The document discusses the Lean Startup methodology for validating product ideas through quick, simple experiments. It describes the steps of defining a customer/problem hypothesis, planning a minimum viable product (MVP) to test the riskiest assumption, running an experiment, and learning from the results whether to pivot or persevere. An example case study is provided of founders testing the assumption that bootstrapped startups need reliable UX feedback by offering paid virtual feedback, which validated the problem and solution.
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Getting UX Feedback with Virtual Consultations
1. Grace Ng
Co-Founder
Javelin.com, creators of Lean Startup Machine
@uxceo
@nycuxpa
#ngnycuxpa
Validating Product Ideas
with Quick and Simple
Experiments
Friday, May 30, 14
13. Great Idea!
Textual search is limiting.
How can I search a visual query?
@uxceo @nycuxpa #ngnycuxpa
Friday, May 30, 14
14. Textual search is limiting.
How can I search a visual query?
Textual search is limiting.
How can I search a visual query?
@uxceo @nycuxpa #ngnycuxpa
Friday, May 30, 14
36. Who is the
customer?
@uxceo @nycuxpa #ngnycuxpa
Deļ¬ne Your Customer
Must be speciļ¬c to be easily testable!
Friday, May 30, 14
37. What is his/her
problem?
@uxceo @nycuxpa #ngnycuxpa
Deļ¬ne the Problem
Make it speciļ¬c to the target customer
Friday, May 30, 14
38. @uxceo @nycuxpa #ngnycuxpa
Problem
INCORRECT:
āPeople are not recyclingā is not a problem someone
has
CORRECT:
āBusy mother forgets the day of the week for collectionā
āCollege student is confused how to sort plasticsā
Two similar but diļ¬erent problems
Friday, May 30, 14
42. @uxceo @nycuxpa #ngnycuxpa
What must we LEARN?
What are the Core Assumptions of
our business?
Assumption:
A behavior, mentality, or action that needs to
happen in order for hypothesis to be true.
Friday, May 30, 14
43. @uxceo @nycuxpa #ngnycuxpa
What must we LEARN?
Prioritize: Which Assumption is
the Riskiest?
The one that is most unknown,
and crucial to the business
Friday, May 30, 14
44. @uxceo @nycuxpa #ngnycuxpa
What do we BUILD to test?
1.Exploration -> understand problem
2.Pitch -> collect currency
3.Concierge -> deliver customer
expectation
(Methods increase in cost of testing)
Friday, May 30, 14
47. @uxceo @nycuxpa #ngnycuxpa
How to MEASURE success?
Decide on the weakest outcome
you will accept as validation
Called the Minimum Success
Criterion
Friday, May 30, 14
48. @uxceo @nycuxpa #ngnycuxpa
How to MEASURE success?
Time# People x
1. How big is the problem?
2. Revenue > Opportunity Cost
Salaryx
Friday, May 30, 14
60. Solution
Result &
Decision
Learning
Riskiest
Assumption
Success
Criterion
Time Limit: 5 Min
Time Limit: 10 Min
pothesis:
n will result
.
mption:
the least
core to the
hesis is...
like:
with # of
ct a strong
omers.
GET OUT OF THE BUILDING!
No
reliable
source
Interview:
6/10
9/12
Persevere
Friends.
Classes.
Paid
UX designers
hourly for help
@uxceo @nycuxpa #ngnycuxpa
Friday, May 30, 14
61. Experimentsxperiment.
Customer
Problem
Solution
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
Time Limit: 5 Min
Time Limit: 5 Min
Time Limit: 5 Min
Time Limit: 10 Min
pothesis:
n will result
.
mption:
GET OUT OF THE BUILDING!
Boot-
strapped
startup
founders
Getting
UX
feedback
No
reliable
source
Interview:
6/10
Boot-
strapped
startup
founders
Getting
UX
feedback
@uxceo @nycuxpa #ngnycuxpa
Friday, May 30, 14
62. Experimentsxperiment.
Customer
Problem
Solution
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
Time Limit: 5 Min
Time Limit: 5 Min
Time Limit: 5 Min
Time Limit: 10 Min
pothesis:
n will result
.
mption:
GET OUT OF THE BUILDING!
Boot-
strapped
startup
founders
Getting
UX
feedback
No
reliable
source
Interview:
6/10
Boot-
strapped
startup
founders
Getting
UX
feedback
Virtual
UX
feedback
Pay for
virtual UX
feedback
Pitch:
8/10
@uxceo @nycuxpa #ngnycuxpa
Friday, May 30, 14
64. Solution
Result &
Decision
Learning
Riskiest
Assumption
Success
Criterion
Time Limit: 5 Min
Time Limit: 10 Min
pothesis:
n will result
.
mption:
the least
core to the
hesis is...
like:
with # of
ct a strong
omers.
GET OUT OF THE BUILDING!
No
reliable
source
Interview:
6/10
Pay for
virtual UX
feedback
Pitch:
8/10
10/10
Test
2nd side
of market
Donāt mind
virtual at all.
