1. Iterate your
design with
customer insights
SPRINT 7

2. Your best teacher
is your last mistake
Ralph Nadar

3. Your best teacher
is your last mistake
Ralph Nadar
You are here

4. Iterate Your Design

5. Iterate Your Design
Iterate your Design
with
Job Stories
from
Early Adopters

7. Design Iteration Checklist
Prioritize your research findings

8. Story/Quote pairs
Job Story
summarizing key research finding
When I
situational and/or emotional trigger
I want to a
activity + goal
so I can
desired outcome

9. Story/Quote pairs
Job Story
summarizing key research finding
When I
situational and/or emotional trigger
I want to a
activity + goal
so I can
desired outcome
Quote
from test subject illustrating that pattern
“This is what I think”

10. The Fashion Browser
When I
Login to the game
I want to
see gorgeous, creative outfits – made
from the latest designer fashions
so I can
stay on top of fashion trends in a fun
and relaxing way

11. The Fashion Browser
When I
Login to the game
I want to
see gorgeous, creative outfits – made
from the latest designer fashions
so I can
stay on top of fashion trends in a fun
and relaxing way
I love seeing what’s new, going
through my closet, putting
together outfits – it’s the perfect
way to unwind after a long day

12. The Armchair Stylist
When I
give fashion feedback to others
I want to
know my feedback had an effect
so I can
feel useful, satisfied and happier
because I’m helping others be more
fashionable

13. The Armchair Stylist I LOVE the idea of rating my
When I
give fashion feedback to others
I want to
know my feedback had an effect
so I can
feel useful, satisfied and happier
because I’m helping others be more
fashionable
friends outfits and telling them
how to dress better – I already do
that in real life 

14. The Co-Creator Patti told me to put these shoes
When I
Need to dress up for an important event
I want to
raid my friend’s closet and get her
feedback on my outfit
so I can
have her accessorize my look and help
me feel confident - just like in real life :-)
and belt together with this outfit –
I would never think of that, but it
TOTALLY works.

15. Design Iteration Checklist
Summarize your research findings
Update your MVP Canvas

16. Covet Fashion BEFORE
Early Market
Young women 18-30
who play mobile
fashion games
Unmet Needs
Aspirational dress-up
in designer fashions
PLUS advice from a
celebrity stylist

17. Covet Fashion BEFORE
Early Market
Young women 18-30
who play mobile fashion
games
Unmet Needs
Aspirational dress-up
in designer fashions
PLUS advice from a
celebrity stylist
Solution
F2P co-op game with
real-world fashion
content & hot trends
Value Prop
Vogue alternative -
stay up-to-date on
fashion by playing –
not just looking

18. Covet Fashion BEFORE
Early Market
Young women 18-30
who play mobile fashion
games
Unmet Needs
Aspirational dress-up
in designer fashions
PLUS advice from a
celebrity stylist
Unfair Advantage
F2P game experience
Existing, addressable
audience for fashion
games
Solution
F2P co-op game with
real-world fashion
content & hot trends
Value Prop
Vogue alternative - stay
up-to-date on fashion by
playing – not just
looking
Early Metrics
like/dislike metrics via
interviews with hard-core
fashion gamers

19. Covet Fashion BEFORE
Key Assumptions
Young women want a
mobile game based on
real-world fashion
PLUS access to a
celebrity stylist
Early Market
Young women 18-30
who play mobile fashion
games
Unmet Needs
Aspirational dress-up
in designer fashions
PLUS advice from a
celebrity stylist
Unfair Advantage
F2P game experience
Existing, addressable
audience for fashion
games
Solution
F2P co-op game with
real-world fashion
content & hot trends
Value Prop
Stay up-to-date on
fashion by playing – not
just looking (AKA Vogue
replacement)
Early Metrics
like/dislike metrics via
interviews with hard-core
fashion gamers

20. Covet Fashion AFTER
Early Market
Young women 18-30
who play mobile fashion
games
Women 18-45 like the
game – and older
women spend more
Unmet Needs
Aspirational dress-up
in designer fashions
PLUS advice from a
celebrity stylist PLUS
advice from wanna-be
stylists

21. Covet Fashion AFTER
Unfair Advantage
F2P game experience
Existing, addressable
audience for fashion
games
Solution
A F2P co-op game,
based on proven
mechanics and real-world
fashion
Value Prop
Stay up-to-date on
fashion by playing –
not just looking (AKA
Vogue replacement)
Early Metrics
like/dislike metrics via
interviews with hard-core
fashion gamers
Early Market
Young women 18-30
who play mobile fashion
games
Women 18-45 like the
game – and older
women spend more
Unmet Needs
Aspirational dress-up
in designer fashions
PLUS advice from a
celebrity stylist PLUS
advice from wanna-be
stylists

