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liquidrealitydesign for humans
liquidrealitydesign for humans
MVP:
Minimum Viable Product vs.
Maximum Value Product
Adam R.T. Smith, CEO / Director of Experience Design
Liquid Reality
liquidrealitydesign for humans
liquidrealitydesign for humans
Adam R.T. Smith
C.E.O. / Director of Experience Design
@liquidreality
liquidrealitydesign for humans
liquidrealitydesign for humans
state of mobile today
liquidrealitydesign for humans
liquidrealitydesign for humans
"The global apps business is expected to make $25 billion in
revenue this year, up 62% from a year ago, according to Gartner.
To put that in perspective, movie theaters sold less than half that
dollar amount at the box office in 2012." - WSJ: Business of Apps / Gartner Research
crazy money
liquidrealitydesign for humans
liquidrealitydesign for humans
phenomenal growth
iOS App Store Google Play
Downloads 50 Billion + 48 Billion +
Total Apps 850,000 + 800,000 +
liquidrealitydesign for humans
liquidrealitydesign for humans
seems like we’re doing great, right?
liquidrealitydesign for humans
liquidrealitydesign for humans
that’s misleading...
liquidrealitydesign for humans
liquidrealitydesign for humans
Too many apps with poor quality, flawed UX, thoughtless design
Another photo app, another social app, another game
Me-too’s, also-ran’s, and flat out imitators are crowding the
market
And users are noticing...
•
•
•
•
liquidrealitydesign for humans
liquidrealitydesign for humans
liquidrealitydesign for humans
liquidrealitydesign for humans
"Canalys estimates that just 25 developers accounted for 50% of
app revenue in the US in these stores [Apple App Store & Google
Play] during the first 20 days of November 2012. Between them,
they made $60 million from paid-for downloads and in-app
purchases over this period." - Canalys, December 2012
liquidrealitydesign for humans
liquidrealitydesign for humans
most apps fail...
liquidrealitydesign for humans
liquidrealitydesign for humans
most apps suck.
liquidrealitydesign for humans
liquidrealitydesign for humans
minimum viable product
liquidrealitydesign for humans
liquidrealitydesign for humans
in 2009, Eric Ries coines the term
“Minimum Viable Product”
based on the unconventional process
used to build IMVU
developed the methodology after a
couple his previous startups failed
made a name for himself through his
book, speaking & helping entrepreneurs
•
•
•
•
liquidrealitydesign for humans
liquidrealitydesign for humans
MVP methodology asks us to reach out to the market sooner
than ever before
private beta, a landing page, or an AdWords text ad
tries to get actionable feedback from the market as soon as
possible, as cheaply as possible
intended to validate a companies assumptions early & often
•
•
•
•
liquidrealitydesign for humans
liquidrealitydesign for humans
traditional roadmap
Learn
Analyze
Testing
Internal External
Build
Release
1.0
liquidrealitydesign for humans
liquidrealitydesign for humans
mvp roadmap
Learn
Analyze
Testing
Internal External
Build
Release
1.0
liquidrealitydesign for humans
liquidrealitydesign for humans
positioned as sitting in the middle of two opposing extremes:•
liquidrealitydesign for humans
liquidrealitydesign for humans
product development extremes
Blue Sky
Super
Build
Release
Fast,
Release
Often
liquidrealitydesign for humans
liquidrealitydesign for humans
where mvp fits
Blue Sky
Super
Build
Release
Fast,
Release
Often
Minimum
Viable
Product
liquidrealitydesign for humans
liquidrealitydesign for humans
unique in the way that it combines market testing right into the
earliest prototyping and validation stages
intended to let the market tell you at each iteration, what they like
and don’t like, qualitatively and quantitatively
via in-product analytics tools like Flurry, Google Analytics, and
Localytics
solicited and unsolicited direct user feedback
•
•
•
•
MVP is:
liquidrealitydesign for humans
liquidrealitydesign for humans
suggests you create something that can measure interest in the
problem you are trying to solve
and the way in which you are attempting to solve it
before you’ve solved it
it’s a learning process, in theory, with the primary goal of
gathering as much data, metrics, and analysis possible to figure
out what works and what doesn’t
•
•
•
•
liquidrealitydesign for humans
liquidrealitydesign for humans
note: purist view of MVP is not intended to cater to the whims of
your customers, but rather to run experiments on them and derive
your own conclusions
•
liquidrealitydesign for humans
liquidrealitydesign for humans
the experiment, or series of experiments,
in a Build-Measure-Learn loop,
allows you to continually evolve your
product until it satisfactorily solves your
problem, or your idea fails...
