This document provides guidance on conducting user research to validate a product idea. It emphasizes that qualitative user research is important to identify user behaviors, needs, and problems in order to reduce the risk of building the wrong product. It recommends understanding the problem from the user's perspective by asking "why" multiple times, conducting ethnographic research by observing users in their environment, and performing interviews without leading questions. The document also provides tips on recruiting test subjects, testing prototypes as early as possible, and tools for remote 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

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