The Lean Product Playbook

How to Innovate with Minimum Viable Products and Rapid Customer Feedback

The missing manual on how to apply Lean Startup to build products that customers love

The Lean Product Playbook is a practical guide to building products that customers love. Whether you work at a startup or a large, established company, we all know that building great products is hard. Most new products fail. This book helps improve your chances of building successful products through clear, step-by-step guidance and advice.

The Lean Startup movement has contributed new and valuable ideas about product development and has generated lots of excitement. However, many companies have yet to successfully adopt Lean thinking. Despite their enthusiasm and familiarity with the high-level concepts, many teams run into challenges trying to adopt Lean because they feel like they lack specific guidance on what exactly they should be doing.

If you are interested in Lean Startup principles and want to apply them to develop winning products, this book is for you. This book describes the Lean Product Process: a repeatable, easy-to-follow methodology for iterating your way to product-market fit. It walks you through how to:
* Determine your target customers
* Identify underserved customer needs
* Create a winning product strategy
* Decide on your Minimum Viable Product (MVP)
* Design your MVP prototype
* Test your MVP with customers
* Iterate rapidly to achieve product-market fit

This book was written by entrepreneur and Lean product expert Dan Olsen whose experience spans product management, UX design, coding, analytics, and marketing across a variety of products. As a hands-on consultant, he refined and applied the advice in this book as he helped many companies improve their product process and build great products. His clients include Facebook, Box, Hightail, Epocrates, and Medallia.

Entrepreneurs, executives, product managers, designers, developers, marketers, analysts and anyone who is passionate about building great products will find The Lean Product Playbook an indispensable, hands-on resource.
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  • Introduction: Why Products Fail and How Lean Changes the Game xvii

    PART I Core Concepts

    Chapter 1 Achieving Product-Market Fit with the Lean Product Process 3

    What Is Product-Market Fit? 3

    The Product-Market Fit Pyramid 4

    Quicken: from #47 to #1 7

    The Lean Product Process 8

    Chapter 2 Problem Space versus Solution Space 13

    The Space Pen 13

    Problems Define Markets 15

    The What and the How 16

    Outside-In Product Development 16

    Should You Listen to Customers? 17

    A Tale of Two Apple Features 18

    Using the Solution Space to Discover the Problem Space 20

    PART II The Lean Product Process

    Chapter 3 Determine Your Target Customer (Step 1) 25

    Fishing for Customers 25

    How to Segment Your Target Market 26

    Users versus Buyers 28

    Technology Adoption Life Cycle 29

    Personas 30

    Chapter 4 Identify Underserved Customer Needs (Step 2) 37

    A Customer Need by Any Other Name 37

    Customer Needs Example: TurboTax 38

    Customer Discovery Interviews 40

    Customer Benefit Ladders 41

    Hierarchies of Needs 43

    The Importance versus Satisfaction Framework 45

    Related Frameworks 56

    Visualizing Customer Value 58

    The Kano Model 63

    Putting the Frameworks to Use 66

    Chapter 5 Define Your Value Proposition (Step 3) 67

    Strategy Means Saying "No" 68

    Value Propositions for Search Engines 68

    Not So Cuil 71

    Building Your Product Value Proposition 72

    Skating to Where the Puck Will Be 75

    The Flip Video Camera 75

    Predicting the Future with Value Propositions 75

    Chapter 6 Specify Your Minimum Viable Product (MVP) Feature Set (Step 4) 77

    User Stories: Features with Benefits 78

    Breaking Features Down 79

    Smaller Batch Sizes Are Better 79

    Scoping with Story Points 80

    Using Return on Investment to Prioritize 80

    Deciding on Your MVP Candidate 85

    Chapter 7 Create Your MVP Prototype (Step 5) 89

    What Is (and Isn't) an MVP? 89

    MVP Tests 90

    The Matrix of MVP Tests 92

    Qualitative Marketing MVP Tests 93

    Quantitative Marketing MVP Tests 94

    Qualitative Product MVP Tests 99

    Quantitative Product MVP Tests 108

    Chapter 8 Apply the Principles of Great UX Design 111

    What Makes a Great UX? 111

    The UX Design Iceberg 116

    Conceptual Design 117

    Information Architecture 120

    Interaction Design 123

    Visual Design 129

    Design Principles 135

    Copy Is Also Part of UX Design 140

    The A-Team 140

    UX Is in the Eye of the Beholder 141

    Chapter 9 Test Your MVP with Customers (Step 6) 143

    How Many Customers Should I Test With? 144

    In-Person, Remote, and Unmoderated User Testing 145

    How to Recruit Customers in Your Target Market 148

    User Testing at Intuit 152

    Ramen User Testing 153

    How to Structure the User Test 155

    How to Ask Good Questions 156

    Ask Open versus Closed Questions 158

    I Feel Your Pain 159

    Wrapping Up the User Test 160

    How to Capture and Synthesize User Feedback 161

    Usability versus Product-Market Fit 163

    Chapter 10 Iterate and Pivot to Improve Product-Market Fit 167

    The Build-Measure-Learn Loop 167

    The Hypothesize-Design-Test-Learn Loop 168

    Iterative User Testing 170

    Persevere or Pivot? 175

    Chapter 11 An End-to-End Lean Product Case Study 181

    MarketingReport.com 181

    Step 1: Determine Your Target Customers 182

    Step 2: Identify Underserved Needs 182

    Step 3: Define Your Value Proposition 183

    Step 4: Specify Your MVP Feature Set 185

    Step 5: Create Your MVP Prototype 187

    Step 6: Test Your MVP with Customers 188

    Iterate and Pivot to Improve Product-Market Fit 193

    Reflections 197

    PART III Building and Optimizing Your Product

    Chapter 12 Build Your Product Using Agile Development 201

    Agile Development 201

    Scrum 205

    Kanban 211

    Picking the Right Agile Methodology 216

    Succeeding with Agile 218

    Quality Assurance 222

    Test-Driven Development 225

    Continuous Integration 226

    Continuous Deployment 227

    Chapter 13 Measure Your Key Metrics 229

    Analytics versus Other Learning Methods 229

    Oprah versus Spock 231

    User Interviews 231

    Usability Testing 232

    Surveys 232

    Analytics and A/B Testing 235

    Analytics Frameworks 236

    Identify the Metric That Matters Most 240

    Retention Rate 242

    The Equation of Your Business 249

    Achieving Profitability 255

    Chapter 14 Use Analytics to Optimize Your Product and Business 259

    The Lean Product Analytics Process 259

    A Lean Product Analytics Case Study: Friendster 263

    Optimization with A/B Testing 272

    Chapter 15 Conclusion 277

    Acknowledgments 283

    References 285

    Resources 287

    Index 291

    About the Author 309
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Einband gebundene Ausgabe
Seitenzahl 336
Erscheinungsdatum 10.07.2015
Sprache Englisch
ISBN 978-1-118-96087-5
Verlag John Wiley & Sons, Inc.
Maße (L/B/H) 23.6/15.6/3.2 cm
Gewicht 551 g
Auflage 1. Auflage
Verkaufsrang 15179
Buch (gebundene Ausgabe, Englisch)
Buch (gebundene Ausgabe, Englisch)
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