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SOFTWARE DESIGN: SESSION 5FINDING THE POINTS OF LIGHT-

ACTIONABLE EXPERIMENTATION

Alex Cowan

8/9/2019 Software Design Class (Session 5): Finding the Points of Light- Actionable Experimentation

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THE VALUE HYPOTHESIS

and I have a VALUE PROPOSITION

thats better enough than the alternatives to cause the persona to act (purchase,use, etc.).

VALUE HYPOTHESISQUESTIONSHow much better than the best alternativeis your product?How obvious is that to the customer?

TOOLSTestable PropositionsStructured AssumptionsStructured Experiments (including MVP)

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HYPOTHESIS-DRIVEN INNOVATION VIA LEAN STARTUPDo I have real evidence from my buyer that this is compelling?

01 IDEA!

What is our value hypothesis and what areits key assumptions?

02 HYPOTHESI S

How do I denitely prove or disprove theassumptions with a minimum of time andeffort?

03 EXPERIMENTAL DESIG N

04 EX PERI MENTATION

Am I reacting or am I focused onvalidating my pivotal assumptions?

Pivot or persevere?

VALUEHYPOTHESIS

source: adapted from The Lean Startup

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WHERE YOU SHOULD BE NOW

VALUEPROPOSITIONS &

ASSUMPTIONS

Do we understand

this person? Whatmakes them tick?

WHO?PERSONAS

W H A T ?

PROBLEMSCENARIOS &

ALTERNATIVES

Personas,including Think-See-Feel-Do

Problem Scenarios Alternatives Value Propositions

Do we understand

this person? Whatmakes them tick?

WHO?PERSONAS

W H A T ?

PROBLEMSCENARIOS &

ALTERNATIVES

Interview Guide 2 (or more) Interviews

Summary ValueHypothesis

MVP Ideas Assumptions for Value

Hypothesis

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REVIEW STUDENT WORK!

MVP Archetype Example Assumptions (Enable Quiz)Wizard of Oz If we get HR managers to a landing page with a demo, 10% will sign up for

our email product announcements.

Concierge If we create position-specic quizzes for HR managers, theyll use them~100% of the time and, after two positions, be willing to pay.

Sales If we offer the service at [x] price with [y] supplemental assistance,companies that hire a lot of engineers will pay [z].

If we [do something] for [persona], they will [respond in a certain way]

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WHAT WELL COVER TODAY

CUSTOMERDISCOVERY &EXPERIMENTS

VALUEPROPOSITIONS &

ASSUMPTIONS

W H A T

I F ?

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UNBUNDLING THE VALUE HYPOTHESIS INTO ASSUMPTIO

MVP Archetype Example Assumptions (Enable Quiz)Wizard of Oz If we get HR managers to a landing page with a demo, 10% will sign up for

our email product announcements.

Concierge If we create position-specic quizzes for HR managers, theyll use them~100% of the time and, after two positions, be willing to pay.

Sales If we offer the service at [x] price with [y] supplemental assistance,companies that hire a lot of engineers will pay [z].

If we [do something] for [persona], they will [respond in a certain way]

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REVIEW: AIDAOR

AttentionInterestDesireActionOnboardingRetention

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STORYBOARDING AIDAOR- UNITED CHILDRENS THEATE

Action, Onboarding, Retention

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