ReplacingRequirementswith Hypotheses             AgileUX NYC 2012             Feb 25, 2012             Josh Seiden        ...
Me and my hashtags                         Josh Seiden                         www.proof-nyc.com                         @...
Internet Mousewww.proof-nyc.comwww.slideshare.net/jseiden                             3   License: Creative Commons Attrib...
Internet Mousewww.proof-nyc.comwww.slideshare.net/jseiden                             3   License: Creative Commons Attrib...
What are we talking about?Requirements and hypotheses can both be  used to frame the work of teams.- Example of a requirem...
For many teams, in manycontexts, hypotheses are amore effective way tomanage your work thanrequirements.                  ...
Extreme uncertaintywww.proof-nyc.comwww.slideshare.net/jseiden                             6   License: Creative Commons A...
The problem with requirements The business owners express needs as   “requirements.”Problem: the team has no visibility to...
Requirements vs. hypothesesWhen you’re in production, building to a known standard, you want requirements.When you’re in a...
Why hypotheses are better
Why are hypotheses more effective?They are understood to be only provisionally  true: in other words, they express  assump...
On questions...“We get wise by asking questions, and even if  these questions are not answered we get  wise, for a well-pa...
Wisdom? Who cares?“Working software is the primary measure of  progress.”“Validated learning is the primary measure of  pr...
Reduce Inventory, Risk and Waste       Make a                                            Get        design                ...
Reduce Inventory, Risk and Waste                          This is                        going to be                      ...
Reduce Inventory, Risk and Waste                          This is            No one                        going to be    ...
Reduce Inventory, Risk and Waste                          This is                  No one                        going to ...
Reduce Inventory, Risk and Waste                          This is                  No one                        going to ...
Less risk, more often                             The old                              way...                             ...
What is a hypothesis?
What is a hypothesis?An hypothesis is a proposed explanation of the way things work.www.proof-nyc.com                  Lic...
What is a Hypothesis?         We believe that ________________.         ...and:         We’ll know that we’re right when w...
What is a Hypothesis?         We believe that people will pay for a device that          makes it easier and more fun to s...
Techniques
Process  Replace requirements with hypotheses by:  1. Identifying assumptions  2. Expressing assumptions as hypotheses  3....
Method: Declare your assumptionswww.proof-nyc.com            License: Creative Commons Attribution-www.slideshare.net/jsei...
Method: Declare your assumptionsWhat assumptions do you have?www.proof-nyc.com               License: Creative Commons Att...
Method: Declare your assumptionsWhat assumptions do you have?…about your customers?www.proof-nyc.com               License...
Method: Declare your assumptionsWhat assumptions do you have?…about your customers?…that if proven false, will cause you t...
Method: probe deeply for assumptionsWho is the user? Who is the customer?Where does our product fit in their work or life?W...
Test your riskiest assumptions first                              high risk                      known               unknow...
Method: Write the test firstWe believe that ______________.We will know we have succeeded when qualitative and  quantitativ...
Method: Minimum Viable Productwww.proof-nyc.com            License: Creative Commons Attribution-www.slideshare.net/jseide...
Method: Minimum Viable ProductWhat is the smallest thing we can make to testour hypothesis?www.proof-nyc.com              ...
Method: Minimum Viable ProductWhat is the smallest thing we can make to testour hypothesis?The answer to this question is ...
An example             28
Case study: recent clientA web service that you plug in to your  commerce siteProvides a set of features to end usersMerch...
Case study: recent clientThe problem: they had a feature backlog, and  were not sure how to prioritize what to work  on ne...
Case study: identifying assumptionsTo deal with “requirements” we built a story  mapwww.proof-nyc.com                    L...
Case study: identifying riskwww.proof-nyc.com                 License: Creative Commons Attribution-www.slideshare.net/jse...
Case study: the biggest risk                             Do our customers                             value our offering  ...
The value hypothesisWe believe that our customers value our offering because:1. Our widget adds a valuable feature to thei...
Case study: find the riskiest assumptions1. Customers will value our    high riskwidget’s basic functionalityenough to choo...
Startup Metrics for Pirates             Awareness       Learns about our product             Installation       Installs w...
