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Validating Customer Demand

Alpha
March 18, 2016

Validating Customer Demand

Why and how to test product and feature concepts
without writing a single line of code

Alpha

March 18, 2016
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  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. Overview of webinar and discussion //INTRODUCTION 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 Part 1: A frightening reality Part 2: UI usability vs. real life usability Part 3: Demand validation
  3. There are limitations to creativity //A FRIGHTENING REALITY 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
  4. What you can learn //UI USABILITY VS. REAL LIFE USABILITY

    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?
  5. How you can test //UI USABILITY VS. REAL LIFE USABILITY

    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
  6. Rule of thumb //UI USABILITY VS. REAL LIFE USABILITY Moderated

    Un-moderated UI Usability Yes Yes Real Life Usability Yes No
  7. Optimal testing process Ideas Discovery Delivery Product Manager UX Designer

    User Researcher Engineer Stakeholder Product Manager UX Designer User Researcher Engineer Quality Assurance //DEMAND VALIDATION
  8. Optimal discovery process Research Test Prototypes 2nd Round of Testing

    Product Manager UX Designer User Researcher Product Manager UX Designer User Researcher Product Manager UX Designer User Researcher //DEMAND VALIDATION
  9. Discovery process frequency Daily User Researcher Weekly Product Manager UX

    Designer User Researcher Bi-Weekly Product Manager UX Designer User Researcher //DEMAND VALIDATION
  10. Apple Watch – The Watch Reimagined //DEMAND VALIDATION 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?
  11. The “cost question” //DEMAND VALIDATION It must cost the test

    respondent something to say “yes”! Time Reputation Money
  12. Dos, Don’ts, and Common Mistakes //VALIDATING DEMAND WITH PROTOTYPES Over-engineered

    prototype Prototype viewed as scaled-down version of final product One prototype used to validate multiple assumptions Balancing qualitative and quantitative feedback
  13. //GET STARTED WITH VALIDATELY SIGN UP FOR A DEMO: Get

    $250 in free tester recruiting with monthly Professional Plan signup Sign up at http://validately.com, and email [email protected]