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Going from good to great with concept testing

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We all have challenges in coming up with better ideas for our products, and making the right decisions based on those ideas. Concept testing can be a huge help in creative confidence. This talk shows you what's involved in concept testing, how creative anxieties are holding you back, and how concept testing can help.

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Going from good to great with concept testing

  1. 1. BEN CROTHERS • PRINCIPAL DESIGN STRATEGIST • @BENCROTHERS Going from Good to Great with Concept Testing
  2. 2. CHALLENGE:
 Moving beyond iteration to innovation
  3. 3. CHALLENGE:
 Making product decisions confidently
  4. 4. CHALLENGE:
 Creative confidence
  5. 5. CONCEPT TESTING:
 Helping you gain more creative confidence
  6. 6. EXAMPLES IN ACTION WHAT IS CONCEPT TESTING WORKING IT INTO YOUR PROCESS BEING MORE CREATIVE AND CONFIDENT What I’ll cover
  7. 7. What is 
 concept testing?
  8. 8. Open inquiry Getting customers to use raw low- fidelity concepts and prototypes. Facilitated groups Structured activities and discussions about how people work, and why. Raw prototypes Inviting new ideas, and uncovering happy accidental insights. What is concept testing?
  9. 9. Removing risk Gathering data about customers’ jobs, tasks, goals and mental models. Validating early Busting assumptions, checking if we solve the right problem, not just how. Customer context Failing refining early before spending serious $$$ on development. What is concept testing 
 for?
  10. 10. Carefully facilitated Customers, clients or internal stakeholders. Carefully recruited According to the right demographics for your project. 8-12 people To avoid groupthink and bias. What is in a concept testing session?
  11. 11. Capturing real goals and work patterns first…
  12. 12. … then gathering feedback about what works, 
 not what they like
  13. 13. Green dots for useful, 
 red dots for not useful
  14. 14. Everyone’s invited 
 to observe
  15. 15. Results: Welcome done wrong
  16. 16. Results: Welcome done better
  17. 17. Results: Workflow editing done wrong
  18. 18. Results: Workflow editing done better
  19. 19. This or that…? Testing various interface designs for specific tasks (usability testing). Button colours Testing conversions based on fine- grain interface differences (A/B T). Testing screen design It’s not a bake-off, but about strengths and weaknesses of options. What is concept testing
 not for?
  20. 20. Where does concept testing happen? PRODUCT BACKLOG PRODUCT STRATEGY AND DESIGN CONCEPT TESTING
  21. 21. How can 
 concept testing give you creative confidence?
  22. 22. How can 
 concept testing give you creative confidence?
  23. 23. How do we make ourselves 
 less creative?
  24. 24. Stifling creativity #1: FEASIBILITY ANXIETY We’re led to think our ideas need to meet all 3 areas first time…
  25. 25. Lies, Ben! Lies!
  26. 26. Stifling creativity #1: FEASIBILITY ANXIETY …but Desirability often lucks out. We’re led to think our ideas need to meet all 3 areas first time…
  27. 27. Stifling creativity #2: REPUTATION ANXIETY We’re led to think that we have to unearth THE BIG ONE…
  28. 28. Lies, Ben! Lies!
  29. 29. Stifling creativity #2: REPUTATION ANXIETY …so we end up under-rating all the ‘little’ ones. We’re led to think that we have to unearth THE BIG ONE…
  30. 30. Stifling creativity #3: PERFORMANCE ANXIETY We’re led to think that innovation is to WIN… …but the wins feel like a 
 let-down… like bingo.
  31. 31. Ideas 
 are a fluid collection of 
 connections, sparks, meanderings and questions
  32. 32. Innovation is a series of stones across a river Problem Solution Solution Solution
  33. 33. We want to come up with ideas to learn (not to win)
  34. 34. When did you last put an idea in front of a customer, not to ship, but just to learn? If that sounds like an empty aphorism, consider this:
  35. 35. Example: Real-time chat while looking at a task board?
  36. 36. Customers liked the idea, but not the execution of the idea
  37. 37. Concept testing helps you cross your river It makes conversation for a greater range of creative possibilities. It lets you be open to new and unexpected insights and directions. It frees you up to involve customers in your creative problem-solving process
  38. 38. I’m in, Ben! What’s one thing 
 I can try?
  39. 39. Try it internally first
  40. 40. Thank you BEN CROTHERS • PRINCIPAL DESIGN STRATEGIST • @BENCROTHERS
  41. 41. • Getty Images • Pinterest.com • Huffingtonpost.com Image credits

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