class 6 identifying and validating assumptions
TRANSCRIPT
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Developed by Christina Wodtke & Laura Klein (clever bits by Laura) with illustrations from Kate Rutter. @cwodtke | cwodtke.com @lauraklein | usersknow.com @katerutter | intelleto.com
Class 6: Identifying and (In)Validating Assumptions
@cwodtkewww.eleganthack.com
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Developed by Christina Wodtke & Laura Klein (clever bits by Laura) with illustrations from Kate Rutter. @cwodtke | cwodtke.com @lauraklein | usersknow.com @katerutter | intelleto.com
![Page 3: Class 6 Identifying and Validating Assumptions](https://reader036.vdocuments.mx/reader036/viewer/2022070600/58abc7941a28ab68068b5171/html5/thumbnails/3.jpg)
Developed by Christina Wodtke & Laura Klein (clever bits by Laura) with illustrations from Kate Rutter. @cwodtke | cwodtke.com @lauraklein | usersknow.com @katerutter | intelleto.com
LAST WEEK
3
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Developed by Christina Wodtke & Laura Klein (clever bits by Laura) with illustrations from Kate Rutter. @cwodtke | cwodtke.com @lauraklein | usersknow.com @katerutter | intelleto.com
“NEVER WRITE ON THE BUSINESS MODEL CANVAS, THAT’S WHY GOD GAVE US POST-IT NOTES”
-ALEX OSTERWALDER
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Developed by Christina Wodtke & Laura Klein (clever bits by Laura) with illustrations from Kate Rutter. @cwodtke | cwodtke.com @lauraklein | usersknow.com @katerutter | intelleto.com
![Page 6: Class 6 Identifying and Validating Assumptions](https://reader036.vdocuments.mx/reader036/viewer/2022070600/58abc7941a28ab68068b5171/html5/thumbnails/6.jpg)
Developed by Christina Wodtke & Laura Klein (clever bits by Laura) with illustrations from Kate Rutter. @cwodtke | cwodtke.com @lauraklein | usersknow.com @katerutter | intelleto.com
![Page 7: Class 6 Identifying and Validating Assumptions](https://reader036.vdocuments.mx/reader036/viewer/2022070600/58abc7941a28ab68068b5171/html5/thumbnails/7.jpg)
Developed by Christina Wodtke & Laura Klein (clever bits by Laura) with illustrations from Kate Rutter. @cwodtke | cwodtke.com @lauraklein | usersknow.com @katerutter | intelleto.com
Do the Math
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Developed by Christina Wodtke & Laura Klein (clever bits by Laura) with illustrations from Kate Rutter. @cwodtke | cwodtke.com @lauraklein | usersknow.com @katerutter | intelleto.com
ASSUMPTIONS
8
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(If you’re lucky)Research
Define
Ideate
Prototype
Test
Design
Develop
Waterfall
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Meh
Research
Define
IdeatePrototyp
eTest
Design
Develop
The Problem
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Illustration by Kate Rutter
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Lean is about Learning
Be wary here. Build the smallest possible thing you can to answer a question.
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Developed by Christina Wodtke & Laura Klein (clever bits by Laura) with illustrations from Kate Rutter. @cwodtke | cwodtke.com @lauraklein | usersknow.com @katerutter | intelleto.com
From Google Ventures Design Sprint http://www.gv.com/lib/the-gv-research-sprint-a-4-day-process-for-answering-important-startup-questions
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By using Lean Startup, we identify assumptions before we base our whole
product strategy on them.
Why is it better?
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So, what is an assumption,
anyway?
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Types of Assumptions
Problem
Solution
Implementation
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Types of Assumptions
Problem: Is there a problem?
Solution: Is this the right way to solve it?
Implementation: Can you build & sell it before running out of money?
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Business concept by Laura Klein. Illustration by Kate Rutter
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“People who have pets are upset by cost.”
Problem
Illustration by Kate Rutter
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“People need a marketplace for pet jobs.”
Solution
Illustration by Kate Rutter
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“Pets can work!”
Implementation
Illustration by Kate Rutter
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DropBox
For Example?