liquidrealitydesign for humans
liquidrealitydesign for humans
whichever comes first.
liquidrealitydesign for humans
liquidrealitydesign for humans
benefits touted for MVP include:
the cost of user acquisition for traditional product launches can be
tremendously expensive, so adopting MVP lowers the cost of failing
with a product the market doesn’t want
benefit from testing with real, organic use cases. It’s out there in
the wild, used by real people in the real ways they will use your
product
low-hanging fruit is identified and checked off early. Easy pickings
for quick fixes and obvious missteps
•
•
•
liquidrealitydesign for humans
liquidrealitydesign for humans
brings clarity to your business goals: re-prioritize and re-evaluate
realistic milestones
allows you to test your marketing initiatives: value propositions,
and messaging at very early stages, and with each iteration.
allows you to generate early revenue, because nothing speaks
louder than people giving you their hard earned money.
allows you to fail fast and often, and learn from your failings.
•
•
•
•
liquidrealitydesign for humans
liquidrealitydesign for humans
not proven to provide any more value than
any other methodology, and can in fact
cause more harm than good.
liquidrealitydesign for humans
liquidrealitydesign for humans
problems with MVP as a methodology
liquidrealitydesign for humans
liquidrealitydesign for humans
going to market too soon in order to validate your ideas and
solutions is lazy and disrespectful
a way to avoid facing the hard problems head on, working
through them to uncover the right solution, and building a great
product for your future customers.
•
•
liquidrealitydesign for humans
liquidrealitydesign for humans
do your homework
really GET the problems your trying to solve
really GET what your target audience wants and needs at the
deepest level
are willing to put in the effort to really figure out what it is that
NEEDS to be solved
•
•
•
•
if you:
liquidrealitydesign for humans
liquidrealitydesign for humans
you are far better equipped to solve those problems than random
users who click on smoke-tests or sign up for private betas
•
then:
liquidrealitydesign for humans
liquidrealitydesign for humans
with a minimal product that is incomplete,
in flux, and doesn’t yet stand up to users
maturing expectations, you’re asking them
to have a lot of unsupported faith in your
company and your dedication to solving
their problems on their behalf
liquidrealitydesign for humans
liquidrealitydesign for humans
MVPs attract 3 types of users
the people that want to hate you from the get go, no matter who
you are or what your product does
the people that want to love you and will tell you how much they
appreciate where your products going, but, won’t bother you with
the negative feedback
•
•
liquidrealitydesign for humans
liquidrealitydesign for humans
MVPs attract 3 types of users
in the middle, there’s those that genuinely care about the problem
you’re solving, your product and really want to help you help them.
this middle group is often the smallest, and their data is obscured
by the overly polarized data from the previous groups
•
•
liquidrealitydesign for humans
liquidrealitydesign for humans
actionable feedback doesn’t come from beta testers who want
to feel like they’re “in the loop”
it comes from users who care about your product, who believe in
the solution you are offering, who see that you’ve put in the time
to build something that caters to their needs
valuable feedback is inseparable from genuine care for the
product
making product decisions based on the input from users that
aren’t invested in the success of your product is potentially
dangerous.
•
•
•
•
liquidrealitydesign for humans
liquidrealitydesign for humans
WANT your product
DESIRE your product
find it hard to imagine how they got by without it before it existed
can’t be done with a bare bones product cobbled together to test
your ideas
•
•
•
•
users, even testers, need to:
liquidrealitydesign for humans
liquidrealitydesign for humans
In mvp, the user experience is often
missing, downplayed, or relegated to a
“future enhancement”
liquidrealitydesign for humans
liquidrealitydesign for humans
in creating something minimally viable,
something that doesn’t feel whole, and
openly testing it in the market, you are
establishing a brand association with an
incomplete, unfinished and unpolished
product
liquidrealitydesign for humans
liquidrealitydesign for humans
in order to get people in sufficient numbers
to actually get valuable feedback, you have
to announce that you’re working on
something so early in the process that it
alerts your competitors
liquidrealitydesign for humans
liquidrealitydesign for humans
“A lot of times, people don’t know what they want until you show
it to them.”- Steve Jobs
“If I had asked people what they wanted, they would have said
faster horses.”- Henry Ford (although, it’s not proven he said this)
“Some people use research like a drunkard uses a lamppost: for
support, not illumination.”- David Ogilvy
“The only way to discover the limits of the possible is to go
beyond them into the impossible.”- Arthur C. Clark
•
•
•
•
liquidrealitydesign for humans
liquidrealitydesign for humans
worse still, is the misinterpretation of MVP
liquidrealitydesign for humans
liquidrealitydesign for humans
minimum viable product vs. minimum viable product
liquidrealitydesign for humans
liquidrealitydesign for humans
as a means to reduce time-to-market
many startups that look at MVP, see a fast, easy way to validate
their ideas as cheaply as possible.
