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How to test hypotheses with made up stories and fake systems - Carl Seglem
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How to test hypotheses with made up stories and fake systems - Carl Seglem

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Carl Seglem presented to Lean Startup Machine participants in February 2012 in Boston.

Carl Seglem presented to Lean Startup Machine participants in February 2012 in Boston.

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  • 1. How to test hypotheses with made up stories and fake systems Carl Seglem, UX Designer Lean Startup Machine Boston Mentor February 18, 2012 carl@carlseglem.com @carlseglem www.carlseglem.com linkedin.com/in/carlseglem
  • 2. Who is this Carl Guy?User Experience DesignerStartup guyHiker
  • 3. User Experience Design? Define how a system works for users m o So users are happy and successful and an no ec ag m Organization providing system is successful em ics en t, , logy gy iolo chosocpsy design Understand processes, Users & Business >> Design >> Evaluate methods “Interaction design” and “Visual design” are both “UX”.
  • 4. Which Startups? InfoRay (business intelligence)employee Early Wily Technology (IT systems management, now a division of CA) BlueStripe Software (It systems management) Consultant New Relic (IT systems managent SaaS) Kibits (seamless mobile collaboration) Startup Weekend twice Lean Startup machine twice (three businesses)
  • 5. How is hiking relevant?
  • 6. “How much farther?!”Sandy is hiking Mt. Monadnock with her 5-and 8-year-old kids. They keep asking “howmuch farther?” She wants to encourage andpace the kids, but the trail map is confusing.Sandy checks “HMF”, and “HMF” tells her she’salmost half way and coming up on a nice spotto rest and enjoy the view.Sandy and the kids stick with it for anotherfew minutes and stop for a snack beforecontinuing to the summit.
  • 7. What’s a context scenario?Archetypical User Archetypical(representing segment) Context, situation Sandy is hiking Mt. Monadnock with her 5- and 8-year-old kids. They keep asking “how much farther?” She wants to encourage andGoal pace the kids, but the trail map is confusing.(problem to be solved) Sandy checks “HMF”, and “HMF” tells her she’s almost half way and coming up on a nice spot to rest and enjoy the view.Actions by user and system (company offering) Sandy and the kids stick with it for another few minutes and stop for a snack before continuing to the summit.Achievement of a goal (enough to take a break)
  • 8. What’s a context scenario?Archetypical User Archetypical(representing segment) Context, situation Sandy is hiking Mt. Monadnock Could substitute with her 5- No Technical and 8-year-old kids. They keep asking “how people, phone, Implementation much farther?” She wants to encourage and paper, kiosk,Goal pace the kids, but the trail map is confusing. app robot, mobile(problem to be solved) Sandy checks “HMF”, and “HMF” tells her she’s almost half way and coming up on a nice spot to rest and enjoy the view.Actions by user and system (company offering) Sandy and the kids stick with it for another few minutes and stop for a snack before continuing to the summit.Achievement of a goal (enough to take a break)
  • 9. What good is a scenario? Another way to validate customer segment andSandy is hiking Mt. Monadnock with her 5- problem hypothesesand 8-year-old kids. They keep asking “howmuch farther?” She wants to encourage andpace the kids, but theeasy way to confusing. A fast and trail map is do test preliminary solution hypothesesSandy checks “HMF”, and “HMF” tells her she’salmost half way and coming up on a nice spotto rest and enjoy the view. Skeleton of concierge offeringSandy and the kids stick with it for anotherfew minutes and stop for a snack beforecontinuing to the summit. Scaffolding for prototypes
  • 10. How to make a scenario?Archetypical User Archetypical(representing segment) Context, situation Be specific and archetypical in describingGoal user, context and goal.(problem to be solved) Start with trigger Work independently firstActions by user and system (company offering) “What happens next?” “Then what happens?”Achievement of a goal (enough to take a break)
  • 11. Is your solution showing?Archetypical User Archetypical(representing segment) Context, situation Be specific and No Technical archetypical in describing ImplementationGoal user, context and goal. Could substitute(problem to be solved) people, phone, Start with trigger paper, kiosk, Work independently first robot, mobile appActions by user and system (company offering) “What happens next?” “Then what happens?”Achievement of a goal (enough to take a break)
  • 12. What else?Archetypical User Archetypical(representing segment) Context, situation Be specific and No Technical archetypical in describing ImplementationGoal user, context and goal. Could substitute(problem to be solved) people, phone, Start with trigger paper, kiosk, Work independently first robot, mobile appActions by user and system (company offering) “What happens next?” Revise to be “Then what happens?” leaner, meanerAchievement of a goal (enough to take a break)