Startup Metrics for Pirates                                                            We believe that if we show         ...
Startup Metrics for Pirates                                                                We believe that if we show     ...
Startup Metrics for Pirates                                                                      We believe that if we sho...
Startup Metrics for Pirates                                                                      We believe that if we sho...
Hypothesis: activation/installationwww.proof-nyc.com                 License: Creative Commons Attribution-www.slideshare....
Hypothesis: activation/installationHypothesis: Our customers will value our free widget  enough to install it.www.proof-ny...
Hypothesis: activation/installationHypothesis: Our customers will value our free widget  enough to install it.Sub-hypothes...
Hypothesis: activation/installationHypothesis: Our customers will value our free widget  enough to install it.Sub-hypothes...
Hypothesis: activation/installationHypothesis: Our customers will value our free widget  enough to install it.Sub-hypothes...
Hypothesis: activation/installationHypothesis: Our customers will value our free widget  enough to install it.Sub-hypothes...
Experiment one: will they install it?www.proof-nyc.com                  License: Creative Commons Attribution-www.slidesha...
Experiment one: will they install it?                             vs.   Install with one click...www.proof-nyc.com        ...
Experiment one: will they install it?                             vs.   Install with one click...www.proof-nyc.com        ...
Requirement vs Hypothesiswww.proof-nyc.com                 License: Creative Commons Attribution-www.slideshare.net/jseide...
Requirement vs HypothesisRequirement: build an installerwww.proof-nyc.com                      License: Creative Commons A...
Requirement vs HypothesisRequirement: build an installerwww.proof-nyc.com                      License: Creative Commons A...
Requirement vs HypothesisRequirement: build an installerHypothesis: Our customers will value our free widget enough  to in...
Requirement vs HypothesisRequirement: build an installerHypothesis: Our customers will value our free widget enough  to in...
Requirement vs HypothesisRequirement: build an installerHypothesis: Our customers will value our free widget enough  to in...
Requirement vs HypothesisRequirement: build an installerHypothesis: Our customers will value our free widget enough  to in...
Requirement vs HypothesisRequirement: build an installerHypothesis: Our customers will value our free widget enough  to in...
The next hypothesis...                                                                      We believe that if we show    ...
Experiment 2: do they value analytics?Requirement: build an analytics dashboardHypothesis: Our customers will value our an...
Hypotheses win...www.proof-nyc.com                 License: Creative Commons Attribution-www.slideshare.net/jseiden       ...
Hypotheses win...A way to re-frame requirementswww.proof-nyc.com                     License: Creative Commons Attribution...
Hypotheses win...A way to re-frame requirements     Every decision you make about your offering is a design decision.www....
Hypotheses win...A way to re-frame requirements     Every decision you make about your offering is a design decision.    ...
Hypotheses win...A way to re-frame requirements     Every decision you make about your offering is a design decision.    ...
Hypotheses win...A way to re-frame requirements     Every decision you make about your offering is a design decision.    ...
Enjoy what you saw? Follow @jseiden and @proof_nyc.      THANK YOU!www.proof-nyc.com                                      ...
