Validating Product Ideas with Quick and Simple Experiments
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Validating Product Ideas with Quick and Simple Experiments

Validating Product Ideas with Quick and Simple Experiments

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Validating Product Ideas with Quick and Simple Experiments Presentation Transcript

  • 1. Grace Ng Co-Founder Javelin.com, creators of Lean Startup Machine @uxceo @nycuxpa #ngnycuxpa Validating Product Ideas with Quick and Simple Experiments Friday, May 30, 14
  • 2. What is Lean Startup? @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 3. Minimum Viable Product Test your riskiest assumption @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 4. EARLY ADOPTERS @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 5. PIVOT @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 6. Lean UX? Lean Startup? @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 7. Lean Startup @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 8. Lean UX @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 9. @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 10. “Tell me and I forget. Show me and I remember. Let me do and I understand.” - Confucius @uxceo Friday, May 30, 14
  • 11. @uxceo Friday, May 30, 14
  • 12. @uxceo Let’s Do a Start Up.Let’s Do a Start Up. Friday, May 30, 14
  • 13. Great Idea! Textual search is limiting. How can I search a visual query? @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 14. Textual search is limiting. How can I search a visual query? Textual search is limiting. How can I search a visual query? @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 15. Photo Q&A App Friday, May 30, 14
  • 16. Minimum Viable Product Test your riskiest assumption @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 17. Ask Question Upload Photo Riskiest Assumption: Do people even have visual questions to post? @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 18. What is this bird?? What kind of bird is this? (Is it even a bird??) @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 19. What is this bird?? Riskiest Assumption: Can someone can answer within given time? @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 20. What is this bird?? What kind of bird is this? (Is it even a bird??) @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 21. Will this scale? Can this be replicated? @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 22. Wireframed... @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 23. Designed... @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 24. Launched... @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 25. Oops. @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 26. Exploration Interviews @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 27. I don’t care... @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 28. @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 29. $2 M 2 Years @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 30. ~$20M @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 31. Need Finding... @uxceo 6 Months @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 32. MEASURE METRICS LEARN PIVOT/PERSEVERE BUILD EXPERIMENTHypothe size Test Analyze @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 33. Need Finding... @uxceo 24 Hours @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 34. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment. Customer Problem Solution Result & Decision Learning Riskiest Assumption Method & Success Criterion 1 2 3 4 5 To form a Customer/Problem Hypothesis: I believe my customer has a problem achieving this goal. 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... Time Limit: 5 Min What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min Time Limit: 5 Min List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min Need help? Use these sentences to help construct your experiment. To form a Problem/Solution Hypothesis: I believe this solution will result in . To identify your Riskiest Assumption: The assumption with the least amount of data, and core to the viability of my hypothesis is... Determine what success looks like: I will run experiment with # of customers and expect a strong signal from # of customers. Project Name: Team Leader Name: GET OUT OF THE BUILDING! © 2014 Javelin. You are free to use it and earn money with it as an entrepreneur, consultant, or executive, as long as you are not a software company (the latter need to license it from us).Download Experiment Board and watch case studies at www.javelin.com Experiment BoardJavelin @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 35. Step 1 @uxceo @nycuxpa #ngnycuxpa Define Your Hypothesis Friday, May 30, 14
  • 36. Who is the customer? @uxceo @nycuxpa #ngnycuxpa Define Your Customer Must be specific to be easily testable! Friday, May 30, 14
  • 37. What is his/her problem? @uxceo @nycuxpa #ngnycuxpa Define the Problem Make it specific to the target customer Friday, May 30, 14
  • 38. @uxceo @nycuxpa #ngnycuxpa Problem INCORRECT: “People are not recycling” is not a problem someone has CORRECT: “Busy mother forgets the day of the week for collection” “College student is confused how to sort plastics” Two similar but different problems Friday, May 30, 14
