The Lean Product Playbook
How to Innovate with Minimum Viable Products and Rapid Customer Feedback
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ISBN-13:
9781118960875
Veröffentl:
2015
Erscheinungsdatum:
10.07.2015
Seiten:
307
Autor:
Dan Olsen
Gewicht:
622 g
Format:
236x156x32 mm
Sprache:
Englisch
Beschreibung:
The Lean Product Playbook ist ein praktischer Leitfaden für die Schaffung von Produkten, die die Verbraucher schätzen. Die Entwicklung großartiger Produkte ist ein schwieriges Unterfangen. Davon zeugt der hohe Prozentsatz neuer Produkte, die bei dem Verbraucher auf keine Akzeptanz stoßen. Dieses Praktikerbuch hilft Ihnen durch klare Schritt-für-Schrittanleitungen und unzählige Tipps, erfolgreiche Produkte zu entwickeln.
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 Te
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 Te
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.
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.
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