2012 feb 25 agile ux nyc, seiden, requirements to hypotheses
2012 feb 25 agile ux nyc, seiden, requirements to hypotheses
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2012 feb 25 agile ux nyc, seiden, requirements to hypotheses

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  • The basic idea here comes from Eric Ries, who talks about Lean Startup. \n\nEric says a startup is “A human institution designed to creates something new in an environment of extreme uncertainty.” \n\nI’ve been thinking about that definition a lot recently--specifically the part about “extreme uncertainty.” Maybe it’s just me, but in twenty years of doing software product development, I’ve never seen a significant software project that operates in an environment of certainty. So right now, my working theory is that this technique can be used on just about any software project. \n\n \n \n \n
  • * Aligns the business against the AGILE/UX team\n* It’s not clear whether the requirement is wrong, or the the solution is wrong\n* It creates the conditions for “agile-fall”\n\n“Business people and developers must work together on a dialy basis throughout the project.”\n\n
  • When you use requirements, you create a dynamic that limits creativity and learning. There are times when you want this. You don’t want people to be “creative” when they are assembling an airplane, for example. But there are also times when you want to encourage creative problem solving.\n\n\n
  • The problem is, how do you create appropriate constraints on creative problem solving?\n\nDesigners are used to making things in a kind of intuitive way, then putting them in the world and seeing what happens. I think if this as kind of throwing a pebble in a pond and watching the ripples. This is fine, but it’s not an easy process to follow in agile teams, because this kind of intuitive design is hard for teams to participate in. It’s very internal. And just to be clear, I think this an important design technique--a solo designer following his or her intuition. But it’s just not very conducive to agile teams.\n\n
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  • James Stephens (February 9, 1882–December 26, 1950) was an Irish novelist and poet.\nJames Stephens wrote many retellings of Irish myths and fairy tales. His retellings are marked by a rare combination of humor and lyricism (Deirdre, and Irish Fairy Tales are often singled out for praise). He also wrote several original novels (Crock of Gold, Etched in Moonlight, Demi-Gods) loosely based on Irish fairy tales. "Crock of Gold," in particular, achieved enduring popularity and was frequently reprinted throughout the author's lifetime.\n\n
  • Albert Szent-Györgyi de Nagyrápolt (Hungarian: Nagyrápolti Szent-Györgyi Albert [ˈnɒɟraːpolti ˈsɛntˌɟørɟi ˈɒlbɛrt]; September 16, 1893 – October 22, 1986) was a Hungarian physiologist who won theNobel Prize in Physiology or Medicine in 1937.[1] He is credited with discovering vitamin C and the components and reactions of the citric acid cycle. He was also active in the Hungarian Resistance during World War II and entered Hungarian politics after the war.\n\n
  • Making progress on features is false progress. In the Lean Startup model, the measure of progress is validated learning. In other words--proving your hypotheses. \n
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  • Transcript of "2012 feb 25 agile ux nyc, seiden, requirements to hypotheses"

    1. 1. ReplacingRequirementswith Hypotheses AgileUX NYC 2012 Feb 25, 2012 Josh Seiden @jseiden
    2. 2. Me and my hashtags Josh Seiden www.proof-nyc.com @jseiden @proof_nyc #leanUX #leanStartupwww.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 2 Share Alike 3.0 United States
    3. 3. Internet Mousewww.proof-nyc.comwww.slideshare.net/jseiden 3 License: Creative Commons Attribution- Share Alike 3.0 United States
    4. 4. Internet Mousewww.proof-nyc.comwww.slideshare.net/jseiden 3 License: Creative Commons Attribution- Share Alike 3.0 United States
    5. 5. What are we talking about?Requirements and hypotheses can both be used to frame the work of teams.- Example of a requirement: create an Internet Mouse that people can use when surfing the internet on their TV from their couch.- Hypothesis: we believe that people will pay for a device that makes it easier and more fun to surf the internet from their living room couches in front of the TV.www.proof-nyc.comwww.slideshare.net/jseiden 4 License: Creative Commons Attribution- Share Alike 3.0 United States
    6. 6. For many teams, in manycontexts, hypotheses are amore effective way tomanage your work thanrequirements. 5
    7. 7. Extreme uncertaintywww.proof-nyc.comwww.slideshare.net/jseiden 6 License: Creative Commons Attribution- Share Alike 3.0 United States
    8. 8. The problem with requirements The business owners express needs as “requirements.”Problem: the team has no visibility to user/market need.Problem: “The business” does the thinking, the design/dev team does the implementing.www.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 7 Share Alike 3.0 United States
    9. 9. Requirements vs. hypothesesWhen you’re in production, building to a known standard, you want requirements.When you’re in an environment of uncertainty, you want hypotheses.www.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 10 Share Alike 3.0 United States
    10. 10. Why hypotheses are better
    11. 11. Why are hypotheses more effective?They are understood to be only provisionally true: in other words, they express assumptions that need to be tested.Hypotheses are answers put forth in the spirit of a question.www.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 12 Share Alike 3.0 United States
