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USING PROTOTYPES TO VALIDATE 
PRODUCT STRATEGY 
11 October 2014 
Kenal Shah 
Senior Product Manager 
kenal.shah@3pillarglo...
Maria Bryk/Newseum
radcliffe dacanay, Flickr
Philippa Willitts, Flickr
I HAVE AN 
CRASH 
AND 
BURN
Newseum, The Washington Post, Time
Philippa Willitts, Flickr
I HAVE AN 
IDEA
What does it look like? 
Do customers want it? 
Is it right for my business?
WEEK 1 
MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY 
WEEK 2 
WEEK 3 
WEEK 4 
Workshop 
Rapid User 
Research 
Idea 
Exploratio...
WANT TO 
LEARN MORE 
ABOUT 
DEVELOPING 
IDEAS? 
© 2014 3Pillar Global, Inc. All Rights Reserved 
Talk is Cheap, 
Build Som...
TESTING YOUR IDEA 
© 2014 3Pillar Global, Inc. All Rights Reserved 
Surveys Landing Pages 
Interviews 
and 
Pitches
TODAY’S FAKE IDEA 
© 2014 3Pillar Global, Inc. All Rights Reserved 
Customer 
Problem 
Solution 
Cost-conscious urban dwel...
WHAT DO YOU NEED TO 
LEARN?
SETTING AND MANAGING EXPECTATIONS 
FIDELITY 
Lo Hi 
FUNCTIONALITY 
Lo Hi 
CONTENT/DATA 
Lo Hi 
© 2014 3Pillar Global, Inc....
SETTING AND MANAGING EXPECTATIONS 
© 2014 3Pillar Global, Inc. All Rights Reserved 
The Good Risks to Manage 
Stakeholders...
WHAT SHOULD WE 
PROTOTYPE?
DO 
© 2014 3Pillar Global, Inc. All Rights Reserved 
Solve today’s problem 
Focus on the most 
important or risky 
feature...
HOW DO WE 
TEST WITH 
CUSTOMERS?
FROM VALIDATION TO DEVELOPMENT * 
WEEK 1 
Target: Domain / System(s) Understanding & High-Level Release Plan with Stories ...
http://navigate-beta.3pillarglobal.com/
THANKS! 
Jessica Hall 
Director, Innovate Practice 
jessica.hall@3pillarglobal.com 
@JessHallway 
Kenal Shah 
Senior Produ...
Using Prototypes to Validate Product Strategy - Product Camp DC Presentation 10/11/14
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Using Prototypes to Validate Product Strategy - Product Camp DC Presentation 10/11/14

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A presentation for Product Camp DC on how to use prototypes to validate market need for a product idea. Jessica Hall, Director of 3Pillar's Innovate Practice, and Kenal Shah, Senior Product Manager, gave the presentation at LivingSocial HQ on October 11, 2014.

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Using Prototypes to Validate Product Strategy - Product Camp DC Presentation 10/11/14

  1. 1. USING PROTOTYPES TO VALIDATE PRODUCT STRATEGY 11 October 2014 Kenal Shah Senior Product Manager kenal.shah@3pillarglobal.com @kenalshah Jessica Hall Director, Innovate Practice jessica.hall@3pillarglobal.com @jesshallway #pcampdc14
  2. 2. Maria Bryk/Newseum
  3. 3. radcliffe dacanay, Flickr
  4. 4. Philippa Willitts, Flickr
  5. 5. I HAVE AN CRASH AND BURN
  6. 6. Newseum, The Washington Post, Time
  7. 7. Philippa Willitts, Flickr
  8. 8. I HAVE AN IDEA
  9. 9. What does it look like? Do customers want it? Is it right for my business?
  10. 10. WEEK 1 MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY WEEK 2 WEEK 3 WEEK 4 Workshop Rapid User Research Idea Exploration Idea Exploration Testing Prototyping Planning/ Prototyping Prototyping/ Client Demo Prototyping Testing Prototyping Planning/ Prototyping Prototyping/ Client Demo Prototyping Testing Refine Prototype Evaluation Refine Prototype/Build Pitch Deck Refine Prototype/Build Pitch Deck Refine Prototype/Build Pitch Deck © 2014 3Pillar Global, Inc. All Rights Reserved
  11. 11. WANT TO LEARN MORE ABOUT DEVELOPING IDEAS? © 2014 3Pillar Global, Inc. All Rights Reserved Talk is Cheap, Build Something with Faz Besharatian @ 3pm in the Fishbowl
  12. 12. TESTING YOUR IDEA © 2014 3Pillar Global, Inc. All Rights Reserved Surveys Landing Pages Interviews and Pitches
  13. 13. TODAY’S FAKE IDEA © 2014 3Pillar Global, Inc. All Rights Reserved Customer Problem Solution Cost-conscious urban dweller who searches yard sales and CraigsList for larger goods Need an easy and low-cost way to get purchases home within a short time-frame Connect our customers with moving companies or truckers with spare capacity
  14. 14. WHAT DO YOU NEED TO LEARN?
  15. 15. SETTING AND MANAGING EXPECTATIONS FIDELITY Lo Hi FUNCTIONALITY Lo Hi CONTENT/DATA Lo Hi © 2014 3Pillar Global, Inc. All Rights Reserved
  16. 16. SETTING AND MANAGING EXPECTATIONS © 2014 3Pillar Global, Inc. All Rights Reserved The Good Risks to Manage Stakeholders will see deliverables sooner and get client feedback sooner Initial deliverables will be low fidelity We can quickly bring ideas to life We need stakeholders to commit time to work with us We can get quality customer feedback fast Customers may say things the stakeholders don’t want to hear We can pivot The stakeholder may not want to pivot We will save money by not working on the wrong ideas We’re going to get a lot wrong before we get to the right thing
  17. 17. WHAT SHOULD WE PROTOTYPE?
  18. 18. DO © 2014 3Pillar Global, Inc. All Rights Reserved Solve today’s problem Focus on the most important or risky features/assumptions Do just enough for customers and stakeholders to judge value and no more Set a schedule, get commitment on the team’s time and appoint an enforcer DON’T Solve tomorrow’s problem Spend time on features that aren’t differentiators (log-in) Obsess over an icon, the function of a control or making sure it works in another browser Waste time talking when you could be doing and testing
  19. 19. HOW DO WE TEST WITH CUSTOMERS?
  20. 20. FROM VALIDATION TO DEVELOPMENT * WEEK 1 Target: Domain / System(s) Understanding & High-Level Release Plan with Stories WEEK 2 Target: Refine Release Plan & Finalize Scope for Sprint 1. Get to Answers to Questions Raised from Week 1 WEEK 3 Target: Start Development Sprint 1 WEEK 4 Story Brainstorming Kick-Off / Roadmap Review Affinity Estimation Prioritize & Assemble Initial Release Plan UX Research Review Data Modeling / UX Ideation Architecture Release Plan Review / First Release Definition Sprint 1 Planning / Grooming Wireframing / Environment Setup Development / Testing of Few Stories Sprint #1 Kick-Off / Establish Rituals Usability Testing All Environment Setup Completed Sprint #2 Planning / Grooming Sprint #1 Review / Retrospective © 2014 3Pillar Global, Inc. All Rights Reserved *HIGHLY CONDENSED Continue Dev / Test Target: Deliver a Few Business-Oriented User Stories at the End of Sprint 1
  21. 21. http://navigate-beta.3pillarglobal.com/
  22. 22. THANKS! Jessica Hall Director, Innovate Practice jessica.hall@3pillarglobal.com @JessHallway Kenal Shah Senior Product Manager kenal.shah@3pillarglobal.com @KenalShah

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