Post on 09-Jan-2017
MyBackgroundEduca/onn Engineeringbackgroundn StanfordMBAn UXdesignandcodingExperiencen LedQuickenProductManagementatIntuitn CEO&Cofounder,TechCrunchawardwinnerYourVersionn PMconsultant:Box,Facebook,MicrosoM,Medallian Founder:LeanProduct&LeanUXMeetupSiliconValleyTwiNer:@danolsenMyslides:hNp://slideshare.net/dan_o
Copyright©2016@danolsen
The3PhasesofYourProduct
Copyright©2016@danolsen
BEFOREProduct-MarketFit
AFTERProduct-MarketFit
BEFOREyourproductislive
Phase1
AFTERyourproductislive
Phase2
#ofCustomers
Time0
lots
Phase3
The3PhasesofYourProductBEFORE
Product-MarketFitAFTER
Product-MarketFit
Growth
MainlyQuan/ta/ve
BEFOREyourproductislive
Phase1
Testhypotheses,gainconfidencebeforebuilding
Mainly
Qualita/ve
AFTERyourproductislive
Phase2
Improveproduct-marketfit
Qualita/ve&Quan/ta/ve
Goal:
Methods:
Phase3
Whatphaseareyouin?
The3PhasesofYourProductBEFORE
Product-MarketFitAFTER
Product-MarketFit
Growth
MainlyQuan/ta/ve
BEFOREyourproductislive
Phase1
Testhypotheses,gainconfidencebeforebuilding
Mainly
Qualita/ve
AFTERyourproductislive
Phase2
Improveproduct-marketfit
Qualita/ve&Quan/ta/ve
Goal:
Methods:
Phase3
Whatphaseareyouin?
That’sWhyIWrote
n BookgiveawayonTwiNern Tweet:include@danolsenn Hashtags
#leanstartup#prodmgmt#growth
n hNp:///ny.cc/LPP
Copyright©2016@danolsen
TheLeanProductProcess
1. Determineyourtargetcustomer2. Iden/fyunderservedcustomerneeds3. Defineyourvalueproposi/on4. SpecifyyourMVPfeatureset5. CreateyourMVPprototype6. TestyourMVPwithcustomers
Copyright©2016@danolsen
Transporta/onwithin100milesofmyhome
SoccerMom
SpeedDemon
Carrykids&gearSafetyFueleconomy
GofastLookscoolMakesmelookcool
TargetCustomerHasDis/nctNeedsHigh-levelneedTargetCustomer
Detailedneeds
IdealProduct
SoccerMom SpeedDemon
TheLeanProductProcess
1. Determineyourtargetcustomer2. Iden/fyunderservedcustomerneeds3. Defineyourvalueproposi/on4. SpecifyyourMVPfeatureset5. CreateyourMVPprototype6. TestyourMVPwithcustomers
Copyright©2016@danolsen
n Russians:pencil
n NASA:spacepen($1MR&Dcost)
Examplen Abilitytowriteinspace(zerogravity)
ProblemSpacevs.Solu/onSpaceProblemSpacen Acustomerproblem,needorbenefitthattheproductshouldaddress
n Aproductrequirement
Solu/onSpacen Aspecificimplementa/ontoaddresstheneedorproductrequirement
Copyright©2016@danolsen
Problemvs.Solu/onSpace:ProductLevel
ProblemSpace(userbenefits)
Solu/onSpace(product)
TurboTax
TaxCut
Pen and paper
Prepare my taxes
File my taxes
Check my taxes
Maximize deductions
Reduce audit risk
Copyright©2016@danolsen
Priori/zingNeeds:Importancevs.Sa/sfac/onIm
portanceofU
serN
eed
UserSa/sfac/onwithCurrentAlterna/ves
Compe//veMarketOpportunity
Low High
Low
High
NotWorthGoingAMer
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Crea/ngCustomerValue
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Impo
rtanceofU
serN
eed
UserSa/sfac/onwiththeProductLow High
Low
High
Area=CustomerValueCreated
Area=OpportunitytoCreateCustomerValue
Crea/ngCustomerValue
Copyright©2016@danolsen
Impo
rtanceofU
serN
eed
UserSa/sfac/onwiththeProductLow High
Low
High
Area=CustomerValueCreated
Area=OpportunitytoCreateCustomerValue
UsersRated13KeyFeaturesinaSurvey
Recommendedreading:“WhatCustomersWant”byAnthonyUlwick
Great
Copyright©2016@danolsen
Bad
KanoModel:UserNeeds&Sa/sfac/onUserSa/sfac/on
UserDissa/sfac/on
Performance(moreisbeNer)
Delighter(wow)
Neednotmet
Needfullymet
MustHave
Needs&featuresmigrateover/me
Copyright©2016@danolsen
TheLeanProductProcess
1. Determineyourtargetcustomer2. Iden/fyunderservedcustomerneeds3. Defineyourvalueproposi/on4. SpecifyyourMVPfeatureset5. CreateyourMVPprototype6. TestyourMVPwithcustomers
Copyright©2016@danolsen
WhatisYourValueProposi/on?
