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Ota 2015.pptx

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De-risking product innovation by facing up to assumptions and designing experiments to validate them. Customer Development for a fast moving industry.

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Ota 2015.pptx

  1. 1. 1 @jewl with
  2. 2. The Approach 2Julia Shalet, Product Doctor 1. Identify Risky Assumptions about People 2. Craft Experiments to Reduce those Risks 3. Carry out the Experiment 4. Use the Results effectively
  3. 3. What are you working on? Be honest about assumptions you have made about how people feel / behave / want…. 33 1. Identifying Risky Assumptions Julia Shalet, Product Doctor
  4. 4. 1. Goal What is it that we’re trying to learn / prove? Have we assumed a customer problem or behaviour? 2. People Who is our customer / user? What are our recruitment criteria? Where will we find them? 3. Logistics How are we going to conduct our experiment? When? Who will carry out the experiment? Where? 4. Measurement How will we know if our experiment is a success? 5. Outcome What did we learn? What will you do if this experiment is a success? What will you do if this experiment is a failure? 2. Crafting Experiments Extract from Pearson Product Lifecycle training @Leanplc
  5. 5. 5Julia Shalet, Product Doctor 1. Always start with your riskiest assumption 2. Track every experiment and its results 3. If your first experiment doesn’t work, redesign it and try again 4. Rather than worry about sample sizes, start with a number & when you begin to hear the same things, you can stop! 5. Design experiments together as a team 6. Define clear measures of success for each experiment 7. Share learnings and results with the team 8. Make decisions together after each experiment. Tips for Crafting Experiments
  6. 6. 66 3. Carry out the Experiment Volunteer Please! Watch for good / bad practice… Julia Shalet, Product Doctor
  7. 7. Good practice? 7
  8. 8. Good practice: Any to Add? • Openly time it • Be brief – get them talking • Open, simple, not leading questions • Less is more e.g. don’t mention brand names unless that is what you are researching • Active Listening: repeat & summarise • Probe – don’t miss any clues • Record, listen back & review for bias • Leave more personal information to the end Introduction: • State what you need & the incentive • Check Profile Fit • Set out your neutrality • Permission to Record
  9. 9. 9 IN TEAMS OF 3: Respondent, Interviewer, Observer Practice Julia Shalet, Product Doctor EXERCISE
  10. 10. Thanks! @LeanPlc@Moblacad@jewl
  11. 11. Back Up Case Studies (borrowed from The Mobile Academy alumni!) 1. Passwords We know that many people struggle to remember their passwords. We think that people are more likely to remember visuals rather than alphanumerics. Our idea is to let people upload a picture and pick 4 points on that picture instead of an alpha-numeric password. 2. Dating Many people are nervous of going on dates with people that they have found through dating sites and Apps. Our idea is to offer the opportunity to date in pairs with our “double dating” App.

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