How Validation and Vision Co-exist by Andres Glusman
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How Validation and Vision Co-exist by Andres Glusman

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How Validation and Vision Co-exist by Andres Glusman

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 How Validation and Vision Co-exist by Andres Glusman Presentation Transcript

  • How Validation and Vision Co-exist Andres Glusman Chief Product-Revenue Officer Meetup DEC 2013
  • 2
  • 3
  • BEST THING ABOUT LEAN:
  • “Let’s test it!”
  • WORST THING ABOUT LEAN:
  • “Let’s test it!”
  • MILLIONS OF WAYS TO FAIL 8
  • 3 KINDS OF WINS 9
  • 10
  • SMALL WINS TIED TO LIFE SOURCE 11
  • 12
  • BREAKTHROUGH WINS 13
  • BREAKTHROUGH WINS 14
  • MEANINGLESS WINS 15
  • Hunter Walk 16
  • LOW EFFORT ??? BIG WIN Stars SMALL WIN HIGH EFFORT Worthy Bets ??? Junk Food Dogs
  • OUR LESSONS AT MEETUP 18
  • Craft a design-driven vision 19 Validate & iterate using usability lab Break into iterative tests to (in)validate vision Repeat
  • 20
  • 21
  • WE UX TESTING
  • 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
  • COSTS AS MUCH AS 2 OUTSOURCED USABILITY STUDIES
  • “I thought there would be more colors“ “I thought there would be more colors“ “I thought there would be more colors“
  • IM from recent usability test 26
  • Shorten the time between someone at Meetup wondering how someone would react to something and actually watching someone react to something
  • MALKOVICH THE TENDENCY TO BELIEVE THAT BIAS: EVERYONE USES TECHNOLOGY LIKE YOU DO
  • Links to our playbook: glusman.com
  • 30
  • WE LIVE TESTING
  • 2 1 32 3
  • 33
  • 34
  • WHAT ABOUT SMALL WINS? 35
  • BEWARE THE SMALL WIN “This will only take a day or so” “We saw a 12% lift in adoption from this flow”
  • FOCUS ON THE PRIZE Run tests in core UX that could move vital metrics Keep them super low-cost 37
  • SPLIT TEST BANDIT 38
  • The Bandit automatically optimizes tests in real-time Allows us to run many variants on smaller drivers with minimal human intervention & debate
  • Go after big visions with systematic validation Ditch meaningless wins Take some of the small wins that supports the cause
  • Andres Glusman andres@meetup.com @glusman 41