validating product ideas with quick and simple experiments

Grace NgCo-Founder Javelin.com, creators of Lean Startup Machine

@uxceo @nycuxpa #ngnycuxpa

Validating Product Ideas with Quick and Simple Experiments

Friday, May 30, 14

What isLean Startup?

@uxceo @nycuxpa #ngnycuxpaFriday, May 30, 14

Minimum Viable Product Test your riskiest assumption


EARLY ADOPTERS


PIVOT


Lean UX?

Lean Startup?


Lean Startup@uxceo @nycuxpa #ngnycuxpa

Friday, May 30, 14

Lean UX@uxceo @nycuxpa #ngnycuxpa

Friday, May 30, 14

“Tell me and I forget. Show me and I remember.

Let me do and I understand.”

- Confucius

@uxceoFriday, May 30, 14

@uxceoFriday, 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?


Photo Q&A AppFriday, May 30, 14

Ask Question

Upload Photo

Riskiest Assumption: Do people even have visual questions to post?


What is this bird??

What kind of bird is this? (Is it even a bird??)


What is this bird??

Riskiest Assumption: Can someone can answer within given time?


What is this bird??

What kind of bird is this? (Is it even a bird??)


Will this scale? Can this be replicated?


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.


Exploration Interviews@uxceo @nycuxpa #ngnycuxpa

Friday, May 30, 14

I don’t care...@uxceo @nycuxpa #ngnycuxpa

Friday, May 30, 14

$2 M2 Years


~$20M


Need Finding...@uxceo

6 Months


MEASUREMETRICS

LEARNPIVOT/PERSEVERE

BUILDEXPERIMENT

Hypothe

size Test

Analyze


Need Finding...@uxceo

24 Hours


ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment.

Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

Method & SuccessCriterion

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:0U�VYKLY�MVY�̸hypothesis to be true, assumption needs to be true. Determine how you will test it:The least expensive way to test my assumption is...

>OV�PZ�`V\Y�J\Z[VTLY&�)L�HZ�ZWLJPÄJ�HZ�WVZZPISL�� Time Limit: 5 Min

What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min

+LÄUL�[OL�ZVS\[PVU�VUS`�HM[LY�`V\�OH]L�]HSPKH[LK�H�WYVISLT�^VY[O�ZVS]PUN��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 resultin X\HU[PÄHISL�V\[JVTL.

To identify your Riskiest Assumption:The assumption with the leastamount 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


Step 1


Define Your Hypothesis

Friday, May 30, 14

Who is the customer?


Define Your CustomerMust be specific to be easily testable!

Friday, May 30, 14

What is his/her problem?


Define the ProblemMake it specific to the target customer

Friday, May 30, 14


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


Solution

Do not define until the problem is validated

Why? Because every problem has multiple solutions

Friday, May 30, 14


Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption


1 2 3 4 5
















Step 2


Plan Your MVP

Friday, May 30, 14


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


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


What do we BUILD to test?

1.Exploration -> understand problem2.Pitch -> collect currency3.Concierge -> deliver customer

expectation

(Methods increase in cost of testing)

Friday, May 30, 14

Ship MVP@uxceo @nycuxpa #ngnycuxpa

Friday, May 30, 14


How to MEASURE success?

Decide on the weakest outcome you will accept as validation

Called the Minimum Success Criterion

Friday, May 30, 14


How to MEASURE success?

Time# People x

1. How big is the problem?

2. Revenue > Opportunity Cost

Salaryx

Friday, May 30, 14

Step 3


Run Your Experiment!

Friday, May 30, 14

EARLY ADOPTERS


Step 4


What did you learn?

Friday, May 30, 14

Invalidated?

PIVOT!


They did it.


Validated?

PERSEVERE!


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


Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5



Who is your customer? Time Limit: 5 Min









Boot-strapped startup

founders

Getting UX

feedback

No reliable source

Interview:6/10


Friday, May 30, 14

Exploration Interviews@uxceo @nycuxpa #ngnycuxpa

Friday, May 30, 14


Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5












No reliable source

Interview:6/10

9/12Persevere

Friends. Classes.

