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- Herausgeber: John Wiley & Sons
- Kategorie: Fachliteratur
- Sprache: Englisch
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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Seitenzahl: 488
Veröffentlichungsjahr: 2015
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Table of Contents
Title Page
Copyright
Dedication
Introduction: Why Products Fail and How Lean Changes the Game
Why Products Fail
Why This Book?
Who Is This Book For?
How This Book Is Organized
Part I: Core Concepts
Chapter 1: Achieving Product-Market Fit with the Lean Product Process
What Is Product-Market Fit?
The Product-Market Fit Pyramid
Quicken: from #47 to #1
The Lean Product Process
Chapter 2: Problem Space versus Solution Space
The Space Pen
Problems Define Markets
The What and the How
Outside-In Product Development
Should You Listen to Customers?
A Tale of Two Apple Features
Using the Solution Space to Discover the Problem Space
Part II: The Lean Product Process
Chapter 3: Determine Your Target Customer (Step 1)
Fishing for Customers
How to Segment Your Target Market
Users versus Buyers
Technology Adoption Life Cycle
Personas
Chapter 4: Identify Underserved Customer Needs (Step 2)
A Customer Need by Any Other Name
Customer Needs Example: TurboTax
Customer Discovery Interviews
Customer Benefit Ladders
Hierarchies of Needs
The Importance versus Satisfaction Framework
Related Frameworks
Visualizing Customer Value
The Kano Model
Putting the Frameworks to Use
Chapter 5: Define Your Value Proposition (Step 3)
Strategy Means Saying “No”
Value Propositions for Search Engines
Not So Cuil
Building Your Product Value Proposition
Skating to Where the Puck Will Be
The Flip Video Camera
Predicting the Future with Value Propositions
Chapter 6: Specify Your Minimum Viable Product (MVP) Feature Set (Step 4)
User Stories: Features with Benefits
Breaking Features Down
Smaller Batch Sizes Are Better
Scoping with Story Points
Using Return on Investment to Prioritize
Deciding on Your MVP Candidate
Chapter 7: Create Your MVP Prototype (Step 5)
What Is (and Isn't) an MVP?
MVP Tests
The Matrix of MVP Tests
Qualitative Marketing MVP Tests
Quantitative Marketing MVP Tests
Qualitative Product MVP Tests
Quantitative Product MVP Tests
Chapter 8: Apply the Principles of Great UX Design
What Makes a Great UX?
The UX Design Iceberg
Conceptual Design
Information Architecture
Interaction Design
Visual Design
Design Principles
Copy Is Also Part of UX Design
The A-Team
UX Is in the Eye of the Beholder
Chapter 9: Test Your MVP with Customers (Step 6)
How Many Customers Should I Test With?
In-Person, Remote, and Unmoderated User Testing
How to Recruit Customers in Your Target Market
User Testing at Intuit
Ramen User Testing
How to Structure the User Test
How to Ask Good Questions
Ask Open versus Closed Questions
I Feel Your Pain
Wrapping Up the User Test
How to Capture and Synthesize User Feedback
Usability versus Product-Market Fit
Chapter 10: Iterate and Pivot to Improve Product-Market Fit
The Build-Measure-Learn Loop
The Hypothesize-Design-Test-Learn Loop
Iterative User Testing
Persevere or Pivot?
Chapter 11: An End-to-End Lean Product Case Study
MarketingReport.com
Step 1: Determine Your Target Customers
Step 2: Identify Underserved Needs
Step 3: Define Your Value Proposition
Step 4: Specify Your MVP Feature Set
Step 5: Create Your MVP Prototype
Step 6: Test Your MVP with Customers
Iterate and Pivot to Improve Product-Market Fit
Reflections
Part III: Building and Optimizing Your Product
Chapter 12: Build Your Product Using Agile Development
Agile Development
Scrum
Kanban
Picking the Right Agile Methodology
Succeeding with Agile
Quality Assurance
Test-Driven Development
Continuous Integration
Continuous Deployment
Chapter 13: Measure Your Key Metrics
Analytics versus Other Learning Methods
Oprah versus Spock
User Interviews
Usability Testing
Surveys
Analytics and A/B Testing
Analytics Frameworks
Identify the Metric That Matters Most
Retention Rate
The Equation of Your Business
Achieving Profitability
Chapter 14: Use Analytics to Optimize Your Product and Business
The Lean Product Analytics Process
A Lean Product Analytics Case Study: Friendster
Optimization with A/B Testing
Chapter 15: Conclusion
Acknowledgments
References
Resources
Tools
Books
People and Blogs
Index
About the Author
End User License Agreement
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Guide
Cover
Table of Contents
Introduction: Why Products Fail and How Lean Changes the Game
Part I: Core Concepts
Begin Reading
List of Illustrations
