Lean Startup Case Studies
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    Lean Startup Case Studies Lean Startup Case Studies Presentation Transcript

    • Lean Startup Grace Ng Designer Founder Lean Startup Machine @uxceo Tuesday, February 4, 14
    • @uxceo 98% Tuesday, February 4, 14
    • @uxceo Tuesday, February 4, 14
    • @uxceo Tuesday, February 4, 14
    • @uxceo Tuesday, February 4, 14
    • @uxceo $1.2 M 2 Years Tuesday, February 4, 14
    • @uxceo Tuesday, February 4, 14
    • @uxceo Pivot! Tuesday, February 4, 14
    • @uxceo Textual search is limiting. How can I search a visual query? Tuesday, February 4, 14
    • @uxceo Photo Q&A App Tuesday, February 4, 14
    • @uxceo Minimum Viable Product - Small experiment that can prove the validity of your idea - Tests your Riskiest Assumption Tuesday, February 4, 14
    • @uxceo Do people even have visual questions to post? Riskiest Assumption: Have photo Qs to post. Upload Photo Ask Question Tuesday, February 4, 14
    • @uxceo What kind of bird is this? (Is it even a bird??) Tuesday, February 4, 14
    • @uxceo Will there be people who are able to answer the photo questions that are posted? Riskiest Assumption: Someone can answer within given time. Tuesday, February 4, 14
    • Visual Q&A @uxceo Tuesday, February 4, 14
    • @uxceo Will this scale? Can this be replicated? Tuesday, February 4, 14
    • @uxceo Tuesday, February 4, 14
    • @uxceo Tuesday, February 4, 14
    • @uxceo Tuesday, February 4, 14
    • @uxceo Tuesday, February 4, 14
    • @uxceo Tuesday, February 4, 14
    • @uxceo Tuesday, February 4, 14
    • @uxceo I Don’t Care... Tuesday, February 4, 14
    • @uxceo Tuesday, February 4, 14
    • @uxceo $1 M 2 Years Tuesday, February 4, 14
    • Customer psychology is the gem of a successful startup Tuesday, February 4, 14
    • “Customers don't care about your solution. They care about their problems.” - Dave McClure Tuesday, February 4, 14
    • Need Finding... @uxceo Tuesday, February 4, 14
    • STEP 1: Who is your customer? Tuesday, February 4, 14
    • @uxceo Tuesday, February 4, 14
    • @uxceo STEP 2: What is his/her problem? Define Your Problem Hypothesis Tuesday, February 4, 14
    • PROBLEM • Must be specific to the person! INCORRECT: • “People are not recycling” is not a problem someone has CORRECT: • “Forgets the day of the week for collection” • “Confused how to sort plastics” • Two similar but different problems Tuesday, February 4, 14
    • @uxceo SOLUTION Do not define until the problem is validated Why? Because every problem has multiple solutions Tuesday, February 4, 14
    • @uxceo STEP 3: What do you test? Plan your Experiment (MVP) Tuesday, February 4, 14
    • @uxceo What must we learn? What are the Core Assumptions of our business? Prioritize: Which Assumption is the Riskiest? Tuesday, February 4, 14
    • What assumption must we validate? Crucial Known Unknown Not Crucial Tuesday, February 4, 14
    • @uxceo What do we build to test? 1.Exploration -> reproduce problem 2.Pitch -> collect currency 3.Concierge -> deliver customer expectation (Methods increase in cost of testing) Tuesday, February 4, 14
    • @uxceo How do we measure result? Decide on the weakest outcome you will accept as validation Called the Minimum Success Criteria Tuesday, February 4, 14
    • @uxceo STEP 4? Tuesday, February 4, 14
    • Get Out of the Building! And interview your customers! Todd! Tuesday, February 4, 14
    • @uxceo STEP 5: What did you learn? Analyze Results Tuesday, February 4, 14
    • @uxceo What happened? VALIDATED Brainstorm and test next RA (NOTE: if you validate with the wrong customers, it is not validated) INVALIDATED Pivot the hypothesis Tuesday, February 4, 14
