MVP principle, demand capture and deterministic value: how to create products that make users scream

Want to make a product that is recognized by the market and users? This article takes the MVP principle, demand capture and deterministic value as the starting point to deeply analyze the characteristics and commonalities of an excellent product.

In a rapidly changing market environment, the key to product success lies in accurately meeting user needs and providing deterministic value on this basis. Whether it is a startup or a mature company, how to quickly verify market demand through the minimum viable product (MVP) principle, how to capture the most subtle needs in a complex user behavior flow, and ultimately reach a deal through the deterministic equivalence of value and demand are all issues that every product person needs to think carefully about.

1. The core idea and wide application of MVP principle

1. Core Idea

The core idea of ​​MVP is to verify market demand through rapid iteration and small steps, thereby reducing risks and providing user-perceived value in the shortest possible time. It is worth noting that MVP is not only the starting point of product design, but also a development philosophy that can run through all stages of the product. This method emphasizes verifying market demand through minimal product functions from the beginning, and quickly adjusting and optimizing based on feedback.

Application scenarios: The MVP principle is not limited to software development. This principle can be applied in hardware design, service industry, and other fields. For example, in software development, MVP can help the development team quickly launch a basic usable version and optimize it based on user feedback. In hardware design, MVP can help companies test market reactions through simple prototypes before investing a lot of resources.

Cross-industry cases: Many startups use MVP to verify the feasibility of their business models. For example, Dropbox initially demonstrated the core functions of its products through a simple video, which quickly attracted the attention of a large number of users. In large companies, MVP is used to explore and test new product lines. For example, Google often launches MVP versions of its applications to test market reactions before deciding whether to promote them on a large scale.

MVP misunderstanding: Many people misunderstand MVP as an "unfinished product". In fact, MVP is a minimum viable product, which must be able to provide core value and have enough functions to meet the basic needs of early users. An unfinished or unusable product does not have the core attributes of MVP because it cannot verify market demand or provide user value.

(II) Specific steps

When practicing the MVP principle, specific steps are crucial. Here is a deep dive into some key steps:

1. Cut off all functions and keep only one function:

Strategy: This core function must be the main reason for users to use the product. Therefore, in-depth user research is crucial, and companies need to use a variety of methods (such as A/B testing, user interviews, focus groups, etc.) to determine which function best meets user needs.

Method: For example, the initial version of Instagram focused only on the simple sharing function of photos. Through this core function, it quickly gathered a group of loyal users. As the user base expanded, Instagram gradually added other functions such as filters and short videos.

2. Gradually increase functions:

Strategy: Before adding a new feature, you must evaluate its impact on the user experience of the core features and ensure that the new feature is a high-frequency demand or can solve user pain points.

Method: Through incremental development, small versions are released each time to continuously optimize the user experience and collect feedback. For example, Slack focused on the core function of team communication in the early version, and then gradually added functions such as file sharing and integration of third-party tools to meet more needs of the team.

3. Repeat the process:

Strategy: This process should be a cyclical iterative mechanism. Through continuous iteration, the product gradually approaches the user's ideal state.

Method: Continuous data analysis and user feedback are key, and continuous integration and continuous delivery (CI/CD) are used to speed up iteration. For example, Spotify gradually optimized its music recommendation algorithm through continuous small-step iterations, enabling it to better meet the personalized needs of users.

(III) Expected Results

Products that adopt the MVP strategy usually have the following characteristics:

1. Strong market sensitivity: Able to respond quickly to market changes and maintain competitiveness. By launching products quickly and making continuous adjustments, companies can quickly adapt to changes in market demand and avoid missing opportunities.

2. High user stickiness: Since each function is well thought out, the user experience is excellent and the user loyalty is high. For example, Airbnb only focused on the matching function between landlords and tenants in its early versions. By continuously optimizing this core function, it successfully established a highly sticky user group.

3. Efficient resource utilization: By focusing on core functions, it avoids waste of resources and optimizes development costs and time. This is especially important for start-ups because they often face the challenge of limited resources.

2. Key elements of product design

In addition to the MVP strategy, a deep understanding of user needs and behavior flows, as well as capturing needs in a data-driven way, are the keys to successful product design. The following are several elements that need to be focused on in product design.

1. User Profile

User portraits are not limited to static basic information (such as age, gender, income, etc.), but also include dynamic behavioral data and psychological characteristics.

1. Data sources: User portraits can be obtained through social media analysis, website analysis, purchase history, customer service records, etc. For example, an e-commerce platform can understand users’ purchasing preferences and consumption habits by analyzing their browsing history and purchase history.

2. Dynamic portrait: User portrait is not only static, but also includes user behavior patterns, lifetime value (CLV), usage habits, etc. For example, Netflix will dynamically adjust recommended content based on user viewing history and ratings to improve user stickiness.

3. In-depth profiling: Through psychological tests, preference surveys, etc., we can deeply understand the potential needs and motivations of users. For example, Apple has conducted a large number of user surveys to understand the importance users attach to privacy and security, and thus uses it as a major selling point in product design.

