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NEED TO KNOW: EVALUATING STARTUP IDEAS TOMER SHARON | UX RESEARCHER | @tsharon

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LEAN USER RESEARCH FOR PRODUCT DEVELOPMENT leanresearch.co

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EXERCISE

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WHAT IS YOUR STARTUP IDEA?

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WHAT IS THE PROBLEM IT SOLVES?

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goo.gl/S3iqNH

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EVALUATING STARTUP IDEAS FOUNDERS PROBLEM LEAN RESEARCH METHODS MAKING SENSE

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FOUNDERS

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BOB-THE- BUILDER MENTALITY

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WE DON’T RESEARCH. WE BUILD.

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FOUNDERS PERCEIVE THEIR STARTUPS AS A CODING EXERCISE

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A CODING EXERCISE DOES NOT REQUIRE GETTING INSIGHTS FROM USERS

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THESE STARTUPS CREATE PRODUCTS NOBODY NEEDS

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THEY PERFECTLY EXECUTE THE WRONG PLAN

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WATCH MY GOOGLE I/O 2014 TALK: PERFECTLY EXECUTE THE WRONG PLAN youtu.be/9TJTbRw4ri8

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86% OF STARTUP IDEAS ARE BORN FROM A FOUNDER’S PERSONAL PAIN

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IDEAS ARE MOSTLY FOR PRODUCTS OR SERVICES…

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NOT FOR PROBLEMS TO SOLVE

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95% OF STARTUP FOUNDERS ASK, “DO PEOPLE NEED MY PRODUCT?”

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DON’T HAVE TIME TO WASTE ON LEARNING FROM USERS

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DON’T HAVE TIME TO WORK ON THE WRONG PRODUCT

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CAN WE BUILD IT? SHOULD WE BUILD IT?  

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WHAT’S A PRODUCT WORTH BUILDING?

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HOW TO EVALUATE A STARTUP IDEA?

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PROBLEM

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A PROBLEM WORTH SOLVING

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GAP BETWEEN CURRENT AND DESIRED STATE

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HOW MUCH THE PROBLEM OWNER CARES ABOUT IT

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LET’S HAVE A LOOK AT YOUR PROBLEMS

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WHAT’S LEAN USER RESEARCH?

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PROVIDING INSIGHTS INTO PRODUCT USERS, THEIR PERSPECTIVES, AND THEIR ABILITIES TO THE RIGHT PEOPLE AT THE RIGHT TIME.

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3 QUESTIONS LEAN RESEARCH CAN ANSWER

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WHAT DO PEOPLE NEED?

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WHAT DO PEOPLE WANT?

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CAN PEOPLE USE IT?

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HIGH-QUALITY IMPACTFUL FAST IGNORED SLOW CRAPPY

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LEAN USER RESEARCH METHOD LANDING PAGE

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WHAT IS IT?

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MOSTLY LOOKS LIKE THIS:

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FOR THE PURPOSE OF EVALUATING AN IDEA, LANDING PAGES ARE MOSTLY USED IN A WRONG WAY

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WRONG WAY ASK FOR EMAIL

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ARE PEOPLE INTERESTED ENOUGH TO GIVE YOU THEIR EMAIL ADDRESS?

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RIGHT WAY PROVE COMMITMENT (E.G., PAY) EVALUATE YOUR STARTUP IDEA

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EXPERIMENT WITH LANGUAGE CALL TO ACTION VALUE MAIN MESSAGE

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EXERCISE

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GOOD OR BAD LANDING PAGE?

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LEAN USER RESEARCH METHOD EXPERIENCE SAMPLING

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A STRATEGIC RESEARCH TECHNIQUE TO UNCOVER USER NEEDS.

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DIN

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WHAT PEOPLE WANT TO KNOW WHAT PEOPLE SEARCH ON GOOGLE

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WHAT TYPE OF WRITER AM I? BARACK OBAMA HEIGHT

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OPPORTUNITY

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

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INSIGHTS ABOUT USER NEEDS EVALUATE YOUR STARTUP IDEA

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USEFUL PRODUCT FEATURES EVALUATE YOUR STARTUP IDEA

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CURRENT PAIN POINTS AND DELIGHTS EVALUATE YOUR STARTUP IDEA

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EXPERIENCE SAMPLING TIPS

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CAREFULLY THE QUESTION [REPEATED BEHAVIOR, NO YES/NO, NO OPINIONS, NOT QUANT] DIN: WHAT DID YOU WANT TO KNOW RECENTLY? WHY?

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8 x 3 x 100 TIMES A DAY DAYS PARTICIPANTS

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DECIDE HOW TO COLLECT DATA: SMS, EMAIL, APP, PHONE DIN: WE USED PACO

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EYEBALL THE DATA

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CLASSIFY DATA

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GENERATE FREQUENCY CHARTS EVALUATE YOUR STARTUP IDEA

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IDENTIFY EMERGING THEMES EVALUATE YOUR STARTUP IDEA

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EXERCISE  

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HOW CAN WE IMPROVE THE IN-STORE GROCERY SHOPPING EXPERIENCE WITH TECHNOLOGY?

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PHRASE AN EXPERIENCE SAMPLING QUESTION  

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goo.gl/xVs7z9

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LEAN USER RESEARCH METHOD OBSERVATION

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“IF YOU WANT TO BE A GREAT ARCHEOLOGIST, GET OUT OF THE LIBRARY!” - ???

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FIELD STUDY CONTEXTUAL INQUIRY FLY-ON-THE-WALL SHADOWING ETHNOGRAPHY GUIDED TOUR

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4 PILARS

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LOOK FOR

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TRY TO…

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VIDEO RECORD

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TAKE PHOTOS

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COLLECT ARTIFACTS

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SKETCHNOTE

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DON’T PITCH

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DON’T ASK WHAT THEY NEED

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DON’T ASK FOR FEEDBACK

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QUICK DEBRIEF

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WHAT SURPRISED YOU? EVALUATE YOUR STARTUP IDEA

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WHAT WAS MOST IMPORTANT TO THE PARTICIPANT? EVALUATE YOUR STARTUP IDEA

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WHAT STOOD OUT? EVALUATE YOUR STARTUP IDEA

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WHAT SHOULD WE DO DIFFERENTLY?

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EXERCISE

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LET’S WATCH 2 OBSERVATION SESSIONS

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LIST 4 PROBLEMS PARTICIPANTS HAVE

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RECAP

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A GOOD PROBLEM TO SOLVE ALSO INCLUDES IDENTIFYING HOW MUCH PEOPLE CARE ABOUT IT

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A GOOD LANDING PAGE PROVES COMMITMENT #ASKTHEMTOPAYFORNOTHING

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A FUN WAY TO MINE PEOPLE’S LIVES BY ASKING ONE SIMPLE QUESTION #EXPERIENCESAMPLINGFTW

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THE POWER OF BEING A FLY ON THE WALL #OBSERVATIONOMG

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THERE ARE NO FACTS INSIDE THE BUILDING #INDY

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“DON’T BELIEVE EVERYTHING YOU SEE ON A POWERPOINT SLIDE JUST BECAUSE THERE’S A PICTURE WITH A QUOTE NEXT TO IT.” - ABRAHAM LINCOLN

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THANK YOU @tsharon leanresearch.co