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![ASSUMPTION STATEMENT
• We believe that: [user segment] want to do [expected
behaviour] because [pain point].
• We believe this [user segment] exist and we can find
them at the following [channels]
• We believe that [user segment] will pay [amount] to
use our service.
• We believe that [our UVP] will solve the [user
segment]’s [problem].](https://image.slidesharecdn.com/validating-20ideas-140409123347-phpapp02/75/Validating-Ideas-with-Users-24-2048.jpg)
![EXERCISE
• Pick one of your problems
• Rewrite into an assumption:
We believe that [user segment] has this [pain
point/issue/need].](https://image.slidesharecdn.com/validating-20ideas-140409123347-phpapp02/75/Validating-Ideas-with-Users-26-2048.jpg)
![FALSIFIABLE HYPOTHESIS
• Assumptions need to be testable for validation
• Creating a Falsifiable Hypothesis: i.e. can be
proved true or false by empirically testing
• Format:
If I were to [perform activity] on [sample subject],
then I would be able to [observe an outcome]](https://image.slidesharecdn.com/validating-20ideas-140409123347-phpapp02/75/Validating-Ideas-with-Users-28-2048.jpg)
![EXAMPLE AND EXERCISE
• Assumption:
We believe that lots of students find their current online
presence unsatisfactory
• Hypothesis:
If I were to investigate a number of Harvard students, I would
find that 90% of them would be unhappy with their online
presence
• Create a hypothesis for your assumption:
If I were to [perform activity] on [sample subject], then I would
be able to [observe an outcome]](https://image.slidesharecdn.com/validating-20ideas-140409123347-phpapp02/75/Validating-Ideas-with-Users-29-2048.jpg)
Uploaded bySheen Yap
Validating Ideas with Users
The document outlines the workshop led by Sheen Yap on lean UX-driven product development, focusing on the importance of validating ideas with users to create successful products. It emphasizes a structured approach involving modeling, assumptions, hypothesis generation, and experiments to ensure that product ideas address real user needs and avoid wasted efforts. Key exercises are included to engage participants in understanding customer segments, capturing pain points, and conducting user interviews.
Validating Ideas with Users
- 1. LEAN UX DRIVENPRODUCT DEVELOPMENT VALIDATING IDEAS WITH USERS Sheen Yap Dreamstake Workshop 3:00pm 27 Jan 2015 London UK
- 2. ..HOW TO CREATEPRODUCTS THAT PEOPLE WILL USE
- 3. INTRODUCTION • Sheen Yap •UX expert, design leader and lean evangelist • 17-years’ UX experience across web, mobile, iTV • Consulting to startups and corporates to help building better products through Lean and UX • Co-creator circula.co
- 4. WORKSHOP OBJECTIVES • Earlystage startups - new idea, pivoting or existing • Go through process of validating ideas • Walk through and apply at each step • Understand and willing to perform user testing • Have fun, make mistakes, learn!
- 5. HOW DOES THISFIT IN?
- 6. LEAN STARTUP CYCLE Earlystage application!
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- 10. PROBLEM-SOLUTION FIT -NOW • Product idea is about problem-solution fit • Need to solve Real Problems for Real People • Avoid eventual failure • Avoid waste in time, effort and money • Avoid pain in dismantling • Missed opportunity to pivot to a better idea
- 11. ..HOW TO CREATEPRODUCTS THAT PEOPLE WILL USE HOW TO AVOID CREATING PRODUCTS NO ONE WILL USE TEST WITH USERS, & TEST EARLY!
- 12. HOW DO WEDO IT?
- 13. 1. Create Model 2. List Assumptions 3.Generate Hypothesis 4. Design Experiment 6. Run experiment 7. Analyse Results 8. Decide Next Steps 5. Experiment (interview) Captured Data
- 14. 1. Create Model 2. List Assumptions 3.Generate Hypothesis 4. Design Experiment 6. Run experiment 7. Analyse Results 8. Decide Next Steps 5. Experiment (interview) Captured Data
- 15. 1. Create Model 2. List Assumptions 3.Generate Hypothesis 4. Design Experiment 6. Run experiment 7. Analyse Results 8. Decide Next Steps 5. Experiment (interview) Captured Data CREATE MODEL
- 16. “IDEAS” • Ideas normallycome as a “solution” i.e. A Thing that has A, B and C Features. • We are seduced by its perceived tangibility • No way for anyone else to evaluate its true value to the world • Can’t tell if it fulfils a genuine need • Restricts the flexibility for a better solution
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- 19. EXAMPLE - FACEBOOK2004 Online presence lacking Hard to stay in contact College Students Harvard Students Personal Profile Friend Connect
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- 21. EXERCISE • Who areyour customer segments? • What are their problems/pain points/issues? • Who are your customers? • What are their problems/pain points/issues? • Who could be your early adopter?
