Creating new software products involves a delicate balancing act. On one hand, there's the drive to build something meaningful, useful, and (most importantly) marketable. And then on the other, you have a need to avoid sinking too much time into engineering before validating your concept. When you're setting out to build something how much is enough to test out your ideas? What does "minimum" actually mean in a Minimum Viable Product (MVP)?
For the past week, my wife has been playfully repeating the mantra "Very demure, very mindful" – something thats apparently all over TikTok 🤷♂️. The phrase unexpectedly got me thinking about MVP development. While the meme originated from a viral TikTok about workplace makeup, I believe it holds surprising relevance in the realm of software creation. Let me explain how this meme is a good summarisation of our approach to making an app we shipped an MVP of last week - our Glasgow Subcrawl app.
The "Very Demure, Very Mindful" MVP philosophy
Picture the scene we have an itch we want to scratch. An idea we think would be useful to people and something people would buy. Our 'comfy' place (as engineers) is making software. We like to sit writing code so do we stay in our comfy space and just hammer out our vision or do we take baby steps and use lean principles? Despite it being 'uncomfortable' we should be doing the latter - its "very demure, very mindful".
- Very Demure: Humble, understated, and focused on core functionality.
- Very Mindful: Attentive to what truly matters – user needs and concept validation – without distraction.
Crafting the Glasgow Subcrawl MVP
Before diving into the process I'll (very) briefly explain what a 'Subcrawl' is (if you're not interested skip ahead).
In Glasgow we have the third oldest underground/metro system in the world. Despite the age its really basic, just one big circle and you can either travel clockwise or anticlockwise. There's 15 stops which makes it the perfect setting for a pub crawl hence... The Subcrawl.
1. Starting small with a basic static website
We began with the most demure approach possible: a really basic static Gatsby site. Nothing fancy, a static site, bit of tailwind, shoved on Netlify. Not even using a particularly in fashionable static site framework or anything custom. Despite a track record of shipping various tourism apps over the years we didnt go to our 'comfy' place and build an app out - we started small.
This allowed us to:
- Focus on essential content about the Glasgow Subcrawl.
- Validate interest in the concept with minimal development effort
- Gather organic traffic, insights and user feedback
The result? Over 3,000 unique visitors per month. That was entirely organic too. No marketing effort and no advertising spend. This early success gave us the confidence to move forward with a mobile app.
2. Moving to mobile
With validated interest, we moved to create a mobile app, keeping our approach very demure and mindful:
- Used React Native to target both iOS and Android with a single codebase
- Kept it client-only, avoiding the complexity of also developing a backend and managing infrastructure
- Utilised RevenueCat for subscription management, leveraging existing tools instead of building our own payments handling
The app could also leverage learning and insights from the static site. For example having Google Search Console setup we can see common queries used to find the site which served as a cheat code for setting our initial keywords for our App Store listing.
3. Very demure feature selection
We focused on core features that defined the app's unique value:
- Essential Subcrawl information and route guidance
- Basic tracking functionality for users' progress
- Minimal, user-friendly interface
We resisted the urge to add "nice-to-have" features, keeping Subcrawl app focused, shippable and simple. Remember having no backend was a key part in making this a quick to ship app with minimal overhead.
4. Very usable interface
We designed an interface that's simple yet effective:
- Focused on clarity and ease of use over complex aesthetics
- Used standard UI components for faster development and familiar user experience
- Kept the design minimal but appealing to Subcrawl enthusiasts, Glasgow locals and tourists
Again nothing too custom, nothing too fancy. Just something useful and usable.
5. The 'Mindful' approach to everything else
We kept other aspects of development very demure and mindful:
- Testing: Focused on critical path testing, ensuring core functionality worked flawlessly.
- Deployment: Utilised Fastlane and Github actions to help quickly build and ship releases
- Monetisation: Implemented a simple subscription model using RevenueCat providing immediate value to users willing to pay
The impact of our "Very Demure, Very Mindful" Approach
This approach to MVP creation led to:
- Rapid concept validation: The static site quickly proved market interest.
- Cost-effective development: Minimal features and no backend kept initial costs low.
- Fast time-to-market: We launched the app quickly, starting to gather paid users and feedback.
- Clear value proposition: Users immediately understood and appreciated the app's core offering.
- Foundation for growth: With paying users, we now have the confidence to build out more features.
Our approach got us to a stage with (modest) revenue in a path of least resistance, least risk, least time invested and the most speed.
Avoiding the overengineering trap
Throughout the process, we were mindful of signs that might lead us away from the "very demure, very mindful" path:
- Resisting the urge to add complex features before validating core functionality
- Choosing familiar, reliable technologies over cutting-edge but unproven options
- Focusing on getting the product to users rather than perfecting every detail
Embracing minimalism
The "very demure, very mindful" approach proved invaluable in developing the Glasgow Subcrawl app MVP. By focusing on core value and avoiding overengineering, we created a product that resonates with users and provides a solid foundation for future growth.
So, the next time you're about to start a new project or add "just one more feature" to your MVP, take a moment. Center yourself. And just think of the meme "Very demure, very mindful". Your future self (and hopefully your users) will thank you.
Ready to build a lean, effective MVP that gets to the heart of your product vision? At Add Jam, we specialise in crafting minimal yet powerful MVPs that set the stage for startup success. Whether you're a founder with a bold idea or a product manager looking to validate a new concept, we're here to help. Get in touch to learn how we can bring the "very demure, very minimal" approach to your next project.
Our expertise spans mobile development in Glasgow, Ruby on Rails development, React Native development, and AI integration. We also offer startup coaching and fractional CTO services to help guide your project from concept to launch. Let's create something amazing together!