problem is, unless you find that your ideas fail REALLY early on in
the process, it is certainly not faster - it’s quite the opposite.
building in all this testing, analysis and learning into each iteration
can dramatically extend the development process - if you are
actually learning from your inputs.
•
•
•
liquidrealitydesign for humans
liquidrealitydesign for humans
as a means to reduce costs
similarly, using the mvp methodology isn’t cheaper, again, unless
you fail early and abandon your idea.
in the long run, if you’re doing it right, you still have to do all the
same work you always do to create a new product.
including strategy, UX, design, and development.
but with the additional and potentially exponential costs of doing it
in continuous iterative Build Measure Learn loops.
•
•
•
•
liquidrealitydesign for humans
liquidrealitydesign for humans
as a go-to-market strategy
MVP is a validation and market testing strategy. It is not a go-to-
market strategy.
in the long run, if you’re doing it right, you still have to do all the
same work you always do to create a new product.
including strategy, UX, design, and development.
but with the additional and potentially exponential costs of doing it
in continuous iterative Build Measure Learn loops.
•
•
•
•
liquidrealitydesign for humans
liquidrealitydesign for humans
intentional or not, MVP has created an
environment where it's ok to fail
liquidrealitydesign for humans
liquidrealitydesign for humans
“Failing sooner is cheaper”.
“Failing on each iteration gives us insight to what users don’t
want”.
“Sure we failed, but, we didn’t waste that much money”.
“Failing on v1.0 can’t be our fault, we’ve been testing this idea in
the market since day one. They must have lied to us”.
moves accountability for success off of the company, the startup,
the team and onto the market itself.
•
•
•
•
•
liquidrealitydesign for humans
liquidrealitydesign for humans
methodology of excuses
it wasn’t my idea.
it wasn’t built very well.
at least I knew when to call it a day.
•
•
•
liquidrealitydesign for humans
liquidrealitydesign for humans
The pressures on startups & the
pressures on new products are
significantly higher today than even just one
year ago
liquidrealitydesign for humans
liquidrealitydesign for humans
aim for awesome
liquidrealitydesign for humans
liquidrealitydesign for humans
maximum value product
liquidrealitydesign for humans
liquidrealitydesign for humans
why?
liquidrealitydesign for humans
liquidrealitydesign for humans
Because the iPhone solved
3 critical problems, and
solved those 3 problems
exceptionally well.
liquidrealitydesign for humans
liquidrealitydesign for humans
They chose to release the device without
the feature not because it wasn’t important
to the product, they chose to omit the
feature because it wasn’t “just right”.
liquidrealitydesign for humans
liquidrealitydesign for humans
The iPhone delivered the maximum value
product possible within the constraints
Apple faced by focussing only on what it
could do exceptionally well, and setting
aside that which it couldn't.
liquidrealitydesign for humans
liquidrealitydesign for humans
A product is like an ecosystem. Every feature or function you
introduce, or remove, has a direct impact on every other part of
your product.
Being able to cut something when it doesn’t stand up to your
quality standards is more difficult than cutting a feature when you
run out of time or budget.
You are consciously removing something from your product that
you may have working in some fashion, but is bringing the
experience and quality of everything else you have done down.
•
•
•
liquidrealitydesign for humans
liquidrealitydesign for humans
Cut it like cancer. You’re product is only as
good as its worst interaction.
liquidrealitydesign for humans
liquidrealitydesign for humans
Diving in deep, and digging until no more can be dug to uncover
those 3 or 4 fundamental problems that your product needs to
solve is fundamental to creating maximum value products.
Every product starts with an idea, but that idea is usually
amorphous, and leans more towards the solution end of the
spectrum.
You have to really uncover what those problems that generate
the need for that solution are, and they are not always obvious, or
even logical.
•
•
•
liquidrealitydesign for humans
liquidrealitydesign for humans
How do you know when you’ve
discovered one those fundamental
problems?
liquidrealitydesign for humans
liquidrealitydesign for humans
Once you have your fundamental problems, it is usually quite clear
which ones are your critical pillars.