- 22. 1. Create Model 2. List Assumptions 3.Generate Hypothesis 4. Design Experiment 6. Run experiment 7. Analyse Results 8. Decide Next Steps 5. Experiment (interview) Captured Data LIST ASSUMPTIONS
- 23. ASSUMPTIONS • “Theory behindthe statements” • Unvalidated, each statement is a figment of our imagination: just because we believe it, does not mean it’s true • Everything on the canvas are assumptions - we need to methodically test each of them
- 24. ASSUMPTION STATEMENT • Webelieve that: [user segment] want to do [expected behaviour] because [pain point]. • We believe this [user segment] exist and we can find them at the following [channels] • We believe that [user segment] will pay [amount] to use our service. • We believe that [our UVP] will solve the [user segment]’s [problem].
- 25. EXAMPLE - FB’04 •Online presence lacking: We believe that lots of students find their current online presence unsatisfactory • Hard to stay in contact: We believe that many students worry about losing contact with others
- 26. EXERCISE • Pick oneof your problems • Rewrite into an assumption: We believe that [user segment] has this [pain point/issue/need].
- 27. 1. Create Model 2. List Assumptions 3.Generate Hypothesis 4. Design Experiment 6. Run experiment 7. Analyse Results 8. Decide Next Steps 5. Experiment (interview) Captured Data GENERATE HYPOTHESIS
- 28. FALSIFIABLE HYPOTHESIS • Assumptionsneed to be testable for validation • Creating a Falsifiable Hypothesis: i.e. can be proved true or false by empirically testing • Format: If I were to [perform activity] on [sample subject], then I would be able to [observe an outcome]
- 29. EXAMPLE AND EXERCISE •Assumption: We believe that lots of students find their current online presence unsatisfactory • Hypothesis: If I were to investigate a number of Harvard students, I would find that 90% of them would be unhappy with their online presence • Create a hypothesis for your assumption: If I were to [perform activity] on [sample subject], then I would be able to [observe an outcome]
- 30. 1. Create Model 2. List Assumptions 3.Generate Hypothesis 4. Design Experiment 6. Run experiment (perform 7. Analyse Results 8. Decide Next Steps 5. Experiment (interview) Captured Data DESIGN EXPERIMENT
- 31. WHY EXPERIMENTS • Typicalstatement: “Built something, put it out there, learnt a lot.” • Question: What did you REALLY learn? • Stuff that could be semi-relevant, might be useful later. Hopefully. • Wasted cycle: still no progress on your most critical problems; worse, could be distracted onto a different direction
- 32. AN EXPERIMENT • Hasa learning goal • Explicit stated hypothesis • Anticipates observable outcome • Repeatable • Avoid biases (try our best to!)
- 33. EXPERIMENT TEMPLATE Goal: Tovalidate your stated assumption Hypothesis: Put your hypothesis here Procedure: will talk about this next… Expected Results: come back to this later… Actual Results: input results after running the experiment…
- 34. 1. Create Model 2. List Assumptions 3.Generate Hypothesis 4. Design Experiment 6. Run experiment 7. Analyse Results 8. Decide Next Steps 5. Experiment (interview) Captured Data EXPERIMENT
- 35. WHICH PROCEDURE? Usability Testing Ethno- graphy Interviews Partici- patory Design Focus Groups Eye Tracking Compe- titive Research Diary Study Bench- marking Forum Mining Blogpost Test Landing Page Tests PPC Tests A/BTests Customer Feedback Card Sorting Wizard of Oz Neuro Imaging Data Mining Data Analysis Ad Hoc Question- naire Intercept Surveys Email Surveys Product Stubs
- 36. INTERVIEW OBJECTIVES 1. ValidateProblem Do customers have the problem you are solving? 2. Capture Existing Alternatives How do customers solve these problems today? 3. Validate Customer Segments Are these customers the ones with the pain?
