This document discusses various techniques for prototyping and experimentation. It provides examples of companies like Tinder, Blocks, Alexa, Dropbox, Exogen, P&G, and DHL that have successfully used techniques like pricing tests, pre-sales, wizard of oz testing, MVP testing, co-creation, and storyboard testing to discover customer preferences and validate concepts. The key message is that prototyping and experimentation are important to understand what customers need in an efficient manner and that techniques can range from paper prototyping to simulated experiences to minimum viable products.

1. PROTOTYPING &
EXPERIMENTS
JANA KUKK

2. CUSTOMER IS ALWAYS RIGHT ABOUT
WHAT HE NEEDS.
CUSTOMER IS ALWAYS WRONG ABOUT
HOW HE NEEDS IT.

3. THE ONLY WAY
TO FIGURE IT OUT
IS TO EXPERIMENT

4. EXPERIMENTAL
MINDSET

5. strong evidence
weak evidence
short time
to set up &
conduct
experiment
long time to
set up &
conduct
experiment
selling “the real
thing” in test
markets
wizard of oz
testing
co-creation
with
customers
“anthropological
” observation
www
simulated
sales
A/B
testing
crowd
funding
pre-sales
validation
interviews
with MVP-s
tech prototypes
with interviews
discovery
interviews with
storyboards, etc.
landing page and
email collection
experimental
ad
campaigns
free form
discovery
interviews
url tracking
visual, fake,
prototypes
Google
Trends
customer
online
survey

6. Experiments
TINDER: PRICING TEST
Multiple pricing models tests
PRICING VARIATIONS BASED ON AGE, GENDER & LOCATION
TESTING ‘UBER SURGE’ MODEL
VARIOUS VALUE PACKAGES
Best way to apply:
TESTING ON SMALL GROUPS WHILE ELIMINATING
OTHER INFLUENCE

7. Experiments
BLOCKS: PRE-SALES
Crowd funding
DISCOVERY OF CUSTOMER PREFERENCES
CREATING A NEW TYPE OF CUSTOMERS
RAISED $1,613,874 USD ON KICKSTARTER PREORDERS
Best way to apply:
SPOT A NEW/CHANGING TREND IN A CUSTOMER BEHAVIOR

8. Experiments
ALEXA: WIZARD OF OZ TESTING
Feature testing
DISCOVERY OF CUSTOMER PREFERENCES
TESTING DEVICE READINESS
TIME CONSUMING
STRONG INPUT FOR DEVELOPERS
Best way to apply:
SPOT A NEW TREND IN A CUSTOMER BEHAVIOR

9. Experiments
DROPBOX: MVP TESTING
Assumption Testing
PROMOTE THE PRODUCT
CREATING A NEW TYPE OF CUSTOMERS-
People didn’t know that they have file sharing problem
COLLECTING FEEDBACK FROM INTEREST GROUPS
Best way to apply:
TESTING CLIENTS INTEREST

10. Experiments
EXOGEN: MVP DEVELOPMENT & TESTING
Storyboard testing
INTERVIEWING PATIENTS, DOCTORS &
INSURANCE COMPANIES
TESTING CONCEPT PREFERENCES WITH STORYBOARDS
Best way to apply:
TESTING WITH DIFFFERENT PARTYS IN ORDER TO GET
DIVERSED INSIGHTS
DEVELOPING 2nd PROTOTYPE BEASED ON
12, 984 CUSTOMER DATA FAILES

11. Experiments
P&G: CO-CREATION
Online engagement channel
ONLINE CUSTOMER/PARTER CO-CREATION CHANNEL
IDENTIFY & TEST NEW IDEAS FOR COMPELLING PRODUCTS
R&D PRODUCTIVITY INCREASE BY 60%
Best way to apply:
CREATE NETWORK SPECIFICALLY TO FACILITATE
CONNECT-AND-DEVELOP ACTIVITIES
35% OF PRODUCTS ORIGINATE FROM OUTSIDE

12. Experiments
DHL: CO-CREATION
Customer engagement:
6 000 CUSTOMER ENGAGEMENT ACTIVITIES
NEW SERVICES, INCL PARCELCOPTER
Best way to apply:
REGULAR CUSTOMER ENGAGEMENT ACTIVITIES
97% ON-TIME DELIVERY PERFORMANCE
CUSTOMER SATISFACTION RAISE TO OVER 80%

13. LOW FIDELITY
PROTOTYPING

14. IF A PICTURE IS WORTH 1 000
WORDS, THEN A PROTOTYPE
IS WORTH 1 000 MEETINGS.
A saying at IDEO

15. VISUALISE AND TEST
Visualise: align the concept of the
Solution before actually building it
Validate: receive customers’ suggestions
Define: understand the set of features
for MVP
PAPER PROTOTYPING
WHY PROTOTYPE?

20. EXPERIENCE
SIMULATION

21. STEP BY STEP
Focus on primary task
Create use case scenarios
Check the flow
HOW TO
PROTOTYPE?

22. WHAT TO
PROTOTYPE?

23. MINIMUM VIABLE
PRODUCT

24. MINIMUM
SET OF FEATURES
TO SOLVE THE PROBLEM

25. WILL SOMEONE PAY FOR IT?
WHAT MAKES A PRODUCT VIABLE?
WILL PEOPLE USE IT?

26. 1. TEST THE CORE
FEATURE
DOESN’T HAVE TO BE DIGITAL

27. 2. PIMP IT UP

28. 1. TEST THE CORE
FEATURE
DOESN’T HAVE TO BE DIGITAL

29. 2. PIMP IT UP

32. GETTING THERE

34. 1. AN A4 SHEET OF PAPER WITH 8 BOXES ON IT FOR
EACH MEMBER
2. TIMER FOR 8 MINUTES
3. 8 QUICK IDEAS EACH IN 8 MINUTES
4. SHARE THE STORIES
5. AGREE ON WHAT STORY TO STICK TO
1. THE CRAZY 8

35. 2. LOW FIDELITY PROTOTYPE

36. 3. FAKE THE REAL THING
VIDEO
MARVELAPP.COM
& SIMILAR
LANDING PAGE
IMAGES

37. THE PLAN
1. DEFINE USE CASES (STORYBOARDS)
2. CREATE A LOW FIDELITY PROTOTYPE
(PAPER, PLASTICINE, ETC)
3. TUNE IT UP TO BUILD A COMMUNITY
(LANDING PAGE, VIDEO, CLICKABLE
PROTO ETC)

38. THANK
YOU