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Validating Ideas with Users

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Mini-workshop for early stage entrepreneurs at Dreamstake workshop in London on finding problem/solution fit through customer interviews.

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  • I am looking for investors to help fund a decorating software program i have invented. I have a Paten on this and did a Universal search. it came back in good standings, that there is not another program out there like it...YET. I have the front end done, the business plan, the ROI, the presentation, the company to build the back end. I need guidance on how to connect with Angel investors or any investors. I have over $30,000 in my own investment in this.
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Validating Ideas with Users

  1. 1. LEAN UX DRIVEN PRODUCT DEVELOPMENT VALIDATING IDEAS WITH USERS Sheen Yap
 Dreamstake Workshop 3:00pm 27 Jan 2015 London UK
  2. 2. ..HOW TO CREATE PRODUCTS THAT PEOPLE WILL USE
  3. 3. INTRODUCTION • Sheen Yap  • UX expert, design leader and lean evangelist • 17-years’ UX experience across web, mobile, iTV • Consulting to startups and corporates to help building better products through Lean and UX • Co-creator circula.co
  4. 4. WORKSHOP OBJECTIVES • Early stage startups - new idea, pivoting or existing • Go through process of validating ideas • Walk through and apply at each step • Understand and willing to perform user testing • Have fun, make mistakes, learn!
  5. 5. HOW DOES THIS FIT IN?
  6. 6. LEAN STARTUP CYCLE Early stage application!
  7. 7. CUSTOMER DEVELOPMENT
  8. 8. RUNNING LEAN STAGES
  9. 9. HORROR STORYTIME
  10. 10. PROBLEM-SOLUTION FIT - NOW • Product idea is about problem-solution fit • Need to solve Real Problems for Real People • Avoid eventual failure • Avoid waste in time, effort and money  • Avoid pain in dismantling • Missed opportunity to pivot to a better idea
  11. 11. ..HOW TO CREATE PRODUCTS THAT PEOPLE WILL USE HOW TO AVOID CREATING PRODUCTS NO ONE WILL USE TEST WITH USERS, & TEST EARLY!
  12. 12. HOW DO WE DO IT?
  13. 13. 1. Create Model 2. List Assumptions 3. Generate Hypothesis 4. Design Experiment 6. Run experiment 7. Analyse Results 8. Decide Next Steps 5. Experiment (interview) Captured Data
  14. 14. 1. Create Model 2. List Assumptions 3. Generate Hypothesis 4. Design Experiment 6. Run experiment 7. Analyse Results 8. Decide Next Steps 5. Experiment (interview) Captured Data
  15. 15. 1. Create Model 2. List Assumptions 3. Generate Hypothesis 4. Design Experiment 6. Run experiment 7. Analyse Results 8. Decide Next Steps 5. Experiment (interview) Captured Data CREATE MODEL
  16. 16. “IDEAS” • Ideas normally come as a “solution” i.e. 
 A Thing that has A, B and C Features. • We are seduced by its perceived tangibility • No way for anyone else to evaluate its true value to the world • Can’t tell if it fulfils a genuine need • Restricts the flexibility for a better solution
  17. 17. MODELLING
  18. 18. INITIAL FOCUS
  19. 19. EXAMPLE - FACEBOOK 2004 Online presence lacking Hard to stay in contact College Students Harvard Students Personal Profile Friend Connect
  20. 20. EXERCISE
  21. 21. EXERCISE • Who are your customer segments? • What are their problems/pain points/issues? • Who are your customers? • What are their problems/pain points/issues? • Who could be your early adopter?
  22. 22. 1. Create Model 2. List Assumptions 3. Generate Hypothesis 4. Design Experiment 6. Run experiment 7. Analyse Results 8. Decide Next Steps 5. Experiment (interview) Captured Data LIST ASSUMPTIONS
  23. 23. ASSUMPTIONS • “Theory behind the statements” • Unvalidated, each statement is a figment of our imagination: just because we believe it, does not mean it’s true • Everything on the canvas are assumptions - we need to methodically test each of them
  24. 24. ASSUMPTION STATEMENT • We believe that: [user segment] want to do [expected behaviour] because [pain point]. • We believe this [user segment] exist and we can find them at the following [channels] • We believe that [user segment] will pay [amount] to use our service. • We believe that [our UVP] will solve the [user segment]’s [problem].
  25. 25. EXAMPLE - FB’04 • Online presence lacking:
 We believe that lots of students find their current online presence unsatisfactory • Hard to stay in contact:
 We believe that many students worry about losing contact with others
  26. 26. EXERCISE • Pick one of your problems • Rewrite into an assumption: 
 
