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

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

8. Design Iteration Checklist
Prioritize your research findings

9. “If you gave me stop-motion
videos for the Lego
Set my kid has right now, in
our living room, I would
love you for life.”
When my kid
Is starting to play with a new Lego Set
I want a
instructional videos for that specific Set
so I can
Take a guilt-free break, knowing and that my
kid is happy, engaged and productive
Pattern
Quote
Story/Quote pairs

10. The Fashion Consumer I love seeing what’s new,
When I
login (daily) to Style Icon
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
going through my closet,
putting together outfits –
it’s the perfect way to
unwind after a long day

11. 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 

12. 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.

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

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

15. 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
Value Prop
Stay up-to-date on
fashion by playing – not
just looking (AKA Vogue
replacement)
Unfair Advantage
F2P game experience
Existing, addressable
audience for fashion
games
Early Metrics
like/dislike metrics via
interviews with hard-core
fashion gamers
Solution
A F2P co-op game,
based on proven
mechanics and real-world
fashion
Key Assumptions
Young women want a
mobile game based on
real-world fashion
Young women want
access to a celebrity
stylist

16. 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
Key Assumptions
Young women want a
mobile game based on
real-world fashion
Young women want
access to a celebrity
stylist
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

17. 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

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

19. Onboarding
Get
Results &
Reward
Accept Invite
Dress for
Event Make
Outfit
Take Style
Quiz
Submit
Outfit for
Ratings
Browse Event
Invite(s)
Get
Results
Play MiniGames,
earn $$,
Knowledge
Ad for
Fashion
Game

20. Re-engagement: Habit Loops
Choose Event to Dress
Get Results & Reward
For
Dress for
Event Make
Outfit
Play
MiniGames,
earn $$
With Social
Feedback
Messages
Waiting
Without Social
Feedback
See Closet,
Submit
Outfit
Read/Respon
d to
Messages
Browse Style Feed
Read New
Content

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

22. Choose a
Device Template

23. Onboarding

24. Whose closet would you most like to peek into?
3 of 10
While browsing Polycore on your iPad, you see an ad for Style Icon. You clikc through – and take a 15-question quiz, which is fun
and visual. When it’s finished you learn your Style Tyype, and an invitation to play Style Icon, a free iPad game.

25. Welcome to Style Icon! $75
Here are some basics to get you started
Here’s a welcome gift – $$ to spend in the
store.
Earn more by creating outfits for events
and playing mini-games.
You’ve been invited to an
event!
Click the butterfly to open your invitation
After you’ve signed up, your first task is to build your Dream Closet. You get
1) a welcome gift of high-quality basics 2) $$ to spend, 3) an event invite to a Casual Weekend

26. Habit Building

27. Style Feed Invites Messages My Closet
You’re at the airport, heading towards your gate – you think about picking up a Vogue, but you skip it – and decide
to get your fashion fix from Style Icon instead. Once you’re settled into your seat, you pull out your iPad, launch
the app, and check out the latest fashions by browsing through recently created outfits.

28. Three people created similar outfits for an event
you attended – you’re a Level 1 Stylist, so we’re
inviting you to tell us which outfit worked best.
It’s holiday time! You’re invited to a swanky office
party with your new boss. It’s a great time to make
the right impression. What will you wear?
Winter vacation is a great time to kick back on a
sunny beach with a tropical drink. How will you
dress on your Dream Island Vacation?
Style Feed Invites Messages My Closet
You check out the Invites waiting for you. You have a real-life holiday party coming up – so you select those

29. Congratulations! Your new collection is
TRENDING. Collect your prize now!
Taleen created an outfit for Ladies Night and
wants you to accessorize it.
StyleLady says “I love your style – would you
like to make a collection together?” Check out
my closet.
Lori says “Thanks for finishing those outfits –
wanna switch it up now and change roles?
Style Feed Invites Messages My Closet
You check out the Invites waiting for you. You have a real-life holiday party coming up – so you select those

30. My Closet
Jewelr
y
Scarv
es
OPEN
SLOT
23
items
Intimate
s
OPEN
SLOT
Top
s
Bottom
s
Shoe
s
Bag
s
Dresse
s
Style Feed Invites Messages My Closet
You check out the Invites waiting for you. You have a real-life holiday party coming up – so you select those

31. Mastery

32. Celeste + Emma’s BCBG Fall Collection
Top
s
Bottom
s
Shoe
s
Bag
s
Jewelr
y
Scarv
es
Intimate
s
Dresse
s
OPEN
SLOT
OPEN
SLOT
Style Feed Invites Messages My Closet
You’re a Level 3 Stylist – and you and your friend are collaborating on outfits for a new Fall collection

33. Design Iteration Checklist
Summarize your research findings
Update your MVP Canvas
Update your Core Loop & Product Narrative
Sketch out key screens
Draft your Product Brief

