The Lean Product Playbook

Content: 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