    12. 12. On questions...“We get wise by asking questions, and even if these questions are not answered we get wise, for a well-packed question carries its answer on it’s back as a snail carries its shell.” James Stephens, The Boyhood of Fionnwww.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 13 Share Alike 3.0 United States
    13. 13. Wisdom? Who cares?“Working software is the primary measure of progress.”“Validated learning is the primary measure of progress.”www.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 14 Share Alike 3.0 United States
    14. 14. Reduce Inventory, Risk and Waste Make a Get design feedback decision from market Concept credit: @clevergirlwww.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 15 Share Alike 3.0 United States
    15. 15. Reduce Inventory, Risk and Waste This is going to be BIG! Make a Get design feedback decision from market Concept credit: @clevergirlwww.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 15 Share Alike 3.0 United States
    16. 16. Reduce Inventory, Risk and Waste This is No one going to be clicked. BIG! Make a Get design feedback decision from market Concept credit: @clevergirlwww.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 15 Share Alike 3.0 United States
    17. 17. Reduce Inventory, Risk and Waste This is No one going to be clicked. BIG! Make a Get design 3 MONTHS feedback decision from market Concept credit: @clevergirlwww.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 15 Share Alike 3.0 United States
    18. 18. Reduce Inventory, Risk and Waste This is No one going to be clicked. BIG! Make a Get design 3 MONTHS feedback decision from market 3 HOURS Concept credit: @clevergirlwww.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 15 Share Alike 3.0 United States
    19. 19. Less risk, more often The old way... The new way! Concept credit: @clevergirlwww.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 16 Share Alike 3.0 United States
    20. 20. What is a hypothesis?
    21. 21. What is a hypothesis?An hypothesis is a proposed explanation of the way things work.www.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 18 Share Alike 3.0 United States
    22. 22. What is a Hypothesis? We believe that ________________. ...and: We’ll know that we’re right when we see this signal: ______________.www.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 19 Share Alike 3.0 United States
    23. 23. What is a Hypothesis? We believe that people will pay for a device that makes it easier and more fun to surf the internet from their living room couches. ...and: We’ll know that we’re right when 1. People use our mockups without trouble. 2. People offer to pay when we offer to leave the mockups with them.www.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 20 Share Alike 3.0 United States
    24. 24. Techniques
    25. 25. Process Replace requirements with hypotheses by: 1. Identifying assumptions 2. Expressing assumptions as hypotheses 3. Test the riskiest assumptions first 4. Break your hypotheses down into testable parts 5. Use MVP concept to test your hypothesis 6. Get out of the building 7. Lather, rinse, and repeatwww.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 22 Share Alike 3.0 United States
    26. 26. Method: Declare your assumptionswww.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden Share Alike 3.0 United States
    27. 27. Method: Declare your assumptionsWhat assumptions do you have?www.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden Share Alike 3.0 United States
    28. 28. Method: Declare your assumptionsWhat assumptions do you have?…about your customers?www.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden Share Alike 3.0 United States
    29. 29. Method: Declare your assumptionsWhat assumptions do you have?…about your customers?…that if proven false, will cause you to fail?www.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden Share Alike 3.0 United States
    30. 30. Method: probe deeply for assumptionsWho is the user? Who is the customer?Where does our product fit in their work or life?What problems does our product solve?When and how is our product used?What features are important?How should our product look and behave?How will we make money?www.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden Share Alike 3.0 United States
    31. 31. Test your riskiest assumptions first high risk known unknown low riskwww.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden Share Alike 3.0 United States
    32. 32. Method: Write the test firstWe believe that ______________.We will know we have succeeded when qualitative and quantitative outcome. This will improve KPI.www.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden Share Alike 3.0 United States
    33. 33. Method: Minimum Viable Productwww.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden Share Alike 3.0 United States
    34. 34. Method: Minimum Viable ProductWhat is the smallest thing we can make to testour hypothesis?www.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden Share Alike 3.0 United States
    35. 35. Method: Minimum Viable ProductWhat is the smallest thing we can make to testour hypothesis?The answer to this question is your MVP.www.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden Share Alike 3.0 United States
    36. 36. An example 28