34. Product Brief: Key Elements
1. Summary: Elevator Pitch

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

36. Discover & Express Your Personal Style
Glamorous Trendsetting Understated

37. Be a Style Icon
create trend-setting outfits → get designer gifts & VIP invites

38. Product Brief: Key Elements
1. Summary: Elevator Pitch
2. MVP Canvas: Before & After

39. Covet Fashion MVP Canvas
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

40. Product Brief: Key Elements
1. Summary: Elevator Pitch
2. MVP Canvas: Before & After
3. Key Research Findings

41. The Fashion Consumer I love seeing what’s new, going
When I
login (daily) to Style Icon
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
through my closet, putting
together outfits – it’s the perfect
way to unwind after a long day
Style Feed

42. 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 do that, but it
TOTALLY works.
Shared Closet

43. 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 
Style Ambassador

44. Product Brief: Key Elements
1. Summary: Elevator Pitch
2. MVP Canvas: Before & After
3. Key Research Findings
4. Core Loop + Key Screens

45. Onboarding
Get Results &
Reward
Accept Invite
Dress for Event
Make Outfit
Take Style
Quiz
Submit Outfit
for Ratings
Browse Event
Invite(s)
Get Results
Play MiniGames,
earn $$
Ad for
Fashion Game

46. Whose closet would you most like to peek into?
3 of 10
While browsing Polycore on your iPad, you see an ad for Style Icon. You clikc through – and take a 15-question quiz, which is fun
and visual. When it’s finished you learn your Style Tyype, and an invitation to play Style Icon, a free iPad game.

47. Welcome to Style Icon! $75
Here are some basics to get you started
Here’s a welcome gift – $$ to spend in the
store.
Earn more by creating outfits for events
and playing mini-games.
You’ve been invited to an
event!
Click the butterfly to open your invitation
After you’ve signed up, your first task is to build your Dream Closet. You get
1) a welcome gift of high-quality basics 2) $$ to spend, 3) an event invite to a Casual Weekend

48. Re-engagement: Habit Loops
Get Results & Reward
Choose Event to Dress For
Dress for Event
Make Outfit
Play MiniGames,
earn $$
With Social Feedback
Messages Waiting
Without Social Feedback
See Closet,
Submit Outfit
Read/Respond to
Messages
Read New Content Browse Style Feed

49. Style Feed Invites Messages My Closet
You’re at the airport, heading towards your gate – you think about picking up a Vogue, but you skip it – and decide
to get your fashion fix from Style Icon instead. Once you’re settled into your seat, you pull out your iPad, launch
the app, and check out the latest fashions by browsing through recently created outfits.

50. Three people created similar outfits for an event
you attended – you’re a Level 1 Stylist, so we’re
inviting you to tell us which outfit worked best.
It’s holiday time! You’re invited to a swanky office
party with your new boss. It’s a great time to make
the right impression. What will you wear?
Winter vacation is a great time to kick back on a
sunny beach with a tropical drink. How will you
dress on your Dream Island Vacation?
Style Feed Invites Messages My Closet
You check out the Invites waiting for you. You have a real-life holiday party coming up – so you select those

51. Congratulations! Your new collection is
TRENDING. Collect your prize now!
Taleen created an outfit for Ladies Night and
wants you to accessorize it.
StyleLady says “I love your style – would you
like to make a collection together?” Check out
my closet.
Lori says “Thanks for finishing those outfits –
wanna switch it up now and change roles?
Style Feed Invites Messages My Closet
You also check out the messages and see that your friends appreciated your feedback!

52. My Closet
Bottoms Shoes Bags Jewelry
Scarve
23
items
Dresses Intimates
OPEN
SLOT
OPEN
SLOT
Top
s
s
Style Feed Invites Messages My Closet
You check out the Invites waiting for you. You have a real-life holiday party coming up – so you select those

53. Mastery

54. Celeste + Emma’s BCBG Fall Collection
Top
s
Bottoms
Shoe
Dresses Intimates
s
Bags Jewelry
Scarve
s
OPEN
SLOT
OPEN
SLOT
Style Feed Invites Messages My Closet
You’re a Level 3 Stylist – and you and your friend are collaborating on outfits for a new Fall collection

55. Product Brief: Key Elements
1. Summary: Elevator Pitch
2. MVP Canvas: Before & After
3. Key Research Findings
4. Core Loop + Key Screens
5. Pilot Project + Next Steps

56. Pilot Project
WHO: 50-100 hardcore fashion gamers, pulled from current audience
WHAT: Features to test early
• Appeal of real-world fashion, tied to designer release cycles
• Upfront Style Quiz – is it even needed?
• Opportunity to pay for upscale items to earn more outfit points
• Can earn “schwag gifts” by creating popular outfits

57. Design Iteration Speedbumps

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

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

60. 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

61. 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

62. 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

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

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

65. 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