    • Start here. Brainstorm with stickies, pull it over to the right to start your experiment. Who is your customer? Experiments 1 2 3 4 5 Time Limit: 5 Min Customer What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min Problem Time Limit: 5 Min Solution List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min Riskiest Assumption Need help? Use these sentences to help construct your experiment. To form a Customer/Problem Hypothesis: To form a Problem/Solution Hypothesis: I believe my customer has a problem achieving this goal. I believe this solution will result in . Success Criterion GET OUT OF THE BUILDING! To form your Assumptions: hypothesis to be true, assumption needs to be true. Determine how you will test it: The least expensive way to test my assumption is... To identify your Riskiest Assumption: The assumption with the least amount of data, and core to the viability of my hypothesis is... Result & Decision Determine what success looks like: I will run experiment with # of customers and expect a strong signal from # of customers. Learning Experiment Board @uxceo Tuesday, February 4, 14
    • New Way @uxceo Tuesday, February 4, 14
    • Founders UX Help @uxceo Tuesday, February 4, 14
    • xperiment. Experiments Time Limit: 5 Min Customer 1 Bootstrapped startup founders Time Limit: 5 Min Problem Time Limit: 5 Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion GET OUT OF THE BUILDING! mption: Tuesday, February 4, 14 2 3 4 5
    • xperiment. Experiments 1 Customer Bootstrapped startup founders Problem Getting UX feedback Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion GET OUT OF THE BUILDING! mption: Tuesday, February 4, 14 2 3 4 5
    • xperiment. Experiments 1 Customer Bootstrapped startup founders Problem Getting UX feedback Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion GET OUT OF THE BUILDING! mption: Tuesday, February 4, 14 2 3 4 5
    • xperiment. Experiments 1 Customer Bootstrapped startup founders Problem Getting UX feedback Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . No reliable source Success Criterion GET OUT OF THE BUILDING! mption: Tuesday, February 4, 14 2 3 4 5
    • xperiment. Experiments 1 Customer Bootstrapped startup founders Problem Getting UX feedback Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion No reliable source Interview: 6/10 GET OUT OF THE BUILDING! mption: Tuesday, February 4, 14 2 3 4 5
    • Time Limit: 5 Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion No reliable source Interview: 6/10 GET OUT OF THE BUILDING! mption: the least core to the hesis is... Result & Decision like: with # of ct a strong omers. Learning Tuesday, February 4, 14
    • Time Limit: 5 Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion No reliable source Interview: 6/10 GET OUT OF THE BUILDING! mption: the least core to the hesis is... Result & Decision like: with # of ct a strong omers. Learning Tuesday, February 4, 14 9/12 Persevere
    • Time Limit: 5 Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion No reliable source Interview: 6/10 GET OUT OF THE BUILDING! mption: the least core to the hesis is... Result & Decision 9/12 Persevere Learning Friends. Classes. Paid UX designers hourly for help like: with # of ct a strong omers. Tuesday, February 4, 14
    • xperiment. Experiments 1 2 Customer Bootstrapped startup founders Bootstrapped startup founders Problem Getting UX feedback Getting UX feedback Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion No reliable source Interview: 6/10 GET OUT OF THE BUILDING! mption: Tuesday, February 4, 14 3 4 5
    • xperiment. Experiments 1 2 Customer Bootstrapped startup founders Bootstrapped startup founders Problem Getting UX feedback Getting UX feedback Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Virtual UX feedback Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion No reliable source Interview: 6/10 GET OUT OF THE BUILDING! mption: Tuesday, February 4, 14 3 4 5
    • xperiment. Experiments 1 2 Customer Bootstrapped startup founders Bootstrapped startup founders Problem Getting UX feedback Getting UX feedback Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Virtual UX feedback Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion No reliable source Interview: 6/10 GET OUT OF THE BUILDING! mption: Tuesday, February 4, 14 Pay for virtual UX feedback 3 4 5