 We believe that [user segment] has this [pain point/issue/need].
  27. 27. 1. Create Model 2. List Assumptions 3. Generate Hypothesis 4. Design Experiment 6. Run experiment 7. Analyse Results 8. Decide Next Steps 5. Experiment (interview) Captured Data GENERATE HYPOTHESIS
  28. 28. FALSIFIABLE HYPOTHESIS • Assumptions need to be testable for validation • Creating a Falsifiable Hypothesis: i.e. can be proved true or false by empirically testing • Format: 
 If I were to [perform activity] on [sample subject], then I would be able to [observe an outcome]
  29. 29. EXAMPLE AND EXERCISE • Assumption: 
 We believe that lots of students find their current online presence unsatisfactory • Hypothesis:
 If I were to investigate a number of Harvard students, I would find that 90% of them would be unhappy with their online presence • Create a hypothesis for your assumption:
 If I were to [perform activity] on [sample subject], then I would be able to [observe an outcome]
  30. 30. 1. Create Model 2. List Assumptions 3. Generate Hypothesis 4. Design Experiment 6. Run experiment (perform 7. Analyse Results 8. Decide Next Steps 5. Experiment (interview) Captured Data DESIGN EXPERIMENT
  31. 31. WHY EXPERIMENTS • Typical statement: 
 “Built something, put it out there, learnt a lot.” • Question: What did you REALLY learn? • Stuff that could be semi-relevant, might be useful later. Hopefully. • Wasted cycle: still no progress on your most critical problems; worse, could be distracted onto a different direction
  32. 32. AN EXPERIMENT • Has a learning goal • Explicit stated hypothesis • Anticipates observable outcome • Repeatable • Avoid biases (try our best to!)
  33. 33. EXPERIMENT TEMPLATE Goal: To validate your stated assumption Hypothesis: Put your hypothesis here Procedure: will talk about this next… Expected Results: come back to this later… Actual Results: input results after running the experiment…
  34. 34. 1. Create Model 2. List Assumptions 3. Generate Hypothesis 4. Design Experiment 6. Run experiment 7. Analyse Results 8. Decide Next Steps 5. Experiment (interview) Captured Data EXPERIMENT
  35. 35. WHICH PROCEDURE? Usability Testing Ethno- graphy Interviews Partici- patory Design Focus Groups Eye Tracking Compe- titive Research Diary Study Bench- marking Forum Mining Blogpost Test Landing Page Tests PPC Tests A/B Tests Customer Feedback Card Sorting Wizard of Oz Neuro Imaging Data Mining Data Analysis Ad Hoc Question- naire Intercept Surveys Email Surveys Product Stubs
  36. 36. INTERVIEW OBJECTIVES 1. Validate Problem
 Do customers have the problem you are solving? 2. Capture Existing Alternatives 
 How do customers solve these problems today? 3. Validate Customer Segments 
 Are these customers the ones with the pain?
  37. 37. INTERVIEWING TIPS • Set context first
 Statement or closed question. • Then ask open questions 
 Use What/How/Why? • Follow up questions 
 Why? Tell me more? • Let them talk; expect messy outcome
  38. 38. INTERVIEW QUESTIONS • Hypothesis: If I were to investigate a number of Harvard students, I would find that 90% of them would be unhappy with their online presence • Context setting: 
 I’m trying to find out more about people’s online presence at the moment. Can you tell me if you have an online presence? • Open questions: 
 (If yes) What do you have? How are you finding it? 
 (If no) Why is that? • Now write your own question(s) for your hypothesis
  39. 39. EXPERIMENT TEMPLATE Goal: To validate your stated assumption Hypothesis: Put your hypothesis here Procedure: Your interview question(s) to applied to ? people Expected Results: State your expected outcome Actual Results: input results after running the experiment…
  40. 40. TEMPLATE EXAMPLE Goal: To validate our belief that lots of students find their current online presence unsatisfactory Hypothesis: If I were to investigate a number of Harvard students, I would find that 90% of them would be unhappy with their online presence Procedure: Interview question(s) to applied to 5 people Expected Results: At least 4 people will register some complaint about their current online presence Actual Results:
  41. 41. TEMPLATE EXERCISE Goal: To validate your stated assumption Hypothesis: Put your hypothesis here Procedure: Your interview question(s) to applied to ? people Expected Results: State your expected outcome Actual Results:
  42. 42. 1. Create Model 2. List Assumptions 3. Generate Hypothesis 4. Design Experiment 6. Run experiment 7. Analyse Results 8. Decide Next Steps 5. Experiment (interview) Captured Data RUN EXPERIMENT
  43. 43. INTERVIEW PROCESS • Perform interview with the person next to you • Interviewee pretend to be target audience • Try noting/recording in verbatim • Take turns, 5 minutes each
  44. 44. INTERVIEW EXAMPLE • Interviewing Harvard Student, circa 2004 • I’m trying to find out more about people’s online presence at the moment. Can you tell me if you have an online presence? 
 “Yes I do.” • What do you have? How are you finding it?
 “I have the college directory profile but it’s very limiting in terms of the information it shows, doesn’t tell people much about the real me. I also have a myspace page but it’s kinda kept between my friends and not shown to others in college as stuff there isn’t appropriate. It’s fun but I am spending far too much time maintaining it.”

