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
Design Iteration Checklist
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
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
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
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
Unfair Advantage
F2P game experience
Existing, addressable
audience for fashion
games
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
Early Metrics
like/dislike metrics via
interviews with hard-
core fashion gamers
Covet Fashion BEFORE
Key Assumptions
Young women want a
mobile game based on
real-world fashion
PLUS access to a
celebrity stylist
Early MarketYoung women 18-30
who play mobile fashion
games
Unmet Needs
Aspirational dress-up
in designer fashions
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
content & hot trends
Value Prop
Stay up-to-date on
fashion by playing – not
just looking (AKA Vogue
replacement)
Early Metrics
like/dislike metrics via
interviews with hard-
core fashion gamers
Covet Fashion AFTER
Early MarketYoung women 18-30
who play mobile fashion
games
Women 18-45 like the
game – and older
women spend more
Unmet Needs
Aspirational dress-up
in designer fashions
PLUS advice from a
celebrity stylist PLUS
advice from wanna-
be stylists
Covet Fashion AFTER
Unfair Advantage
F2P game experience
Existing, addressable
audience for fashion
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
like/dislike metrics via
interviews with hard-
core fashion gamers
Early MarketYoung women 18-30
who play mobile fashion
games
Women 18-45 like the
game – and older
women spend more
Unmet Needs
Aspirational dress-up
in designer fashions
PLUS advice from a
celebrity stylist PLUS
advice from wanna-be
stylists
Covet Fashion AFTER
Early MarketYoung women 18-30
who play and love
mobile fashion games
Women 18-45 like the
game – and older
women spend more
Unmet Needs
Aspirational dress-up
in designer fashions
with advice from a
celebrity stylist plus
advice from wanna-be
stylists
Unfair Advantage
F2P game experience
Existing, addressable
audience for fashion
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
like/dislike metrics via
interviews with hard-
core fashion gamers
Key Assumptions
Young women want a
mobile game based on
real-world fashion
and will spend $$ on a
game based on real-
world fashion
Young women want
access to a celebrity
stylist – AND other up-
and-coming stylists
Summarize your research findings
Update your MVP Canvas
Update your Product Narrative & Core Loop
Design Iteration Checklist
Discovery
is for EnthusiastsCovet Fashion Product Narrative
Mastery
Onboarding
Habit-Building
Discovery
is for EnthusiastsCovet Fashion Product Narrative
Mastery
Onboarding
Habit-Building
Discover Your Style
Take a Style Quiz with Rachel Zoe
Attend an Event
Spend some $$ & 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
Summarize your research findings
Update your MVP Canvas
Update your Product Narrative & Core Loop
Sketch out key screens – information on the page
Design Iteration Checklist
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
Summarize your research findings
Update your MVP Canvas
Update your Product Narrative & Core Loop
Sketch out key screens
Write your Summary/Elevator Pitch
Design Iteration Checklist
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
Design Iteration Speedbumps
• False-negative pivot – changing too much too soon
• Focusing on customer’s solution (not the problem)
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
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
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
• Poor value prop – AKA emperor has no clothes
Design Iteration Speedbumps
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
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