  • 13. How about an example?Archetypical User Archetypical(representing segment) Context, situation Jack is trying to lose weight. He’s been able to when he counted calories, but he hasn’t been able to stick with it for long because of howGoal annoying it is. At the diner for lunch...(problem to be solved) Jack gets out “LS” mobile app, and captures his meal and “LS” starts tabulating the calories and protein in his meal.Actions by user and system (company offering) At dinner at home, Jack checks “LS” and sees that there were more calories in lunch than he though. Having a salad keeps him on track.Achievement of a goal (enough to take a break)
  • 14. How about an example?Archetypical User No Technical Archetypical(representing segment) Implementation Context, situation Jack is trying to lose weight. He’s been able to Could substitute when he counted calories, but he hasn’t been people, phone, able to stick with it for long because of how paper, kiosk,Goal annoying it is. At the diner for lunch... robot, mobile app(problem to be solved) Jack gets out “LS” mobile app, and captures his meal and “LS” starts tabulating the calories and protein in his meal.Actions by user and system (company offering) At dinner at home, Jack checks “LS” and sees that there were more calories in lunch than he though. Having a salad keeps him on track.Achievement of a goal (enough to take a break)
  • 15. How about an example?Archetypical User Archetypical(representing segment) Context, situation Jack is trying to lose weight. He’s been able to when he counted calories, but he hasn’t been able to stick with it for long because of howGoal annoying it is. At the diner for lunch...(problem to be solved) Jack gets out “LS”, and in an instant, “LS” has captured his meal and starts tabulating the calories and protein in his meal.Actions by user and system (company offering) At dinner at home, Jack checks “LS” and sees Revise to be that there were more calories in lunch than he leaner, meaner though. Having a salad keeps him on track.Achievement of a goal (enough to take a break)
  • 16. How to test hypotheses?Archetypical User Archetypical(representing segment) Context, situation Jack is trying to lose weight. He’s been able to Can peoplebeen like when he counted calories, but he hasn’t Can you find Jackof how see able people like Jack? long because to stick with it forGoal annoying it is. At the diner for lunch... in the themselves(problem to be solved) situation? Jack gets out “LS”, and in an instant, “LS” has captured his meal and starts...see themselves tabulating the calories in his meal. in the story?Actions by user and system (company offering) At dinner people like checks “LS” and sees Will at home, Jack there were more calories in lunch thanahe thatJack give currency How about though. for value? “false” scenario? Having a salad keeps him on track.Achievement of a goal (enough to take a break)
  • 17. How to use for concierge?Archetypical User Archetypical(representing segment) Context, situation Jack is trying to lose weight. He’s been able to Have people be the system (“LS”). when he counted calories, but he hasn’t been In person first, then perhaps able to stick with it for long because of how adding distance and tech.Goal annoying it is. At the diner for lunch...(problem to be solved) Jack gets out “LS”, and in an instant, “LS” has captured his meal and starts tabulating the calories in his meal.Actions by user and system (company offering) At dinner at home, Jack checks “LS” and sees that there were more calories in lunch than he though. Having a salad keeps him on track.Achievement of a goal (enough to take a break)
  • 18. How about a recap?Archetypical User Archetypical(representing segment) Context, situation Jack is trying to lose weight. He’s been able to Do customer discovery interviews. when he counted calories, but he hasn’t been able to stick with it for long because of how Write and revise context scenarios.Goal annoying it is. At the diner for lunch...(problem to be solved) Jack gets out “LS”, and in an instant, “LS” has Test scenarios with people. captured his meal and starts tabulating the calories in his meal.hypotheses. RevisitActions by user and system (company offering) At dinner at home, Jack checks “LS” and sees Test concierge offering. that there were more calories in lunch than he Revisit hypotheses. though. Having a salad keeps him on track.Achievement of a goal (enough to take a break)
  • 19. Words are boring.Jack is trying to lose weight. He’s been able towhen he counted calories, but he hasn’t beenable to stick with it for long because of howannoying it is. At the diner for lunch...Jack gets out “LS”, and in an instant, “LS” hascaptured his meal and starts tabulating thecalories in his meal.At dinner at home, Jack checks “LS” and seesthat there were more calories in lunch than hethough. Having a salad keeps him on track.
