Validating Product Ideas with Quick and Simple Experiments

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Information about Validating Product Ideas with Quick and Simple Experiments
Small Business & Entrepreneurship

Published on May 30, 2014

Author: Grace

Source: slideshare.net

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Validating Product Ideas with Quick and Simple Experiments

Grace Ng Co-Founder Javelin.com, creators of Lean Startup Machine @uxceo @nycuxpa #ngnycuxpa Validating Product Ideas with Quick and Simple Experiments Friday, May 30, 14

What is Lean Startup? @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

Minimum Viable Product Test your riskiest assumption @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

EARLY ADOPTERS @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

PIVOT @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

Lean UX? Lean Startup? @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

Lean Startup @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

Lean UX @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

@uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

“Tell me and I forget. Show me and I remember. Let me do and I understand.” - Confucius @uxceo Friday, May 30, 14

@uxceo Friday, May 30, 14

@uxceo Let’s Do a Start Up.Let’s Do a Start Up. Friday, May 30, 14

Great Idea! Textual search is limiting. How can I search a visual query? @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

Textual search is limiting. How can I search a visual query? Textual search is limiting. How can I search a visual query? @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

Photo Q&A App Friday, May 30, 14

Minimum Viable Product Test your riskiest assumption @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

Ask Question Upload Photo Riskiest Assumption: Do people even have visual questions to post? @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

What is this bird?? What kind of bird is this? (Is it even a bird??) @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

What is this bird?? Riskiest Assumption: Can someone can answer within given time? @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

What is this bird?? What kind of bird is this? (Is it even a bird??) @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

Will this scale? Can this be replicated? @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

Wireframed... @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

Designed... @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

Launched... @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

Oops. @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

Exploration Interviews @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

I don’t care... @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

@uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

$2 M 2 Years @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

~$20M @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

Need Finding... @uxceo 6 Months @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

MEASURE METRICS LEARN PIVOT/PERSEVERE BUILD EXPERIMENTHypothe size Test Analyze @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

Need Finding... @uxceo 24 Hours @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment. Customer Problem Solution Result & Decision Learning Riskiest Assumption Method & Success Criterion 1 2 3 4 5 To form a Customer/Problem Hypothesis: I believe my customer has a problem achieving this goal. To form your Assumptions: hypothesis to be true, assumption needs to be true. Determine how you will test it: The least expensive way to test my assumption is... Time Limit: 5 Min What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min Time Limit: 5 Min List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min Need help? Use these sentences to help construct your experiment. To form a Problem/Solution Hypothesis: I believe this solution will result in . To identify your Riskiest Assumption: The assumption with the least amount of data, and core to the viability of my hypothesis is... Determine what success looks like: I will run experiment with # of customers and expect a strong signal from # of customers. Project Name: Team Leader Name: GET OUT OF THE BUILDING! © 2014 Javelin. You are free to use it and earn money with it as an entrepreneur, consultant, or executive, as long as you are not a software company (the latter need to license it from us).Download Experiment Board and watch case studies at www.javelin.com Experiment BoardJavelin @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

Step 1 @uxceo @nycuxpa #ngnycuxpa Define Your Hypothesis Friday, May 30, 14

Who is the customer? @uxceo @nycuxpa #ngnycuxpa Define Your Customer Must be specific to be easily testable! Friday, May 30, 14

What is his/her problem? @uxceo @nycuxpa #ngnycuxpa Define the Problem Make it specific to the target customer Friday, May 30, 14

@uxceo @nycuxpa #ngnycuxpa Problem INCORRECT: “People are not recycling” is not a problem someone has CORRECT: “Busy mother forgets the day of the week for collection” “College student is confused how to sort plastics” Two similar but different problems Friday, May 30, 14

@uxceo @nycuxpa #ngnycuxpa Solution Do not define until the problem is validated Why? Because every problem has multiple solutions Friday, May 30, 14

ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment. Customer Problem Solution Result & Decision Learning Riskiest Assumption Method & Success Criterion 1 2 3 4 5 To form a Customer/Problem Hypothesis: I believe my customer has a problem achieving this goal. To form your Assumptions: hypothesis to be true, assumption needs to be true. Determine how you will test it: The least expensive way to test my assumption is... Time Limit: 5 Min What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min Time Limit: 5 Min List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min Need help? Use these sentences to help construct your experiment. To form a Problem/Solution Hypothesis: I believe this solution will result in . To identify your Riskiest Assumption: The assumption with the least amount of data, and core to the viability of my hypothesis is... Determine what success looks like: I will run experiment with # of customers and expect a strong signal from # of customers. Project Name: Team Leader Name: GET OUT OF THE BUILDING! © 2014 Javelin. You are free to use it and earn money with it as an entrepreneur, consultant, or executive, as long as you are not a software company (the latter need to license it from us).Download Experiment Board and watch case studies at www.javelin.com Experiment BoardJavelin @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

Step 2 @uxceo @nycuxpa #ngnycuxpa Plan Your MVP Friday, May 30, 14

@uxceo @nycuxpa #ngnycuxpa What must we LEARN? What are the Core Assumptions of our business? Assumption: A behavior, mentality, or action that needs to happen in order for hypothesis to be true. Friday, May 30, 14

@uxceo @nycuxpa #ngnycuxpa What must we LEARN? Prioritize: Which Assumption is the Riskiest? The one that is most unknown, and crucial to the business Friday, May 30, 14

@uxceo @nycuxpa #ngnycuxpa What do we BUILD to test? 1.Exploration -> understand problem 2.Pitch -> collect currency 3.Concierge -> deliver customer expectation (Methods increase in cost of testing) Friday, May 30, 14

Ship MVP @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

Minimum Viable Product Test your riskiest assumption @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

@uxceo @nycuxpa #ngnycuxpa How to MEASURE success? Decide on the weakest outcome you will accept as validation Called the Minimum Success Criterion Friday, May 30, 14

@uxceo @nycuxpa #ngnycuxpa How to MEASURE success? Time# People x 1. How big is the problem? 2. Revenue > Opportunity Cost Salaryx Friday, May 30, 14

Step 3 @uxceo @nycuxpa #ngnycuxpa Run Your Experiment! Friday, May 30, 14

EARLY ADOPTERS @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

Step 4 @uxceo @nycuxpa #ngnycuxpa What did you learn? Friday, May 30, 14

Invalidated? PIVOT! @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

They did it. @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

Validated? PERSEVERE! @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

Keep Testing @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

Case Study @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

Founders UX Help @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

Experimentsxperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result . mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

Exploration Interviews @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

Solution Result & Decision Learning Riskiest Assumption Success Criterion Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result . mption: the least core to the hesis is... like: with # of ct a strong omers. GET OUT OF THE BUILDING! No reliable source Interview: 6/10 9/12 Persevere Friends. Classes. Paid UX designers hourly for help @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

Experimentsxperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result . mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

Experimentsxperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result . mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback Virtual UX feedback Pay for virtual UX feedback Pitch: 8/10 @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

Pitch @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

Solution Result & Decision Learning Riskiest Assumption Success Criterion Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result . mption: the least core to the hesis is... like: with # of ct a strong omers. GET OUT OF THE BUILDING! No reliable source Interview: 6/10 Pay for virtual UX feedback Pitch: 8/10 10/10 Test 2nd side of market Don’t mind virtual at all. Price is cheap 9/12 Persevere Friends. Classes. Paid UX designers for help @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

Experimentsxperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result . mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback Virtual UX feedback Pay for virtual UX feedback Pitch: 8/10 UX Designers Getting clients for quick UX consulting @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

Experimentsxperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result . mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback Virtual UX feedback Pay for virtual UX feedback Pitch: 8/10 UX Designers Getting clients for quick UX consulting Virtual UX feedback Will consult virtually Pitch: 8/10 @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

