mvpoc - minimum viable proof of concept

Post on 08-Jul-2015

229 Views

Category:

Design

0 Downloads

Preview:

Click to see full reader

DESCRIPTION

How can we introduce lean, iterative, customer-centric design methodologies (also known simply as "good design") at large established organizations? One method that has proven effective and low-risk is to focus on the Proof of Concept stage. This talk outlines the methodology we've used to create proofs of concept that will give products the best chance of success when they're introduced to customers.

TRANSCRIPT

1

09 OCT - 11 OCT 2014Bangalore, Karnataka, India

Ray DeLaPena

@rayraydel

Catalyst Group

www.catalystnyc.com

2

Hi. I’m Ray

Ray DeLaPenaDirector of Strategy, Catalyst Group

catalystnyc.com

Introduction

3

About this talk

Introduction

How can we introduce lean a methodology in large (enterprise) organizations?

4

What is an MVP?

Preface

Minimum Viable Product• A minimal version of a proposed solution

• Learn from customers by measuring a product’s performance

• Ensures a solution meets a need

• Used to repeat the process and continually improve the product (both for the business and for the customers)

5

The Lean “Cycle”

Preface

THINK

CHECK MAKE

6

What is a Proof of Concept?

Preface

Usually a concept or prototype meant to demonstrate feasibility including:

• Functional requirements

• Development estimates

• Initial designs (to get the “go-ahead” to build out the full-fledged product)

• Performance projections (usually financial)

7

Mash them up and you get...

Preface

Minimum

Viable

Proof

Of

Concept*

*Please don’t really use this term.

8

Initiation - How do we begin?

Initiation

Project goals:• Proof of Concept

• Product Roadmap

• Validated Product

9

How do we get ready?

Initiation

1. Get buy-in

2. Put the right team together

3. Establish the process

10

How do we address potential risks?

Initiation

In large, established organizations:

• We work within organizational constraints

• We don’t risk relationships & reputation

• We don’t affect existing products or sales

• We work within the available budget

11

What are the rewards?

Initiation

• Customer-validated concept

• More informed roadmap

• Less Risk

• Better understanding of customers

• Repeatable process

12

Who are the players?

Initiation

• Business

• Stakeholder

• Product Owner

• Domain Expert

• Design

• Development

• Customer(s)

13

Initiation

How do we do this?

Discovery - Understand the business and the customers

Ideation - Create concepts to meet the goals of both

Validation - Make sure the needs are real and you can really meet them

Iteration - Repeat (three times, ideally) to validate and refine

14

Entering the cycle

Initiation

THINK

CHECK MAKE

LOOK

Discover

Ideate

Validate

Iter

ate

15

Discovery - Where are we now?

Discovery

Look and Think:• Understand the business

• Understand the customers

• Understand how the product serves both

16

Where are we starting?

Discovery

• Understand the business domain• Understand existing products and services• Establish goals• Understand existing (or previous) strategy• Define and/or analyze metrics

17

Who are our customers?

Discovery

Represent our understanding of the customer

• Proto-persona

• Presumed life-cycle

• Research*

• Generative Research

• Historical Analysis

* Do what your budget allows

18

How might this relationship work?

Discovery

Synthesize all you’ve found to depict the customer’s journey

• Awareness

• Evaluation

• Acquisition

• Support

• Retention

19

Ideation - What might we do?

Ideation

Think and make:• Design Studio

• Create concepts

• Involve customers

20

Why design studio?

Ideation

• Brings together all the players

• Generates LOTS of ideas

• Evolves the team’s understanding

21

Adapt to what you’re seeing

Ideation

• Discuss and modify the characters and scenarios.

• Have a group discussion during a break to talk about what we’ve learned.

• Get the customers talking, especially to each other, in the presence of the product team.

22

Validation - Are we on the right track?

Validation

Make and Check:• Identify the assumptions

• Business

• Customer

• Create an experiment

• Hypotheses

• Prototype

• Test

23

Identify Assumptions

Validation

• Problem statement

• Business assumptions

• Customer assumptions

24

What’s our problem?

Validation

• Our business was created to achieve these goals...

• We have observed that our service isn’t meeting these goals...

• Which is causing these adverse effects to our business...

• How might we improve our service so that we are more successful based on these measurable criteria...

25

How will our business succeed?

Validation

• What is the match between customer needs and business capabilities?

• How do we generate revenue?

• Who is our primary competition?

• What are our biggest risks?

26

How will we serve our customers?

Validation

• What do we know about our customers?

• How does our business meet their needs?

• What are the most valuable features?

• How should our products be designed?

27

Formulate Hypotheses

Validation

Convert assumptions into:

• We believe ...

• These features/functions

• For these customers/personas

• Will achieve these outcomes

• We’ll know where right (or wrong) when ...

• We see this measurable result

28

Create a Prototype

Validation

Work from hypotheses and sub-hypotheses to determine:

• Which feature

• For which target persona

• Will acheive the expected outcome

Then build nly what’s needed to test the hypotheses

29

Conduct a Test

Validation

• Recruit properly

• Record thoroughly

• Repeat (and prepare to repeat)

30

Iteration - Why three times?

Iteration

Check and Think (x3):1. First opportunity to test your assumptions with real customers

2. First opportunity to react to real feedback (pivot?)

3. Either test your pivot or refine your concept

31

What have we done?

Conclusion

• Validated our product idea

• Created a team-wide understanding about

• The product

• The customers

• The fit

• Established the methodology

32

What comes next?

Conclusion

• Establish product metrics

• Scope the initial release

• Repeat!

33

The End.Thank you!

Ray DeLaPenaDirector of Strategy, Catalyst

Thank You

top related