    37. 37. Case study: recent clientA web service that you plug in to your commerce siteProvides a set of features to end usersMerchant gains insight because the widget generates metricswww.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 29 Share Alike 3.0 United States
    38. 38. Case study: recent clientThe problem: they had a feature backlog, and were not sure how to prioritize what to work on next.www.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 30 Share Alike 3.0 United States
    39. 39. Case study: identifying assumptionsTo deal with “requirements” we built a story mapwww.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 31 Share Alike 3.0 United States
    40. 40. Case study: identifying riskwww.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 32 Share Alike 3.0 United States
    41. 41. Case study: the biggest risk Do our customers value our offering enough to pay for it?www.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 33 Share Alike 3.0 United States
    42. 42. The value hypothesisWe believe that our customers value our offering because:1. Our widget adds a valuable feature to their pages.2. Our widget generates traffic for them. Free offering3. Our widget generates sales for them.4. Our widget generates valuable data. Paid offeringwww.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 34 Share Alike 3.0 United States
    43. 43. Case study: find the riskiest assumptions1. Customers will value our high riskwidget’s basic functionalityenough to choose it over the 1free competitors. 22. Customers will value ouranalytics enough to upgrade known unknownto the paid version of ourproduct. low riskwww.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 35 Share Alike 3.0 United States
    44. 44. Startup Metrics for Pirates Awareness Learns about our product Installation Installs widget on site Values analytics enough Purchase to upgrade to premium Doesn’t cancel after Repurchase 30-day trial Refers Referral Friendswww.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 36 Share Alike 3.0 United States
    45. 45. Startup Metrics for Pirates We believe that if we show Awareness Debbie how important [our Learns about our product functionality] is she will give us her email address. Installation Installs widget on site Values analytics enough Purchase to upgrade to premium Doesn’t cancel after Repurchase 30-day trial Refers Referral Friendswww.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 36 Share Alike 3.0 United States
    46. 46. Startup Metrics for Pirates We believe that if we show Awareness Debbie how important [our Learns about our product functionality] is she will give us her email address. We believe that our free offering Installation Installs widget on site is strong enough that she will install us over our competitor. Values analytics enough Purchase to upgrade to premium Doesn’t cancel after Repurchase 30-day trial Refers Referral Friendswww.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 36 Share Alike 3.0 United States
    47. 47. Startup Metrics for Pirates We believe that if we show Awareness Debbie how important [our Learns about our product functionality] is she will give us her email address. We believe that our free offering Installation Installs widget on site is strong enough that she will install us over our competitor. Values analytics enough We believe that Debbie will value our Purchase analytics enough to pay for this level of to upgrade to premium service. Doesn’t cancel after Repurchase 30-day trial Refers Referral Friendswww.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 36 Share Alike 3.0 United States
    48. 48. Startup Metrics for Pirates We believe that if we show Awareness Debbie how important [our Learns about our product functionality] is she will give us her email address. We believe that our free offering Installation Installs widget on site is strong enough that she will install us over our competitor. Values analytics enough We believe that Debbie will value our Purchase analytics enough to pay for this level of to upgrade to premium service. Doesn’t cancel after Repurchase 30-day trial Refers Referral Friendswww.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 36 Share Alike 3.0 United States
    49. 49. Hypothesis: activation/installationwww.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 37 Share Alike 3.0 United States
    50. 50. Hypothesis: activation/installationHypothesis: Our customers will value our free widget enough to install it.www.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 37 Share Alike 3.0 United States
    51. 51. Hypothesis: activation/installationHypothesis: Our customers will value our free widget enough to install it.Sub-hypothesis: they will install the free widget only if the installation process is easy enough.www.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 37 Share Alike 3.0 United States
    52. 52. Hypothesis: activation/installationHypothesis: Our customers will value our free widget enough to install it.Sub-hypothesis: they will install the free widget only if the installation process is easy enough.www.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 37 Share Alike 3.0 United States
    53. 53. Hypothesis: activation/installationHypothesis: Our customers will value our free widget enough to install it.Sub-hypothesis: they will install the free widget only if the installation process is easy enough.Problem: the installation process is too hard for our customer. It is preventing us from measuring customer behavior.www.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 37 Share Alike 3.0 United States