    • xperiment. Experiments 1 2 Customer Bootstrapped startup founders Bootstrapped startup founders Problem Getting UX feedback Getting UX feedback Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Virtual UX feedback Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion No reliable source Pay for virtual UX feedback Interview: 6/10 Pitch: 8/10 GET OUT OF THE BUILDING! mption: Tuesday, February 4, 14 3 4 5
    • Landing Page @uxceo Tuesday, February 4, 14
    • Time Limit: 5 Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion No reliable source Pay for virtual UX feedback Interview: 6/10 Pitch: 8/10 GET OUT OF THE BUILDING! mption: the least core to the hesis is... Result & Decision 9/12 Persevere Learning Friends. Classes. Paid UX designers for help like: with # of ct a strong omers. Tuesday, February 4, 14 10/10 Test 2nd side of market
    • Time Limit: 5 Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion No reliable source Pay for virtual UX feedback Interview: 6/10 Pitch: 8/10 GET OUT OF THE BUILDING! mption: the least core to the hesis is... Result & Decision 9/12 Persevere Learning Friends. Classes. Paid UX designers for help like: with # of ct a strong omers. Tuesday, February 4, 14 10/10 Test 2nd side of market Don’t mind virtual at all. Price is cheap
    • xperiment. Experiments 1 2 Customer Bootstrapped startup founders Bootstrapped startup founders Problem Getting UX feedback Getting UX feedback Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Virtual UX feedback Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion No reliable source Pay for virtual UX feedback Interview: 6/10 Pitch: 8/10 GET OUT OF THE BUILDING! mption: Tuesday, February 4, 14 3 UX Designers 4 5
    • xperiment. Experiments 1 2 Customer Bootstrapped startup founders Bootstrapped startup founders Problem Getting UX feedback Getting UX feedback Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Virtual UX feedback Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion No reliable source Pay for virtual UX feedback Interview: 6/10 Pitch: 8/10 GET OUT OF THE BUILDING! mption: Tuesday, February 4, 14 3 UX Designers Getting clients for quick UX consulting 4 5
    • xperiment. Experiments 1 2 Customer Bootstrapped startup founders Bootstrapped startup founders Problem Getting UX feedback Getting UX feedback Getting clients for quick UX consulting Virtual UX feedback Virtual UX feedback Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion No reliable source Pay for virtual UX feedback Interview: 6/10 Pitch: 8/10 GET OUT OF THE BUILDING! mption: Tuesday, February 4, 14 3 UX Designers 4 5
    • xperiment. Experiments 1 2 Customer Bootstrapped startup founders Bootstrapped startup founders Problem Getting UX feedback Getting UX feedback Getting clients for quick UX consulting Virtual UX feedback Virtual UX feedback No reliable source Pay for virtual UX feedback Will consult virtually Interview: 6/10 Pitch: 8/10 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion GET OUT OF THE BUILDING! mption: Tuesday, February 4, 14 3 UX Designers 4 5
    • xperiment. Experiments 1 2 Customer Bootstrapped startup founders Bootstrapped startup founders Problem Getting UX feedback Getting UX feedback Getting clients for quick UX consulting Virtual UX feedback Virtual UX feedback No reliable source Pay for virtual UX feedback Will consult virtually Interview: 6/10 Pitch: 8/10 Pitch: 8/10 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion GET OUT OF THE BUILDING! mption: Tuesday, February 4, 14 3 UX Designers 4 5