Solution Result & Decision Learning Riskiest Assumption Success Criterion Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result . mption: the least core to the hesis is... like: with # of ct a strong omers. GET OUT OF THE BUILDING! No reliable source Interview: 6/10 Pay for virtual UX feedback Pitch: 8/10 10/10 Test 2nd side of market Don’t mind virtual at all. Price is cheap Will consult virtually Pitch: 8/10 0/10 Pivot! 9/12 Persevere Friends. Classes. Paid UX designers for help @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

Solution Result & Decision Learning Riskiest Assumption Success Criterion Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result . mption: the least core to the hesis is... like: with # of ct a strong omers. GET OUT OF THE BUILDING! No reliable source Interview: 6/10 Pay for virtual UX feedback Pitch: 8/10 10/10 Test 2nd side of market Don’t mind virtual at all. Price is cheap Will consult virtually Pitch: 8/10 0/10 Pivot! No! 5 yrs exp. Established 9/12 Persevere Friends. Classes. Paid UX designers for help @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

Experimentsxperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result . mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback Virtual UX feedback Pay for virtual UX feedback Pitch: 8/10 UX Designers Getting clients for quick UX consulting Virtual UX feedback Will consult virtually Pitch: 8/10 Recent grad UX designers Getting clients for quick UX consulting @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

Experimentsxperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result . mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback Virtual UX feedback Pay for virtual UX feedback Pitch: 8/10 UX Designers Getting clients for quick UX consulting Virtual UX feedback Will consult virtually Pitch: 8/10 Recent grad UX designers Getting clients for quick UX consulting Virtual UX feedback Give quick online feedback Pitch: 60% @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

Pitch @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

No Backend @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

No Backend @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

Experimentsxperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result . mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback Virtual UX feedback Pay for virtual UX feedback Pitch: 8/10 UX Designers Getting clients for quick UX consulting Virtual UX feedback Will consult virtually Pitch: 8/10 Recent grad UX designers Getting clients for quick UX consulting Virtual UX feedback Give quick online feedback Pitch: 60% Online platform is sufficient Concierge: 60% satisfied Boot- strapped startup founders Getting UX feedback Virtual UX feedback @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

Concierge Customer Submits Request UX Designer gets email and submits feedback @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

Manually Customer Submits Request UX Designer gets email and submits feedback @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

High PainLow Pain Low Frequency High Frequency Focus @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

@uxceo Manually @uxceo Friday, May 30, 14

MVUX @uxceo @nycuxpa #ngnycuxpa Friday, May 30, 14

Experimentation Idea Exploration Pitch Concierge Prototype Friday, May 30, 14

1. http://leanstartupmachine.com 2. http://leanenterprisebook.com 3. http://javelin.com @uxceo @nycuxpa #ngnycuxpa Resources ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment. Customer Problem Solution Result & Decision Learning Riskiest Assumption Method & Success Criterion 1 2 3 4 5 To form a Customer/Problem Hypothesis: I believe my customer has a problem achieving this goal. To form your Assumptions: hypothesis to be true, assumption needs to be true. Determine how you will test it: The least expensive way to test my assumption is... Time Limit: 5 Min What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min Time Limit: 5 Min List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min Need help? Use these sentences to help construct your experiment. To form a Problem/Solution Hypothesis: I believe this solution will result in . To identify your Riskiest Assumption: The assumption with the least amount of data, and core to the viability of my hypothesis is... Determine what success looks like: I will run experiment with # of customers and expect a strong signal from # of customers. Project Name: Team Leader Name: GET OUT OF THE BUILDING! © 2014 Javelin. You are free to use it and earn money with it as an entrepreneur, consultant, or executive, as long as you are not a software company (the latter need to license it from us).Download Experiment Board and watch case studies at www.javelin.com Experiment BoardJavelin Friday, May 30, 14

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