Those are the ones you focus on, those are the ones you put your
all into solving and solving completely.
•
•
critical pillars
liquidrealitydesign for humans
liquidrealitydesign for humans
Maximum Value is not about creating value
through building more features
liquidrealitydesign for humans
liquidrealitydesign for humans
it’s about maximizing the value within the
features you do build.
liquidrealitydesign for humans
liquidrealitydesign for humans
Whereas minimum viable product
promotes doing only what is necessary to
be viable
liquidrealitydesign for humans
liquidrealitydesign for humans
maximum value product
promotes doing only that which you can
do exceptionally well.
liquidrealitydesign for humans
liquidrealitydesign for humans
MVPs compared
Minimum Viable Product Maximum Value Product
places focus on validating the solutions
to your problems
places focus on validating the problems
you are trying to solve
tells you to use the market to solve
your problems
maximum tells you to solve your
problems FOR your market
aims to create an environment where
you can fail safely
aims to create an environment where
you can face the hard problems head on
liquidrealitydesign for humans
liquidrealitydesign for humans
MVPs compared
Minimum Viable Product Maximum Value Product
is doing only what is necessary to be
viable
is doing only that which you can make
awesome
often sidelines the small things, the
niceties, the polish
specifically focusses on the small things,
the niceties, the details the polish
liquidrealitydesign for humans
liquidrealitydesign for humans
Maximum Value Product is
about spending the time and effort upfront to distill the problems
you are hoping to solve down to their most fundamental cores.
Then solving those, and nothing more.
about respecting your customers by putting in the time, putting in
the effort, and facing the hard problems head on before you ask for
their time or money.
about having the passion, the love, the willingness to sacrifice, and
the faith in yourself and your team to persevere in the face of what
seems impossible.
•
•
•
liquidrealitydesign for humans
liquidrealitydesign for humans
Maximum Value Product is
about finding the right product gestalt, it’s soul, and never
wavering.
about knowing which solutions you can execute phenomenally,
and focussing your efforts on those.
about knowing what you can’t execute phenomenally. And being
willing to hold back anything that isn’t. Including your entire
product if need be.
•
•
•
liquidrealitydesign for humans
liquidrealitydesign for humans
Maximum Value Product is
about sweating the small stuff. Obsessively.
about believing that quality trumps features in the long run.
about Not using your customers as lab rats.
•
•
•
liquidrealitydesign for humans
liquidrealitydesign for humans
Because you sweat the small stuff.
And when you do something,
you do it right.
liquidrealitydesign for humans
liquidrealitydesign for humans
You need to be obsessively concerned
about the small things, the in-betweens,
the transient states - these are the areas
where greatness hides.
liquidrealitydesign for humans
liquidrealitydesign for humans
when it all comes down to it, it’s all about the details, the
niceties, the design, the user experience, the optimizations, the
performance.
these are the things that create desirability, these are the things
that create loyalty, these are the things that tell your customer you
respect them.
these are also the things that are generally the first to get
sidelined in an MVP, because they are intangible, hard to quantify,
and even harder to measure.
•
•
•
liquidrealitydesign for humans
liquidrealitydesign for humans
doing anything exceptionally well is hard.
and doing it exceptionally well takes time,
dedication, love, passion and a touch of
insanity
liquidrealitydesign for humans
liquidrealitydesign for humans
working towards maximum value
liquidrealitydesign for humans
liquidrealitydesign for humans
Slow down. People want to start working too soon. Figure out
what core problems you’re really solving first.
Focus on your problem, not your solution.
Set your bar high and early. Always be working towards
awesome, even if you don’t get there, you’ll be better off than if
you’re focussed on the minimal.
Face the hard problems head on. Attack them. Dissect them.
Get everyone talking about them.
•
•
•
•
liquidrealitydesign for humans
liquidrealitydesign for humans
break down the walls created by roles & disciplines and just be
smart people trying to solve the same problem together
involve all key team members as early as possible and
continuously, especially when uncovering the problems you are
trying to solve, and the ways you intend to solve them
•
•
liquidrealitydesign for humans
liquidrealitydesign for humans
Embrace your constraints (time / money / resources) to
determine what problems you can solve in a complete and
awesome way.
You don't have to solve every problem, but you do have to solve
every problem in the most amazing and holistic way you can.
If you can't do something awesome, don't do it at all.