    • Time Limit: 5 Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion No reliable source Pay for virtual UX feedback Will consult virtually Interview: 6/10 Pitch: 8/10 Pitch: 8/10 10/10 Test 2nd side of market 0/10 Pivot! GET OUT OF THE BUILDING! mption: the least core to the hesis is... Result & Decision 9/12 Persevere Learning Friends. Classes. Paid UX designers for help like: with # of ct a strong omers. Tuesday, February 4, 14 Don’t mind virtual at all. Price is cheap
    • Time Limit: 5 Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion No reliable source Pay for virtual UX feedback Will consult virtually Interview: 6/10 Pitch: 8/10 Pitch: 8/10 10/10 Test 2nd side of market 0/10 Pivot! GET OUT OF THE BUILDING! mption: the least core to the hesis is... Result & Decision 9/12 Persevere Learning Friends. Classes. Paid UX designers for help like: with # of ct a strong omers. Tuesday, February 4, 14 Don’t mind virtual at all. Price is cheap No! 5 yrs exp. Established
    • xperiment. Experiments 1 2 Customer Bootstrapped startup founders Bootstrapped startup founders Problem Getting UX feedback Getting UX feedback Getting clients for quick UX consulting Virtual UX feedback Virtual UX feedback No reliable source Pay for virtual UX feedback Will consult virtually Interview: 6/10 Pitch: 8/10 Pitch: 8/10 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion GET OUT OF THE BUILDING! mption: Tuesday, February 4, 14 3 UX Designers 4 Recent grad UX designers 5
    • xperiment. Experiments 1 2 Customer Bootstrapped startup founders Bootstrapped startup founders Problem Getting UX feedback Getting UX feedback Getting clients for quick UX consulting Virtual UX feedback Virtual UX feedback No reliable source Pay for virtual UX feedback Will consult virtually Interview: 6/10 Pitch: 8/10 Pitch: 8/10 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion GET OUT OF THE BUILDING! mption: Tuesday, February 4, 14 3 UX Designers 4 Recent grad UX designers Getting clients for quick UX consulting 5
    • xperiment. Experiments 1 2 Customer Bootstrapped startup founders Bootstrapped startup founders Problem Getting UX feedback Getting UX feedback Getting clients for quick UX consulting Getting clients for quick UX consulting Virtual UX feedback Virtual UX feedback Virtual UX feedback No reliable source Pay for virtual UX feedback Will consult virtually Interview: 6/10 Pitch: 8/10 Pitch: 8/10 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion GET OUT OF THE BUILDING! mption: Tuesday, February 4, 14 3 UX Designers 4 Recent grad UX designers 5
    • xperiment. Experiments 1 2 Customer Bootstrapped startup founders Bootstrapped startup founders Problem Getting UX feedback Getting UX feedback Getting clients for quick UX consulting Getting clients for quick UX consulting Virtual UX feedback Virtual UX feedback Virtual UX feedback No reliable source Pay for virtual UX feedback Will consult virtually Give quick online feedback Interview: 6/10 Pitch: 8/10 Pitch: 8/10 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion GET OUT OF THE BUILDING! mption: Tuesday, February 4, 14 3 UX Designers 4 Recent grad UX designers 5
    • xperiment. Experiments 1 2 Customer Bootstrapped startup founders Bootstrapped startup founders Problem Getting UX feedback Getting UX feedback Getting clients for quick UX consulting Getting clients for quick UX consulting Virtual UX feedback Virtual UX feedback Virtual UX feedback No reliable source Pay for virtual UX feedback Will consult virtually Give quick online feedback Interview: 6/10 Pitch: 8/10 Pitch: 8/10 Pitch: 60% Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion GET OUT OF THE BUILDING! mption: Tuesday, February 4, 14 3 UX Designers 4 Recent grad UX designers 5
    • Landing Page @uxceo Tuesday, February 4, 14
    • Time Limit: 5 Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion No reliable source Pay for virtual UX feedback Will consult virtually Give quick online feedback Interview: 6/10 Pitch: 8/10 Pitch: 8/10 Pitch: 60% 10/10 Test 2nd side of market 0/10 Pivot! 37/184 emails Persevere GET OUT OF THE BUILDING! mption: the least core to the hesis is... Result & Decision 9/12 Persevere Learning Friends. Classes. Paid UX designers for help like: with # of ct a strong omers. Tuesday, February 4, 14 Don’t mind virtual at all. Price is cheap No! 5 yrs exp. Established