    54. 54. Hypothesis: activation/installationHypothesis: Our customers will value our free widget enough to install it.Sub-hypothesis: they will install the free widget only if the installation process is easy enough.Problem: the installation process is too hard for our customer. It is preventing us from measuring customer behavior.www.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 37 Share Alike 3.0 United States
    55. 55. Experiment one: will they install it?www.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 38 Share Alike 3.0 United States
    56. 56. Experiment one: will they install it? vs. Install with one click...www.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 38 Share Alike 3.0 United States
    57. 57. Experiment one: will they install it? vs. Install with one click...www.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 38 Share Alike 3.0 United States
    58. 58. Requirement vs Hypothesiswww.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 39 Share Alike 3.0 United States
    59. 59. Requirement vs HypothesisRequirement: build an installerwww.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 39 Share Alike 3.0 United States
    60. 60. Requirement vs HypothesisRequirement: build an installerwww.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 39 Share Alike 3.0 United States
    61. 61. Requirement vs HypothesisRequirement: build an installerHypothesis: Our customers will value our free widget enough to install it.www.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 39 Share Alike 3.0 United States
    62. 62. Requirement vs HypothesisRequirement: build an installerHypothesis: Our customers will value our free widget enough to install it.Sub-hypothesis: they will install the free widget only if the installation process is easy enough.www.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 39 Share Alike 3.0 United States
    63. 63. Requirement vs HypothesisRequirement: build an installerHypothesis: Our customers will value our free widget enough to install it.Sub-hypothesis: they will install the free widget only if the installation process is easy enough.www.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 39 Share Alike 3.0 United States
    64. 64. Requirement vs HypothesisRequirement: build an installerHypothesis: Our customers will value our free widget enough to install it.Sub-hypothesis: they will install the free widget only if the installation process is easy enough.MVP: build a page that supports a concierge installer.www.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 39 Share Alike 3.0 United States
    65. 65. Requirement vs HypothesisRequirement: build an installerHypothesis: Our customers will value our free widget enough to install it.Sub-hypothesis: they will install the free widget only if the installation process is easy enough.MVP: build a page that supports a concierge installer.www.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 39 Share Alike 3.0 United States
    66. 66. The next hypothesis... We believe that if we show Awareness Debbie how important [our Learns about our product functionality] is she will give us her email address. We believe that our free offering Installation Installs widget on site is strong enough that she will install us over our competitor. Values analytics enough We believe that Debbie will value our Purchase analytics enough to pay for this level of to upgrade to premium service. Doesn’t cancel after Repurchase 30-day trial Refers Referral Friendswww.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 40 Share Alike 3.0 United States
    67. 67. Experiment 2: do they value analytics?Requirement: build an analytics dashboardHypothesis: Our customers will value our analytics dashboard enough to pay for it.We’ll know we’ve succeeded when 6 customers respond to our mockups by signing Letters of Intent.MVP: Mockup of analytics dashboard.www.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 41 Share Alike 3.0 United States
    68. 68. Hypotheses win...www.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 42 Share Alike 3.0 United States
    69. 69. Hypotheses win...A way to re-frame requirementswww.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 42 Share Alike 3.0 United States
    70. 70. Hypotheses win...A way to re-frame requirements  Every decision you make about your offering is a design decision.www.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 42 Share Alike 3.0 United States
    71. 71. Hypotheses win...A way to re-frame requirements  Every decision you make about your offering is a design decision.  Every design decision is an hypothesis.www.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 42 Share Alike 3.0 United States
    72. 72. Hypotheses win...A way to re-frame requirements  Every decision you make about your offering is a design decision.  Every design decision is an hypothesis.  Declare your assumptions and test them.www.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 42 Share Alike 3.0 United States
    73. 73. Hypotheses win...A way to re-frame requirements  Every decision you make about your offering is a design decision.  Every design decision is an hypothesis.  Declare your assumptions and test them.  Entire team engaged in the feedback loopwww.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden 42 Share Alike 3.0 United States
    74. 74. Enjoy what you saw? Follow @jseiden and @proof_nyc. THANK YOU!www.proof-nyc.com License: Creative Commons Attribution-www.slideshare.net/jseiden Share Alike 3.0 United States

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