•
•
•
liquidrealitydesign for humans
liquidrealitydesign for humans
Critical Pillars•
critical pillars
liquidrealitydesign for humans
liquidrealitydesign for humans
Staged Roadmap•
staged roadmap
liquidrealitydesign for humans
liquidrealitydesign for humans
Staged Roadmap•
cut, kill, can ruthlessly

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MVP: Minimum Viable Product vs. Maximum Value Product with Adam Smith

  • 1. liquidrealitydesign for humans liquidrealitydesign for humans MVP: Minimum Viable Product vs. Maximum Value Product Adam R.T. Smith, CEO / Director of Experience Design Liquid Reality
  • 2. liquidrealitydesign for humans liquidrealitydesign for humans Adam R.T. Smith C.E.O. / Director of Experience Design @liquidreality
  • 3. liquidrealitydesign for humans liquidrealitydesign for humans state of mobile today
  • 4. liquidrealitydesign for humans liquidrealitydesign for humans "The global apps business is expected to make $25 billion in revenue this year, up 62% from a year ago, according to Gartner. To put that in perspective, movie theaters sold less than half that dollar amount at the box office in 2012." - WSJ: Business of Apps / Gartner Research crazy money
  • 5. liquidrealitydesign for humans liquidrealitydesign for humans phenomenal growth iOS App Store Google Play Downloads 50 Billion + 48 Billion + Total Apps 850,000 + 800,000 +
  • 6. liquidrealitydesign for humans liquidrealitydesign for humans seems like we’re doing great, right?
  • 7. liquidrealitydesign for humans liquidrealitydesign for humans that’s misleading...
  • 8. liquidrealitydesign for humans liquidrealitydesign for humans Too many apps with poor quality, flawed UX, thoughtless design Another photo app, another social app, another game Me-too’s, also-ran’s, and flat out imitators are crowding the market And users are noticing... • • • •
  • 10. liquidrealitydesign for humans liquidrealitydesign for humans "Canalys estimates that just 25 developers accounted for 50% of app revenue in the US in these stores [Apple App Store & Google Play] during the first 20 days of November 2012. Between them, they made $60 million from paid-for downloads and in-app purchases over this period." - Canalys, December 2012
  • 13. liquidrealitydesign for humans liquidrealitydesign for humans minimum viable product
  • 14. liquidrealitydesign for humans liquidrealitydesign for humans in 2009, Eric Ries coines the term “Minimum Viable Product” based on the unconventional process used to build IMVU developed the methodology after a couple his previous startups failed made a name for himself through his book, speaking & helping entrepreneurs • • • •
  • 15. liquidrealitydesign for humans liquidrealitydesign for humans MVP methodology asks us to reach out to the market sooner than ever before private beta, a landing page, or an AdWords text ad tries to get actionable feedback from the market as soon as possible, as cheaply as possible intended to validate a companies assumptions early & often • • • •
  • 16. liquidrealitydesign for humans liquidrealitydesign for humans traditional roadmap Learn Analyze Testing Internal External Build Release 1.0
  • 17. liquidrealitydesign for humans liquidrealitydesign for humans mvp roadmap Learn Analyze Testing Internal External Build Release 1.0
  • 18. liquidrealitydesign for humans liquidrealitydesign for humans positioned as sitting in the middle of two opposing extremes:•
  • 19. liquidrealitydesign for humans liquidrealitydesign for humans product development extremes Blue Sky Super Build Release Fast, Release Often
  • 20. liquidrealitydesign for humans liquidrealitydesign for humans where mvp fits Blue Sky Super Build Release Fast, Release Often Minimum Viable Product
  • 21. liquidrealitydesign for humans liquidrealitydesign for humans unique in the way that it combines market testing right into the earliest prototyping and validation stages intended to let the market tell you at each iteration, what they like and don’t like, qualitatively and quantitatively via in-product analytics tools like Flurry, Google Analytics, and Localytics solicited and unsolicited direct user feedback • • • • MVP is:
  • 22. liquidrealitydesign for humans liquidrealitydesign for humans suggests you create something that can measure interest in the problem you are trying to solve and the way in which you are attempting to solve it before you’ve solved it it’s a learning process, in theory, with the primary goal of gathering as much data, metrics, and analysis possible to figure out what works and what doesn’t • • • •
  • 23. liquidrealitydesign for humans liquidrealitydesign for humans note: purist view of MVP is not intended to cater to the whims of your customers, but rather to run experiments on them and derive your own conclusions •
  • 24. liquidrealitydesign for humans liquidrealitydesign for humans the experiment, or series of experiments, in a Build-Measure-Learn loop, allows you to continually evolve your product until it satisfactorily solves your problem, or your idea fails...