  • 39. @uxceo @nycuxpa #ngnycuxpa Solution Do not define until the problem is validated Why? Because every problem has multiple solutions Friday, May 30, 14
  • 40. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment. Customer Problem Solution Result & Decision Learning Riskiest Assumption Method & Success Criterion 1 2 3 4 5 To form a Customer/Problem Hypothesis: I believe my customer has a problem achieving this goal. 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... Time Limit: 5 Min What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min Time Limit: 5 Min List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min Need help? Use these sentences to help construct your experiment. To form a Problem/Solution Hypothesis: I believe this solution will result in . To identify your Riskiest Assumption: The assumption with the least amount of data, and core to the viability of my hypothesis is... Determine what success looks like: I will run experiment with # of customers and expect a strong signal from # of customers. Project Name: Team Leader Name: GET OUT OF THE BUILDING! © 2014 Javelin. You are free to use it and earn money with it as an entrepreneur, consultant, or executive, as long as you are not a software company (the latter need to license it from us).Download Experiment Board and watch case studies at www.javelin.com Experiment BoardJavelin @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 41. Step 2 @uxceo @nycuxpa #ngnycuxpa Plan Your MVP Friday, May 30, 14
  • 42. @uxceo @nycuxpa #ngnycuxpa What must we LEARN? What are the Core Assumptions of our business? Assumption: A behavior, mentality, or action that needs to happen in order for hypothesis to be true. Friday, May 30, 14
  • 43. @uxceo @nycuxpa #ngnycuxpa What must we LEARN? Prioritize: Which Assumption is the Riskiest? The one that is most unknown, and crucial to the business Friday, May 30, 14
  • 44. @uxceo @nycuxpa #ngnycuxpa What do we BUILD to test? 1.Exploration -> understand problem 2.Pitch -> collect currency 3.Concierge -> deliver customer expectation (Methods increase in cost of testing) Friday, May 30, 14
  • 45. Ship MVP @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 46. Minimum Viable Product Test your riskiest assumption @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 47. @uxceo @nycuxpa #ngnycuxpa How to MEASURE success? Decide on the weakest outcome you will accept as validation Called the Minimum Success Criterion Friday, May 30, 14
  • 48. @uxceo @nycuxpa #ngnycuxpa How to MEASURE success? Time# People x 1. How big is the problem? 2. Revenue > Opportunity Cost Salaryx Friday, May 30, 14
  • 49. Step 3 @uxceo @nycuxpa #ngnycuxpa Run Your Experiment! Friday, May 30, 14
  • 50. EARLY ADOPTERS @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 51. Step 4 @uxceo @nycuxpa #ngnycuxpa What did you learn? Friday, May 30, 14
  • 52. Invalidated? PIVOT! @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 53. They did it. @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 54. Validated? PERSEVERE! @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 55. Keep Testing @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 56. Case Study @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 57. Founders UX Help @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 58. Experimentsxperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result . mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 59. Exploration Interviews @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 60. Solution Result & Decision Learning Riskiest Assumption Success Criterion Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result . mption: the least core to the hesis is... like: with # of ct a strong omers. GET OUT OF THE BUILDING! No reliable source Interview: 6/10 9/12 Persevere Friends. Classes. Paid UX designers hourly for help @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 61. Experimentsxperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result . mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 62. Experimentsxperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result . mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback Virtual UX feedback Pay for virtual UX feedback Pitch: 8/10 @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 63. Pitch @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 64. Solution Result & Decision Learning Riskiest Assumption Success Criterion Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result . mption: the least core to the hesis is... like: with # of ct a strong omers. GET OUT OF THE BUILDING! No reliable source Interview: 6/10 Pay for virtual UX feedback Pitch: 8/10 10/10 Test 2nd side of market Don’t mind virtual at all. Price is cheap 9/12 Persevere Friends. Classes. Paid UX designers for help @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 65. Experimentsxperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result . mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback Virtual UX feedback Pay for virtual UX feedback Pitch: 8/10 UX Designers Getting clients for