SlideShare a Scribd company logo
Validate your idea
User research crash course
Ingrid Ødegaard, Co-founder & Product Manager
The problem: Setting up a group video call is PAINFUL!
Aug 2013: 

The Minimum Viable Product
Nov 2015: 

1 mill MAU all over the world
User research = finding out if your product works
Time
Volumeofusers
Talk to people
Observe users, instrument UI
Count stuff, plot metrics
Look for patterns
Machine learning
Big data (maybe)
10’s
100’s
1000’s
10.000’s
100.000’s
1.000.000’s
User research = finding out if your product works
Time
Volumeofusers
Talk to people
Observe users, instrument UI
Count stuff, plot metrics
Look for patterns
Machine learning
Big data (maybe)
10’s
100’s
1000’s
10.000’s
100.000’s
1.000.000’s
Qualitative User Research
Doesn’t give you statistics!
Identifies behaviors,
drivers and needs.
Reduces the risk of
building the wrong thing
Understand problem
• What are symptoms of
the problem?
• WHO has the problem?
• Why does the problem
exist?
• How would it work in an
ideal world?
• What is the real problem?
Ethnographic research:
“study of people in their
own environment”
Interview methodology
Get people to open up
Assure them it’s OK to be harsh/honest
DON’T ask leading questions!
Don’t be afraid of awkward silence
Get people to tell stories
Ask “Why?” five times
Problem: I need a baby sitter
Why?
Because I want more flexibility to do things
Why?
I want to go out and have dinner, or go away for a weekend
Why?
Because when we’re busy all the time we just argue, and I’m afraid
we’ll end up getting divorced
I need to spend more time with my husband
Why?
Understand problem Iterate on solution
• What are symptoms of
the problem?
• Why does the problem
exist?
• How would it work in an
ideal world?
• What is the real problem?
• Which target segment is
easiest to start with?
• Where can you recruit these
people to test?
• What part of the idea do you
need to validate?
Recruit test subjects
• Clearly define WHO you want to talk to
• E.g. People with a dog, who takes long walks in urban areas
• Facebook/twitter: “Does anyone know an elementary school teacher?”
• Message your friends/family/coworkers/anyone you know who are in
target segment
• People on the street: e.g. stand outside vegan/glutenfree restaurant
If they’re far away, call them or set up a call on appear.in or 

- share your screen to show prototype
Test your prototype as early as possible
Make notes on post-its while observing users
Useful tools
Sketching/design Clickable prototypes
Remote interviews Documentation
You get 6 months free
appear.in premium
• Up to 12 people in conversation
• Better quality and stability
• Screen sharing
• Branding of room


$12 per room/month
Startup Weekend - Validate Your Idea, Crash Course in User Research

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Startup Weekend - Validate Your Idea, Crash Course in User Research

  • 1. Validate your idea User research crash course Ingrid Ødegaard, Co-founder & Product Manager
  • 2. The problem: Setting up a group video call is PAINFUL! Aug 2013: 
 The Minimum Viable Product Nov 2015: 
 1 mill MAU all over the world
  • 3. User research = finding out if your product works Time Volumeofusers Talk to people Observe users, instrument UI Count stuff, plot metrics Look for patterns Machine learning Big data (maybe) 10’s 100’s 1000’s 10.000’s 100.000’s 1.000.000’s
  • 4. User research = finding out if your product works Time Volumeofusers Talk to people Observe users, instrument UI Count stuff, plot metrics Look for patterns Machine learning Big data (maybe) 10’s 100’s 1000’s 10.000’s 100.000’s 1.000.000’s
  • 5. Qualitative User Research Doesn’t give you statistics! Identifies behaviors, drivers and needs. Reduces the risk of building the wrong thing
  • 6. Understand problem • What are symptoms of the problem? • WHO has the problem? • Why does the problem exist? • How would it work in an ideal world? • What is the real problem?
  • 7. Ethnographic research: “study of people in their own environment”
  • 8. Interview methodology Get people to open up Assure them it’s OK to be harsh/honest DON’T ask leading questions! Don’t be afraid of awkward silence Get people to tell stories
  • 9. Ask “Why?” five times Problem: I need a baby sitter Why? Because I want more flexibility to do things Why? I want to go out and have dinner, or go away for a weekend Why? Because when we’re busy all the time we just argue, and I’m afraid we’ll end up getting divorced I need to spend more time with my husband Why?
  • 10. Understand problem Iterate on solution • What are symptoms of the problem? • Why does the problem exist? • How would it work in an ideal world? • What is the real problem? • Which target segment is easiest to start with? • Where can you recruit these people to test? • What part of the idea do you need to validate?
  • 11. Recruit test subjects • Clearly define WHO you want to talk to • E.g. People with a dog, who takes long walks in urban areas • Facebook/twitter: “Does anyone know an elementary school teacher?” • Message your friends/family/coworkers/anyone you know who are in target segment • People on the street: e.g. stand outside vegan/glutenfree restaurant If they’re far away, call them or set up a call on appear.in or 
 - share your screen to show prototype
  • 12. Test your prototype as early as possible
  • 13.
  • 14. Make notes on post-its while observing users
  • 15. Useful tools Sketching/design Clickable prototypes Remote interviews Documentation
  • 16. You get 6 months free appear.in premium • Up to 12 people in conversation • Better quality and stability • Screen sharing • Branding of room 
 $12 per room/month