Creating a startup comes with some tough decisions.

Among the earliest and most crucial is deciding what version of your product to launch first.

While many founders are familiar with the concept of the MVP (Minimum Viable Product), fewer consider how the MLP (Minimum Loveable Product) and MMP (Minimum Marketable Product) fit into their strategy. Let’s explore these concepts and uncover how exceptional UX design can transform your product from functional to unforgettable.

What is the Purpose of an MLP?

The MLP serves a higher purpose than just proving viability—it aims to delight.

While the MVP is designed to validate an idea with minimal functionality, the MLP adds a crucial emotional layer. Its goal is to make early users feel excited and connected, even if the product isn’t yet perfect.

When focusing on creating moments of joy, MLPs can foster a more loyal user base that’s willing to forgive growing pains because they see the potential for something remarkable. A thoughtfully crafted MLP positions your product as not just a solution to a problem, but a preferred experience.

What Does MLP Mean?

An MLP is more than just a functional product—it’s an experience that users genuinely enjoy. Imagine comparing a lukewarm slice of toast to one that’s golden-brown, buttered perfectly, maybe a little Marmite, and just the right texture. The difference lies in the thought and care put into the details.

For startups, this means going beyond essential features to include small yet impactful touches: delightful animations, intuitive flows, or a warm, engaging tone of voice. These elements may seem minor, but they can transform a product into something users love.

What is the Difference Between MVP and MMP?

An MVP is primarily about testing assumptions. It’s the leanest version of your product that includes only the core functionality necessary to prove your concept. Think of it as your initial sketch—it doesn’t need to be pretty, but it must communicate the idea effectively.

The MMP, however, represents the first iteration of a product ready to hit the market. It includes features that deliver clear value to users and, most importantly, justify a price tag.

While an MVP might answer “Does this work?” the MMP asks, “Would someone pay for this?”

What is the Difference Between MVP and MLP?

Where the MVP focuses on feasibility, the MLP emphasises likability. An MVP tests whether your product works at a fundamental level, while the MLP asks if users will fall in love with it.

For startups, this difference is crucial.

Launching an MVP might attract early adopters curious about your concept, but launching an MLP ensures that those users stick around, talk about your product, and become advocates, which can be crucial if you're trying to prove Product Market Fit (PMF).

What is MLP in Agile?

In Agile development, the MLP aligns perfectly with the principle of incremental improvement.

Instead of releasing a bare-bones MVP and iterating later, teams building an MLP focus on delivering delight in every sprint. By keeping user experience central to the process, Agile teams ensure that even early versions of the product resonate emotionally with users.

This approach reduces the risk of losing early adopters due to poor first impressions. By continuously delivering small, loveable improvements, the MLP keeps users engaged and excited.

Is MVP Outdated?

Creating an MVP isn’t outdated, but it’s no longer the whole story. Utility alone isn’t really enough anymore. Users expect a baseline of usability and functionality—and they want more. They want products with personality, reliability, and the ability to inspire confidence from day one.

Starting with an MLP can give you an edge by showing that you care about your users’ experience, not just their validation.

Does MMP Mean MLP?

Not always, but some use the term interchangeably as if users love a product, they're more likely to share it with peers and pay for it.

An MMP often represents the polished version of an MVP—ready to meet market standards but not necessarily loveable. While an MMP ensures that a product is market-ready, an MLP ensures it’s emotionally ready. The difference lies in the connection: an MMP might satisfy users, but an MLP creates loyalty.

What is MLP Used For?

The MLP is a powerful tool for building user relationships. By delivering an experience that is both delightful and simple, startups can generate buzz, encourage word-of-mouth referrals, and foster early loyalty. It’s particularly impactful in industries where customer retention hinges on user experience, or the current market leaders have exceptionally poor UX.

When to Use MLP?

Launching an MLP is ideal when:

• You have a functional product and want to ensure it resonates emotionally with your users.
• Your market is competitive, and you need a distinct, memorable edge.
• Early adoption and referrals are vital to your growth strategy.

Enhancing the MLP Experience with UX, Webflow and Figma

Great UX design is the foundation of an effective MLP. Using tools like Figma, startups can create interactive prototypes that not only look great but also allow for real-time user feedback. This iterative process ensures that the MLP isn’t just functional—it’s a delight to use.

Even before the user begins using your product, a beautifully-crafted landing page in Webflow can set the expectations for your potential users.

At Lightning UX, we specialise in crafting loveable designs that prioritise conversion, user engagement and delight. Our approach integrates thoughtful UX/UI design with the technical power of tools like Webflow and Figma to help startups stand out.

Whether it’s fine-tuning animations or optimising flows for accessibility, we ensure your product wows users from the first click.

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Ready to Launch a Loveable Product?

Building a loveable product doesn’t mean delaying your launch. It means focusing on what truly matters to your users and making an unforgettable first impression.

We are experienced in creating MVPs, MMPs and MLPs with a range of companies, including Waggle, Shiken and Postr.

If you’re ready to create a product that inspires loyalty and sets your startup apart, book a call with us at Lightning UX.