Emily Holmes | @uxemily FRIDAY NIGHTRound 1Problem HypothesisJulie likes science but doesn’tknow what career she wants.Solution HypothesisA website where Julie canconnect to scientists + receivemail from them.Riskiest AssumptionJulie cares about planning hercareer.
Emily Holmes | @uxemily SATURDAY MORNINGRound 1: testsGet out of the buildingIn person:• Museum of Science• Galleria MallOnline:• Teen message boards
Emily Holmes | @uxemily SATURDAY MORNINGRound 1: results• The few teens we spoke to in person said they don’t worry much about their careers.• There are teens who are planning careers, but it would be hard to reach them during the weekend.• It might be easier to shift our focus to parents. Julie cares about planning her career.
Emily Holmes | @uxemily SATURDAY MORNINGRound 1: what we learned• It was really fast to set up a landing page.• Within 20 minutes we brainstormed many possible options for reaching more teenagers. However, we would have needed more time to pursue them adequately.• It helps to have a girl on the team. It’s less creepy for parents when approaching them.
Emily Holmes | @uxemily SATURDAY AFTERNOONRound 2Problem HypothesisBen wants to spark hiskids’ interest in science.Solution HypothesisA website where Ben canconnect Julie to scientiststo receive mail from them.Riskiest AssumptionBen will pay for thisservice.
Emily Holmes | @uxemily SATURDAY AFTERNOONRound 2: testsGet out of the buildingIn person:• Museum of scienceOnline:• Parent message boards• Craigslist• Google AdWords• Twitter
Emily Holmes | @uxemily SUNDAY MORNINGRound 2: results• People didn’t get it right away.• For the purposes of this weekend, we should switch to a concept that dazzles people. Ben will pay for this service.
Emily Holmes | @uxemily SUNDAY MORNINGRound 2: what we learned• Parents definitely want to encourage their kids’ interest in science.• People generally liked the idea but would want more information before signing up. For example, what would be in the box?• The concept wasn’t immediately clear to strangers.• The Lean Startup Machine mentors pushed us hard to sell a fake idea to people as if it was totally real. We weren’t comfortable taking money or lying.
Emily Holmes | @uxemily SUNDAY MORNINGRound 3Problem HypothesisBen wants to spark hiskids’ interest in science.Solution HypothesisLearning adventures!Educational adventure tripsled by local scienceexperts.Riskiest AssumptionBen wants to sign up.
Emily Holmes | @uxemily SUNDAY MORNINGRound 3: testsGet out of the buildingIn person:• At a local parkOnline:• n/a
Emily Holmes | @uxemily SUNDAY AFTERNOONRound 3: results• 6 / 7 people we talked to were willing to sign up on the spot.• People immediately understood the idea. It required no deep explanation. Ben wants to sign up.
Emily Holmes | @uxemily SUNDAY AFTERNOONRound 3: what we learned• Switching to a simple, clear idea helped us pitch the concept faster to people.• Our team was more comfortable collecting email addresses than money.• We came in second place!
Emily Holmes | @uxemilyProcessExperiments 1 2 3Customer Julie, a kid who Ben, Julie’s dad Ben, Julie’s dad likes scienceRiskiest Julie cares about Ben will pay to Ben will pay for JulieAssumption planning her receive packages to attend science- career in the mail for Julie. related learning experiences.Result Low interest 0 / 20 signups 6 / 7 signups (5/15 thinking about careers)Learned Low enthusiasm. Parents want to Valid solution Teens aren’t engage kids, but hypothesis. Validated primary package idea is just riskiest assumption. purchasers. okay. Solved a real problem.Decision Customer Customer need Concierge test segment pivot pivot
Emily Holmes | @uxemilyThe good, the bad and the uglyGood• We got a huge amount done in 48 hours.• It helps to avoid getting attached to one idea.• It was useful to focus on making sure we’re solving a real user problem.Bad• Promoting our idea to friends on Twitter is uncomfortable and I think it removes the objectivity from an experiment.• The success criteria were totally arbitrary, but some people believed they were a “scientific” way of testing.Ugly• I didn’t like being pushed to tell friends and family (or strangers) about a fake idea as though it was real. If I’d been working on a real business, that would not have been a problem.• This methodology emphasizes a quick buck over a meaningful purpose. Okay for a weekend workshop, but I believe purpose matters. Startup L. Jackson said it well: