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Lean Startup Case Studies
The document outlines the lean startup methodology for developing a minimum viable product (MVP) to test business hypotheses. It discusses defining customers and their problems, formulating hypotheses about solutions, identifying the riskiest assumptions to test, building the simplest MVP to test assumptions, and analyzing results to determine whether to persevere or pivot the idea. An example experiment tests the hypothesis that providing virtual UX feedback is a solution to bootstrapped startups' problem of getting UX feedback, with the riskiest assumption being finding a reliable feedback source. The results validated this assumption when 8 out of 10 founders were pitched the idea.
Lean Startup Case Studies
- 1. Lean Startup Grace Ng DesignerFounder Lean Startup Machine @uxceo Tuesday, February 4, 14
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- 6. @uxceo $1.2 M 2 Years Tuesday,February 4, 14
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- 9. @uxceo Textual search islimiting. How can I search a visual query? Tuesday, February 4, 14
- 10. @uxceo Photo Q&A App Tuesday,February 4, 14
- 11. @uxceo Minimum Viable Product -Small experiment that can prove the validity of your idea - Tests your Riskiest Assumption Tuesday, February 4, 14
- 12. @uxceo Do people evenhave visual questions to post? Riskiest Assumption: Have photo Qs to post. Upload Photo Ask Question Tuesday, February 4, 14
- 13. @uxceo What kind ofbird is this? (Is it even a bird??) Tuesday, February 4, 14
- 14. @uxceo Will there bepeople who are able to answer the photo questions that are posted? Riskiest Assumption: Someone can answer within given time. Tuesday, February 4, 14
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- 16. @uxceo Will this scale?Can this be replicated? Tuesday, February 4, 14
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- 25. @uxceo $1 M 2 Years Tuesday,February 4, 14
- 26. Customer psychology isthe gem of a successful startup Tuesday, February 4, 14
- 27. “Customers don't careabout your solution. They care about their problems.” - Dave McClure Tuesday, February 4, 14
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- 29. STEP 1: Who isyour customer? Tuesday, February 4, 14
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- 31. @uxceo STEP 2: What ishis/her problem? Define Your Problem Hypothesis Tuesday, February 4, 14
- 32. PROBLEM • Must bespecific to the person! INCORRECT: • “People are not recycling” is not a problem someone has CORRECT: • “Forgets the day of the week for collection” • “Confused how to sort plastics” • Two similar but different problems Tuesday, February 4, 14
- 33. @uxceo SOLUTION Do not defineuntil the problem is validated Why? Because every problem has multiple solutions Tuesday, February 4, 14
- 34. @uxceo STEP 3: What doyou test? Plan your Experiment (MVP) Tuesday, February 4, 14
- 35. @uxceo What must welearn? What are the Core Assumptions of our business? Prioritize: Which Assumption is the Riskiest? Tuesday, February 4, 14
- 36. What assumption must wevalidate? Crucial Known Unknown Not Crucial Tuesday, February 4, 14
- 37. @uxceo What do webuild to test? 1.Exploration -> reproduce problem 2.Pitch -> collect currency 3.Concierge -> deliver customer expectation (Methods increase in cost of testing) Tuesday, February 4, 14
- 38. @uxceo How do wemeasure result? Decide on the weakest outcome you will accept as validation Called the Minimum Success Criteria Tuesday, February 4, 14
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- 40. Get Out ofthe Building! And interview your customers! Todd! Tuesday, February 4, 14
- 41. @uxceo STEP 5: What didyou learn? Analyze Results Tuesday, February 4, 14
- 42. @uxceo What happened? VALIDATED Brainstorm andtest next RA (NOTE: if you validate with the wrong customers, it is not validated) INVALIDATED Pivot the hypothesis Tuesday, February 4, 14
