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A presentation for Product Camp DC on how to use prototypes to validate market need for a product idea. Jessica Hall, Director of 3Pillar's Innovate Practice, and Kenal Shah, Senior Product Manager, gave the presentation at LivingSocial HQ on October 11, 2014.
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USING PROTOTYPES TO VALIDATE PRODUCT STRATEGY11 October 2014
Kenal ShahSenior Product Manager kenal.shah@3pillarglobal.com @kenalshah
Jessica HallDirector, Innovate Practicejessica.hall@3pillarglobal.com@jesshallway
#pcampdc14
Maria Bryk/Newseum
radcliffe dacanay, Flickr
Philippa Willitts, Flickr
I HAVE AN
CRASHAND
BURN
Newseum, The Washington Post, Time
Philippa Willitts, Flickr
I HAVE AN
IDEA
What does it look like?
Do customers want it?
Is it right for my business?
Test Validate assumptions with stakeholders and customers
Simply document insights and next steps
WEEK 1
MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY
WEEK 2
WEEK 3
WEEK 4
WorkshopRapid User Research
Idea Exploration
Idea Exploration
Testing
PrototypingPlanning/
PrototypingPrototyping/Client Demo
Prototyping Testing
PrototypingPlanning/
PrototypingPrototyping/Client Demo
Prototyping Testing
Refine Prototype
EvaluationRefine
Prototype/Build Pitch Deck
Refine Prototype/Build
Pitch Deck
Refine Prototype/Build
Pitch Deck
© 2014 3Pillar Global, Inc. All Rights Reserved
WANT TO LEARN MORE ABOUT DEVELOPING IDEAS?
© 2014 3Pillar Global, Inc. All Rights Reserved
Talk is Cheap, Build Somethingwith Faz Besharatian
@ 3pm in the Fishbowl
TESTING YOUR IDEA
© 2014 3Pillar Global, Inc. All Rights Reserved
Surveys Landing PagesInterviews
and Pitches
TODAY’S FAKE IDEA
© 2014 3Pillar Global, Inc. All Rights Reserved
Customer
Problem
Solution
Cost-conscious urban dweller who searches yard sales and CraigsList for larger goods
Need an easy and low-cost way to get purchases home within a short time-frame
Connect our customers with moving companies or truckers with spare capacity
WHAT DO YOU NEED TO
LEARN?
SETTING AND MANAGING EXPECTATIONS
Lo Hi
Lo Hi
Lo Hi
FIDELITY
FUNCTIONALITY
CONTENT/DATA
© 2014 3Pillar Global, Inc. All Rights Reserved
SETTING AND MANAGING EXPECTATIONS
© 2014 3Pillar Global, Inc. All Rights Reserved
The Good Risks to Manage
Stakeholders will see deliverables sooner and get client feedback sooner
Initial deliverables will be low fidelity
We can quickly bring ideas to life We need stakeholders to commit time to work with us
We can get quality customer feedback fast Customers may say things the stakeholders don’t want to hear
We can pivot The stakeholder may not want to pivot
We will save money by not working on the wrong ideas
We’re going to get a lot wrong before we get to the right thing
WHAT SHOULD WE
PROTOTYPE?
DO
© 2014 3Pillar Global, Inc. All Rights Reserved
Solve today’s problem
Focus on the most important or risky features/assumptions
Do just enough for customers and stakeholders to judge value and no more
Set a schedule, get commitment on the team’s time and appoint an enforcer
DON’T
Solve tomorrow’s problem
Spend time on features that aren’t differentiators (log-in)
Obsess over an icon, the function of a control or making sure it works in another browser
Waste time talking when you could be doing and testing
HOW DO WE
TEST WITH CUSTOMERS?
WEEK 1
WEEK 2
WEEK 3
WEEK 4
Story Brainstorming
Kick-Off /Roadmap
Review
Affinity Estimation
Prioritize & Assemble Initial
Release Plan
UX Research Review
Data Modeling /UX Ideation
Architecture
Release Plan Review /
First Release Definition
Sprint 1 Planning / Grooming
Wireframing /Environment
Setup
Development / Testing of Few Stories
Sprint #1 Kick-Off / Establish
Rituals
Usability Testing
All Environment Setup
Completed
Sprint #2 Planning / Grooming
Sprint #1 Review /
Retrospective
© 2014 3Pillar Global, Inc. All Rights Reserved
FROM VALIDATION TO DEVELOPMENT *
*HIGHLY CONDENSED
Continue Dev / Test
Target: Domain / System(s) Understanding & High-Level Release Plan with Stories
Target: Refine Release Plan & Finalize Scope for Sprint 1. Get to Answers to Questions Raised from Week 1
Target: Start Development Sprint 1
Target: Deliver a Few Business-Oriented User Stories at the End of Sprint 1
http://navigate-beta.3pillarglobal.com/
THANKS!Jessica Hall
Director, Innovate Practice
jessica.hall@3pillarglobal.com
@JessHallway
Kenal Shah
Senior Product Manager
kenal.shah@3pillarglobal.com
@KenalShah
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