11. Product Brief: 5 Key Sections
Elevator Pitch
Product Strategy: MVP Canvas Before & After
12. Product Brief: 5 Key Sections
Elevator Pitch
Product Strategy: MVP Canvas Before & After
Research Methods & Key Results
13. Product Brief: 5 Key Sections
Elevator Pitch
Product Strategy: MVP Canvas Before & After
Research Methods & Key Results
What to build next: narrative, core loop, mockups
14. Product Brief: 5 Key Sections
Elevator Pitch
Product Strategy: MVP Canvas Before & After
Research Methods & Key Results
What to build next: narrative, core loop, mockups
Pilot Project: how we’ll get measurable early results
19. MADLIBS Elevator Pitch
My company company name e
Is developing your offering o
To help target customer r solve a problem / meet a need d
20. MADLIBS Elevator Pitch
My company company name e
Is developing your offering o
To help target customer r solve a problem / meet a need d
Using r your secret sauce / unfair advantage e
21. Covet Fashion Elevator Pitch
My company Crowdstar e
Is developing a F2P mobile game based on real-world fashion
22. Covet Fashion Elevator Pitch
My company Crowdstar e
Is developing a F2P mobile game based on real-world fashion
To help fashion-loving gamers play dress-up with designer clothes
23. Covet Fashion Elevator Pitch
My company Crowdstar e
Is developing a F2P mobile game based on real-world fashion
To help fashion-loving gamers play dress-up with designer clothes
Using our knowledge of F2P gaming and female gamers e
25. Key Assumptions
Young women want a
mobile game based on
real-world fashion
Young women want
access to a celebrity
stylist
Early Market
Young women 18-30
who play mobile fashion
games
Covet Fashion Before
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 a
game
Early Metrics
like/dislike metrics via
interviews with hard-core
fashion gamers
26. Covet Fashion AFTER
Key Assumptions
Young women want a
mobile game based on
real-world fashion
Young women want
access to a celebrity
stylist
Early Market
Young women 18-30
who play mobile
fashion games
PLUS 30-45 - older
women also like the
game & spend more
Unmet Needs
Aspirational dress-up
in designer fashions
PLUS advice from
wanna-be stylists
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 –
Early Metrics
like/dislike metrics via
interviews with hard-core
fashion gamers
27. Covet Fashion AFTER
Key Assumptions
Young women want a
mobile game based on
real-world fashion
Young women want
access to a celebrity
stylist
Early Market
Young women 18-30
who play mobile fashion
games
PLUS 30-45 - older
women also like the
game & spend more
Unmet Needs
Aspirational dress-up in
designer fashions PLUS
advice from wanna-be
stylists
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 –
potential Vogue
replacement
Early Metrics
like/dislike metrics via
interviews with hard-core
fashion gamers
28. Covet Fashion AFTER
Key Assumptions
Young women want a
mobile game based on
real-world fashion
Young women want
access to a celebrity
stylist – PLUS they want
to role-play the celebrity
stylist and earn powers
NEW ASSUMPTION:
players will spend $$ on
premium items in
celebrity fashion game
Early Market
Young women 18-30
who play mobile fashion
games
PLUS 30-45 - older
women also like the
game & spend more
Unmet Needs
Aspirational dress-up in
designer fashions PLUS
advice from wanna-be
stylists
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 – potential
Vogue replacement
Early Metrics
like/dislike metrics via
interviews with hard-core
fashion gamers
29. Product Brief Checklist
Refine elevator pitch
Create Before & After MVP Canvas
Summarize research methods & key results
30. Research Methods: Who, What, When, Where
WHO we spoke with
• 20 young women 18-40 who play mobile fashion games
• Recruited from existing player base & craigslist ads
31. Research Methods: Who, What, When, Where
WHO we spoke with
• 20 young women 18-40 who play mobile fashion games
• Recruited from existing player base & craigslist ads
WHAT we asked them to do
• Phone interviews for screening
• 1-hour testing sessions with mockups & prototypes
32. Research Methods: Who, What, When, Where
WHO we spoke with
• 20 young women 18-40 who play mobile fashion games
• Recruited from existing player base & craigslist ads
WHAT we asked them to do
• Phone interviews for screening
• 1-hour testing sessions with mockups & prototypes
WHEN & WHERE we ran these tests
• Weekly in-office testing sessions over a period of 6 weeks
33. Research Results: Key Patterns
Fashion Browsers want to immerse themselves in a
beautiful aspirational world that keeps them up to date
on fashion trends
34. Research Results: Key Patterns
Fashion Browsers want to immerse themselves in a
beautiful aspirational world that keeps them up to date
on fashion trends
Co-creators want to “do fashion” with a buddy – a
friend or relative they can dress with, shop with, and
borrow from.
35. Research Results: Key Patterns
Fashion Browsers want to immerse themselves in a
beautiful aspirational world that keeps them up to date
on fashion trends
Co-creators want to “do fashion” with a buddy – a
friend or relative they can dress with, shop with, and
borrow from.