- 43. Start here. Brainstormwith stickies, pull it over to the right to start your experiment. Who is your customer? Experiments 1 2 3 4 5 Time Limit: 5 Min Customer What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min Problem Time Limit: 5 Min Solution List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min Riskiest Assumption Need help? Use these sentences to help construct your experiment. To form a Customer/Problem Hypothesis: To form a Problem/Solution Hypothesis: I believe my customer has a problem achieving this goal. I believe this solution will result in . Success Criterion GET OUT OF THE BUILDING! To form your Assumptions: hypothesis to be true, assumption needs to be true. Determine how you will test it: The least expensive way to test my assumption is... To identify your Riskiest Assumption: The assumption with the least amount of data, and core to the viability of my hypothesis is... Result & Decision Determine what success looks like: I will run experiment with # of customers and expect a strong signal from # of customers. Learning Experiment Board @uxceo Tuesday, February 4, 14
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- 46. xperiment. Experiments Time Limit: 5Min Customer 1 Bootstrapped startup founders Time Limit: 5 Min Problem Time Limit: 5 Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion GET OUT OF THE BUILDING! mption: Tuesday, February 4, 14 2 3 4 5
- 47. xperiment. Experiments 1 Customer Bootstrapped startup founders Problem Getting UX feedback Time Limit: 5Min Time Limit: 5 Min Time Limit: 5 Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion GET OUT OF THE BUILDING! mption: Tuesday, February 4, 14 2 3 4 5
- 48. xperiment. Experiments 1 Customer Bootstrapped startup founders Problem Getting UX feedback Time Limit: 5Min Time Limit: 5 Min Time Limit: 5 Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion GET OUT OF THE BUILDING! mption: Tuesday, February 4, 14 2 3 4 5
- 49. xperiment. Experiments 1 Customer Bootstrapped startup founders Problem Getting UX feedback Time Limit: 5Min Time Limit: 5 Min Time Limit: 5 Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . No reliable source Success Criterion GET OUT OF THE BUILDING! mption: Tuesday, February 4, 14 2 3 4 5
- 50. xperiment. Experiments 1 Customer Bootstrapped startup founders Problem Getting UX feedback Time Limit: 5Min Time Limit: 5 Min Time Limit: 5 Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion No reliable source Interview: 6/10 GET OUT OF THE BUILDING! mption: Tuesday, February 4, 14 2 3 4 5
- 51. Time Limit: 5Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion No reliable source Interview: 6/10 GET OUT OF THE BUILDING! mption: the least core to the hesis is... Result & Decision like: with # of ct a strong omers. Learning Tuesday, February 4, 14
- 52. Time Limit: 5Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion No reliable source Interview: 6/10 GET OUT OF THE BUILDING! mption: the least core to the hesis is... Result & Decision like: with # of ct a strong omers. Learning Tuesday, February 4, 14 9/12 Persevere
- 53. Time Limit: 5Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion No reliable source Interview: 6/10 GET OUT OF THE BUILDING! mption: the least core to the hesis is... Result & Decision 9/12 Persevere Learning Friends. Classes. Paid UX designers hourly for help like: with # of ct a strong omers. Tuesday, February 4, 14
- 54. xperiment. Experiments 1 2 Customer Bootstrapped startup founders Bootstrapped startup founders Problem Getting UX feedback Getting UX feedback Time Limit: 5Min Time Limit: 5 Min Time Limit: 5 Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion No reliable source Interview: 6/10 GET OUT OF THE BUILDING! mption: Tuesday, February 4, 14 3 4 5
- 55. xperiment. Experiments 1 2 Customer Bootstrapped startup founders Bootstrapped startup founders Problem Getting UX feedback Getting UX feedback Time Limit: 5Min Time Limit: 5 Min Time Limit: 5 Min Virtual UX feedback Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion No reliable source Interview: 6/10 GET OUT OF THE BUILDING! mption: Tuesday, February 4, 14 3 4 5