quick UX consulting @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 66. Experimentsxperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result . mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback Virtual UX feedback Pay for virtual UX feedback Pitch: 8/10 UX Designers Getting clients for quick UX consulting Virtual UX feedback Will consult virtually Pitch: 8/10 @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 67. Solution Result & Decision Learning Riskiest Assumption Success Criterion Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result . mption: the least core to the hesis is... like: with # of ct a strong omers. GET OUT OF THE BUILDING! No reliable source Interview: 6/10 Pay for virtual UX feedback Pitch: 8/10 10/10 Test 2nd side of market Don’t mind virtual at all. Price is cheap Will consult virtually Pitch: 8/10 0/10 Pivot! 9/12 Persevere Friends. Classes. Paid UX designers for help @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 68. Solution Result & Decision Learning Riskiest Assumption Success Criterion Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result . mption: the least core to the hesis is... like: with # of ct a strong omers. GET OUT OF THE BUILDING! No reliable source Interview: 6/10 Pay for virtual UX feedback Pitch: 8/10 10/10 Test 2nd side of market Don’t mind virtual at all. Price is cheap Will consult virtually Pitch: 8/10 0/10 Pivot! No! 5 yrs exp. Established 9/12 Persevere Friends. Classes. Paid UX designers for help @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 69. Experimentsxperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result . mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback Virtual UX feedback Pay for virtual UX feedback Pitch: 8/10 UX Designers Getting clients for quick UX consulting Virtual UX feedback Will consult virtually Pitch: 8/10 Recent grad UX designers Getting clients for quick UX consulting @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 70. Experimentsxperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result . mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback Virtual UX feedback Pay for virtual UX feedback Pitch: 8/10 UX Designers Getting clients for quick UX consulting Virtual UX feedback Will consult virtually Pitch: 8/10 Recent grad UX designers Getting clients for quick UX consulting Virtual UX feedback Give quick online feedback Pitch: 60% @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 71. Pitch @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 72. No Backend @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 73. No Backend @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 74. Experimentsxperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result . mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback Virtual UX feedback Pay for virtual UX feedback Pitch: 8/10 UX Designers Getting clients for quick UX consulting Virtual UX feedback Will consult virtually Pitch: 8/10 Recent grad UX designers Getting clients for quick UX consulting Virtual UX feedback Give quick online feedback Pitch: 60% Online platform is sufficient Concierge: 60% satisfied Boot- strapped startup founders Getting UX feedback Virtual UX feedback @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 75. Concierge Customer Submits Request UX Designer gets email and submits feedback @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 76. Manually Customer Submits Request UX Designer gets email and submits feedback @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 77. High PainLow Pain Low Frequency High Frequency Focus @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 78. @uxceo Manually @uxceo Friday, May 30, 14
  • 79. MVUX @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14
  • 80. Experimentation Idea Exploration Pitch Concierge Prototype Friday, May 30, 14
  • 81. 1. http://leanstartupmachine.com 2. http://leanenterprisebook.com 3. http://javelin.com @uxceo @nycuxpa #ngnycuxpa Resources ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment. Customer Problem Solution Result & Decision Learning Riskiest Assumption Method & Success Criterion 1 2 3 4 5 To form a Customer/Problem Hypothesis: I believe my customer has a problem achieving this goal. 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... Time Limit: 5 Min What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min Time Limit: 5 Min List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min Need help? Use these sentences to help construct your experiment. To form a Problem/Solution Hypothesis: I believe this solution will result in . To identify your Riskiest Assumption: The assumption with the least amount of data, and core to the viability of my hypothesis is... Determine what success looks like: I will run experiment with # of customers and expect a strong signal from # of customers. Project Name: Team Leader Name: GET OUT OF THE BUILDING! © 2014 Javelin. You are free to use it and earn money with it as an entrepreneur, consultant, or executive, as long as you are not a software company (the latter need to license it from us).Download Experiment Board and watch case studies at www.javelin.com Experiment BoardJavelin Friday, May 30, 14