters

But remember evolution doesn’t mean ‘more’

Build value and build it early

When MVPs go wrong

Transition headlineLet’s start with the first set of slides

1

Define the ‘end goal’Is what you’re launching going to help you reach

where you want to be?

Which route to market?

Fremium Real money

Faster to market – estimate 3 months Slower to market – estimate 9-12 months

Cheaper, can be handled internally Expensive license fees plus external costs

Small revenue stream via in-app purchases Much bigger revenue stream

Easy / cheap to acquire customers Hard / Expensive to acquire customers

High Competition from small, innovative companies Low innovation from large competitors focused on different sector

Payments/accounts etc handled by platform Need to build own platform or integrate with third party

Multi-player will be easier since free play means can use bots if necessary

Multi-player will be very hard since it will require high liquidity of simultaneous players

Not our end goal End goal

Bones of contention

Minimum does not mean ‘minimal’

Viable means reliable, usable and valuable - not just functional

Products are more than features - they’re experiences

Elements of MVPs

Emotional design

Usable

Reliable

Functional

Not this

Credit: @jopas and Aaron Walter

When your ‘MVP’ is just about functional and f*** all else

MVPs should be a ‘slice’ of the full design spectrum

Emotional design

Usable

Reliable

Functional

Emotional design

Usable

Reliable

Functional

Not this

This!

Credit: @jopas and Aaron Walter

"We are being very cautious as we need to get this absolutely right."Mark Mullen, CEO Atom Bank

Bones of contentionMinimum Testable

Experience

Why ‘Minimum Testable Experience’ (MTE)?

◉ Focuses on the end-to-end experience focused on our end-goal rather

than testing the feasibility of a piece of tech

◉ Encourages commitment to testing proposition and features properly

◉ Testing means we will naturally want to design a better experience

◉ Encourages us to develop hypotheses and more rigorous research plans

◉ Makes data capture more than just an afterthought

◉ Process encourages on-going evidence-based design

Now it’s your turn!

Split into 4 teams to prototype your own MTE

Not this

◉ Toast Bar - a foodie experience

○ 1 x savoury team

○ 1 x sweet team

◉ Sound bar - a musical emotion service

◉ Cleaning station - somewhere to spruce your devices

Credit: @jopas and Aaron Walter

Emotional design

Usable

Reliable

Functional

What’s the minimum it needs to do? …………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….

What measures will you take to ensure the experience is consistent? …………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….……

How will customers know what is required of them? How do you ensure a slick experience?…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….

What problem are you solving for customers? How will you communicate this to them?…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….…………………….

MTE Worksheet

Other considerations

◉ What is the ‘end goal’?

◉ How will you measure success? Are there specific success factors?

◉ What data do you need and how will you collect it?

◉ How will you ensure a robust test?

◉ How do your findings influence the next MTE iteration?

Any questions ?

You can find me at

◉ @ds_design◉ davidstevensdesign@gmail.com◉ www.davidrstevens.com

Thanks!

Credits

Special thanks to all the people who made and released these awesome resources for free:

◉ Presentation template by SlidesCarnival◉ Photographs by Unsplash