A Minimum-Lovable Product (MLP) is more than just an initial, functional product version in product development. While a Minimum-Viable Product (MVP) prioritises speed and essential functionality to get a product to market quickly, an MLP is designed to inspire positive emotion in users. The goal of an MLP is to create an experience that resonates with users right from the start—not just functional but delightful, meaningful, and memorable.

Initially introduced by Brian de Haaff, CEO of Aha!, in 2013, the concept has grown in popularity as companies seek to differentiate themselves by building products that foster genuine customer satisfaction and loyalty. Pursuing an MLP approach can be transformative for businesses, helping them stand out in a crowded marketplace.

MLP vs. MVP: Key Differences

While both MLPs and MVPs are about getting a product to market efficiently, they follow very different philosophies:

• Goal

  • Minimum Viable Product (MVP): Quickly launch a product with essential features

  • Minimum Lovable Product (MLP): Create an engaging, valuable experience from the start

• Customer Focus

  • Minimum Viable Product (MVP): Minimal functionality to gather user feedback

  • Minimum Lovable Product (MLP): Deep understanding of customer needs and values

• Iteration Style

  • Minimum Viable Product (MVP): Learn and improve over time

  • Minimum Lovable Product (MLP): Launch with an engaging, baseline experience that delights

• Team Effort

  • Minimum Viable Product (MVP): Minimal viable functionality, often leading to pivots

  • Minimum Lovable Product (MLP): Meaningful effort invested upfront to ensure customer satisfaction

• Product Longevity

  • Minimum Viable Product (MVP): Temporary solution, may require substantial updates

  • Minimum Lovable Product (MLP): Robust foundation with a focus on long-term customer engagement

Why Choose an MLP Over an MVP?

Choosing an MLP approach encourages product teams to focus on deep customer understanding. In a fast-evolving landscape, where customers have a plethora of options, an MLP helps you stand out by delivering a product that doesn’t just work but delights. Here’s why this matters:

• Deeper Engagement: Customers are more likely to engage with and advocate for products they genuinely enjoy.

• Market Differentiation: Creating a product that stands out in user experience and value.

• Customer Retention: Users are less likely to switch to competitors when they feel positively connected to your product.

An MLP approach means you prioritise understanding customer needs and creating a product that offers immediate value. Over time, this builds trust, loyalty, and user satisfaction.

Real-Life Example: Squad AI's Approach to an MLP

At Squad AI, we designed our initial offering with a Minimum Lovable Product mindset. While we could have launched with basic data-gathering features, we knew our users needed a tool that made product decision-making more intuitive and inspiring from day one. By focusing on features that bring tangible value — such as opportunity solution trees that bridge customer needs with business outcomes — we’ve built a product that users enjoy and rely on, fostering trust and satisfaction.

Building a Minimum Lovable Product: Steps for Success

1. Get Curious: Don’t assume you know what customers want — ask. Directly engage with potential users, understanding their problems and values.

2. Know Your Market: Understand the competitive landscape and how your product can uniquely serve customers.

3. Define Your Purpose: Establish a vision that reflects your understanding of the customer’s journey and needs.

4. Consider the Whole Journey: An MLP isn’t just about the product; it’s about every interaction with your brand. Ensure all touchpoints reinforce your commitment to user satisfaction.

5. Build with Longevity in Mind: Make technical and design decisions that align with your product’s vision and can grow with it.

6. Measure Lovability: Track metrics like customer satisfaction scores, product reviews, or user engagement that indicate how well you resonate with your audience.

Creating an MLP means going beyond the basics. While it requires more initial effort than a traditional MVP, this approach is essential to building a foundation of loyal customers who are invested in your product’s success.

In the end, developing an MLP increases your chances of sustained success. When you aim to delight users from day one, you set up your product and brand for lasting relationships, customer loyalty, and long-term growth.