- 56. xperiment. Experiments 1 2 Customer Bootstrapped startup founders Bootstrapped startup founders Problem Getting UX feedback Getting UX feedback Time Limit: 5Min Time Limit: 5 Min Time Limit: 5 Min Virtual UX feedback Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion No reliable source Interview: 6/10 GET OUT OF THE BUILDING! mption: Tuesday, February 4, 14 Pay for virtual UX feedback 3 4 5
- 57. xperiment. Experiments 1 2 Customer Bootstrapped startup founders Bootstrapped startup founders Problem Getting UX feedback Getting UX feedback Time Limit: 5Min Time Limit: 5 Min Time Limit: 5 Min Virtual UX feedback Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion No reliable source Pay for virtual UX feedback Interview: 6/10 Pitch: 8/10 GET OUT OF THE BUILDING! mption: Tuesday, February 4, 14 3 4 5
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- 59. Time Limit: 5Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion No reliable source Pay for virtual UX feedback Interview: 6/10 Pitch: 8/10 GET OUT OF THE BUILDING! mption: the least core to the hesis is... Result & Decision 9/12 Persevere Learning Friends. Classes. Paid UX designers for help like: with # of ct a strong omers. Tuesday, February 4, 14 10/10 Test 2nd side of market
- 60. Time Limit: 5Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion No reliable source Pay for virtual UX feedback Interview: 6/10 Pitch: 8/10 GET OUT OF THE BUILDING! mption: the least core to the hesis is... Result & Decision 9/12 Persevere Learning Friends. Classes. Paid UX designers for help like: with # of ct a strong omers. Tuesday, February 4, 14 10/10 Test 2nd side of market Don’t mind virtual at all. Price is cheap
- 61. xperiment. Experiments 1 2 Customer Bootstrapped startup founders Bootstrapped startup founders Problem Getting UX feedback Getting UX feedback Time Limit: 5Min Time Limit: 5 Min Time Limit: 5 Min Virtual UX feedback Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion No reliable source Pay for virtual UX feedback Interview: 6/10 Pitch: 8/10 GET OUT OF THE BUILDING! mption: Tuesday, February 4, 14 3 UX Designers 4 5
- 62. xperiment. Experiments 1 2 Customer Bootstrapped startup founders Bootstrapped startup founders Problem Getting UX feedback Getting UX feedback Time Limit: 5Min Time Limit: 5 Min Time Limit: 5 Min Virtual UX feedback Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion No reliable source Pay for virtual UX feedback Interview: 6/10 Pitch: 8/10 GET OUT OF THE BUILDING! mption: Tuesday, February 4, 14 3 UX Designers Getting clients for quick UX consulting 4 5
- 63. xperiment. Experiments 1 2 Customer Bootstrapped startup founders Bootstrapped startup founders Problem Getting UX feedback Getting UX feedback Getting clients for quick UX consulting Virtual UX feedback Virtual UX feedback TimeLimit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion No reliable source Pay for virtual UX feedback Interview: 6/10 Pitch: 8/10 GET OUT OF THE BUILDING! mption: Tuesday, February 4, 14 3 UX Designers 4 5
- 64. xperiment. Experiments 1 2 Customer Bootstrapped startup founders Bootstrapped startup founders Problem Getting UX feedback Getting UX feedback Getting clients for quick UX consulting Virtual UX feedback Virtual UX feedback No reliable source Payfor virtual UX feedback Will consult virtually Interview: 6/10 Pitch: 8/10 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion GET OUT OF THE BUILDING! mption: Tuesday, February 4, 14 3 UX Designers 4 5
- 65. xperiment. Experiments 1 2 Customer Bootstrapped startup founders Bootstrapped startup founders Problem Getting UX feedback Getting UX feedback Getting clients for quick UX consulting Virtual UX feedback Virtual UX feedback No reliable source Payfor virtual UX feedback Will consult virtually Interview: 6/10 Pitch: 8/10 Pitch: 8/10 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion GET OUT OF THE BUILDING! mption: Tuesday, February 4, 14 3 UX Designers 4 5