- 37. INTERVIEWING TIPS • Setcontext first Statement or closed question. • Then ask open questions Use What/How/Why? • Follow up questions Why? Tell me more? • Let them talk; expect messy outcome
- 38. INTERVIEW QUESTIONS • Hypothesis:If I were to investigate a number of Harvard students, I would find that 90% of them would be unhappy with their online presence • Context setting: I’m trying to find out more about people’s online presence at the moment. Can you tell me if you have an online presence? • Open questions: (If yes) What do you have? How are you finding it? (If no) Why is that? • Now write your own question(s) for your hypothesis
- 39. EXPERIMENT TEMPLATE Goal: Tovalidate your stated assumption Hypothesis: Put your hypothesis here Procedure: Your interview question(s) to applied to ? people Expected Results: State your expected outcome Actual Results: input results after running the experiment…
- 40. TEMPLATE EXAMPLE Goal: Tovalidate our belief that lots of students find their current online presence unsatisfactory Hypothesis: If I were to investigate a number of Harvard students, I would find that 90% of them would be unhappy with their online presence Procedure: Interview question(s) to applied to 5 people Expected Results: At least 4 people will register some complaint about their current online presence Actual Results:
- 41. TEMPLATE EXERCISE Goal: Tovalidate your stated assumption Hypothesis: Put your hypothesis here Procedure: Your interview question(s) to applied to ? people Expected Results: State your expected outcome Actual Results:
- 42. 1. Create Model 2. List Assumptions 3.Generate Hypothesis 4. Design Experiment 6. Run experiment 7. Analyse Results 8. Decide Next Steps 5. Experiment (interview) Captured Data RUN EXPERIMENT
- 43. INTERVIEW PROCESS • Performinterview with the person next to you • Interviewee pretend to be target audience • Try noting/recording in verbatim • Take turns, 5 minutes each
- 44. INTERVIEW EXAMPLE • InterviewingHarvard Student, circa 2004 • I’m trying to find out more about people’s online presence at the moment. Can you tell me if you have an online presence? “Yes I do.” • What do you have? How are you finding it? “I have the college directory profile but it’s very limiting in terms of the information it shows, doesn’t tell people much about the real me. I also have a myspace page but it’s kinda kept between my friends and not shown to others in college as stuff there isn’t appropriate. It’s fun but I am spending far too much time maintaining it.”
- 45. INTERVIEW EXERCISE • Performinterview with the person next to you • Interviewee to pretend to be target audience • Try noting/recording in verbatim • Take turns, 5 minutes each
- 46. 1. Create Model 2. List Assumptions 3.Generate Hypothesis 4. Design Experiment 6. Run experiment (perform 7. Analyse Results 8. Decide Next Steps 5. Experiment (interview) Captured Data ANALYSE RESULTS
- 47. ANALYSIS GUIDELINES • CompleteALL interviews first • Based on what you have recorded: 1. Has it met your expected results, not met them or inconclusive? What does it mean to your hypothesis? 2. What new information have you heard? 3. Any new ideas/insights?
- 48. ANALYSIS EXAMPLE • Ihave the college directory profile but it’s very limiting in terms of the information it shows, doesn’t tell people much about the real me. I also have a myspace page but it’s kinda kept between my friends and not shown to others in college as stuff there isn’t appropriate. It’s fun but I am spending far too much time maintaining it. Result: complains registered Hypothesis: validated New info: college directory limiting New info: myspace is inappropriate for everyone New info: Both don't present the “real me” Insight/Idea: Showing Real Identify is important
- 49. ANALYSIS EXERCISE • Basedon what you have recorded: 1. Has it met your expected results, not met them or inconclusive? What does it mean to your hypothesis? 2. What new information have you heard? 3. Any new ideas/insights?
- 50. 1. Create Model 2. List Assumptions 3.Generate Hypothesis 4. Design Experiment 6. Run experiment (perform 7. Analyse Results 8. Decide Next Steps 5. Experiment (interview) Captured Data DECIDE NEXT STEPS
- 51. DECIDING NEXT STEPS Revise Canvas/ Assump- tions Hypothesis Validated? New Insight Gained? New Insight Gained? PickNext Experiment Modify Experiment Experiment Completion Start New Experiment Yes No Inconclusive Brainstorm New Ideas/ Insights No Yes Yes No
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- 53. 1. Create Model 2. List Assumptions 3.Generate Hypothesis 4. Design Experiment 6. Run experiment 7. Analyse Results 8. Decide Next Steps 5. Experiment (interview) Captured Data
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- 55. TEST ASSUMPTIONS ✔ ✗ ✔ ✗ ✔ ✗✗ ✗ ✔ ✗ ✔ ✔ ✗ ✔ ✔ ✗ ✗✔ ✔ ✗ ✔ ✔✗ ✔
- 56. PICK THE RIGHTTOOLS Usability Testing Ethno- graphy Interviews Partici- patory Design Focus Groups Eye Tracking Compe- titive Research Diary Study Bench- marking Forum Mining Blogpost Test Landing Page Tests PPC Tests A/B Tests Customer Feedback Card Sorting Wizard of Oz Neuro Imaging Data Mining Data Analysis Ad Hoc Question- naire Intercept Surveys Email Surveys Product Stubs
- 57. IT IS ABOUTPEOPLE… …try walking in their shoes!
- 58. CHANGE WILL GETHARDER
- 59. MAKING THE NECESSARYCALLS
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- 61. QUESTIONS? Sheen Yap Follow onTwitter: @sheen Connect: uk.linkedin.com/in/sheenyap Register for beta: circula.co