  • 20. How about comics? http://www.slideshare.net/IntuitInc/conserve-code-storyboard-experiences-with-customers-first
  • 21. Will people mock comics? http://www.slideshare.net/IntuitInc/conserve-code-storyboard-experiences-with-customers-first
  • 22. How to structure? http://www.slideshare.net/IntuitInc/conserve-code-storyboard-experiences-with-customers-first
  • 23. Like a context scenario?Archetypical User Archetypical(representing segment) Context, situationGoal (problem to be solved)Actions by user and system (company offering)Achievement of a goal (enough to take a break) http://www.slideshare.net/IntuitInc/conserve-code-storyboard-experiences-with-customers-first
  • 24. Don’t comics show tech?Archetypical User No Technical Archetypical(representing segment) Implementation Context, situationGoal (problem to be solved) Could substitute people, phone, paper, kiosk, “ST” robot, mobile app “ST” “ST” “ST” “ST” “ST” “ST” “ST”Actions by user and system (company offering)Achievement of a goal (enough to take a break) http://www.slideshare.net/IntuitInc/conserve-code-storyboard-experiences-with-customers-first
  • 25. Why comics over stories? Need to show Need to show social situation, emotion (faces) crowds, location “ST” “ST” “ST” “ST” “ST” “ST” “ST” “ST” Visual thinker Attention with with skills difference http://www.slideshare.net/IntuitInc/conserve-code-storyboard-experiences-with-customers-first
  • 26. Where were we?Archetypical User Archetypical(representing segment) Context, situation Jack is trying to lose weight. He’s been able to Do customer discovery interviews. when he counted calories, but he hasn’t been able to stick with it for long because of how Write and revise context scenarios.Goal annoying it is. At the diner for lunch...(problem to be solved) — or comics. Jack gets out “LS”, and in an instant, “LS” has Test scenarios with people. captured his meal and starts tabulating the calories in his meal.hypotheses. RevisitActions by user and system (company offering) At dinner at home, Jack checks “LS” and sees Test concierge offering. that there were more calories in lunch than he Revisit hypotheses. though. Having a salad keeps him on track.Achievement of a goal (enough to take a break)
  • 27. What about “fake systems”?
  • 28. What are prototypes?Shallow, narrow, sketchy representation of howa system works.Can be paper, index cards, whiteboard drawings computer-based (PowerPoint, Balsamiq, others, little HTML if you already have skillz)Should have concrete, specific data (not placeholders) as little polish as necessary
  • 29. How to make prototypes?Shallow, narrow, sketchy representation of howa system works. with scenarios. StartCan be Work independently first. paper, index cards, whiteboard drawings Test prototype(s) computer-based (PowerPoint, Balsamiq, against scenario(s). others)Should have Revise prototype(s). concrete, specific data (not placeholders) as little polish as necessary
  • 30. How to test prototypes?Shallow, narrow, sketchy representation of howa system works. with scenarios. StartCan be Work independently first. paper, index cards, whiteboard drawings Test prototype(s) computer-based (PowerPoint, Balsamiq, against scenario(s). others) Test with target users.Should have Revise prototype(s). concrete, specific data (not placeholders) Revisit hypotheses. as little polish as necessary
  • 31. Are we done yet?Archetypical User Archetypical(representing segment) Context, situation Jack is trying to lose weight. He’s been able to Do customer discovery interviews. when he counted calories, but he hasn’t been able to stick with it for long because of how Write and revise context scenarios.Goal annoying it is. At the diner for lunch...(problem to be solved) — or comics. Jack gets out “LS”, and in an instant, “LS” has Test scenarios with people. captured his meal and starts tabulating the calories in his meal.hypotheses. RevisitActions by user and system (company offering) At dinner at home, Jack checks “LS” and sees Test concierge offering. that there were more calories in lunch than he Revisit hypotheses. though. Having a salad keeps him on track.Achievement of a goal (enough to take a break) Build and test prototype(s).
  • 32. How to test hypotheses with made up stories and fake systems ! nksTh Q& a Carl Seglem, UX Designer A Lean Startup Machine Boston Mentor February 18, 2012 carl@carlseglem.com @carlseglem www.carlseglem.com linkedin.com/in/carlseglem