- 66. Time Limit: 5Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion No reliable source Pay for virtual UX feedback Will consult virtually Interview: 6/10 Pitch: 8/10 Pitch: 8/10 10/10 Test 2nd side of market 0/10 Pivot! GET OUT OF THE BUILDING! mption: the least core to the hesis is... Result & Decision 9/12 Persevere Learning Friends. Classes. Paid UX designers for help like: with # of ct a strong omers. Tuesday, February 4, 14 Don’t mind virtual at all. Price is cheap
- 67. Time Limit: 5Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion No reliable source Pay for virtual UX feedback Will consult virtually Interview: 6/10 Pitch: 8/10 Pitch: 8/10 10/10 Test 2nd side of market 0/10 Pivot! GET OUT OF THE BUILDING! mption: the least core to the hesis is... Result & Decision 9/12 Persevere Learning Friends. Classes. Paid UX designers for help like: with # of ct a strong omers. Tuesday, February 4, 14 Don’t mind virtual at all. Price is cheap No! 5 yrs exp. Established
- 68. xperiment. Experiments 1 2 Customer Bootstrapped startup founders Bootstrapped startup founders Problem Getting UX feedback Getting UX feedback Getting clients for quick UX consulting Virtual UX feedback Virtual UX feedback No reliable source Payfor virtual UX feedback Will consult virtually Interview: 6/10 Pitch: 8/10 Pitch: 8/10 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion GET OUT OF THE BUILDING! mption: Tuesday, February 4, 14 3 UX Designers 4 Recent grad UX designers 5
- 69. xperiment. Experiments 1 2 Customer Bootstrapped startup founders Bootstrapped startup founders Problem Getting UX feedback Getting UX feedback Getting clients for quick UX consulting Virtual UX feedback Virtual UX feedback No reliable source Payfor virtual UX feedback Will consult virtually Interview: 6/10 Pitch: 8/10 Pitch: 8/10 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion GET OUT OF THE BUILDING! mption: Tuesday, February 4, 14 3 UX Designers 4 Recent grad UX designers Getting clients for quick UX consulting 5
- 70. xperiment. Experiments 1 2 Customer Bootstrapped startup founders Bootstrapped startup founders Problem Getting UX feedback Getting UX feedback Getting clients for quick UX consulting Getting clientsfor quick UX consulting Virtual UX feedback Virtual UX feedback Virtual UX feedback No reliable source Pay for virtual UX feedback Will consult virtually Interview: 6/10 Pitch: 8/10 Pitch: 8/10 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion GET OUT OF THE BUILDING! mption: Tuesday, February 4, 14 3 UX Designers 4 Recent grad UX designers 5
- 71. xperiment. Experiments 1 2 Customer Bootstrapped startup founders Bootstrapped startup founders Problem Getting UX feedback Getting UX feedback Getting clients for quick UX consulting Getting clientsfor quick UX consulting Virtual UX feedback Virtual UX feedback Virtual UX feedback No reliable source Pay for virtual UX feedback Will consult virtually Give quick online feedback Interview: 6/10 Pitch: 8/10 Pitch: 8/10 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion GET OUT OF THE BUILDING! mption: Tuesday, February 4, 14 3 UX Designers 4 Recent grad UX designers 5
- 72. xperiment. Experiments 1 2 Customer Bootstrapped startup founders Bootstrapped startup founders Problem Getting UX feedback Getting UX feedback Getting clients for quick UX consulting Getting clientsfor quick UX consulting Virtual UX feedback Virtual UX feedback Virtual UX feedback No reliable source Pay for virtual UX feedback Will consult virtually Give quick online feedback Interview: 6/10 Pitch: 8/10 Pitch: 8/10 Pitch: 60% Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion GET OUT OF THE BUILDING! mption: Tuesday, February 4, 14 3 UX Designers 4 Recent grad UX designers 5
