Contents
Introduction: Why Products Fail and How Lean Changes the Game
Chapter 1 Achieving Product-Market Fit with the Lean Product Process
The Product-Market Fit Pyramid
Chapter 2 Problem Space versus Solution Space
Outside-In Product Development
Should You Listen to Customers?
Using the Solution Space to Discover the Problem Space
PART II The Lean Product Process
Chapter 3 Determine Your Target Customer (Step 1)
How to Segment Your Target Market
Technology Adoption Life Cycle
Chapter 4 Identify Underserved Customer Needs (Step 2)
A Customer Need by Any Other Name
Customer Needs Example: TurboTax
The Importance versus Satisfaction Framework
Chapter 5 Define Your Value Proposition (Step 3)
Value Propositions for Search Engines
Building Your Product Value Proposition
Skating to Where the Puck Will Be
Predicting the Future with Value Propositions
Chapter 6 Specify Your Minimum Viable Product (MVP) Feature Set (Step 4)
User Stories: Features with Benefits
Smaller Batch Sizes Are Better
Using Return on Investment to Prioritize
Deciding on Your MVP Candidate
Chapter 7 Create Your MVP Prototype (Step 5)
Qualitative Marketing MVP Tests
Quantitative Marketing MVP Tests
Quantitative Product MVP Tests
Chapter 8 Apply the Principles of Great UX Design
Copy Is Also Part of UX Design
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
How to Structure the User Test
Ask Open versus Closed Questions
How to Capture and Synthesize User Feedback
Usability versus Product-Market Fit
Chapter 10 Iterate and Pivot to Improve Product-Market Fit
The Hypothesize-Design-Test-Learn Loop
Chapter 11 An End-to-End Lean Product Case Study
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
PART III Building and Optimizing Your Product
Chapter 12 Build Your Product Using Agile Development
Picking the Right Agile Methodology
Chapter 13 Measure Your Key Metrics
Analytics versus Other Learning Methods
Identify the Metric That Matters Most
Chapter 14 Use Analytics to Optimize Your Product and Business
The Lean Product Analytics Process
A Lean Product Analytics Case Study: Friendster's Viral Loop