Rapid Iteration Mobile Apps

1. 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

2. $3.2 BILLION Raised by mobile startups over the last 4 quarters Source: http://www.cbinsights.com/blog/trends/mobile-record-vc-financing-quarter 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

3. Typical cost to develop an iOS app ~$10,000 - $50,000 Average revenue / app in Apple App Store ~$4,000 http://www.quora.com/How-much-does-it-cost-to-build-an-iPhone-app http://www.forbes.com/sites/tristanlouis/2013/08/10/how-much-do-average-apps-make/ 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

4. Typical cost to develop an Android app ~$11,000 - $55,000 Average revenue / app in Google Play Store ~$1,125 http://www.quora.com/How-much-does-it-cost-to-build-an-iPhone-app http://www.forbes.com/sites/tristanlouis/2013/08/10/how-much-do-average-apps-make/ 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

5. Rapid Iteration on Mobile (or, how not to blow all your seed money getting to an MVP) Mariya Yao @thinkmariya Founder & Creative Director Xanadu 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

14. 8 http://blogs.wsj.com/digits/2013/03/11/the-surprising-numbers-behind-apps/ 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

15. 22 % of downloaded apps are opened just one time 62 % of an app’s users are lost after one month Sources: http://www.localytics.com/blog http://blog.flurry.com/ 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

17. Tactics Strategy Principles 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

19. What is a prototype? 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

20. What makes a prototype effective? 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

21. Build Learn 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE Measure LEAN STARTUP CONFERENCE 2013

22. What is a prototype? 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

23. What is a prototype? A prototype is a test that helps you answer a question 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

24. What makes a prototype effective? 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

25. What makes a prototype effective? It answers the right question 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

26. How can you make sure you’re asking the right question? 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

27. Minimum Viable Product 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

29. Minimum Viable Interface 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

33. Interface prototyping answers questions like: Can people navigate through my interface? Do people understand what this button does? Can people perform basic tasks in this app? 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

34. Interface prototyping answers questions like: Can people navigate through my interface? Do people understand what this button does? Can people perform basic tasks in this app? 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

35. Interface prototyping answers questions like: Can people navigate through my interface? Do people understand what these buttons do? Can people perform basic tasks in this app? 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

36. Interface prototyping answers questions like: Can people navigate through my interface? Do people understand what these buttons do? Can people perform basic tasks in this app? 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

37. ...and often misses important questions like Will people come back every day? Will they become passionate evangelists? Will they pay for your value proposition? 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

41. Why do you build products at all? 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

42. Why do you build products at all? a) To solve a problem b) To deliver an experience 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

44. Minimum Viable Experience 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

45. Minimum Viable Value 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

46. Core Loop 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

47. Core Loop The main set of actions your users have to take in order to make BOTH of you successful 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

48. Farmville Buy Seeds Sell Crops 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE Grow Crops LEAN STARTUP CONFERENCE 2013

49. Dropbox Buy space 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE Fill space LEAN STARTUP CONFERENCE 2013

50. Dropbox Buy space Fill space Spam your friends (optional) 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

51. Amazon Read reviews Leave review 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE Buy product LEAN STARTUP CONFERENCE 2013

52. What does a user need to do to make themselves AND your business successful? 1) Return regularly 2) Contribute content 3) Invite friends 4) Make repeat purchases 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

53. Minimum Viable Experience 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

54. Minimum Viable Value 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

55. Are people willing to go through your core loop? How often will they do it? 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

56. Minimum Viable Interface 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

57. Summary of Principles 1) Ask the Right Question 2) Focus on Value / Experience 3) Test Your Core Loop 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

60. 1) Prototyping simplicity 2) Prototyping emotion 3) Prototyping engagement 4) Prototyping distribution 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

62. How do you capture a complex experience simply on mobile? 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

67. How can we make you feel like a real guitarist? 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

72. Over 5 mil downloads since May launch Average of 4.5 star rating 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

74. Toontastic An iPad app that enables children to animate characters and record stories 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

77. > 8 million stories recorded App Store Hall of Fame 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

78. How would you feel if you couldn’t use our product? 05/2013 Monday, December 9, 13 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVE

79. How would you feel if you couldn’t use our product? 1. Very disappointed 2. Somewhat disappointed 3. Not disappointed 4. I no longer use it Sources: http://www.startup-marketing.com/using-survey-io/ 05/2013 Monday, December 9, 13 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVE

83. 40% Very disappointed Sources: http://www.startup-marketing.com/using-survey-io/ 05/2013 Monday, December 9, 13 MARIYA YAO OPTIMIZATION FOR MOBILE FUTURE INSIGHTS LIVE

85. GameSalad Platform that lets you build 2D mobile games without any code 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

89. How badly do people want to tinker? 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

91. RUN GAME 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

92. RUN GAME 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

93. > 200,000 games have been made 70 have been in the top 100 in US App Store 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

97. Do my own contacts want to connect with me on a professional networking site? 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

98. Are people willing to upload their rolodexes in order to access 2nd degree connections? 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

99. What is the right level of “virality” to get consistent growth yet maintain credibility? 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

103. Hustler vs. Hacker 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

104. Hustler 1) Concierge prototypes 2) Prototyping on platforms 3) Prototyping with competitors 3) Creative prototypes 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

106. How would you prototype Instagram with NO code written? 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

107. Instagram Take Photo Share Socially 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE Add Filter LEAN STARTUP CONFERENCE 2013

108. 1) Have testers email you photos they want filtered 2) Have a professional editor edit photos on demand 3) Upload edited photos on tester’s behalf 4) Measure change in key metrics 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

109. Do users take and share more photos? Do their photos get more likes / comments? 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

110. How would you prototype Foursquare with just an SMS interface? 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

111. Foursquare Go To Venue Get Reward 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE Check In LEAN STARTUP CONFERENCE 2013

112. 1) Buy gift cards to popular venues (i.e. Starbucks) 2) Have testers text you when they visit venues 3) Add $1 dollar to their gift card for each visit 4) Add $$ bonus to card for most active patron 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

113. Do people visit venues more often? Do they keep up engagement over time? 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

118. How would you prototype Instagram with IFTTT? 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

119. If 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE Then LEAN STARTUP CONFERENCE 2013

120. If 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE Then LEAN STARTUP CONFERENCE 2013

121. If If 12/2013 MARIYA YAO Monday, December 9, 13 Then Then RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

123. Instagram 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE Hipstamatic LEAN STARTUP CONFERENCE 2013

124. Hipstamatic Take Photo Share Socially 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE Add Filter LEAN STARTUP CONFERENCE 2013

125. How would you prototype Instagram with an existing competitor? 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

128. How would you prototype a mobile game where your character explores a rich and interesting world map? 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

130. How would you prototype a mobile app that features a highly interactive animated character? 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

133. Hustler 1) Concierge MVPs 2) Prototyping on platforms 3) Prototyping with competitors 4) Creative prototypes 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

134. Key Takeaways 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

136. Summary of Principles 1) Ask the Right Question 2) Think MVV / MVE, not MVP 3) Test Your Core Loop 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

137. Summary of Strategies 1) Keep It Simple! 2) Apply The “Tear Test” 3) Measure Engagement Early 4) Distribution > Product 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

139. Tactics Strategy Principles @thinkmariya mariya@xanadumobile.com 12/2013 MARIYA YAO Monday, December 9, 13 RAPID ITERATION ON MOBILE LEAN STARTUP CONFERENCE 2013

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