10. WITHOUT AN
ASPIRATIONAL
VISION, IT’S HARD TO
PIVOT
FALL IN LOVE WITH
THE PROBLEM, NOT
THE SOLUTION
DESIGNING
FOR CORRECT
A BEHAVIOR IS
WORTH
A THOUSAND WORDS
Watch what they do
versus listen to what
they say they would do
A COUPLE OF INSIGHTS
11. OUR VISION
CONFIDENTIAL 11
A SMALL BUSINESS
OWNER SHOULD FEEL
CONFIDENT WHEN THEY
FIND THE APP THAT IS
JUST RIGHT FOR THEM
12. CONFIDENTIAL 12
EXPERIMENT 1
BELIEF: reviews from the
same industry are more
valuable than general
reviews
HYPOTHESIS: when
looking at an app page
with reviews, participants
will click to select their
own industry
18. CONFIDENTIAL 18
EXPERIMENT 3
RESULT: Of the 6
participants, 6 said
“add me to the
users”, 5 said
“show my vendors
and customers, 4
said “let them
contact me”. 0
said “spam them
with email.”
Belief– reviews from businesses in the same industry are more valuable than general reviews
Hypothesis – when looking at an app page with reviews, participants will click to select their own industry