22. Covet Fashion AFTER
Early Market
Young women 18-30
who play and love
mobile fashion games
Women 18-45 like the
game – and older
women spend more
Unmet Needs
Aspirational dress-up
in designer fashions
with advice from a
celebrity stylist plus
advice from wanna-be
stylists
Unfair Advantage
F2P game experience
Existing, addressable
audience for fashion
games
Solution
A F2P co-op game,
based on proven
mechanics and real-world
fashion
Value Prop
Stay up-to-date on
fashion by playing – not
just looking (AKA Vogue
replacement)
Early Metrics
like/dislike metrics via
interviews with hard-core
fashion gamers
Key Assumptions
Young women want a
mobile game based on
real-world fashion
and will spend $$ on a
game based on real-world
fashion
Young women want
access to a celebrity
stylist – AND other up-and-
coming stylists

23. Design Iteration Checklist
Summarize your research findings
Update your MVP Canvas
Update your Product Narrative & Core Loop

24. isC ofvoert EFansthhiuons iParsotdsuct Narrative
Discovery
Mastery
Onboarding
Habit-Building

25. isC ofvoert EFansthhiuons iParsotdsuct Narrative
Discovery
Mastery
Onboarding
Habit-Building
Discover Your Style
Take a Style Quiz with Rachel Zoe
Attend an Event
Spend some $$ & dress-up
in beautiful clothes
Browse Your Stream
Make a Collection
Make influential outfits 
Get early access to the
newest designer fashions
Check out award-winning outfits
players are putting together

26. Covet Fashion Core Loop
Get Results
& Reward
Choose Event to Dress For
Dress for Event”
Make Outfit
With Social Feedback
Messages Waiting
Read/Respond to Messages
Read New Content Browse Style Feed
Without Social Feedback
Submit
Outfit
Go
Shopping

27. Design Iteration Checklist
Summarize your research findings
Update your MVP Canvas
Update your Product Narrative & Core Loop
Sketch out key screens – information on the page

28. Choose a
Device Template

29. isP rfoodru cEt nNtahrurastiivaests
Discovery
Mastery
Onboarding
Habit-Building

30. I love seeing what’s
new, going through my
closet, putting together
outfits – it’s the perfect
way to unwind after a
long day
Style Feed for Fashion Browsers

31. Shared Closet for Co-creators Patti told me to borrow
these shoes and belt for
this outfit – I would
never think of doing that
combo, but it TOTALLY
works.
Patti’s Closet
Dresses Intimates
OPEN
SLOT
OPEN
SLOT
Top
s
Bottoms
Shoe
s
Bags Jewelry
Scarve
s
23
items

32. Design Iteration Checklist
Summarize your research findings
Update your MVP Canvas
Update your Product Narrative & Core Loop
Sketch out key screens
Write your Summary/Elevator Pitch

33. Build Your Dream Closet
Collect designer clothes  dress for gala events 
build a lust-worthy closet of stunning outfits

34. Discover & Express Your Personal Style
Glamorous Trendsetting Understated

35. Design Iteration Speedbumps

36. Design Iteration Speedbumps
• False-negative pivot – changing too much too soon

37. Design Iteration Speedbumps
• False-negative pivot – changing too much too soon
• Focusing on customer’s solution (not the problem)

38. Design Iteration Speedbumps
• False-negative pivot – changing too much too soon
• Focusing on customer’s solution (not the problem)
• Confusion or distrust around customer discovery

39. Design Iteration Speedbumps
• False-negative pivot – changing too much too soon
• Focusing on customer’s solution (not the problem)
• Confusion or distrust around customer discovery
• Lack of cross-functional collaboration

40. Design Iteration Speedbumps
• False-negative pivot – changing too much too soon
• Focusing on customer’s solution (not the problem)
• Confusion or distrust around customer discovery
• Lack of cross-functional collaboration
• Poor value prop – AKA emperor has no clothes

41. Recommended Viewing
Turning Insight Into Product Rachel Derkis-Gelman

42. Recommended Reading
9AM PT WED 11/12
Game Design Workshop
9AM PT WED 11/12
Stanford d.school website
http://mvpdesignhacks.com/sprint7

43. Week 7 Office Hours
7PM PT TUE 11/18
VIP Coach Rachel Derkis-Gelman
9AM PT WED 11/19
VIP Coach Tracy Fullerton
http://mvpdesignhacks.com/sprint6