Introduction to Product strategy (Google Launchpad)
1 like535 views
This document discusses the importance of validating product ideas through user research. It emphasizes testing assumptions and hypotheses, rather than falling in love with ideas, by getting out and directly observing and questioning potential users. A process is outlined that involves creating hypotheses based on insights from user research, prototyping solutions to test against those hypotheses, and continuously refining through iterative research, testing and validation. Tools like business model canvases, user interviews and rapid prototyping are recommended to effectively engage in this process.
Introduction to Product strategy (Google Launchpad)
- 2. @DhyanaScarano Content • Why are we here? • How are we going to work today? • Tools
- 3. @DhyanaScarano Why? There are thousands of products out there that nobody asked for. How can we make sure we build something that people actually need? - Holger Eggert Head mentor, UX, Google Launchpad
- 4. @DhyanaScarano Why? Even though you’re sure you have the right idea Test your assumptions “I’ve experienced this problem, so others must also” “We’ve already got funding, so it must be a good idea” “We’re almost ready to launch so it’s a bit late to go back to research”
- 5. @DhyanaScarano • Who are my users? • Is there a problem worth solving here? • How do people solve this problem today? • How might we solve this problem for the user? Why? Ask the right questions
- 7. @DhyanaScarano • Start with a fresh and open mind • Listen to real users (don’t do everything they ask, but still listen) • Understand their motivations, behaviours and pain points • Listen to your mentors @DhyanaScarano How?
- 8. @DhyanaScarano • Real research with real humans • Write non-leading (open) interview questions: How, What, Why, When…. • Focus on understanding the real situation, not getting the answers you want • 2 interviewers (at least): one to talk and engage, the other to take notes • Debrief with your team, refine your questions, go again How? Research @DhyanaScarano
- 9. Derive Insights How? • Identify key pain points • Most common + most frustrating • Find opportunity areas @DhyanaScarano
- 10. @DhyanaScarano • Based on the insights you observed • Write a statement that is testable • Make predictions of what you think the outcomes will be Create a Hypothesis …and use it to make predictions about the outcome How?
- 11. @DhyanaScarano • Create something that can test the users real reaction • Not another survey. Not asking “would you like this solution?” • Something that can be USED! • A clickable prototype; your existing MVP (if it supports the hypothesis); a physical interface… Test/ Validate How? @DhyanaScarano
- 12. @DhyanaScarano How? One more time… Create hypothesis Research Derive insights Prototype Test/ validate Refine
- 13. @DhyanaScarano How? One more time… Create hypothesis Research Derive insights Prototype Test/ validate Refine
- 14. @DhyanaScarano How? One more time… Create hypothesis Research Derive insights Prototype Test/ validate Refine
- 15. @DhyanaScarano Create hypothesis Research Derive insights Prototype Test/ validate Refine How? One more time…
- 16. @DhyanaScarano Tools • Business model canvas • Value proposition canvas • User research (incl. observation) • User interviews • Design thinking • Rapid prototyping (e.g. Marvel, Flinto, Prott…) • … @DhyanaScarano
- 17. @DhyanaScarano Some rules… • Listen to your mentors. Trust them. They know what they’re talking about. • Mentor ≠ consultant. They won’t tell you what your product strategy should be. They will help you figure it out. • It might be uncomfortable. • You can be asked to leave!
- 18. @DhyanaScarano I’m Dee • UX & service designer at Futurice (soon CareerFoundry) • Co-organiser Berlin Service Jam • Co-organiser UXcamp Europe
- 19. @DhyanaScarano Final take-aways • Don’t fall in love with your ideas • Think hypotheses, not ideas • Test your assumptions • Get out & meet your users • Observe and ask the right questions @DhyanaScarano