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Lean Product Design

Launch early and adapt quickly

There’s no such thing as perfect. Being competitive means launching early and adapting quickly. That’s what lean product design encourages. We quickly identify your minimum viable product, or MVP, and then we get to work. Tracking success metrics is an absolute necessity when building a digital product. However, in order to measure success, you must first define it.

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Solving Problems

In the language of lean product design, we frame the way we think about the product roadmap by hypothesizing which problem we intend to solve with each iteration. Once we know which business requirement has been identified, we define success criteria.

A simple example would be aiming to increase user engagement. Imagine you’ve noticed that users are getting through your registration flow but aren’t using your site afterward. We might hypothesize that there’s no clear call to action following registration. One potential solution: designing a variation of the experience in which calls to action are more obvious, and then comparing the data. If we see an uptick in usage after implementing the new design, we could conclude that the solution was successful and then move on to making more improvements.

Before starting any wireframes, designs, or code, we always ask which business needs we’re trying to solve. We don’t use words like “drop downs” or “carousels” or even “button” until we’ve discussed things like goals, expectations, and conversion metrics.

A great book to help you understand this mind set is The Lean Startup: How Today’s Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses by Eric Ries.

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