Misunderstood value proposition (mvp)
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My rant from EuroIA 2017 in Stockholm, Sweden. I have incorporated some notes in these slides that were part of my oral presentation for the sake of clarity.
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Misunderstood value proposition (mvp)
- 1. MVP the misunderstood value proposition Eric Reiss @elreiss EuroIA 30 September 2017 Stockholm, Sweden
- 2. DISCLAIMER • Almost no children or small animals were harmed during the production of this presentation. • Made entirely of recycled electrons from sustainably maintained atoms. • All unfair, opinionated generalizations are mine and mine alone. Live with it!
- 3. Lots of issues and buzzwords Design thinking Storytelling Lean / MVP “Awesome” “Intuitive” AI / IoT Portfolios Methodologies Case studies Research
- 4. Lots of issues and buzzwords Design thinking Storytelling Lean / MVP “Awesome” “Intuitive” AI / IoT Portfolios Methodologies Case studies Research
- 5. i i r n a o i b d m l u u e c m t MVP (Hard to read? Apparently, hard to understand, too.)
- 6. Minimum Viable Product (or prototype, process…) The least that needs to be made Something that people will actually want The “thing” itself
- 7. Frank Robinson Steve Blank Eric Ries Eric Reiss X
- 8. Minimum Viable Product The least that needs to be made Something that people will actually want The “thing” itself
- 9. What’s the MVP of personal transportation? If we assume this is for basic transportation first, and enjoyment second, what are the elementary things a car needs? Wheels, an engine, a steering mechanism, and controls to make it move and stop.
- 11. If you’re a tourist, perhaps a bike or a taxi are all you really need.
- 12. Enough features to make it interesting now Enough future benefits to keep early adopters A feedback mechanism Three attributes
- 13. “Is the problem I think people have actually shared by anyone other than me?” “Does the solution I am building actually solve the problem I have validated?” Two questions
- 14. You’re not building a product; you’re eliciting customer feedback: What are their expectations? Have I truly identified their “top tasks”? One reason
- 18. Cool Geek!Cool Geek IA UX UI IoT Wireframes AI The Cloud Content modeling Waterfall Scrum Agile MVP CMS Lean SEO
- 19. Note to reader: Yes. We have to educate our clients. But do we really want to do this during a pitch? If we wanted our car fixed, would we really want the mechanic to trot out and display his entire toolkit? This is not transparency, it is confusing (and scary) to most clients.
- 23. (a miracle CMS) (Responsive. Cool, huh?)
- 24. Research EUR 0 Strategy EUR 0 IA (sitemap and wireframes) EUR 15k Design (visual) EUR 10k Development EUR 150k CMS license (per year) EUR 20k Content strategy EUR 0 New content EUR 0 SEO EUR 5k ____________ Total EUR 200k Typical budget at a dev house
- 25. And then there are the ad agencies…
- 27. Give us a ton of money and we will make everything wonderful.
- 29. Research EUR 0 Strategy (creative pitch) EUR 30k IA (sitemap and wireframes) EUR 5k Design (visual and pasteups) EUR 30k Development EUR 10k CMS license (per year) EUR 0 Content strategy EUR 0 New content EUR 15k SEO EUR 0 ____________ Total EUR 85k Typical budget at an ad agency
- 30. So, where does that leave the IA?
- 32. We provide context for content If “content is king” “context” is the kingdom! What does an IA do?
- 33. What are the business goals? What are the users’ goals? How can I help both groups achieve these goals? Three questions to ask yourself
- 34. The business plan The marketing plan Any other strategic documents Three things to read
- 35. Conduct a competitive analysis Check out the analytics Talk to some actual users Three things to do (research)
- 36. What tasks are users currently struggling with? What are the 10 essential content pages? What are the relevant success metrics? Three things to do (thinking)
- 37. Let’s talk about the IA of microwave ovens… (what follows is a couple of goofy examples about home appliances)
- 38. 1985
- 39. 2017
- 40. “This is the EU. We have 24 official languages. So, let’s use icons on this washing machine…”
- 44. So back to ovens… What are the top tasks? “Turning it on” “Setting the temperature”
- 45. 1975
- 46. 2017
- 47. My wife and I bought a new oven… (Here’s a picture of me trying to take a reflection-free photo)
- 49. I want to: Turn it on Set the temperature And the IA is unreal. Nice on paper but crazy in practice!
- 51. Activate knobs
- 52. Select function
- 54. Good to go (sort of)
- 55. Wrong temp. Press button Turn knob
- 56. On the right menu…
- 57. Press button again Turn knob again
- 58. Temperature set
- 59. Now to get back To the first menu…
- 60. Press button again Turn knob again
- 61. Good to go!
- 62. Oops. Gotta push one more time…
- 65. This is a true MVP!
- 67. Most Valuable Player (Here’s how. It ain’t rocket science.)
- 68. Do your research Identify and verify the top tasks Solve them! Encourage feedback Embrace true MVP practices Recipe for success
- 69. Two final questions: How often have you seen an MVP approach succeed? It the MVP concept actually as useful as it sounds?
- 70. But, if you REALLY insist on building an MVP…
- 71. Fine tune your Trabi before you worry about heated seats in your Jag!
- 72. Tack så mycket!
- 73. The FatDUX Group ApS Strandøre 15 2100 Copenhagen Denmark Office: (+45) 39 29 07 07 Mobil: (+45) 20 12 88 44 Twitter: @elreiss er@fatdux.com www.fatdux.com Eric Reiss can (usually) be found at: