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Minimum Desirable Product Customer Development for the “Winner Take All” Consumer Web

Minimum Desirable Product

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Page 1: Minimum Desirable Product

Minimum Desirable Product

Customer Development for the“Winner Take All” Consumer Web

Page 2: Minimum Desirable Product

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