Going from Good to Great with Concept Testing
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The document discusses concept testing as a method for enhancing creativity and making informed product decisions. It outlines the process, benefits, and challenges of concept testing, emphasizing its role in validating ideas and reducing risks associated with product development. The presenter advocates for involving customers in the creative process to uncover insights and foster innovation.
Going from Good to Great with Concept Testing
- 1. BEN CROTHERS • PRINCIPAL DESIGN STRATEGIST • @BENCROTHERS Going from Good to Great with Concept Testing
- 2. CHALLENGE: Moving beyond iteration to innovation
- 5. CONCEPT TESTING: Helping you gain more creative confidence
- 6. EXAMPLES IN ACTION WHAT IS CONCEPT TESTING WORKING IT INTO YOUR PROCESS BEING MORE CREATIVE AND CONFIDENT What I’ll cover
- 7. What is concept testing?
- 8. Open inquiry Getting customers to use raw low- fidelity concepts and prototypes. Facilitated groups Structured activities and discussions about how people work, and why. Raw prototypes Inviting new ideas, and uncovering happy accidental insights. What is concept testing?
- 9. Removing risk Gathering data about customers’ jobs, tasks, goals and mental models. Validating early Busting assumptions, checking if we solve the right problem, not just how. Customer context Failing refining early before spending serious $$$ on development. What is concept testing for?
- 10. • Big cool statistic • 2,56 9 • Add-Ons in Marketplace Capturing real goals and work patterns
- 11. • Big cool statistic • 2,56 9 • Add-Ons in MarketplaceFeedback about what works, not what they like
- 12. • Big cool statistic • 2,56 9 • Add-Ons in Marketplace Green for useful, red for not useful
- 13. • Big cool statistic • 2,56 9 • Add-Ons in Marketplace Everyone’s invited to observe
- 18. This or that…? Testing various interface designs for specific tasks (usability testing). Button colours Testing conversions based on fine- grain interface differences (A/B T). Testing screen design It’s not a bake-off, but about strengths and weaknesses of options. What is concept testing not for?
- 19. Where does concept testing happen? PRODUCT BACKLOG PRODUCT STRATEGY AND DESIGN CONCEPT TESTING
- 20. How can concept testing give you creative confidence?
- 21. How can concept testing give you creative confidence?
- 22. How do we make ourselves less creative?
- 23. Stifling creativity #1: FEASIBILITY ANXIETY We want to make sure our ideas meet all 3 areas…
- 24. Lies, Ben! Lies!
- 25. Stifling creativity #1: FEASIBILITY ANXIETY We want to make sure our ideas meet all 3 areas… …but Desirability often lucks out.
- 26. Stifling creativity #2: REPUTATION ANXIETY We want to unearth THE BIG ONE…
- 27. Lies, Ben! Lies!
- 28. Stifling creativity #2: REPUTATION ANXIETY …but we end up under-rating all the little ones. We want to unearth THE BIG ONE…
- 29. Stifling creativity #3: PERFORMANCE ANXIETY We want our ideas to WIN… …but the wins feel like a let-down… like bingo.
- 30. Ideas are a fluid collection of connections, sparks, meanderings and questions
- 31. Innovation is a series of stones across a river Problem Solution Solution Solution
- 32. We want to come up with ideas to learn (not to win)
- 33. Example: Real-time chat while looking at a task board?
- 34. Concept testing helps you cross your river It makes conversation for a greater range of creative possibilities. It lets you be open to new and unexpected insights and directions. It frees you up to involve customers in your creative problem-solving process
- 35. I’m in, Ben! What’s one thing I can try?
- 36. • Big cool statistic • 2,56 9 • Add-Ons in Marketplace Try it internally first
- 37. Thank you BEN CROTHERS • PRINCIPAL DESIGN STRATEGIST • @BENCROTHERS
- 38. • Getty Images • Pinterest.com • Huffingtonpost.com Image credits