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VALIDATING PRODUCT IDEAS: FINDING ANSWERS TO YOUR BURNING QUESTIONS TOMER SHARON Head of UX, WeWork @tsharon

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WHY Q&A

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WHY Q&A

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3 YEARS AGO...

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200

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FOUNDERS PRODUCT MANAGERS VENTURE CAPITALISTS

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WHAT QUESTIONS DID YOU ASK YOURSELF ABOUT YOUR AUDIENCE?

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HOW DID YOU ANSWER THESE QUESTIONS?

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400

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RIGHT QUESTIONS WRONG ANSWERS

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STRONG NEED WEAK WANT

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WHAT IS LEAN USER RESEARCH?

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A discipline that provides insights into users, their perspectives, and their abilities to use products and then gives this information to the right people at the right time so that the research is invaluable for developing products.

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Precisely-stated questions Falling in love with problems Behavior over opinions Continuous Fast Rich reporting Everyone’s

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WHY Q&A

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Q1

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WHAT DO PEOPLE NEED?

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CAN WE DEVELOP IT? SHOULD WE DEVELOP IT?

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PERFECTLY EXECUTING THE WRONG PLAN bit.ly/wrong-plan

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HOW WOULD YOU ANSWER THE QUESTION WHAT DO PEOPLE NEED?

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MONTHS? WEEKS? DAYS? HOURS?

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EXPERIENCE SAMPLING

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PARTICIPANTS ARE INTERRUPTED SEVERAL TIMES A DAY TO NOTE THEIR EXPERIENCE IN REAL TIME

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Q2

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DO PEOPLE WANT THE PRODUCT?

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ONCE PEOPLE READ, HEAR, OR TALK ABOUT OR INTERACT WITH THE PRODUCT, WOULD THEY WANT TO BUY AND USE IT?

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DESIGN UX MARKETING

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TRUE STORY

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NOT A UX OR DESIGN QUESTION

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HOW WOULD YOU ANSWER THE QUESTION DO PEOPLE WANT THE PRODUCT?

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MONTHS? WEEKS? DAYS? HOURS?

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CONCIERGE MVP

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AN MVP THAT MANUALLY PROVIDES THE FUNCTIONALITY OF THE PRODUCT TO THE CUSTOMER

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EXAMPLE: ASSISTING LOST SHOPPERS

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PROBLEM: Men find it hard to find their way around a grocery store when they shop for groceries. They waste a lot of time trying to find certain items, while not willing to admit they can't find them and get help from grocery personnel.

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PRODUCT IDEA: An iPad mounted on a grocery shopping cart with an app that allows shoppers to take a photo of their shopping list. The app then provides the shortest, most effective route to shop for groceries in the list.

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CONCIERGE MVP: A personal assistant (not wearing a store uniform so that others don't know the customer is getting help) walks with the customer in the store and shows him where groceries are located. The assistance guides the male shopper through a preferred route, which saves the customer's time.

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Q3

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WHICH DESIGN GENERATES BETTER RESULTS?

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“RESEARCH”

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CHOODE BETWEEN DESIGN ALTERNATIVES

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BETTER UNDERSTAND CUSTOMER TASTE

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COMPARE TO PRODUCTION

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COMPARE TO ITSELF OVER TIME

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BENCHMARK

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HOW WOULD YOU ANSWER THE QUESTION WHICH DESIGN GENERATES BETTER RESULTS?

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MONTHS? WEEKS? DAYS? HOURS?

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A/B TESTING

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Q4

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HOW DO PEOPLE FIND STUFF?

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HOW WOULD YOU ANSWER THE QUESTION HOW DO PEOPLE FIND STUFF?

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MONTHS? WEEKS? DAYS? HOURS?

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TREE TESTING 1st-CLICK TESTING LOSTNESS METRIC

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WHY Q&A

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“DON’T BELIEVE EVERYTHING YOU SEE ON A POWERPOINT SLIDE.” - ABE LINCOLN

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WE’RE HIRING DESIGN TEAM LEAD PRODUCT DESIGNER VISUAL DESIGNER PROTOTYPER INFORMATION ARCHITECT DATA SCIENTIST DESIGN PRODUCER PARTICIPANT RECRUITER Medium.com/@tsharon

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THANK YOU Rosenfeldmedia.com/books/lean-user-research @tsharon (Twitter & Instagram) Facebook.com/leanresearch Instagram: #validatingstory