11. @uxceo
STEP 2:
What is her problem?
Define Your Problem Hypothesis
12. @uxceo
PROBLEM
• Must be specific to the person!
INCORRECT:
• “People are not recycling” is not a problem
someone has
CORRECT:
• “Forgets the day of the week for collection”
• “Confused how to sort plastics”
• Two similar but different problems
13. @uxceo
SOLUTION
Do not define until the problem is
validated
Why? Because every problem
has multiple solutions
14. @uxceo
STEP 3:
What do you test?
Plan your Experiment (MVP)
15. @uxceo
What must we learn?
What are the Core Assumptions of
our business?
Prioritize: Which Assumption is
the Riskiest?
16. @uxceo
What do we build to test?
1.Exploration -> reproduce problem
2.Pitch -> collect currency
3.Concierge -> deliver customer
expectation
(Methods increase in cost of testing)
17. @uxceo
How do we measure result?
Decide on the weakest outcome
you will accept as validation
Called the Minimum Success
Criterion
43. @uxceo
boot
strapped
startup
founders
cannot
find or
hire UX
designers
connect
founders
w/
designers
trouble
getting
pay for reliable
virtual feedback
help
In-person Build
feedback relation
w/
designer
44. @uxceo
boot
strapped
startup
founders
cannot
find or
hire UX
designers
connect
founders
w/
designers
trouble
pay for
getting
virtual
reliable
help
feedback
pitch
In-person Build
feedback relation
w/
designer 8/10
45.
46. @uxceo
boot
strapped
startup
founders
cannot
find or
hire UX
designers
connect
founders
w/
designers
trouble pay for
getting virtual
reliable help
feedback
47. @uxceo
boot
strapped ux
startup designers
founders
cannot extra
find or income w/
hire UX quick ux
designers consulting
connect
founders
w/
designers
trouble pay for
getting virtual
reliable help
feedback
48. @uxceo
boot
strapped ux
startup designers
founders
cannot extra
find or income w/
hire UX quick ux
designers consulting
connect
founders
w/
designers
trouble
will pay for
accept getting
consult virtual
lower pay reliable
virtually help
feedback
online
platform
is
sufficient
In-person Build
feedback relation
w/
designer
49. @uxceo
boot
strapped ux
startup designers
founders
cannot extra
find or income w/
hire UX quick ux
designers consulting
connect
founders
w/
designers
will trouble pay for
accept consult getting virtual
lower pay virtually reliable help
feedback
online pitch
platform
is
sufficient
In-person Build
feedback relation
w/ 8/10
designer
50. @uxceo
boot
strapped ux
startup designers
founders
cannot extra
find or income w/
hire UX quick ux
designers consulting
connect
founders
w/
designers
trouble
will pay for
accept getting
consult virtual
lower pay reliable
virtually help
feedback
online
platform
is
sufficient
In-person Build
feedback relation
w/
designer
51. @uxceo
boot junior ux
strapped ux
designers
startup designers
1-3 yrs exp
founders
cannot extra not enough
find or income w/ experience
hire UX quick ux and leads
designers consulting
connect connect
founders founders
w/ w/
designers designers
trouble
will pay for
accept getting
consult virtual
lower pay reliable
virtually help
feedback
online
platform
is
sufficient
In-person Build
feedback relation
w/
designer
52. @uxceo
boot junior ux
strapped ux
designers
startup designers
1-3 yrs exp
founders
cannot extra not enough
find or income w/ experience
hire UX quick ux and leads
designers consulting
connect connect
founders founders
w/ w/
designers designers
trouble
will pay for
accept getting
consult virtual
lower pay reliable
virtually help
feedback
online
platform pitch
is
sufficient
In-person Build
feedback relation
w/ 8/10
designer
53.
