How Validation and Vision Co-exist by Andres Glusman

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How Validation and Vision Co-exist by Andres Glusman

@glusman Meetup

The Lean Startup Conference 2013
http://leanstartup.co/

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  • http://www.flickr.com/photos/cjcam/2662387745/lightbox/
  • http://www.flickr.com/photos/cjcam/2662387745/lightbox/There’s such a temptation to test that it absolves you of creative integrality and responsibility. More importantly you start chasing meaningless wins. One of the hardest lessons is learning what to test and what not to test. We don’t have a crystal ball. So how do you think about it.
  • Wins that give a little fuel for the mission AND are on route to the goal – usually related to business vital signs - adoption, revenue
  • Wins that give a little fuel for the mission AND are on route to the goal – usually related to business vital signs - adoption, revenue
  • Break thru win
  • Break thru win
  • Meaningless wins. That’s the problem with lean. We spend lots of times validating assumptions that don’t matter. Ironic, because I got into lean cause it helps you focus on what matter most.
  • Here’s the diagram of our testing setup with the changes I’ve just mentionedThere’s the user in the testing room, and me next to them with my laptop We’re running GTM, and I can monitor that, take notes and IM on my laptop Teams of developers now sit at their desks and watch the test on their own computers through the power of GoToMeeting, while the audio comes through their speakers (hopefully they are wearing earphones so they are not sharing the session with the whole office)
  • Meaningless wins. That’s the problem with lean. We spend lots of times validating assumptions that don’t matter. Ironic, because I got into lean cause it helps you focus on what matter most. Next time you hear speed to launch as the reason to do something… think of will
  • Wins that give a little fuel for the mission AND are on route to the goal – usually related to business vital signs - adoption, revenueIf we can find a $20 in our pocket we’ll take it. But not if we spend $50 to get it.
  • How Validation and Vision Co-exist by Andres Glusman

    1. 1. How Validation and Vision Co-exist Andres Glusman Chief Product-Revenue Officer Meetup DEC 2013
    2. 2. 2
    3. 3. 3
    4. 4. BEST THING ABOUT LEAN:
    5. 5. “Let’s test it!”
    6. 6. WORST THING ABOUT LEAN:
    7. 7. “Let’s test it!”
    8. 8. MILLIONS OF WAYS TO FAIL 8
    9. 9. 3 KINDS OF WINS 9
    10. 10. 10
    11. 11. SMALL WINS TIED TO LIFE SOURCE 11
    12. 12. 12
    13. 13. BREAKTHROUGH WINS 13
    14. 14. BREAKTHROUGH WINS 14
    15. 15. MEANINGLESS WINS 15
    16. 16. Hunter Walk 16
    17. 17. LOW EFFORT ??? BIG WIN Stars SMALL WIN HIGH EFFORT Worthy Bets ??? Junk Food Dogs
    18. 18. OUR LESSONS AT MEETUP 18
    19. 19. Craft a design-driven vision 19 Validate & iterate using usability lab Break into iterative tests to (in)validate vision Repeat
    20. 20. 20
    21. 21. 21
    22. 22. WE UX TESTING
    23. 23. On pace to do 400 - 500 sessions a year Everything user-facing gets tested (at different stages) Test 5 days a week (mo, tu, wed, th, fri) Set up tests prior to knowing what will be tested Recruit participants from community and through craigslist Anyone can request to have something tested Follow each session with discussion & notes/video
    24. 24. COSTS AS MUCH AS 2 OUTSOURCED USABILITY STUDIES
    25. 25. “I thought there would be more colors“ “I thought there would be more colors“ “I thought there would be more colors“
    26. 26. IM from recent usability test 26
    27. 27. Shorten the time between someone at Meetup wondering how someone would react to something and actually watching someone react to something
    28. 28. MALKOVICH THE TENDENCY TO BELIEVE THAT BIAS: EVERYONE USES TECHNOLOGY LIKE YOU DO
    29. 29. Links to our playbook: glusman.com
    30. 30. 30
    31. 31. WE LIVE TESTING
    32. 32. 2 1 32 3
    33. 33. 33
    34. 34. 34
    35. 35. WHAT ABOUT SMALL WINS? 35
    36. 36. BEWARE THE SMALL WIN “This will only take a day or so” “We saw a 12% lift in adoption from this flow”
    37. 37. FOCUS ON THE PRIZE Run tests in core UX that could move vital metrics Keep them super low-cost 37
    38. 38. SPLIT TEST BANDIT 38
    39. 39. The Bandit automatically optimizes tests in real-time Allows us to run many variants on smaller drivers with minimal human intervention & debate
    40. 40. Go after big visions with systematic validation Ditch meaningless wins Take some of the small wins that supports the cause
    41. 41. Andres Glusman andres@meetup.com @glusman 41

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