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From Product Requirements to Hypotheses

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You'll learn:

A framework for deconstructing and validating product hypotheses
How to guide product strategy without overprescribing details
How to develop assumption backlogs

Published in: Design
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From Product Requirements to Hypotheses

  1. 1. © Josh Seiden, 2017, All rights reserved. From Requirements to Hypotheses Framing Work To Promote Learning June 15, 2017
  2. 2. Hypotheses | June 2017 – – Agenda 2 1. Lean UX, Agile, & Uncertainty 2. Assumptions 3. Hypotheses 4. Experiments 5. Q/A
  3. 3. Hypotheses | June 2017 – – Internet Mouse 3
  4. 4. Lean UX
  5. 5. 5 Old assumptions, new reality 4
  6. 6. Old assumptions, new reality
  7. 7. @jboogie Software is continuous
  8. 8. 11.6 seconds
  9. 9. Hypotheses | June 2017 _ _9 The CORE of Agile?
  10. 10. Microsoft | March 2015 _ _10 Responding to change over following a plan.
  11. 11. Hypotheses | June 2017 _ _11
  12. 12. Hypotheses | June 2017 _ _12 Over time, 
 Agile became an 
 engineering project- management system that settles for working code.
  13. 13. Hypotheses | June 2017 _ _13 Agile doesn’t have a brain. - Bill Scott, Sr. Dir of UIE at PayPal
  14. 14. Hypotheses | June 2017 _ _14 How do we put 
 the pursuit of value 
 back into our Agile process?
  15. 15. Hypotheses | June 2017 _ _15 By creating a culture of continuous learning with Lean UX.
  16. 16. Hypotheses | June 2017 _ _16 Foundation: Iterative, not Incremental
  17. 17. Incremental: https:// www.youtube.com/watch? v=rZLXcppEI5w Incremental
  18. 18. Incremental: https:// www.youtube.com/watch? v=rZLXcppEI5w Iterative
  19. 19. St Jude | July 2015 – – Increase Speed of Learning No one clicked. This is going to be BIG! Make a design decision MONTHS HOURS Get feedback from market Concept credit: @clevergirl
  20. 20. St Jude | July 2015 – – Less risk, more often The old way... The new way! Concept credit: @clevergirl
  21. 21. Lean Processes
  22. 22. Lean Startup
  23. 23. Hypotheses | June 2017 _ _23 Reduce waste.
 
 Don’t build things people don’t want.
  24. 24. Lean UX Inspired by Lean Startup and Agile development theories, it’s the practice of bringing the true nature of a product to light faster, in a collaborative, cross-functional way with less emphasis on deliverables and greater focus on a shared understanding of the actual experience being designed. It must be true! It’s in a book!
  25. 25. Hypotheses | June 2017 _ _25 Foundation: Shared understanding.
  26. 26. Hypotheses | June 2017 _ _26 Regular discussion & iteration …creates broader buy-in
  27. 27. Hypotheses | June 2017 – – Today’s Focus 27 • State the vision / idea / outcome • Declare your assumptions • Hypothesize: write the test first • Design an experiment • Make an MVP • Get out of the building • Team synthesis • Repeat Ideas Build Product Measure Data Learn
  28. 28. In Summary
  29. 29. Hypotheses | June 2017 – – About Lean Methods… Summary • Use Lean Methods to avoid waste • Use Lean Methods when uncertainty is high • Cross-functional collaboration • Do it more than once! • Do it more than once! 29
  30. 30. Assumptions & Hypotheses
  31. 31. Hypotheses | June 2017 – –31 http://youtu.be/b240PGCMwV0 Feynman on Science…
  32. 32. – –Auto Trader UK | February 2015 32
  33. 33. Hypotheses | June 2017 – – Declare your assumptions 33 What are the fundamental assumptions we have about our customers, their needs and our solution that, if proven wrong, will cause us to fail?
  34. 34. Hypotheses | June 2017 – – Lean and the Design of Business 34 • Every decision you make about your offering is a customer experience decision • Declare the assumptions you have about your solution and test them • Evaluate your results ruthlessly, and be prepared to change course
  35. 35. Hypotheses | June 2017 – – Typical product • Who is the user? Who is the customer? • Where does our product fit in their work or life? • What problems does our product solve? • When and how is our product used? • What features are important? • How should our product look and behave? 35
  36. 36. Hypotheses | June 2017 – – Typical Business Assumptions 36 • How will we acquire customers? • How will we make money? • Who are our competitors? • What’s our differentiator? • What’s our biggest risk? • How do we expect to solve it?
  37. 37. Hypotheses | June 2017 _ _37 HYPOTHESES Exercise:
  38. 38. Hypotheses | June 2017 – – Hypothesis Statement 38 We believe that __________________. We’ll know this is true when we see [this evidence (from the market)].
  39. 39. Hypotheses | June 2017 – – Hypothesis Statement: Feature 39 We believe that [this business outcome] will be achieved if [these people] successfully achieve [this user need] with [this feature]. This might fail because ______________. We’ll test this by_____________________.
  40. 40. Hypotheses | June 2017 – – Compared: Hypothesis vs. Requirement 40 We believe that if we make the login button bigger, infrequent visitors will have an easier time finding the button, and will log in at an increased rate. VS. Create a very big green login button on the home page.
  41. 41. Experiments & MVPs
  42. 42. Hypotheses | June 2017 – – Method: Minimum Viable Product 42 What is the smallest thing we can do or make to test our hypothesis?
 The answer to this question is your MVP.
  43. 43. Hypotheses | June 2017 – – MVP might not be a P • Pre-sales/landing page • Button to nowhere/feature fake • Concierge/wizard of oz • Non-technical 43
  44. 44. Hypotheses | June 2017 – – Focus on Learning 44 What do we need to learn first? What is the least amount of work we need to do to learn that?
  45. 45. Hypotheses | June 2017 – – MVP: Pre-Sales 45
  46. 46. Hypotheses | June 2017 _ _46 MVP: Call-to-action button 212 555 1212 212 555 1212 212 555 1212
  47. 47. Hypotheses | June 2017 _ _47 MVP: In-context tests
  48. 48. Hypotheses | June 2017 _ _48 MVP: Non-technical
  49. 49. Hypotheses | June 2017 _ _49 MVP: Cardboard
  50. 50. Hypotheses | June 2017 _ _50 MVP: Concierge / Wizard of Oz
  51. 51. Hypotheses | June 2017 Questions? joshseiden@gmail.com @jseiden

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