NYC UXPA event: Validating Product Ideas

Celebrate the publication of Tomer Sharon’s new book, Validating Product Ideas, with a fun, interactive talk.

From the event page:

Learn from Tomer about his experience writing the book, including research with over 200 product managers, startup founders, and venture capitalists from all over the world. From this research, Tomer structured Validating Product Ideas around these four burning questions that product managers and startup founders frequently ask themselves about their users (or potential users):

1. What do people need?
2. Do people want the product?
3. Which design generates better results?
4. How do people find stuff?

For each question, Tomer will briefly explain the question, why it is important to ask, and when in the design process it is a good time to ask it. Then, Tomer will then facilitate a short open discussion about the methods by which to answer the question.

Transcript

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

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2. WHY Q&A
   

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3. WHY Q&A
   

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4. 3 YEARS AGO...
   

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6. FOUNDERS
   PRODUCT MANAGERS
   VENTURE CAPITALISTS
   

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7. WHAT QUESTIONS DID
   YOU ASK YOURSELF
   ABOUT YOUR
   AUDIENCE?
   

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8. HOW DID YOU
   ANSWER THESE
   QUESTIONS?
   

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11. RIGHT QUESTIONS
    WRONG ANSWERS
    

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12. STRONG NEED
    WEAK WANT
    

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15. WHAT IS LEAN USER
    RESEARCH?
    

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

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18. WHY Q&A
    

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19. Q1
    

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20. WHAT DO
    PEOPLE NEED?
    

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22. CAN WE DEVELOP IT?
    SHOULD WE DEVELOP IT?
    

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

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24. HOW WOULD YOU ANSWER THE QUESTION
    WHAT DO PEOPLE NEED?
    

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25. MONTHS?
    WEEKS?
    DAYS?
    HOURS?
    

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26. EXPERIENCE
    SAMPLING
    

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

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28. Q2
    

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29. DO PEOPLE
    WANT THE
    PRODUCT?
    

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

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32. DESIGN
    UX
    MARKETING
    

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33. TRUE
    STORY
    

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39. NOT A UX OR DESIGN
    QUESTION
    

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

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41. MONTHS?
    WEEKS?
    DAYS?
    HOURS?
    

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42. CONCIERGE
    MVP
    

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

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44. EXAMPLE:
    ASSISTING LOST
    SHOPPERS
    

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45. 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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46. 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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47. 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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48. Q3
    

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49. WHICH DESIGN
    GENERATES
    BETTER RESULTS?
    

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51. “RESEARCH”
    

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52. CHOODE BETWEEN
    DESIGN ALTERNATIVES
    

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53. BETTER UNDERSTAND
    CUSTOMER TASTE
    

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54. COMPARE TO PRODUCTION
    

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55. COMPARE TO ITSELF OVER
    TIME
    

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56. BENCHMARK
    

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

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58. MONTHS?
    WEEKS?
    DAYS?
    HOURS?
    

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59. A/B TESTING
    

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60. Q4
    

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61. HOW DO PEOPLE
    FIND STUFF?
    

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

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64. MONTHS?
    WEEKS?
    DAYS?
    HOURS?
    

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65. TREE TESTING
    1st-CLICK TESTING
    LOSTNESS METRIC
    

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66. WHY Q&A
    

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

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

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