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Uncovering Need and Validating Ideas with UserTesting by Marieke McCloskey

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To build a successful product, a good idea and a skilled team are not enough. You also need to validate your product ideas with your target market. In this webinar, Marieke McCloskey, Director of Research at UserTesting, shares advice on how to build products that people love by spending time in the product discovery phase understanding who your users are, what they need, and how they might use and react to your product. Marieke shares fast and practical ways to understand your customers and validate design concepts through remote research. She also covers the impact of getting early feedback on product ideas and then continuously testing your prototypes.

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Uncovering Need and Validating Ideas with UserTesting by Marieke McCloskey

  1. 1. Uncovering Need and Validating Ideas with UserTesting Marieke McCloskey
  2. 2. UserTesting’s on demand customer insights platform enables companies to create powerful products and exceptional customer experiences. #UTwebinar
  3. 3. We partner with thousands of customers #UTwebinar
  4. 4. Across all platforms, at all stages of development Watch customers interact with: DESKTOP SMARTPHONE TABLET WEBSITES APPS & PROGRAMS PROTOTYPES & WIREFRAMES SURVEYS PHYSICAL PRODUCTS Anywhere people interact with your brand: AT HOME AT A STORE ON THE GO On any platform or device: #UTwebinar
  5. 5. 8 Marieke McCloskey Director of Research, UserTesting
  6. 6. Uncovering Need and Validating Ideas Marieke McCloskey, Director of Research at UserTesting UserTesting Webinar July 13, 2017
  7. 7. TOPICS ● Value of early research ● How to uncover need ● How to validate ideas ● Resources to do this yourself ● Q&A 7
  8. 8. Value of Early Stage Research
  9. 9. Reference: designshack.net
  10. 10. - Rian van der Merwe Reference: alistapart.com “If we want to design better, more useful products, we need to stop designing solutions too early and start instead with product discovery: A process that helps us understand the problem properly so we don’t just design things better, but design better things.”
  11. 11. 11 PRODUCT DISCOVERY ● What is the problem? ● How could we solve it? ● Are those solutions any good?
  12. 12. How to uncover need
  13. 13. Who are the people you’re designing for? What are they doing today? What problems do they face? • Needs assessment • Light ethnography • Exploratory usability 13
  14. 14. • Ask people about their recent behavior • Avoid leading or direct questions Example: Describe your most recent experience looking for child care Needs assessment interviews 14 Video: goo.gl/rdC7R9
  15. 15. Light ethnography • Have people show their environment • Ask them to describe it • See how their environment impacts experience Example: Show the work you’ve done on your backyard Video: goo.gl/E4bYWX 15 UserTesting Help Center: How to post a light ethnography test
  16. 16. • Ask people to attempt task, don’t tell them what to use • Watch what people do • Learn how they solve problems on their own Example: Take no more than 5 minutes to explore the website as you wish Exploratory usability study 16 Video: goo.gl/kCxJip
  17. 17. How to validate ideas
  18. 18. • Concept testing • Preference testing • Prototype testing Are we on the right track? Is it easy to understand? Which option do people prefer? 19
  19. 19. • Describe or show an idea • See how people respond • How do they describe using it Example: What do people think of this pizza cutting technology? Concept testing 20 Video: goo.gl/YfSgPz
  20. 20. Preference testing 21 • Describe or show two ideas • See how people respond and describe the differences • Ask which one they prefer and why Example: Which promotional email subject line and content is easier to understand? Video: goo.gl/QY6ipo
  21. 21. Prototype testing • Show your prototype to your target users • See how they describe what this [page, website, service, product] offers • Ask them to perform an activity Example: Can our Professional Services team set up a study for a customer? 22 Video: goo.gl/ru3bqW
  22. 22. The problem we are trying to solve is _____________ We’re solving it for _____________ This is important, because _____________ Our vision for the solution is _____________ The benefit to the company is _____________
  23. 23. We've created templates to help you quickly launch your next study. The following links will open in your UserTesting dashboard with pre-populated screeners, tasks, and questions that you can customize to your needs. Choose a methodology: • Needs assessment •Light ethnography • Exploratory Usability Study • Concept testing • Preference testing • Prototype testing Visit our Help Center for more test plan templates and info on how to use them. Spend a day uncovering a need or validating an idea 24
  24. 24. Stay in touch! marieke@usertesting.com /in/mariekemccloskey @usertesting 26
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