Creating Successful MVPs in Agile Teams - Agile 2014

Creating Successful
MVPs in Agile Teams
Melissa Perri
@lissijean
#Agile2014

!
Melissa Perri
!
ProdUX Labs
melissaperri.com
@lissijean

@lissijean#Agile2014
@lissijean

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.

Deﬁne Design Develop Deploy
Traditional Product
Development Cycle

Some learning
Very little learning
Most learning
Traditional Product
Development Cycle

Traditional Product
Development Cycle
Pivot

Risk
@lissijean

Build
Measure
Learn

MVP?
@lissijean

Traditional Process
@lissijean

@lissijean
MVP Process
@lissijean

MVP = Minimum Feature Set
Agile MVPs

Focus on problem
not features.

Crappy products
Crappy products everywhere
@lissijean

@lissijean#Agile2014 @lissijean

MVP
=
Experiment

Setting Up Experiments

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

Increase existing
customer engagement.
What is our goal?

Customers want twitter-like
messages in their feed.
Deﬁne problem and customer.

Customers want twitter-like
messages in their feed.
Not a problem.

Customers aren’t engaging with
our site because they think
curators are not authentic.
Deﬁne problem and customer.

Will shoppers engage more
if curators post authentic
messages in the feed?
What do we want to learn?

Wizard of Oz
Looks real to the customer,
completely manual on the backend.
What is the minimum we can
build to test that?

10% increase in adds
to cart in A/B test.
How do we measure success?

monday
tuesday
wednesday
thursday
friday
Reflect & Define
Specify
Build & Refine
Build & Refine
Customer Feedback
Sprint Structure

0% change over
other products.

Customers aren’t engaging with
our site because they think
curators are not authentic.
Deﬁne customer and problem.

Will shoppers engage
more if curators write
personal stories in emails?
What do we want to learn?

What is the minimum we can
build to test?

20% increase in
purchases and CTR.
How do we measure success?

Success!
2x Open Rate
3x Purchases

Types of Experiments

“Do customers
have this problem?”

Interviews
Get out of the building and talk to people.

“Are customers
interested in my
solution?”

Landing Page
A pitch of your product, to gauge idea reception.

“What do customers
value in the solution?”

Concierge
Delivering a service manually.
Delivering a service manually.
Concierge

“Will people pay for
my solution?"

Wizard of Oz
Looks real, but manual on the back end.

@lissijean
Subscription
@lissijean

Your turn.

Every time you start with a
minimum feature set, a
kitten dies.
@lissijean

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.

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.”
@lissijean

Melissa Perri
!
melissa@produxlabs.com
!
Lots more info on:
melissaperri.com
!
!
@lissijean

Creating Successful MVPs in Agile Teams - Agile 2014

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Creating Successful MVPs in Agile Teams - Agile 2014