Introduction: Why Products Fail and How Lean Changes the Game
Figure I.1 The Product-Market Fit Pyramid
Chapter 1: Achieving Product-Market Fit with the Lean Product Process
Figure 1.1 The Product-Market Fit Pyramid
Figure 1.2 The Lean Product Process
Chapter 2: Problem Space versus Solution Space
Figure 2.1 Problem Space versus Solution Space
Chapter 3: Determine Your Target Customer (Step 1)
Figure 3.1 Persona
Chapter 4: Identify Underserved Customer Needs (Step 2)
Figure 4.1 Maslow's Hierarchy of Human Needs
Figure 4.2 Olsen's Hierarchy of Web User Needs
Figure 4.3 The Importance versus Satisfaction Framework
Figure 4.4 Real Data for Importance versus Satisfaction
Figure 4.5 Visualizing Customer Value
Figure 4.6 Measuring Opportunity
Figure 4.7 Creating Customer Value
Figure 4.8 The Kano Model
Chapter 6: Specify Your Minimum Viable Product (MVP) Feature Set (Step 4)
Figure 6.1 Return on Investment
Figure 6.2 Approximate ROI
Figure 6.3 List of Prioritized Feature Chunks for Each Benefit
Figure 6.4 Deciding Which Feature Chunks Are in Your MVP Candidate
Chapter 7: Create Your MVP Prototype (Step 5)
Figure 7.1 Building an MVP
Figure 7.2 MVP Tests Categorized by Type
Figure 7.3 Design Artifacts by Fidelity and Interactivity
Figure 7.4 Low Fidelity Wireframe versus High Fidelity Mockup
Chapter 8: Apply the Principles of Great UX Design
Figure 8.1 The UX Design Iceberg
Figure 8.2 Sitemap Example
Figure 8.3 Flowchart Example
Figure 8.4 Layout Grid Example
Figure 8.5 Wireframe Using a Layout Grid
Chapter 10: Iterate and Pivot to Improve Product-Market Fit
Figure 10.1 The Hypothesize-Design-Test-Learn Loop
Figure 10.2 The Product-Market Fit Pyramid
Figure 10.3 Pivoting to Achieve Higher Product-Market Fit
Chapter 11: An End-to-End Lean Product Case Study
Figure 11.1 Initial Value Proposition for MarketingReport.com
Figure 11.2 Features for Marketing Shield and Marketing Saver
Chapter 12: Build Your Product Using Agile Development
Figure 12.1 Scrum Framework
Figure 12.2 Team Velocity
Figure 12.3 Burndown Chart
Figure 12.4 Kanban Board
Figure 12.5 Cumulative Flow Diagram
Chapter 13: Measure Your Key Metrics
Figure 13.1 Research Methods Framework
Figure 13.2 AARRR Metrics Framework
Figure 13.3 Retention Curve
Figure 13.4 Cohort Retention Curves
Figure 13.5 Improving Retention Rate over Time
Chapter 14: Use Analytics to Optimize Your Product and Business
Figure 14.1 The Lean Product Analytics Process
Figure 14.2 ROI Curves for Three Different Metrics
Figure 14.3 Friendster Viral Loop
Figure 14.4 Friendster Viral Loop Metrics
Figure 14.5 The Upside Potential of a Metric
Figure 14.6 Average Number of Invites Sent per Sender: Before and After
Figure 14.7 Product-Market Fit Pyramid
List of Tables
Chapter 4: Identify Underserved Customer Needs (Step 2)
Table 4.1 Customer Benefits and Related Comments
Table 4.2 Customer Benefit Ladders
Chapter 5: Define Your Value Proposition (Step 3)
Table 5.1 Value Propositions for Early Search Engines
Table 5.2 Google's Value Proposition with Delighters
Table 5.3 Cuil's Value Proposition versus Google
Table 5.4 Product Value Proposition Template
Table 5.5 Example of Completed Product Value Proposition Template
Table 5.6 Example of Product Value Proposition with Expected Future States
Chapter 9: Test Your MVP with Customers (Step 6)
Table 9.1 Tracking Key Results from User Tests
Chapter 10: Iterate and Pivot to Improve Product-Market Fit
Table 10.1 Tracking Results across Multiple Waves of User Testing
Chapter 13: Measure Your Key Metrics
Table 13.1 Raw Data for Cohorts
Table 13.2 Cohort Retention Rates
Praise for The Lean Product Playbook
“If you want to create successful, innovative products that customers love, Dan's playbook is a must-read.”
—Hiten Shah, co-founder of KISSmetrics and Crazy Egg
“Dan's product expertise was incredibly helpful in the early days of building and growing Box. I found his advice incredibly valuable—and if you want to build a successful product, you will too.”
—Aaron Levie, CEO, Box
“A great, detailed guide on how to find product-market fit and make things people will love. This book should be required reading for everybody building products.”
—Laura Klein, author of UX for Lean Startups
“Dan Olsen makes product development simple and logical. If you want to create kick-ass products, you need to read this book.”
—Dave McClure, founding partner and troublemaker, 500 Startups
“Dan's playbook is the missing manual on how to apply Lean Startup principles. This comprehensive, straightforward book guides you through everything you need to know to build a winning product.”
