Validating customer demand

Transcription

1 Validating customer demand Why and how to test product and feature concepts without writing a single line of code Steven Cohn Founder & CEO Validately Anuraag Verma VP of Business Development Alpha UX

2 //INTRODUCTION Overview of webinar and discussion Part 1: A frightening reality Part 2: UI usability vs. real life usability Part 3: Demand validation 86% of PMs are responsible for deciding what goes into products 81% of PMs create the product roadmap and/or create specifications Only 50% run experiments and surveys to generate user insights

3 //A FRIGHTENING REALITY About Steven Family man 3x founder Obsessed with one question

4 //A FRIGHTENING REALITY Why does innovation fail? The mystery of the false positive

5 50% of a typical product s features are unused

6 //A FRIGHTENING REALITY There are limitations to creativity You are not the user You are biased to your design / product Your team is biased too (especially executives) Your first design is wrong What customers say they will do what customers say they did what customers actually do

7 //UI USABILITY VS. REAL LIFE USABILITY What you can learn UI Usability Whether a user can complete a task by clicking on the appropriate links in a UI Real Life Usability Whether a user can use your product or feature in real life. Are there blockers or better alternatives?

8 //UI USABILITY VS. REAL LIFE USABILITY How you can test Un-moderated Asynchronous testing Pro: Less work. Results happen in the background Con: Can t follow up in real time. Can t learn real life issues. Moderated Live test with user Pro: Deep user learning, including real life usability Con: More of a time commitment

9 //UI USABILITY VS. REAL LIFE USABILITY Rule of thumb Moderated Un-moderated UI Usability Yes Yes Real Life Usability Yes No

10 //DEMAND VALIDATION Who has the PAIN? Map problems to customer segments

11 //DEMAND VALIDATION Optimal testing process Ideas Product Manager UX Designer User Researcher Engineer Stakeholder Discovery Product Manager UX Designer User Researcher Delivery Engineer Quality Assurance

12 //DEMAND VALIDATION Optimal discovery process Research User Researcher UX Designer Product Manager Test Prototypes User Researcher UX Designer Product Manager 2 nd Round of Testing User Researcher UX Designer Product Manager

13 //DEMAND VALIDATION Discovery process frequency Daily User Researcher Weekly User Researcher UX Designer Product Manager Bi-Weekly User Researcher UX Designer Product Manager

14 //DEMAND VALIDATION Apple Watch The Watch Reimagined

15 //DEMAND VALIDATION Apple Watch The Watch Reimagined Would you use the Apple Watch? Are you willing to spend 10 hours over the next 2 weeks in an Apple lab testing it? Will you invite 3 friends to the test lab? Will you buy it for between $350 and $12,000?

16 The biggest mistake is simply asking: Would you use this product? Yes No

17 //DEMAND VALIDATION The cost question It must cost the test respondent something to say yes! Time Reputation Money

18 //DEMAND VALIDATION Problem Space vs. Solution Space Problem Solution It s difficult to manage my health!

19 //DEMAND VALIDATION Problem Space vs. Solution Space There are many possible solutions to the same problem

20 //VALIDATING DEMAND WITH PROTOTYPES What is a prototype and why design one? Digital Non-Digital

21 //VALIDATING DEMAND WITH PROTOTYPES Dos, Don ts, and Common Mistakes Over-engineered prototype Prototype viewed as scaled-down version of final product One prototype used to validate multiple assumptions Balancing qualitative and quantitative feedback

22 //PROTOTYPE EXPERIMENT EXAMPLE Payments app

23 //GET STARTED WITH VALIDATELY SIGN UP FOR A DEMO: Get $250 in free tester recruiting with monthly Professional Plan signup Sign up at and Steven@validately.com