  • 25. liquidrealitydesign for humans liquidrealitydesign for humans whichever comes first.
  • 26. liquidrealitydesign for humans liquidrealitydesign for humans benefits touted for MVP include: the cost of user acquisition for traditional product launches can be tremendously expensive, so adopting MVP lowers the cost of failing with a product the market doesn’t want benefit from testing with real, organic use cases. It’s out there in the wild, used by real people in the real ways they will use your product low-hanging fruit is identified and checked off early. Easy pickings for quick fixes and obvious missteps • • •
  • 27. liquidrealitydesign for humans liquidrealitydesign for humans brings clarity to your business goals: re-prioritize and re-evaluate realistic milestones allows you to test your marketing initiatives: value propositions, and messaging at very early stages, and with each iteration. allows you to generate early revenue, because nothing speaks louder than people giving you their hard earned money. allows you to fail fast and often, and learn from your failings. • • • •
  • 28. liquidrealitydesign for humans liquidrealitydesign for humans not proven to provide any more value than any other methodology, and can in fact cause more harm than good.
  • 29. liquidrealitydesign for humans liquidrealitydesign for humans problems with MVP as a methodology
  • 30. liquidrealitydesign for humans liquidrealitydesign for humans going to market too soon in order to validate your ideas and solutions is lazy and disrespectful a way to avoid facing the hard problems head on, working through them to uncover the right solution, and building a great product for your future customers. • •
  • 31. liquidrealitydesign for humans liquidrealitydesign for humans do your homework really GET the problems your trying to solve really GET what your target audience wants and needs at the deepest level are willing to put in the effort to really figure out what it is that NEEDS to be solved • • • • if you:
  • 32. liquidrealitydesign for humans liquidrealitydesign for humans you are far better equipped to solve those problems than random users who click on smoke-tests or sign up for private betas • then:
  • 33. liquidrealitydesign for humans liquidrealitydesign for humans with a minimal product that is incomplete, in flux, and doesn’t yet stand up to users maturing expectations, you’re asking them to have a lot of unsupported faith in your company and your dedication to solving their problems on their behalf
  • 34. liquidrealitydesign for humans liquidrealitydesign for humans MVPs attract 3 types of users the people that want to hate you from the get go, no matter who you are or what your product does the people that want to love you and will tell you how much they appreciate where your products going, but, won’t bother you with the negative feedback • •
  • 35. liquidrealitydesign for humans liquidrealitydesign for humans MVPs attract 3 types of users in the middle, there’s those that genuinely care about the problem you’re solving, your product and really want to help you help them. this middle group is often the smallest, and their data is obscured by the overly polarized data from the previous groups • •
  • 36. liquidrealitydesign for humans liquidrealitydesign for humans actionable feedback doesn’t come from beta testers who want to feel like they’re “in the loop” it comes from users who care about your product, who believe in the solution you are offering, who see that you’ve put in the time to build something that caters to their needs valuable feedback is inseparable from genuine care for the product making product decisions based on the input from users that aren’t invested in the success of your product is potentially dangerous. • • • •
  • 37. liquidrealitydesign for humans liquidrealitydesign for humans WANT your product DESIRE your product find it hard to imagine how they got by without it before it existed can’t be done with a bare bones product cobbled together to test your ideas • • • • users, even testers, need to:
  • 38. liquidrealitydesign for humans liquidrealitydesign for humans In mvp, the user experience is often missing, downplayed, or relegated to a “future enhancement”
  • 39. liquidrealitydesign for humans liquidrealitydesign for humans in creating something minimally viable, something that doesn’t feel whole, and openly testing it in the market, you are establishing a brand association with an incomplete, unfinished and unpolished product
  • 40. liquidrealitydesign for humans liquidrealitydesign for humans in order to get people in sufficient numbers to actually get valuable feedback, you have to announce that you’re working on something so early in the process that it alerts your competitors
  • 41. liquidrealitydesign for humans liquidrealitydesign for humans “A lot of times, people don’t know what they want until you show it to them.”- Steve Jobs “If I had asked people what they wanted, they would have said faster horses.”- Henry Ford (although, it’s not proven he said this) “Some people use research like a drunkard uses a lamppost: for support, not illumination.”- David Ogilvy “The only way to discover the limits of the possible is to go beyond them into the impossible.”- Arthur C. Clark • • • •