—Sean Ellis, CEO of Qualaroo and GrowthHackers.com
“Dan takes Lean Startup to a new level with his step-by-step playbook for creating great products! This book truly is for everyone—from designers to business people to engineers.”
—Kaaren Hanson, VP design, Medallia and former VP design innovation, Intuit
“Dan Olsen is an established Lean product black belt in Silicon Valley. His book gives product teams a simple and straightforward way to identify product-market fit, launch an MVP, and then improve it systematically over time.”
—Ken Fine, chief customer officer, Medallia
“The Lean Product Playbook is the first book I've seen that truly explains how to apply Lean Startup concepts in a practical, step-by-step manner. Dan's product work with so many companies makes him an authority on the subject. Whether you're creating a product at a startup or a larger company, this book will prove invaluable.”
—Jim Scheinman, founder and CEO, Maven Ventures
“Unlike many product gurus who are long on theory but short on practice, Dan Olsen has battle-tested his approach across many companies, many products, and many years of being a player-coach. Dan's simple but complete playbook gives teams the best chance to create not just great products, but great companies.”
—Jeff Maggioncalda, former CEO and first employee, Financial Engines
“Dan is an exceptionally skilled product leader who was instrumental to our product's success at my first startup. He has distilled his expertise and advice into an easy-to-follow guide to creating products that deliver real customer value. I highly recommend this book to anyone leading, building, or marketing any product or service.”
—Christian Pirkner, angel investor and co-founder, MoodLogic
“Dan transformed our product development process from chaos into a well-oiled machine. Now anyone who reads this book can benefit from his brilliant, practical approach. If you want to improve your organization's ability to innovate, this book is a must-read.”
—Jack Lynch, co-founder and co-CEO, PresenceLearning
“This book is a valuable blueprint for those who want to effectively apply Lean Startup concepts to build successful products. Dan knows what he's talking about—and deftly shares his knowledge and experience to bring Lean principles to life.”
—Michael J. Nolan, author and former senior editor, New Riders Voices That Matter series
“Dan is a rare breed in that he's able to blend business and customer needs with thoughtful process and product design. His guidance on best practices was helpful for us at One Medical and for other like-minded companies in Silicon Valley.”
—Tom Lee, CEO, One Medical
“For those that are looking for a more structured approach to coming up with winning products, Dan combines modern techniques with experience to step you through the process.”
—Marty Cagan, author of Inspired: How To Create Products Customers Love and founder, Silicon Valley Product Group
“Dan Olsen takes the mystery out of how to consistently create great products using Lean Startup principles. His framework and step-by-step guidance are easy to follow and can be applied by large and small teams alike. This book is a must-read for anyone involved in new product development.”
—Greg Cohen, author of Agile Excellence for Product Managers
“Dan Olsen's The Lean Product Playbook is wonderfully thorough and practical. It provides invaluable step-by-step guidance to help you make sure that your product is The Right It, and also gives great advice on how to build It right. A must-read for any innovator and entrepreneur.”
—Alberto Savoia, author of Pretotype It, co-founder of Pretotype Labs LLC and former Innovation Agitator at Google
“I wish I had this book when I started my business! Following Dan's advice on how to validate ideas before you build them can save you valuable time and money. This must-have playbook really paints a clear picture of the whole process and is filled with eureka insights.”
—Sam Crisco, founder, piZap
“Dan helped YouSendIt (now Hightail) launch our first subscription product shortly after we raised our first round of venture financing. His product expertise, which he shares in this book, really got our product management engine going. The result was a well-monetized product that customers loved.”
—Ranjith Kumaran, co-founder and CEO, Hightail
“Everyone aspires to increase their speed of innovation, reduce risk, and build products customers love. But it's challenging to do so without the right techniques. The Lean Product Playbook gives you the tactical how-to plan to actually achieve those goals.”
—Steven Cohn, founder and CEO, Validately
“As a client, we directly benefited from Dan's product expertise. Now that he's documented all this valuable knowledge, anyone who wants to build a successful product should read this book.”
—Jeff Tangney, founding CEO of Doximity and Epocrates
THE LEAN PRODUCT PLAYBOOK
HOW TO INNOVATE WITH MINIMUM VIABLE PRODUCTS AND RAPID CUSTOMER FEEDBACK
DAN OLSEN
This book is printed on acid-free paper .
Copyright © 2015 by Dan Olsen. All rights reserved.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey
Published simultaneously in Canada
No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at www.wiley.com/go/permissions.
Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor the author shall be liable for damages arising herefrom.
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Cover Design: C. Wallace
Cover Photograph: Whiteboard © iStock.com/dalton00;
Whiteboard © iStock.com/cscredon
Library of Congress Cataloging-in-Publication Data is Available:
ISBN 978-1-118-96087-5 (hardback)
ISBN 978-1-118-96102-5 (ePDF)
ISBN 978-1-118-96096-7 (ePub)
For my mom and dad, who taught me to learn and dream,For Vanessa, my cofounder in life, who amazes me more each day,And for Sofia and Xavier, may you learn twice as much and dream twice as big.
Introduction: Why Products Fail and How Lean Changes the Game
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