Armchair Stylists love telling other people how to
dress – they want role-play a celebrity stylist, and get
credit for their fashion sense
36. Fashion Browser
When I
Login to play a
fashion 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 & relaxing way
I love seeing what’s
new, going through
my closet, putting
together outfits –
it’s the perfect
way to unwind
after work
Story/Quote
37. Fashion Browser Co-Creator
When I
Need to dress
for an event
I want to
Raid my
friend’s closet &
get her ideas &
feedback
so I can
Have her
accessorize my
look and help me
feel confident
Patti told me to put
these shoes and
belt together with
this outfit – I would
never think of that,
but it TOTALLY
works.
When I
Login to play a
fashion 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 & relaxing way
I love seeing what’s
new, going through
my closet, putting
together outfits –
it’s the perfect
way to unwind
after work
Story/Quote
38. Fashion Browser Co-Creator Armchair Stylist
When I
Give fashion
feedback to
others
I want to
Know my
feedback had an
effect
so I can
Feel useful and
happier because
I’m helping
others be more
fashionable
I LOVE the idea of
rating my friends
outfits and telling
them how to dress
better – I already
do that in real life
When I
Need to dress
for an event
I want to
Raid my
friend’s closet &
get her ideas &
feedback
so I can
Have her
accessorize my
look and help me
feel confident
Patti told me to put
these shoes and
belt together with
this outfit – I would
never think of that,
but it TOTALLY
works.
When I
Login to play a
fashion 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 & relaxing way
I love seeing what’s
new, going through
my closet, putting
together outfits –
it’s the perfect
way to unwind
after work
Story/Quote
39. Product Brief Checklist
Refine elevator pitch
Create Before & After MVP Canvas
Summarize research methods & key results
What to build next – Core Loop, Narrative, Mockups
40. isC ofvoert EFansthhiuons iParsotdsuct Narrative
Discover Your Style
Attend an Event
Make a Collection
Browse Your Stream
41. Covet Fashion Core Loop
See New
Content
Browse your Style Feed Engaging Activity (consumer)
Internal Trigger
42. Covet Fashion Core Loop
Invites
Waiting
See New
Content
Meaningful Choice
Browse your Style Feed Choose an Invitation
External Trigger
43. Covet Fashion Core Loop
Invites
Waiting
Browse New
Content
Browse your Style Feed Choose an Invitation
Raid your friend’s closet
Co-op Mechanic:
Shared Resource
44. Covet Fashion Core Loop
Browse your Style Feed Choose an Invitation
Raid your friend’s closet
Engaging Activity (creator)
Invites
Waiting
Browse New
Content
Dress for the Event
45. Covet Fashion Core Loop
Invites
Waiting
Browse New
Content
Browse your Style Feed Choose an Invitation
Get Social Feedback Raid your friend’s closet
Dress for the Event
Investment
+ CTA
Content for
Style Feed
46. Product Brief Checklist
Refine elevator pitch
Create Before & After MVP Canvas
Summarize research methods & key results
What to build next – Core Loop, Narrative, Mockups
Pilot Project: how to get measurable early results
47. Covet Fashion Pilot: Who, What, When, Where
WHO: 50-100 hardcore fashion gamers, pulled from current audience
48. Covet Fashion Pilot: Who, What, When, Where
WHO: 50-100 hardcore fashion gamers, pulled from current audience
WHAT: early Alpha build of the game, testing these key features:
• Appeal of real-world fashion, tied to designer release cycles
• Willingness to pay real $$ for upscale items that yield fashion points
• Opportunity to earn “schwag gifts” by creating popular outfits
49. Covet Fashion Pilot: Who, What, When, Where
WHO: 50-100 hardcore fashion gamers, pulled from current audience
WHAT: early Alpha build of the game, testing these key features:
• Appeal of real-world fashion, tied to designer release cycles
• Willingness to pay real $$ for upscale items that yield fashion points
• Opportunity to earn “schwag gifts” by creating popular outfits
WHEN & WHERE: 2-3 months after prototype approved, online
52. Validation Speedbumps
• Missing clear, actionable insights from early adopters
• Too much detail & documentation
53. Validation Speedbumps
• Missing clear, actionable insights from early adopters
• Too much detail & documentation
• Scope creep – expanding goals, not MVP-focused
54. Validation Speedbumps
• Missing clear, actionable insights from early adopters
• Too much detail & documentation
• Scope creep – expanding goals, not MVP-focused
• Lack of cross-functional support for Lean Practices
55. Week 8+ Office Hours
7PM PT TUE 11/25
VIP Coach Jason Hreha
Postponed due to Thanksgiving holiday
7PM PT MON 12/01
Ori Ratner & Alexie Harper
http://mvpdesignhacks.com/sprint8
56. Product Brief (W)rap Party
7PM PT TUE 12/01
share your Product Brief, get feedback, celebrate