  • 42. liquidrealitydesign for humans liquidrealitydesign for humans worse still, is the misinterpretation of MVP
  • 43. liquidrealitydesign for humans liquidrealitydesign for humans minimum viable product vs. minimum viable product
  • 44. liquidrealitydesign for humans liquidrealitydesign for humans as a means to reduce time-to-market many startups that look at MVP, see a fast, easy way to validate their ideas as cheaply as possible. problem is, unless you find that your ideas fail REALLY early on in the process, it is certainly not faster - it’s quite the opposite. building in all this testing, analysis and learning into each iteration can dramatically extend the development process - if you are actually learning from your inputs. • • •
  • 45. liquidrealitydesign for humans liquidrealitydesign for humans as a means to reduce costs similarly, using the mvp methodology isn’t cheaper, again, unless you fail early and abandon your idea. in the long run, if you’re doing it right, you still have to do all the same work you always do to create a new product. including strategy, UX, design, and development. but with the additional and potentially exponential costs of doing it in continuous iterative Build Measure Learn loops. • • • •
  • 46. liquidrealitydesign for humans liquidrealitydesign for humans as a go-to-market strategy MVP is a validation and market testing strategy. It is not a go-to- market strategy. in the long run, if you’re doing it right, you still have to do all the same work you always do to create a new product. including strategy, UX, design, and development. but with the additional and potentially exponential costs of doing it in continuous iterative Build Measure Learn loops. • • • •
  • 47. liquidrealitydesign for humans liquidrealitydesign for humans intentional or not, MVP has created an environment where it's ok to fail
  • 48. liquidrealitydesign for humans liquidrealitydesign for humans “Failing sooner is cheaper”. “Failing on each iteration gives us insight to what users don’t want”. “Sure we failed, but, we didn’t waste that much money”. “Failing on v1.0 can’t be our fault, we’ve been testing this idea in the market since day one. They must have lied to us”. moves accountability for success off of the company, the startup, the team and onto the market itself. • • • • •
  • 49. liquidrealitydesign for humans liquidrealitydesign for humans methodology of excuses it wasn’t my idea. it wasn’t built very well. at least I knew when to call it a day. • • •
  • 50. liquidrealitydesign for humans liquidrealitydesign for humans The pressures on startups & the pressures on new products are significantly higher today than even just one year ago
  • 52. liquidrealitydesign for humans liquidrealitydesign for humans maximum value product
  • 54. liquidrealitydesign for humans liquidrealitydesign for humans Because the iPhone solved 3 critical problems, and solved those 3 problems exceptionally well.
  • 55. liquidrealitydesign for humans liquidrealitydesign for humans They chose to release the device without the feature not because it wasn’t important to the product, they chose to omit the feature because it wasn’t “just right”.
  • 56. liquidrealitydesign for humans liquidrealitydesign for humans The iPhone delivered the maximum value product possible within the constraints Apple faced by focussing only on what it could do exceptionally well, and setting aside that which it couldn't.
  • 57. liquidrealitydesign for humans liquidrealitydesign for humans A product is like an ecosystem. Every feature or function you introduce, or remove, has a direct impact on every other part of your product. Being able to cut something when it doesn’t stand up to your quality standards is more difficult than cutting a feature when you run out of time or budget. You are consciously removing something from your product that you may have working in some fashion, but is bringing the experience and quality of everything else you have done down. • • •
  • 58. liquidrealitydesign for humans liquidrealitydesign for humans Cut it like cancer. You’re product is only as good as its worst interaction.
  • 59. liquidrealitydesign for humans liquidrealitydesign for humans Diving in deep, and digging until no more can be dug to uncover those 3 or 4 fundamental problems that your product needs to solve is fundamental to creating maximum value products. Every product starts with an idea, but that idea is usually amorphous, and leans more towards the solution end of the spectrum. You have to really uncover what those problems that generate the need for that solution are, and they are not always obvious, or even logical. • • •
  • 60. liquidrealitydesign for humans liquidrealitydesign for humans How do you know when you’ve discovered one those fundamental problems?
  • 61. liquidrealitydesign for humans liquidrealitydesign for humans Once you have your fundamental problems, it is usually quite clear which ones are your critical pillars. Those are the ones you focus on, those are the ones you put your all into solving and solving completely. • • critical pillars
  • 62. liquidrealitydesign for humans liquidrealitydesign for humans Maximum Value is not about creating value through building more features
  • 63. liquidrealitydesign for humans liquidrealitydesign for humans it’s about maximizing the value within the features you do build.