    • No Backend @uxceo Tuesday, February 4, 14
    • Time Limit: 5 Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion No reliable source Pay for virtual UX feedback Will consult virtually Give quick online feedback Interview: 6/10 Pitch: 8/10 Pitch: 8/10 Pitch: 60% 10/10 Test 2nd side of market 0/10 Pivot! 37/184 emails Persevere No! 5 yrs exp. Established Started referring friends GET OUT OF THE BUILDING! mption: the least core to the hesis is... Result & Decision 9/12 Persevere Learning Friends. Classes. Paid UX designers for help like: with # of ct a strong omers. Tuesday, February 4, 14 Don’t mind virtual at all. Price is cheap
    • xperiment. Experiments 1 2 Customer Bootstrapped startup founders Bootstrapped startup founders Problem Getting UX feedback Getting UX feedback Time Limit: 5 Min Time Limit: 5 Min 4 5 Recent grad UX designers Bootstrapped startup founders Getting clients for quick UX consulting Getting clients for quick UX consulting Getting UX feedback Virtual UX feedback Virtual UX feedback Virtual UX feedback Virtual UX feedback No reliable source Pay for virtual UX feedback Will consult virtually Give quick online feedback Online platform is sufficient Interview: 6/10 Pitch: 8/10 Pitch: 8/10 Pitch: 60% Concierge: 60% satisfied Time Limit: 5 Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion GET OUT OF THE BUILDING! mption: Tuesday, February 4, 14 3 UX Designers
    • No Backend @uxceo Tuesday, February 4, 14
    • Customer Submits Request UX Designer gets email and submits feedback Concierge @uxceo Tuesday, February 4, 14
    • Customer Submits Request UX Designer gets email and submits feedback Manually @uxceo Tuesday, February 4, 14
    • High Frequency Low Pain High Pain Low Frequency Focus @uxceo Tuesday, February 4, 14
    • Time Limit: 5 Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion No reliable source Interview: 6/10 Pay for virtual UX feedback Will consult virtually Give quick online feedback Online platform is sufficient Pitch: 8/10 Pitch: 8/10 Pitch: 60% Concierge: 60% satisfied 10/10 Test 2nd side of market 0/10 Pivot! 37/184 emails Persevere 20% Iterate No! 5 yrs exp. Established Started referring friends GET OUT OF THE BUILDING! mption: the least core to the hesis is... Result & Decision 9/12 Persevere Learning Friends. Classes. Paid UX designers for help like: with # of ct a strong omers. Tuesday, February 4, 14 Don’t mind virtual at all. Price is cheap
    • Time Limit: 5 Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion No reliable source Interview: 6/10 Pay for virtual UX feedback Will consult virtually Give quick online feedback Online platform is sufficient Pitch: 8/10 Pitch: 8/10 Pitch: 60% Concierge: 60% satisfied 10/10 Test 2nd side of market 0/10 Pivot! 37/184 emails Persevere 20% Iterate No! 5 yrs exp. Established Started referring friends Wanted more functionality GET OUT OF THE BUILDING! mption: the least core to the hesis is... Result & Decision 9/12 Persevere Learning Friends. Classes. Paid UX designers for help like: with # of ct a strong omers. Tuesday, February 4, 14 Don’t mind virtual at all. Price is cheap
    • A visualization of the user journey from their point of frustration to using your product and relief of their pain. Storyboard @uxceo Tuesday, February 4, 14
    • Manually @uxceo Tuesday, February 4, 14
    • MVUX @uxceo Tuesday, February 4, 14
    • A quick visualization of an interface idea Paper Prototype @uxceo Tuesday, February 4, 14
    • Paper Prototype @uxceo Tuesday, February 4, 14
    • User testing @uxceo Tuesday, February 4, 14
    • Experimentation Prototype Concierge Pitch Exploration Idea Tuesday, February 4, 14
    • Questions? grace@leanstartupmachine.com @uxceo Tuesday, February 4, 14