54. @uxceo
boot junior ux
strapped ux
designers
startup designers
1-3 yrs exp
founders
cannot extra not enough
find or income w/ experience
hire UX quick ux and leads
designers consulting
connect connect
founders founders
w/ w/
designers designers
trouble
will pay for
getting
consult virtual
reliable
virtually help
feedback
online accept
platform lower pay
is
sufficient
In-person Build
feedback relation
w/
designer
55. @uxceo
boot junior ux
strapped ux
designers
startup designers
1-3 yrs exp
founders
cannot extra not enough
find or income w/ experience
hire UX quick ux and leads
designers consulting
connect connect
founders founders
w/ w/
designers designers
online trouble
will pay for
platform getting
consult virtual
is reliable
virtually help
sufficient feedback
accept
lower pay
In-person Build
feedback relation
w/
designer
56. @uxceo
boot junior ux
strapped ux
designers
startup designers
1-3 yrs exp
founders
cannot extra not enough
find or income w/ experience
hire UX quick ux and leads
designers consulting
connect connect
founders founders
w/ w/
designers designers
online trouble
will pay for
platform getting
consult virtual
is reliable
virtually help
sufficient feedback
accept
concierge lower pay
In-person Build
feedback relation
w/ 60%
designer
57.
58. @uxceo
boot junior ux
strapped ux
designers
startup designers
1-3 yrs exp
founders
cannot extra not enough
find or income w/ experience
hire UX quick ux and leads
designers consulting
connect connect
founders founders
w/ w/
designers designers
trouble
will online pay for
getting
consult platform virtual
reliable
virtually is help
feedback
sufficient
accept
lower pay
In-person Build
feedback relation
w/
designer
59. Eric, Justine, UX Designer
Founder Chef Surfing HCI Grad, Berkeley
60. @uxceo
Try it!
1. Define Your Customer & Problem
2. Jot Down Your Core Assumptions
3. Identify Your Riskiest Assumption
4. Set Your Method & Success Metric
73. Go in with 2 to 3 objectives
and have a real conversation.
74. Persona Development
Project Name: Team Leader Name: Experiment #:
Facts
Person Pain
Factual information State the problem you believe
about your target customer. your target customers have,
that your solution solves for.
Behavior Goals
Existing behavior they exhibit now, What goals are they trying to accomplish
because they don’t have your solution. through the behavior, that your solution will do better?
76. Avoid Leading Questions
• GOOD: Who, What, When, Where, Why, How
• BAD: Would you... Do you...
• The more you ask someone to imagine something,
the less you can trust their data
@uxceo
77. Other Questions
Bad Questions
• “Do you like [something everyone likes, ie music]?”
• “Do you have a problem with [insert too broad or too obvious problem]?”
• “Do you want more time and money?”
• “Do you wish you could have a [insert something awesome like a Porsche]?”
• Anything that has to do with your solution
Good Questions
• “Tell me about the last time you…”
• “How are you currently solving [insert problem]?”
• “How/where did you search for a solution?”
• “If you could wave a magic wand and have anything you wanted, what would
it look like?”
78. How To Find Customers
1. Interview Strangers on Street
2.Shopping Mall & StarBucks
3.Bored People
4.Craigslist
5.LinkedIn
6.Cold Calls
7.Surveys (For Lead-Gen)
79. Openers
• Find people standing around
• I’m doing some research around...
• “Can I ask you some questions for 30
seconds?”
@uxceo
82. 3 Point Interview
1. Have you ever [insert problem]? (context)
2. Tell me about the time you dealt with this
problem? (story)
3. What’s your ideal solution for this? (solution)
84. Persona Development
Project Name: Team Leader Name: Experiment #:
Facts
Person Pain
Factual information State the problem you believe
about your target customer. your target customers have,
that your solution solves for.
Behavior Goals
Existing behavior they exhibit now, What goals are they trying to accomplish
because they don’t have your solution. through the behavior, that your solution will do better?
85. How to Record Date
Tuesday, June 12, 2012
Friday, July 27, 12