  • 64. liquidrealitydesign for humans liquidrealitydesign for humans Whereas minimum viable product promotes doing only what is necessary to be viable
  • 65. liquidrealitydesign for humans liquidrealitydesign for humans maximum value product promotes doing only that which you can do exceptionally well.
  • 66. liquidrealitydesign for humans liquidrealitydesign for humans MVPs compared Minimum Viable Product Maximum Value Product places focus on validating the solutions to your problems places focus on validating the problems you are trying to solve tells you to use the market to solve your problems maximum tells you to solve your problems FOR your market aims to create an environment where you can fail safely aims to create an environment where you can face the hard problems head on
  • 67. liquidrealitydesign for humans liquidrealitydesign for humans MVPs compared Minimum Viable Product Maximum Value Product is doing only what is necessary to be viable is doing only that which you can make awesome often sidelines the small things, the niceties, the polish specifically focusses on the small things, the niceties, the details the polish
  • 68. liquidrealitydesign for humans liquidrealitydesign for humans Maximum Value Product is about spending the time and effort upfront to distill the problems you are hoping to solve down to their most fundamental cores. Then solving those, and nothing more. about respecting your customers by putting in the time, putting in the effort, and facing the hard problems head on before you ask for their time or money. about having the passion, the love, the willingness to sacrifice, and the faith in yourself and your team to persevere in the face of what seems impossible. • • •
  • 69. liquidrealitydesign for humans liquidrealitydesign for humans Maximum Value Product is about finding the right product gestalt, it’s soul, and never wavering. about knowing which solutions you can execute phenomenally, and focussing your efforts on those. about knowing what you can’t execute phenomenally. And being willing to hold back anything that isn’t. Including your entire product if need be. • • •
  • 70. liquidrealitydesign for humans liquidrealitydesign for humans Maximum Value Product is about sweating the small stuff. Obsessively. about believing that quality trumps features in the long run. about Not using your customers as lab rats. • • •
  • 71. liquidrealitydesign for humans liquidrealitydesign for humans Because you sweat the small stuff. And when you do something, you do it right.
  • 72. liquidrealitydesign for humans liquidrealitydesign for humans You need to be obsessively concerned about the small things, the in-betweens, the transient states - these are the areas where greatness hides.
  • 73. liquidrealitydesign for humans liquidrealitydesign for humans when it all comes down to it, it’s all about the details, the niceties, the design, the user experience, the optimizations, the performance. these are the things that create desirability, these are the things that create loyalty, these are the things that tell your customer you respect them. these are also the things that are generally the first to get sidelined in an MVP, because they are intangible, hard to quantify, and even harder to measure. • • •
  • 74. liquidrealitydesign for humans liquidrealitydesign for humans doing anything exceptionally well is hard. and doing it exceptionally well takes time, dedication, love, passion and a touch of insanity
  • 75. liquidrealitydesign for humans liquidrealitydesign for humans working towards maximum value
  • 76. liquidrealitydesign for humans liquidrealitydesign for humans Slow down. People want to start working too soon. Figure out what core problems you’re really solving first. Focus on your problem, not your solution. Set your bar high and early. Always be working towards awesome, even if you don’t get there, you’ll be better off than if you’re focussed on the minimal. Face the hard problems head on. Attack them. Dissect them. Get everyone talking about them. • • • •
  • 77. liquidrealitydesign for humans liquidrealitydesign for humans break down the walls created by roles & disciplines and just be smart people trying to solve the same problem together involve all key team members as early as possible and continuously, especially when uncovering the problems you are trying to solve, and the ways you intend to solve them • •
  • 78. liquidrealitydesign for humans liquidrealitydesign for humans Embrace your constraints (time / money / resources) to determine what problems you can solve in a complete and awesome way. You don't have to solve every problem, but you do have to solve every problem in the most amazing and holistic way you can. If you can't do something awesome, don't do it at all. • • •
  • 79. liquidrealitydesign for humans liquidrealitydesign for humans Critical Pillars• critical pillars
  • 80. liquidrealitydesign for humans liquidrealitydesign for humans Staged Roadmap• staged roadmap
  • 81. liquidrealitydesign for humans liquidrealitydesign for humans Staged Roadmap• cut, kill, can ruthlessly