Minimum Desirable Product
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Minimum Desirable Product
Customer Development for the“Winner Take All” Consumer Web
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My target audience• Mass market consumer internet startups• Daily usage, but low value interactions• Ad-supported, indirect monetization models• First to 100M uniques/month wins
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Executing the “Viability-First” strategy
1. Get a lot of users through viral channels2. Create a Minimum Viable Product3. Maximize user acquisition and revenue/user4. Iterate to a great product experience (?)
Can this ever lead to a high engagement product with sustainable viral growth?
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Scenarios that made me think
• High-growth social network that’s profitable but has terrible user retention
• Dating site with lots of subscribers, but no one can find the dates they were promised
• Photo-sharing site with 100M+ uniques/month organic growth, but unprofitable
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Am I testing the right thing with a Minimum Viable Product?
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A different approach:Minimum Desirable Product
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IDEO design “lenses”
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Test the riskiest thing first
Depending on your business:
• Minimum Viable ProductDistribution, Revenue, Business model
• Minimum Feasible ProductTransistors/inch, Power usage, Cures cancer
• Minimum Desirable ProductEngagement, Sustainable growth, Love <3
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Desirable but not viable (for years!)
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The “Desirability-First” strategy
1. Understand user goals2. Create a Minimum Desirable Product3. Listen to users and maximize Love <34. Iterate to a great product experience
It still needs to be viable and feasible, so filter your ideas through that!
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How to build an MDP
• Understand the target user and their goals• Identify 2-3 core scenarios• Make it 1-4 main pages• Tech demo in <2 weeks, MDP in 4-6 weeks
• Are you using it every day?• Will 10 people to use it every day? 100?
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If you get stuck,add more features right?
(Or, once you have an MDP,add more features right?)
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Min versus Max Desirability
• Maximum desirability != More features• They probably have less features• Focus on the “right” scenarios• Compelling and refined consumer value
• Boiling down the minimal featureset takes more time, not less! (Good design is hard)
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“In many ways, it's the things that are not there that we are most proud of” –Jony Ive on the iPad
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EXAMPLES AND RESOURCES
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• The Inmates are Running the Asylum by Alan Cooper• The Art of Innovation by Tom Kelly• Designing Interactions by Bill Moggridge• Artful Making by Robert Austin / Devin Lee• The Design of Business by Roger Martin• Human Centered Design Toolkit by IDEO
http://bit.ly/8hyn2r