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
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
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?
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
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?
prototype Prototype viewed as scaled-down version of final product One prototype used to validate multiple assumptions Balancing qualitative and quantitative feedback