12 MVP — Think Design

Think Design
Maxime Pico 
 
Startup guide and Partner @ 12MVP 
maxime.pico@12mvp.fr
12MVP Copyright © 12MVP All rights reserved.

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“In most people's vocabularies, design means veneer.
It's interior decorating. It's the fabric of the curtains of
the sofa. But to me, nothing could be further from the
meaning of design. Design is the fundamental soul of
a human-made creation that ends up expressing itself
in successive outer layers of the product or service.”
- Steve Jobs

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what is a MVP?
Features
UX/UI
Marketing
Branding
Pricing

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it all starts with…
empathy

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graphic Design

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interactive Design
the practice of designing
interactive digital products,
environments, systems, and
services

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industrial Design
The objective is to study both
function and form, and the
connection between product,
the user, and the environment.

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game Design

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tools for discovering
Personas
“A day in the life of”
Surveys
Usability tests
Focus groups 
Analytics
etc.

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tools for building
Customer journey
User stories
User flows
Wireframes
Storyboards
etc.

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more…
uxdesign.cc

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branding
branding starts with brand
strategy:
vision, personality, values,
story, brand essence…

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TheBrandStrategyCanvas
Created by archer>malmo ventures. CC Attribution-NonCommercial 4.0 International. creative capital from
KeyMessages
What’s your story?
What are the most important and differentiating aspects of the brand?
How can you define them as quickly and interestingly as possible?
BrandPositioningStatement
Must meet all five criteria:
important, unique, believable, actionable, sustainable.
Audience
Who are they and what is their
most important psychographic
need or desire as it relates to
the brand’s category?
Description
What is the simplest
description of the product?
Or what is the broader, more
strategic frame of reference?
Benefit
What is the unique, primary
benefit or point of difference
of the product?
Proof
What are the factual, meaningful
and provable reasons to believe
the primary benefit or point
of difference?
Payoff
What is the ultimate emotional
payoff for the customer or user?
Does it answer the need in the
audience section?
For:
______________ is:
that:
because:
sothat:
BrandEssence
What is the core idea or defining
concept of the brand? Is it tangible
or attitudinal? (Unique, succinct,
pithy, and ideally 2-4 words.)
BrandPersonality
What are the brand’s human characteristics?
(Usually expressed as adjectives.)
CompanyValues
What are the values of the company?
(Usually expressed as nouns.)
How do the values of the founders influence
company values?
How do company values influence your
product, culture, or customers?
CREATED BY:
CREATED FOR:
VERSION:
DATE:
A
B
C
D
E
EmotionalBenefits
What are the intangible benefits of the product?
Which benefit is unique or most important?
RationalBenefits
What are the tangible benefits of the product?
Which benefit is unique or most important?
DC
E
Customer/UserInsight
What do people thinkand feel regarding the category?
How are you relevant to those needs or desires?
What problem(s) do you solve for them?
What benefits of your company/product are most valuable to them?
What most strongly influences their decisions in this category?
A
Company/ProductFeatures
What is the simplest description of your product and what it does?
What aspects of that are different from everyone else?
B
CompetitiveEnvironment
What concepts and conventions define the category?
Who are your direct and indirect competitors? What defines them?
Where is the strategic void in the market?
Are you disrupting the category in any way?
C

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operational tools
Sketch -> Zeplin
Color wheel
CSS font stack
Color Hunt
NounProject
Coolors
etc.

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explore:
https://resourcecards.com/
www.designforstartup.net
www.startupsthisishowdesignworks.com
design.google.com

12 MVP — Think Design

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