mvp design hacks 7: iterate your design with customer insights

Iterate your

design with

customer insights

SPRINT 7

Your best teacher

is your last mistake

Ralph Nadar

Your best teacher

is your last mistake

Ralph Nadar

You are here

Iterate Your Design

Iterate Your Design

Iterate your Design

with

Job Stories

from

Early Adopters

Prioritize your research findings

Design Iteration Checklist

When I

situational and/or emotional trigger

I want to a

activity + goal

so I can

desired outcome

Story/Quote pairs

Job Story summarizing key research finding

When I

situational and/or emotional trigger

I want to a

activity + goal

so I can

desired outcome

Story/Quote pairs

Job Story summarizing key research finding

Quotefrom test subject illustrating that pattern

“This is what I think”

When I

Login to the game

I want to

see gorgeous, creative outfits – made

from the latest designer fashions

so I can

stay on top of fashion trends in a fun

and relaxing way

The Fashion Browser

When I

Login to the game

I want to

see gorgeous, creative outfits – made

from the latest designer fashions

so I can

stay on top of fashion trends in a fun

and relaxing way

The Fashion BrowserI love seeing what’s new, going

through my closet, putting

together outfits – it’s the perfect

way to unwind after a long day

When I

give fashion feedback to others

I want to

know my feedback had an effect

so I can

feel useful, satisfied and happier

because I’m helping others be more

fashionable

The Armchair Stylist

When I

give fashion feedback to others

I want to

know my feedback had an effect

so I can

feel useful, satisfied and happier

because I’m helping others be more

fashionable

The Armchair Stylist I LOVE the idea of rating my

friends outfits and telling them

how to dress better – I already do

that in real life

When I

Need to dress up for an important event

I want to

raid my friend’s closet and get her

feedback on my outfit

so I can

have her accessorize my look and help

me feel confident - just like in real life :-)

The Co-Creator Patti told me to put these shoes

and belt together with this outfit –

I would never think of that, but it

TOTALLY works.

Summarize your research findings

Update your MVP Canvas


Covet Fashion BEFORE

Early MarketYoung women 18-30

who play mobile

fashion games

Unmet Needs

Aspirational dress-up

in designer fashions

PLUS advice from a

celebrity stylist



who play mobile fashion

games

Unmet Needs



PLUS advice from a

celebrity stylist

Solution

F2P co-op game with

real-world fashion

content & hot trends

Value Prop

Vogue alternative -

stay up-to-date on

fashion by playing –

not just looking




games

Unmet Needs



PLUS advice from a

celebrity stylist

Unfair Advantage

F2P game experience

Existing, addressable

audience for fashion

games

Solution

F2P co-op game with

real-world fashion


Value Prop

Vogue alternative - stay

up-to-date on fashion by

playing – not just

looking

Early Metrics

like/dislike metrics via

interviews with hard-

core fashion gamers


Key Assumptions

Young women want a

mobile game based on

real-world fashion

PLUS access to a

celebrity stylist



games

Unmet Needs



PLUS advice from a

celebrity stylist

Unfair Advantage

F2P game experience



games

Solution

F2P co-op game with

real-world fashion


Value Prop

Stay up-to-date on

fashion by playing – not

just looking (AKA Vogue

replacement)

Early Metrics



core fashion gamers

Covet Fashion AFTER



games

Women 18-45 like the

game – and older

women spend more

Unmet Needs



PLUS advice from a

celebrity stylist PLUS

advice from wanna-

be stylists

Covet Fashion AFTER

Unfair Advantage

F2P game experience



games

Solution

A F2P co-op game,

based on proven

mechanics and real-

world fashion

Value Prop

Stay up-to-date on

fashion by playing –

not just looking (AKA

Vogue replacement)

Early Metrics



core fashion gamers



games


game – and older

women spend more

Unmet Needs



PLUS advice from a

celebrity stylist PLUS

advice from wanna-be

stylists

Covet Fashion AFTER


who play and love

mobile fashion games


game – and older

women spend more

Unmet Needs



with advice from a

celebrity stylist plus

advice from wanna-be

stylists

Unfair Advantage

F2P game experience



games

Solution

A F2P co-op game,

based on proven

mechanics and real-

world fashion

Value Prop

Stay up-to-date on

fashion by playing – not

just looking (AKA Vogue

replacement)

Early Metrics



core fashion gamers

Key Assumptions

Young women want a

mobile game based on

real-world fashion

and will spend $$ on a

game based on real-

world fashion

Young women want

access to a celebrity

stylist – AND other up-

and-coming stylists



Update your Product Narrative & Core Loop


Discovery

is for EnthusiastsCovet Fashion Product Narrative

Mastery

Onboarding

Habit-Building

Discovery

is for EnthusiastsCovet Fashion Product Narrative

Mastery

Onboarding

Habit-Building

Discover Your Style

Take a Style Quiz with Rachel Zoe

Attend an Event

Spend some $$ & dress-

up in beautiful clothes

Browse Your Stream

Check out award-winning outfits

players are putting together

Make a Collection

Make influential outfits

Get early access to the

newest designer fashions

Get Results

& Reward

Dress for Event”

Make Outfit

Choose Event to Dress For

Messages Waiting

With Social Feedback

Read/Respond to Messages

Browse Style FeedRead New Content

Without Social Feedback

Submit

Outfit

Go

Shopping

Covet Fashion Core Loop




Sketch out key screens – information on the page


Choose a

Device Template

Discovery

is for EnthusiastsProduct Narrative

Mastery

Onboarding

Habit-Building

I love seeing what’s

new, going through my

closet, putting together

outfits – it’s the perfect

way to unwind after a

long day

Style Feed for Fashion Browsers

Shared Closet for Co-creators Patti told me to borrow

these shoes and belt for

this outfit – I would

never think of doing that

combo, but it TOTALLY

works.

Patti’s Closet

OPEN

SLOT

OPEN

SLOT

Top

sBottoms

Shoe

sBags Jewelry

Scarve

sIntimatesDresses

23items




Sketch out key screens

Write your Summary/Elevator Pitch


Build Your Dream Closet

Collect designer clothes dress for gala events

build a lust-worthy closet of stunning outfits

Discover & Express Your Personal Style

Glamorous Trendsetting Understated

Design Iteration Speedbumps

• False-negative pivot – changing too much too soon



• Focusing on customer’s solution (not the problem)




• Confusion or distrust around customer discovery





• Lack of cross-functional collaboration





• Lack of cross-functional collaboration

• Poor value prop – AKA emperor has no clothes


Turning Insight Into Product Rachel Derkis-Gelman

Recommended Viewing

http://mvpdesignhacks.com

Recommended Reading

http://mvpdesignhacks.com/sprint7

9AM PT WED 11/12

Game Design Workshop

9AM PT WED 11/12

Stanford d.school website



7PM PT TUE 11/18

VIP Coach Rachel Derkis-Gelman

Week 7 Office Hours

http://mvpdesignhacks.com/sprint6

9AM PT WED 11/19

VIP Coach Tracy Fullerton