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Do people have trouble accessing files across
multiple devices?
What’s The Problem?
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People Have Multiple Devices
People Want to Access the Same Files Across Those
Devices
This Is Hard to Do
Problem Assumptions
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Are people willing to download multiple applications and trust
storing files in the cloud?
What’s The Solution?
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People Will Download DropBox on Multiple Devices
People Will Trust the Service with Important Data
People Understand How DropBox Folders Work
Solution Assumptions
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Can we sync files across multiple devices quickly and
accurately enough?
What’s The Implementation?
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We Can Build a Product that Syncs Files Across Multiple
Operating Systems
The Product Will Sync Quickly and Accurately
Implementation Assumptions
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Your Turn
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For Product to succeed, it is necessary that
___________________.
Here’s The Template
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Write down your assumptions
3For Product to succeed, it is necessary that ___________________.
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Categorize Your Assumptions
P
SI
1
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What Makes an Assumption
Risky?
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So, What’s Yours?
Likely(to fail)
Unlikely(to fail)
Annoying
Devastating
2
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Building is NEVER your
Riskiest Assumption
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Ok, Almost Never Illustration by Kate Rutter
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Targets ChangeIllustration by Kate Rutter
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A hypothesis statement should
contain:1.What you believe2.How you will know if you were right
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Problem Hypothesis Example:
We believe people like customer type have a need for (or problem doing)need/action/behavior. We will know we have validated this when we see quantitative/measurable outcome or qualitative/observable outcome. *
*This text was almost entirely stolen from Janice Fraser.
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Solution Hypothesis Example:
We believe people like customer type will solve their problem by solution behavior. We will know we have validated this when we see quantitative/measurable outcome or qualitative/observable outcome.
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Implementation Hypothesis Example:
We believe our company can provide solution by implementation method.We will know we have validated this when we see quantitative/measurable outcome or qualitative/observable outcome.
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Now You Try ItWrite Down:1.What you believe2.How you will know if you were right
2
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Build Your Test
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Various Types of Tests
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Landing Pages
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Landing pages are good for…
learning whether people are interested enough in
your idea to give you their email addresses
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Landing pages are bad for…
Everything Else
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Landing pages help validate:
The Problem
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Audience Building
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Audience Building is good for…
learning the size of the audience you can attract to your product before
committing a lot of money and technical
resources.
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How to build an audience
1. Give away expertise for free on a regular basis. 2. Establish yourself as an expert in the space. 3. Build a community of like minded people.
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Audience Building helps validate:
The Problem
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Concierge
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Concierge is good for…
learning what is actually required for your product before
committing a lot of money and technical
resources.
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Concierge: How Do You Do It?
Provide a service for someone manually.Figure out the parts of the problem that users need the most help with.
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Concierge helps you understand:The Problem
Concierge helps validate:The Solution
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Wizard of Oz
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Wizard of Oz is good for…
learning what you need to automate before committing a lot of
money and technical resources
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How Do You Do Wizard of Oz?
Use humans instead of automation until you can’t. Do things that don’t scale.
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Wizard of Oz helps validate:
The Implementation
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Fake Door
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Fake Doors are good for…
learning whether users have any interest in your feature before committing a lot of
money and technical resources
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Fake Door: How do you do it
Add the first interaction with an interface.Provide a good experience for the user even if it’s not what they expect.
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Fake Doors help validate:
The Solution
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Sell It
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Selling is good for…
learning whether users will pay for your product
before committing a lot of money and technical
resources
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How do you Sell?Post your idea on Kickstarter
Ask for a credit card or pre-payment
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Selling helps validate:The Solution
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Your Turn
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Identify the Best Method of Validation
Problem Solution Implementation
Landing Page
Audience Building
Concierge
Wizard of Oz
Fake Door
Selling3
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@lauraklein | usersknow.com
QUESTIONS?
80
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Developed by Christina Wodtke & Laura Klein (clever bits by Laura) with illustrations from Kate Rutter. @cwodtke | cwodtke.com @lauraklein | usersknow.com @katerutter | intelleto.com
Homework!•Create a landing page for your product (or run some other validation test if you prefer).