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- 74. Time Limit: 5Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion No reliable source Pay for virtual UX feedback Will consult virtually Give quick online feedback Interview: 6/10 Pitch: 8/10 Pitch: 8/10 Pitch: 60% 10/10 Test 2nd side of market 0/10 Pivot! 37/184 emails Persevere GET OUT OF THE BUILDING! mption: the least core to the hesis is... Result & Decision 9/12 Persevere Learning Friends. Classes. Paid UX designers for help like: with # of ct a strong omers. Tuesday, February 4, 14 Don’t mind virtual at all. Price is cheap No! 5 yrs exp. Established
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- 76. Time Limit: 5Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion No reliable source Pay for virtual UX feedback Will consult virtually Give quick online feedback Interview: 6/10 Pitch: 8/10 Pitch: 8/10 Pitch: 60% 10/10 Test 2nd side of market 0/10 Pivot! 37/184 emails Persevere No! 5 yrs exp. Established Started referring friends GET OUT OF THE BUILDING! mption: the least core to the hesis is... Result & Decision 9/12 Persevere Learning Friends. Classes. Paid UX designers for help like: with # of ct a strong omers. Tuesday, February 4, 14 Don’t mind virtual at all. Price is cheap
- 77. xperiment. Experiments 1 2 Customer Bootstrapped startup founders Bootstrapped startup founders Problem Getting UX feedback Getting UX feedback Time Limit: 5Min Time Limit: 5 Min 4 5 Recent grad UX designers Bootstrapped startup founders Getting clients for quick UX consulting Getting clients for quick UX consulting Getting UX feedback Virtual UX feedback Virtual UX feedback Virtual UX feedback Virtual UX feedback No reliable source Pay for virtual UX feedback Will consult virtually Give quick online feedback Online platform is sufficient Interview: 6/10 Pitch: 8/10 Pitch: 8/10 Pitch: 60% Concierge: 60% satisfied Time Limit: 5 Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion GET OUT OF THE BUILDING! mption: Tuesday, February 4, 14 3 UX Designers
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- 79. Customer Submits Request UXDesigner gets email and submits feedback Concierge @uxceo Tuesday, February 4, 14
- 80. Customer Submits Request UXDesigner gets email and submits feedback Manually @uxceo Tuesday, February 4, 14
- 81. High Frequency Low Pain HighPain Low Frequency Focus @uxceo Tuesday, February 4, 14
- 82. Time Limit: 5Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion No reliable source Interview: 6/10 Pay for virtual UX feedback Will consult virtually Give quick online feedback Online platform is sufficient Pitch: 8/10 Pitch: 8/10 Pitch: 60% Concierge: 60% satisfied 10/10 Test 2nd side of market 0/10 Pivot! 37/184 emails Persevere 20% Iterate No! 5 yrs exp. Established Started referring friends GET OUT OF THE BUILDING! mption: the least core to the hesis is... Result & Decision 9/12 Persevere Learning Friends. Classes. Paid UX designers for help like: with # of ct a strong omers. Tuesday, February 4, 14 Don’t mind virtual at all. Price is cheap
- 83. Time Limit: 5Min Solution Time Limit: 10 Min Riskiest Assumption pothesis: n will result . Success Criterion No reliable source Interview: 6/10 Pay for virtual UX feedback Will consult virtually Give quick online feedback Online platform is sufficient Pitch: 8/10 Pitch: 8/10 Pitch: 60% Concierge: 60% satisfied 10/10 Test 2nd side of market 0/10 Pivot! 37/184 emails Persevere 20% Iterate No! 5 yrs exp. Established Started referring friends Wanted more functionality GET OUT OF THE BUILDING! mption: the least core to the hesis is... Result & Decision 9/12 Persevere Learning Friends. Classes. Paid UX designers for help like: with # of ct a strong omers. Tuesday, February 4, 14 Don’t mind virtual at all. Price is cheap
- 84. A visualization ofthe user journey from their point of frustration to using your product and relief of their pain. Storyboard @uxceo Tuesday, February 4, 14
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- 87. A quick visualizationof an interface idea Paper Prototype @uxceo Tuesday, February 4, 14
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