Rapid Iteration for Mobile App Design by Mariya Yao

12/2013 MARIYA YAO RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

Monday, December 9, 13


$3.2

Source: http://www.cbinsights.com/blog/trends/mobile-record-vc-financing-quarter

BILLIONRaised by mobile startups over the last 4 quarters


http://www.cbinsights.com/blog/trends/mobile-record-vc-financing-quarter

http://www.cbinsights.com/blog/trends/mobile-record-vc-financing-quarter


Typical cost to develop an iOS app

Average revenue / app in Apple App Store

~$10,000 - $50,000

~$4,000

http://www.quora.com/How-much-does-it-cost-to-build-an-iPhone-app

http://www.forbes.com/sites/tristanlouis/2013/08/10/how-much-do-average-apps-make/







Typical cost to develop an Android app

Average revenue / app in Google Play Store

~$11,000 - $55,000

~$1,125









Rapid Iteration on Mobile

(or, how not to blow all your seed money getting to an MVP)

Mariya Yao@thinkmariya

Founder & Creative DirectorXanadu



















8http://blogs.wsj.com/digits/2013/03/11/the-surprising-numbers-behind-apps/


http://blogs.wsj.com/digits/2013/03/11/the-surprising-numbers-behind-apps/

http://blogs.wsj.com/digits/2013/03/11/the-surprising-numbers-behind-apps/


of downloaded apps are opened just one time

of an app’s users are lost after one month

22%

62%

Sources: http://www.localytics.com/bloghttp://blog.flurry.com/


http://blog.flurry.com







Principles

Strategy

Tactics



Principles

Strategy

Tactics



What is a prototype?



What makes a prototype effective?



Build

MeasureLearn







A prototype is a test that helps you answer a question







It answers the right question



How can you make sure you’re asking the right question?



Minimum ViableProduct






Minimum Viable Interface









Interface prototyping answers questions like:

Can people navigate through my interface?

Do people understand what this button does?

Can people perform basic tasks in this app?





Do people understand what this button does?






Do people understand what these buttons do?






Do people understand what these buttons do?




...and often misses important questions like

Will people come back every day?

Will they become passionate evangelists?

Will they pay for your value proposition?





















Why do you build products at all?



Why do you build products at all?

a) To solve a problem b) To deliver an experience






Minimum ViableExperience



Minimum ViableValue



Core Loop



Core Loop

The main set of actions your users have to take in order to make BOTH of you successful



Farmville

Buy Seeds

Grow CropsSell Crops



Dropbox

Buy space Fill space



Dropbox

Buy space Fill space

Spam your friends(optional)



Amazon

Read reviews

Buy productLeave review



What does a user need to do to makethemselves AND your business successful?

1) Return regularly2) Contribute content3) Invite friends4) Make repeat purchases



Minimum ViableExperience



Minimum ViableValue



Are people willing to go through your core loop?

How often will they do it?



Minimum Viable Interface



Summary of Principles

1) Ask the Right Question

2) Focus on Value / Experience

3) Test Your Core Loop



Principles

Strategy

Tactics



Principles

Strategy

Tactics



1) Prototyping simplicity

2) Prototyping emotion

3) Prototyping engagement

4) Prototyping distribution









How do you capture a complex experience simply on mobile?











How can we make you feel like a real guitarist?











Over 5 mil downloads since May launch

Average of 4.5 star rating









Toontastic

An iPad app that enables children to animate characters and record stories







> 8 million stories recorded

App Store Hall of Fame


05/2013 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVE

How would you feel if you couldn’t use our product?



Sources: http://www.startup-marketing.com/using-survey-io/


1. Very disappointed

2. Somewhat disappointed

3. Not disappointed

4. I no longer use it




http://www.startup-marketing.com/using-survey-io/






3. Not disappointed












3. Not disappointed












3. Not disappointed










Very disappointed

40%













GameSalad

Platform that lets you build 2Dmobile games without any code









How badly do people want to tinker?





RUN GAME



RUN GAME



> 200,000 games have been made

70 have been in the top 100 in US App Store













Do my own contacts want to connect with me on a professional networking site?



Are people willing to upload their rolodexesin order to access 2nd degree connections?



What is the right level of “virality” to getconsistent growth yet maintain credibility?









Principles

Strategy

Tactics



Principles

Strategy

Tactics



Hustler

vs.

Hacker



Hustler

1) Concierge prototypes

2) Prototyping on platforms

3) Prototyping with competitors

3) Creative prototypes



Hustler







How would you prototype Instagramwith NO code written?



Instagram

Take Photo

Add FilterShare Socially



3) Upload edited photos on tester’s behalf

1) Have testers email you photos they want filtered

2) Have a professional editor edit photos on demand

4) Measure change in key metrics



Do users take and share more photos?

Do their photos get more likes / comments?



How would you prototype Foursquarewith just an SMS interface?



Foursquare

Go To Venue

Check InGet Reward



4) Add $$ bonus to card for most active patron

1) Buy gift cards to popular venues (i.e. Starbucks)

2) Have testers text you when they visit venues

3) Add $1 dollar to their gift card for each visit



Do people visit venues more often?

Do they keep up engagement over time?



Hustler













How would you prototype Instagramwith IFTTT?



If Then



If Then



If Then

If Then



Hustler







Instagram Hipstamatic



Hipstamatic

Take Photo

Add FilterShare Socially



How would you prototype Instagramwith an existing competitor?





Hustler







How would you prototype a mobile gamewhere your character explores a rich

and interesting world map?





How would you prototype a mobileapp that features a highly interactive

animated character?







Hustler

1) Concierge MVPs






Key Takeaways



Principles

Strategy

Tactics



Summary of Principles

1) Ask the Right Question

2) Think MVV / MVE, not MVP

3) Test Your Core Loop



Summary of Strategies

1) Keep It Simple!

2) Apply The “Tear Test”

3) Measure Engagement Early

4) Distribution > Product



Principles

Strategy

Tactics



Principles

Strategy

Tactics

@[email protected]


Technology

Rapid Iteration for Mobile App Design by Mariya Yao