Price is cheap
9/12
Persevere
Friends.
Classes.
Paid
UX designers
for help
@uxceo @nycuxpa #ngnycuxpa
Friday, May 30, 14
65. Experimentsxperiment.
Customer
Problem
Solution
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
Time Limit: 5 Min
Time Limit: 5 Min
Time Limit: 5 Min
Time Limit: 10 Min
pothesis:
n will result
.
mption:
GET OUT OF THE BUILDING!
Boot-
strapped
startup
founders
Getting
UX
feedback
No
reliable
source
Interview:
6/10
Boot-
strapped
startup
founders
Getting
UX
feedback
Virtual
UX
feedback
Pay for
virtual UX
feedback
Pitch:
8/10
UX
Designers
Getting
clients for
quick UX
consulting
@uxceo @nycuxpa #ngnycuxpa
Friday, May 30, 14
66. Experimentsxperiment.
Customer
Problem
Solution
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
Time Limit: 5 Min
Time Limit: 5 Min
Time Limit: 5 Min
Time Limit: 10 Min
pothesis:
n will result
.
mption:
GET OUT OF THE BUILDING!
Boot-
strapped
startup
founders
Getting
UX
feedback
No
reliable
source
Interview:
6/10
Boot-
strapped
startup
founders
Getting
UX
feedback
Virtual
UX
feedback
Pay for
virtual UX
feedback
Pitch:
8/10
UX
Designers
Getting
clients for
quick UX
consulting
Virtual
UX
feedback
Will
consult
virtually
Pitch:
8/10
@uxceo @nycuxpa #ngnycuxpa
Friday, May 30, 14
67. Solution
Result &
Decision
Learning
Riskiest
Assumption
Success
Criterion
Time Limit: 5 Min
Time Limit: 10 Min
pothesis:
n will result
.
mption:
the least
core to the
hesis is...
like:
with # of
ct a strong
omers.
GET OUT OF THE BUILDING!
No
reliable
source
Interview:
6/10
Pay for
virtual UX
feedback
Pitch:
8/10
10/10
Test
2nd side
of market
Donāt mind
virtual at all.
Price is cheap
Will
consult
virtually
Pitch:
8/10
0/10
Pivot!
9/12
Persevere
Friends.
Classes.
Paid
UX designers
for help
@uxceo @nycuxpa #ngnycuxpa
Friday, May 30, 14
68. Solution
Result &
Decision
Learning
Riskiest
Assumption
Success
Criterion
Time Limit: 5 Min
Time Limit: 10 Min
pothesis:
n will result
.
mption:
the least
core to the
hesis is...
like:
with # of
ct a strong
omers.
GET OUT OF THE BUILDING!
No
reliable
source
Interview:
6/10
Pay for
virtual UX
feedback
Pitch:
8/10
10/10
Test
2nd side
of market
Donāt mind
virtual at all.
Price is cheap
Will
consult
virtually
Pitch:
8/10
0/10
Pivot!
No!
5 yrs exp.
Established
9/12
Persevere
Friends.
Classes.
Paid
UX designers
for help
@uxceo @nycuxpa #ngnycuxpa
Friday, May 30, 14
69. Experimentsxperiment.
Customer
Problem
Solution
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
Time Limit: 5 Min
Time Limit: 5 Min
Time Limit: 5 Min
Time Limit: 10 Min
pothesis:
n will result
.
mption:
GET OUT OF THE BUILDING!
Boot-
strapped
startup
founders
Getting
UX
feedback
No
reliable
source
Interview:
6/10
Boot-
strapped
startup
founders
Getting
UX
feedback
Virtual
UX
feedback
Pay for
virtual UX
feedback
Pitch:
8/10
UX
Designers
Getting
clients for
quick UX
consulting
Virtual
UX
feedback
Will
consult
virtually
Pitch:
8/10
Recent
grad UX
designers
Getting
clients for
quick UX
consulting
@uxceo @nycuxpa #ngnycuxpa
Friday, May 30, 14
70. Experimentsxperiment.
Customer
Problem
Solution
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
Time Limit: 5 Min
Time Limit: 5 Min
Time Limit: 5 Min
Time Limit: 10 Min
pothesis:
n will result
.
mption:
GET OUT OF THE BUILDING!
Boot-
strapped
startup
founders
Getting
UX
feedback
No
reliable
source
Interview:
6/10
Boot-
strapped
startup
founders
Getting
UX
feedback
Virtual
UX
feedback
Pay for
virtual UX
feedback
Pitch:
8/10
UX
Designers
Getting
clients for
quick UX
consulting
Virtual
UX
feedback
Will
consult
virtually
Pitch:
8/10
Recent
grad UX
designers
Getting
clients for
quick UX
consulting
Virtual
UX
feedback
Give quick
online
feedback
Pitch:
60%
@uxceo @nycuxpa #ngnycuxpa
Friday, May 30, 14