n Whichuserbenefitsareyouproviding?n HowareyoubeNerthancompe/tors?MustHaveBenefit1
PerformanceBenefit1
PerformanceBenefit2
PerformanceBenefit3
DelighterBenefit1
DelighterBenefit2
Copyright©2016@danolsen
WhatisYourValueProposi/on?
n Whichuserbenefitsareyouproviding?n HowareyoubeNerthancompe/tors? Compe.torA Compe.torB You
MustHaveBenefit1
PerformanceBenefit1
PerformanceBenefit2
PerformanceBenefit3
DelighterBenefit1
DelighterBenefit2
Copyright©2016@danolsen
WhatisYourValueProposi/on?
n Whichuserbenefitsareyouproviding?n HowareyoubeNerthancompe/tors? Compe.torA Compe.torB You
MustHaveBenefit1 Y Y
PerformanceBenefit1 High Low
PerformanceBenefit2 Low High
PerformanceBenefit3 Med Med
DelighterBenefit1 Y -
DelighterBenefit2 - -
Copyright©2016@danolsen
WhatisYourValueProposi/on?
n Whichuserbenefitsareyouproviding?n HowareyoubeNerthancompe/tors? Compe.torA Compe.torB You
MustHaveBenefit1 Y Y Y
PerformanceBenefit1 High Low Med
PerformanceBenefit2 Low High Low
PerformanceBenefit3 Med Med High
DelighterBenefit1 Y - -
DelighterBenefit2 - - Y
Copyright©2016@danolsen
TheLeanProductProcess
1. Determineyourtargetcustomer2. Iden/fyunderservedcustomerneeds3. Defineyourvalueproposi/on4. SpecifyyourMVPfeatureset5. CreateyourMVPprototype6. TestyourMVPwithcustomers
Copyright©2016@danolsen
TheLeanProductProcess
1. Determineyourtargetcustomer2. Iden/fyunderservedcustomerneeds3. Defineyourvalueproposi/on4. SpecifyyourMVPfeatureset5. CreateyourMVPprototype6. TestyourMVPwithcustomers
Copyright©2016@danolsen
TheUXDesignIceberg
Copyright©2016@danolsen
Whatmostpeopleseeandreactto
Whatgoodproductteamsthinkabout
Itera/veDesign&TestWorkflow
Copyright©2016@danolsen
Handsketches
Interac/vity
Fidelity
ClickableWireframes*
ClickableMockups**
LiveProduct
Test Test
Test
*Balsamiq:balsamiq.com**InVision:invisionapp.com
TheLeanProductProcess
1. Determineyourtargetcustomer2. Iden/fyunderservedcustomerneeds3. Defineyourvalueproposi/on4. SpecifyyourMVPfeatureset5. CreateyourMVPprototype6. TestyourMVPwithcustomers
Copyright©2016@danolsen
Marke/ngReport.comCaseStudy
n Myclient(CEO)hadanewproductidean Team:me,CEO,VPmarke/ng,UIdesignern Goals
n Seeifbusinessopportunityexistsn Dosoquicklyandinexpensively(nocoding)
n “Marke/ngreport” wouldletconsumerscontrolthedirectmailthattheyreceive
n Analogoustocreditreport
Copyright©2016@danolsen
MappingOutCustomerBenefits
Reduce Junk Mail
Find out what “they” know about you
Money Saving Offers
Compare Yourself to Others
Social Networking
Marketing Report
Marketing Score
Marketing Profile
Save Trees
“Marke/ngShield”Concept
“Marke/ngSaver”Concept
Copyright©2016@danolsen
LearningfromFirstWaveofUserTests
Reduce Junk Mail
Find out what “they” know about you
Money Saving Offers
Compare Yourself to Others
Social Networking
Marketing Report
Marketing Score
Marketing Profile
Save Trees
Legend
Strong appeal
Some appeal
Low appeal
“Shield” Concept “Saver” Concept
Copyright©2016@danolsen
SummaryofCaseStudy
n 4weekstovalidatedproductconceptn 1roundofitera/onn Zerocodingn Reasonablecostn Customerswillingtopay$10/monthn Trimmedawaynon-valuablepiecesn Youcanachievesimilarresults
Copyright©2016@danolsen
Ifyoucouldonlytrack1metrictomeasureyourProduct-MarketFit,
whichmetricwoulditbe?
Copyright©2016OlsenSolu/ons
Reten/onRaten Reten/onratetrackswhat%ofyourcustomersares/llac/veover/me
~80% never use app again
Curve flattens or goes to zero
The3PhasesofYourProduct
Copyright©2016@danolsen
BEFOREProduct-MarketFit
AFTERProduct-MarketFit
BEFOREyourproductislive
Phase1
AFTERyourproductislive
Phase2
#ofCustomers
Time0
lots
Phase3
TheLeanProductProcess
1. Determineyourtargetcustomer2. Iden/fyunderservedcustomerneeds3. Defineyourvalueproposi/on4. SpecifyyourMVPfeatureset5. CreateyourMVPprototype6. TestyourMVPwithcustomersIterate:§ Hypothesize-Design-Test-Learnloop§ Improveproduct-marketfit
Copyright©2016@danolsen
Questions? @danolsendan-olsen.comslideshare.net/dan_omeetup.com/lean-productBook:hNp:///ny.cc/LPP