2. Scenario Analysis

Scenario analysis should not only focus on the time and place where users use the product, but also understand the users' emotional state and task goals in specific scenarios.

1. Scenario refinement: Users have different needs in different scenarios. Differentiating between work scenarios, life scenarios, leisure scenarios, etc. can help companies better understand user needs. For example, in life scenarios, users may want to use voice assistants to simplify daily tasks, while in work scenarios, they may be more concerned about efficiency and collaboration.

2. Task-oriented: Analyze the user's goals in a specific scenario to help product design be more targeted. For example, in a work scenario, the user's main goal may be to improve efficiency, while in a leisure scenario, the user may be more concerned with relaxation and entertainment.

3. Emotional design: Understand the emotional needs of users in different scenarios and adjust and satisfy these emotions through product functions. For example, a meditation app can help users relax when they are under great pressure by designing soothing music and guiding words.

(III) Behavior flow analysis

When users buy and experience a product, it is like going on a journey, with a series of interactive behaviors (including users' attention points, thoughts, emotions, verbal conversations, behavioral actions, etc.). We can call this series of behaviors "behavior flow", which is commonly known as the consumer journey. Behavior flow analysis not only focuses on the user's operation path within the product, but also focuses on the user's overall behavior pattern in various scenarios such as life, work, study, and entertainment. This extensive behavior flow analysis can reveal users' potential needs and pain points, thereby providing an entry point for product design.

1. Scenario-based behavior analysis:

- Life scenarios: By analyzing the user's behavior flow in daily life, such as commuting, shopping, housework, etc., we can find the user's demand entry point. For example, by analyzing the user's behavior during the morning commute, the company can design an application related to listening to audio content.

- Work scenarios: Study the user's operating habits and task processing processes in the work environment to identify possible inefficiencies or pain points. For example, in a busy meeting schedule, users may need a more efficient schedule management tool.

-Learning scenarios: Analyze the user's behavior flow during the learning process, such as course selection, note organization, knowledge review, etc., and find design opportunities for educational products. For example, by analyzing the user's learning behavior, you can design a tool to help users organize and review notes.

-Entertainment scenarios: Observe users’ behavioral patterns in entertainment activities, such as game selection, social interaction, content consumption, etc., discover users’ entertainment preferences, and design relevant entertainment products or services.

2. Combination with behavioral psychology: By combining behavioral psychology, we can deeply understand the behavioral motivations of users in different scenarios. For example, in the work scenario, the user's behavior may be driven by pressure and time urgency, which provides a direction for product design to deal with anxiety and improve efficiency.

3. Cross-scenario behavioral correlation: Study the interrelationship of users’ behavioral flows in different scenarios. For example, a person’s high stress at work may affect his behavior in life scenarios (such as pursuing ways to relax and entertain). This correlation can provide comprehensive solutions for product design, such as intelligent planning tools that combine work and life.

4. Data-driven behavior flow capture: Use big data and AI technology to automatically capture and analyze user behavior flows in various scenarios. For example, through user movement trajectories, social media interactions, purchase records and other data, build a comprehensive user behavior flow model to identify unmet needs.

4. Demand Capture

In the product design process, demand capture is a crucial link. In order to fully understand and capture user needs, we can combine multiple theories and analyze from multiple dimensions such as psychology, demand hierarchy and expectation management. The following combines the Seven Deadly Sins Theory, Maslow's Hierarchy of Needs Theory and the KANO model to form a three-dimensional demand capture framework.

1. Seven Deadly Sins Theory: Touching User Psychology and Emotions

The seven deadly sins theory originates from the insight into human instinctive desires, covering laziness, greed, jealousy, arrogance, gluttony, rage, and so on. In demand capture, these psychological drivers can help product design better trigger users' emotions and behaviors.

-Sloth: Products can cater to users’ laziness by simplifying operations, automating functions, and improving convenience. For example, one-click ordering, smart recommendations, automated services, and other functions.

- Greed: Satisfy users’ pursuit of more and better things by designing limited-time discounts, reward mechanisms or membership systems. For example, point rewards and VIP experiences can stimulate users’ desire to buy.

- Envy: Social features, leaderboards, and achievement systems can trigger users’ competitive psychology, motivating them to use the product more frequently in order to compare with others.

-Pride: Custom options, exclusive content, personalized services, etc. can satisfy users' self-esteem and sense of achievement, making them feel unique and important.

These psychological triggers help design product features that can resonate emotionally with users, thereby stimulating their desire to use and engage.

2. Maslow's hierarchy of needs: meeting user needs at different levels

Maslow's hierarchy of needs theory divides needs into five levels: physiological needs, safety needs, social needs, respect needs and self-actualization needs. In product design, this theory can be used to gradually meet users' different expectations from the most basic needs to higher-level needs.

- Physiological needs: This is the most basic need of users. Products need to ensure the practicality and ease of use of functions. For example, provide stable basic services such as online payment and information acquisition.

- Security needs: Users hope that the product can ensure information security, privacy protection and other aspects, and enhance the sense of trust in use. For example, data encryption, account protection and other functions.

