I hear a lot product owners and scrum master talking about incremental builds or delivery and the very famous MVP (minimum viable product). While it is actually a valid concept in order to define priorities and get through the different sprints of the agile process and manage to have a working product in the end which can be enhanced after go live. It may however not be the best solution for all digital products.
Let’s take the use case of an app launch. Your marketing strategy is giving green light, there are few and specific problems you want to sole for your customers and you believe people will install your app and keep it within the 10 app people are using every day. Great, then you chose a good agency to design it, get internal and technical stakeholders on board, test and retest it… and finally push it live. Easy.
Finally, it’s maybe this very last step of publishing in the app store, that will change your whole roll-out strategy! Here why:
If your app is just working with an UI that is so so, maybe not all services are implemented because the API is not fully ready (basically your app is just a very advanced prototype and not a final product that people can love): you will get very quickly bad ratings. And nobody will download an app with bad rating… so you do not want this bad scenario for your app.
In this case the MVP is not working and you will rather go for an MLP (minimum lovable product). The product may have a reduced scope because the user do not care about the initially planned functionalities. The user cares however about the overall experience of the product and if it solves a problem for him (get from A to B, real time weather information etc.). These both factors will in the end decide if he loves the product or not.
And if your customer loves your product you may implement new functionalities and optimize it… if not, you may stop the project because you will never get the app back to positive ratings in the stores. Better start a new one!