Paid UX designers hourly for help


Friday, May 30, 14


Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5













founders

Getting UX

feedback

No reliable source

Interview:6/10


founders

Getting UX

feedback


Friday, May 30, 14


Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5













founders

Getting UX

feedback

No reliable source

Interview:6/10


founders

Getting UX

feedback

Virtual UX

feedback

Pay for virtual UX feedback

Pitch:8/10


Friday, May 30, 14

Pitch@uxceo @nycuxpa #ngnycuxpa

Friday, May 30, 14


Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5












No reliable source

Interview:6/10


Pitch:8/10

10/10Test

2nd side of market

Don’t mind virtual at all.

Price is cheap

9/12Persevere

Friends. Classes.

Paid UX designers

for help


Friday, May 30, 14


Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5













founders

Getting UX

feedback

No reliable source

Interview:6/10


founders

Getting UX

feedback

Virtual UX

feedback


Pitch:8/10

UX Designers

Getting clients forquick UX

consulting


Friday, May 30, 14


Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5













founders

Getting UX

feedback

No reliable source

Interview:6/10


founders

Getting UX

feedback

Virtual UX

feedback


Pitch:8/10

UX Designers


consulting

Virtual UX

feedback

Will consult virtually

Pitch:8/10


Friday, May 30, 14


Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5












No reliable source

Interview:6/10


Pitch:8/10

10/10Test

2nd side of market


Price is cheap


Pitch:8/10

0/10Pivot!

9/12Persevere

Friends. Classes.

Paid UX designers

for help


Friday, May 30, 14


Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5












No reliable source

Interview:6/10


Pitch:8/10

10/10Test

2nd side of market


Price is cheap


Pitch:8/10

0/10Pivot!

No! 5 yrs exp.

Established

9/12Persevere

Friends. Classes.

Paid UX designers

for help


Friday, May 30, 14


Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5













founders

Getting UX

feedback

No reliable source

Interview:6/10


founders

Getting UX

feedback

Virtual UX

feedback


Pitch:8/10

UX Designers


consulting

Virtual UX

feedback


Pitch:8/10

Recent grad UX

designers


consulting


Friday, May 30, 14


Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5













founders

Getting UX

feedback

No reliable source

Interview:6/10


founders

Getting UX

feedback

Virtual UX

feedback


Pitch:8/10

UX Designers


consulting

Virtual UX

feedback


Pitch:8/10

Recent grad UX

designers


consulting

Virtual UX

feedback

Give quick online

feedback

Pitch:60%


Friday, May 30, 14

Pitch@uxceo @nycuxpa #ngnycuxpa

Friday, May 30, 14

No Backend@uxceo @nycuxpa #ngnycuxpa

Friday, May 30, 14


Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption

SuccessCriterion

1 2 3 4 5













founders

Getting UX

feedback

No reliable source

Interview:6/10


founders

Getting UX

feedback

Virtual UX

feedback


Pitch:8/10

UX Designers


consulting

Virtual UX

feedback


Pitch:8/10

Recent grad UX

designers


consulting

Virtual UX

feedback

Give quick online

feedback

Pitch:60%

Online platform is sufficient

Concierge:60%

satisfied


founders

Getting UX

feedback

Virtual UX

feedback


Friday, May 30, 14

Concierge

Customer Submits RequestUX Designer gets email and submits feedback


Manually

Customer Submits RequestUX Designer gets email and submits feedback


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

• Rapid design method that helps designer work through every detail of the UX early on to explore and structure complex interaction while retaining clarity and usability for the customer

• saves time

Idea

Exploration

Pitch

ConciergePrototype

Friday, May 30, 14

1. http://leanstartupmachine.com

2. http://leanenterprisebook.com

3. http://javelin.com


Resources


Customer

Problem

Solution

Result &Decision

Learning

RiskiestAssumption


1 2 3 4 5















Friday, May 30, 14

http://leanstartupmachine.com

http://leanstartupmachine.com

http://leanenterprisebook.com

http://leanenterprisebook.com

http://javelin.com

http://javelin.com

validating product ideas with quick and simple experiments

Small Business & Entrepreneurship