-Social needs: Design features that support user communication and sharing, such as social media integration, community interaction, etc., so that users can establish connections within the product.

- Respect needs: Satisfy users’ respect needs by providing personalized choices, honor systems, etc., such as exclusive features for advanced users, achievement badges, etc.

-Self-actualization needs: Design features that can help users achieve self-improvement, such as learning platforms, creative tools, etc., to help users achieve their personal goals in the product.

Through Maslow's hierarchy of needs theory, product design can gradually meet users' all-round needs from basic needs to advanced needs, and improve user satisfaction and loyalty.

3. KANO model: distinguish demand types and accurately capture user expectations

The KANO model divides needs into three categories: basic needs, desired needs, and exciting needs. In product design, distinguishing these types of needs can help ensure that different features can meet the user's multi-level expectations.

-Basic needs: These are the features that users expect from a product and are usually explicit needs. For example, the dialing function in a mobile app. These needs must be met or users will feel strongly dissatisfied.

-Expected needs: These are the user's expectations of the product, but they may not be stated explicitly. For example, users expect the software to run smoothly and the interface design to be beautiful. Once these needs are met, they will bring higher satisfaction.

-Excitement needs: These are needs that exceed user expectations and often bring surprises and excitement. For example, hidden Easter eggs in the product, innovative interactive experiences. Even if these needs are not met, users will not feel dissatisfied, but if they are met, it will greatly increase user loyalty and satisfaction.

Through KANO model analysis, the design team can clearly identify which requirements must be met unconditionally, which requirements need to be continuously optimized and improved, and which requirements can be used as product highlight features to enhance user experience.

4. Comprehensive analysis: integrating multiple theories to capture demand

Combining the Seven Deadly Sins Theory, Maslow's Hierarchy of Needs Theory and the KANO Model can form a multi-dimensional demand capture framework:

-From psychological triggers to behavioral incentives: Capture the user's inherent driving factors through the Seven Deadly Sins Theory and design features that can stimulate user emotions and behaviors.

- From basic to advanced needs satisfaction: Using Maslow's hierarchy of needs theory, starting from basic needs, gradually meet users' higher-level needs and create a full range of product experience.

-Expectation management from basic to exciting: Through the KANO model, we can distinguish and manage different types of user needs to ensure that the product can bring users surprises beyond their expectations while meeting basic needs.

This comprehensive demand capture method can not only help the design team understand user needs more accurately, but also ensure the rationality and innovation of product function design, and ultimately create products that users truly desire and are highly satisfied with.

3. The certainty of user needs and value is equal

1. Core Viewpoint

Every successful transaction is actually a deterministic equivalence between demand and value. For users, for any clear demand, as long as the product can provide a definite answer and value to meet this demand, the success of the transaction is almost inevitable.

2. Demand Capture and Value Matching

In the process of product design and development, the key is to deeply understand the user's behavior flow and scenarios, and find out every minimum scenario, minimum behavior flow, and minimum granularity of the user's needs. These needs, which are refined to the smallest unit, may exist in various scenarios of the user's daily life, work, study or entertainment, and are usually highly personalized and specific.

(III) Scenario and behavior flow analysis:

-Scenario analysis: Through in-depth understanding of different user scenarios, find out the user's pain points and needs in specific scenarios. For example, users may have a need to kill time during their morning commute, which may translate into a demand for short video or audio content.

-Behavior flow analysis: Study the behavior flow of users in these scenarios to understand how they make choices, behaviors, and decisions in these scenarios. For example, a person may choose a quick and efficient lunch on a busy workday, which reflects the user's need for time management and efficiency improvement.

Capturing the smallest granularity of needs: Through tools such as the Seven Deadly Sins Theory, Maslow's Hierarchy of Needs Theory, and the KANO Model, we can further accurately identify these smallest granularity of user needs. The Seven Deadly Sins Theory can help us understand the emotional motivations of users, Maslow's Hierarchy of Needs provides a framework to distinguish and meet the different levels of user needs, and the KANO Model helps us identify which needs are basic, which are expected by users, and which can bring surprises.

4. Providing certain value

Once these minimal scenarios, minimal behavior flows, and minimal granularity needs are captured, the key is to provide deterministic value or answers. This means that the product or service must accurately and fully meet these needs and allow users to feel the certainty of this satisfaction. This certainty means that when users use the product, they can undoubtedly feel that the product meets their needs directly and "without loss", which in turn generates a strong sense of trust and loyalty.

(V) Deterministic and Equivalent Transaction Logic

The essence of product value lies in providing users with value that can meet their needs with certainty and in full. Through scenario-based and behavior flow analysis, we can find out every minimum need of users and meet them with clear and sufficient value or answers. The establishment of this "certainty without loss" equal relationship is the key to facilitating transactions. Product design should always focus on this principle to ensure that every function and service can accurately meet user needs, thereby winning the trust and continuous use of users in the market.

The MVP principle is not just a starting point, it is a core concept that runs through all stages of product development. On this basis, through scenario analysis, user portraits, behavior flow analysis, and demand capture based on multiple theories, we can better understand user needs, accurately provide the value that users need, and design products around these logics.