  45. 45. INTERVIEW EXERCISE • Perform interview with the person next to you • Interviewee to pretend to be target audience • Try noting/recording in verbatim • Take turns, 5 minutes each
  46. 46. 1. Create Model 2. List Assumptions 3. Generate Hypothesis 4. Design Experiment 6. Run experiment (perform 7. Analyse Results 8. Decide Next Steps 5. Experiment (interview) Captured Data ANALYSE RESULTS
  47. 47. ANALYSIS GUIDELINES • Complete ALL interviews first • Based on what you have recorded: 1. Has it met your expected results, not met them or inconclusive? What does it mean to your hypothesis? 2. What new information have you heard? 3. Any new ideas/insights?
  48. 48. ANALYSIS EXAMPLE • I have the college directory profile but it’s very limiting in terms of the information it shows, doesn’t tell people much about the real me. I also have a myspace page but it’s kinda kept between my friends and not shown to others in college as stuff there isn’t appropriate. It’s fun but I am spending far too much time maintaining it.
 Result: complains registered Hypothesis: validated New info: college directory limiting New info: myspace is inappropriate for everyone New info: Both don't present the “real me” Insight/Idea: Showing Real Identify is important
  49. 49. ANALYSIS EXERCISE • Based on what you have recorded: 1. Has it met your expected results, not met them or inconclusive? What does it mean to your hypothesis? 2. What new information have you heard? 3. Any new ideas/insights?
  50. 50. 1. Create Model 2. List Assumptions 3. Generate Hypothesis 4. Design Experiment 6. Run experiment (perform 7. Analyse Results 8. Decide Next Steps 5. Experiment (interview) Captured Data DECIDE NEXT STEPS
  51. 51. DECIDING NEXT STEPS Revise Canvas/ Assump- tions Hypothesis Validated? New Insight Gained? New Insight Gained? Pick Next Experiment Modify Experiment Experiment Completion Start New Experiment Yes No Inconclusive Brainstorm New Ideas/ Insights No Yes Yes No
  52. 52. PROCESS RECAP
  53. 53. 1. Create Model 2. List Assumptions 3. Generate Hypothesis 4. Design Experiment 6. Run experiment 7. Analyse Results 8. Decide Next Steps 5. Experiment (interview) Captured Data
  54. 54. THIS IS LEAN UX
  55. 55. TEST ASSUMPTIONS ✔ ✗ ✔ ✗ ✔ ✗ ✗ ✗ ✔ ✗ ✔ ✔ ✗ ✔ ✔ ✗ ✗✔ ✔ ✗ ✔ ✔✗ ✔
  56. 56. PICK THE RIGHT TOOLS Usability Testing Ethno- graphy Interviews Partici- patory Design Focus Groups Eye Tracking Compe- titive Research Diary Study Bench- marking Forum Mining Blogpost Test Landing Page Tests PPC Tests A/B Tests Customer Feedback Card Sorting Wizard of Oz Neuro Imaging Data Mining Data Analysis Ad Hoc Question- naire Intercept Surveys Email Surveys Product Stubs
  57. 57. IT IS ABOUT PEOPLE… …try walking in their shoes!
  58. 58. CHANGE WILL GET HARDER
  59. 59. MAKING THE NECESSARY CALLS
  60. 60. REFERENCES
  61. 61. QUESTIONS? Sheen Yap Follow on Twitter: @sheen Connect: uk.linkedin.com/in/sheenyap Register for beta: circula.co

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