The document discusses a case study of a company called 100Plus that aims to help people understand the impact of their behaviors on health. It describes three experiments 100Plus conducted: 1) building an application to prove a need for health behavior change, 2) creating a drinking app called 100Proof.me to collect user data at SXSW, and 3) optimizing the app's conversion by changing screens based on user feedback. It also discusses using sketching to develop ideas and announces an "In-a-Box" product for accelerators that provides video and hands-on activities for experimentation curriculum.

1. On The Nature Of
Experiments, A 100+ Case
Study.
Followed By Sketching
And A Few Short Announcements

3. TWEET!
Janice Fraser
luxr.co
@clevergirl
(c) 2012 LUXr, Inc. www.luxr.co

4. In 10 minutes, we will...
1. Learn about structuring experiments
2. Through a real-time case study
3. Use those excellent sketchbooks
(c) 2012 LUXr, Inc. www.luxr.co

5. (c) 2012 LUXr, Inc. www.luxr.co

6. Designers Are From Mars,
Metrics Are From Jesus
@StartupLJackson
(c) 2012 LUXr, Inc. www.luxr.co

7. Lean Motherfucker,
Do You Speak It?
@StartupLJackson
(c) 2012 LUXr, Inc. www.luxr.co

8. Turns out
those dang
Experiments
are hard!
(c) 2012 LUXr, Inc. www.luxr.co

9. Experiments have 3 parts
The belief you We believe people like [customer type]
want to test have a need for (or problem doing) [need/
action/behavior].
The testable The smallest thing we can do to prove that
“thing” need is [experiment].
An indicator We will know we have succeeded when
[quantitative/measurable outcome] or
[qualitative/observable outcome].
(c) 2012 LUXr, Inc. www.luxr.co

10. The LUXr Residency, Week 1
Feb 10, 2012
(c) 2012 LUXr, Inc. www.luxr.co

11. 100Plus

12. 100Plus
Founded 11/2011 by Chris Hogg and Ryan Howard
GOAL
Help people understand the impact of their behaviors on
the future health, as a first step toward changing behaviors
SPECIAL SAUCE
Focused on deep analytics of clinical and behavioral data,
and use large datasets from Practice Fusion and CDC/HHS
“We want to use Data and Design to help people
live longer, healthier lives.”
(c) 2012 LUXr, Inc. www.luxr.co

13. Experiment 1
Is there a need?
We believe people like Americans have problem
eating healthy, exercising regularly, and quitting
smoking.
The smallest thing we can do to prove that need is
build and launch our application.
We will know we have succeeded when our users
lose weight, exercise regularly, and quit smoking.
(c) 2012 LUXr, Inc. www.luxr.co

14. Experiment 1
Is there a need?
We believe people like Americans have problem
eating healthy, exercising regularly, and quitting
smoking.
The smallest thing we can do to prove that need is
launch our application.
We will know we have succeeded when our users
lose weight, exercise regularly, and quit smoking.
(c) 2012 LUXr, Inc. www.luxr.co

15. HYPOTHESIS
What is our underlying
belief?
We believe Americans will examine their behavior
if we make it enjoyable.
(c) 2012 LUXr, Inc. www.luxr.co

16. WEEK 2
Feb 17, 2012
(c) 2012 LUXr, Inc. www.luxr.co

17. 100Proof.me

18. Will people enter data
about their behavior?
We believe SXSWers need to understand the effects of
alcohol consumption.
The smallest thing we can do to prove that need is
make a funny drinking app.
We will know our assumption is true if 2,000 people use
the app or we see significant sharing of content.
100Proof.me
(c) 2012 LUXr, Inc. www.luxr.co

19. 100Proof.me
(c) 2012 LUXr, Inc. www.luxr.co

20. WEEK 3
Feb 24, 2012
100Proof.me
(c) 2012 LUXr, Inc. www.luxr.co

21. flows, screens, data, code
Getting into the spirit...
Let’s talk about Friday night.
Your secrets will be safe with
us...
100Proof.me
(c) 2012 LUXr, Inc. www.luxr.co

22. Can I get customers
to act?
(OPTIMIZING CONVERSION)
I believe customers will do [action]
if I present [option].
We will know it works if [quantitative/measurable outcome]
or [qualitative/observable outcome].
100Proof.me
(c) 2012 LUXr, Inc. www.luxr.co

23. (c) 2012 LUXr, Inc. www.luxr.co

24. Getting into the spirit... ]
Let’s talk about Friday night.
Your secrets will be safe with
us...
(c) 2012 LUXr, Inc. www.luxr.co

25. “We completely re-ordered the screens/inputs. feedback was
that SXSW is ADD zone, and if we ask 3-4 questions (gender,
age, weight, then drinks), before showing anything, we would
lose people. so we put the "how many drinks" first, followed
instantly with feedback ... we had to change our analysis a
little... but we chose to sacrifice that for the rapid engagement
potential.”
(c) 2012 LUXr, Inc. www.luxr.co

26. 100Proof.me
(c) 2012 LUXr, Inc. www.luxr.co

27. 100Proof.me
(c) 2012 LUXr, Inc. www.luxr.co

28. 100Proof.me
(c) 2012 LUXr, Inc. www.luxr.co

29. 100Proof.me
(c) 2012 LUXr, Inc. www.luxr.co

30. WEEK 4
March 2, 2012
100Proof.me
(c) 2012 LUXr, Inc. www.luxr.co

31. functioning app!
100Proof.me
(c) 2012 LUXr, Inc. www.luxr.co

32. WEEK 5
TODAY!
100Proof.me
(c) 2012 LUXr, Inc. www.luxr.co

33. ALREADY a huge win
• Experience building and pushing out a product
together
• Tons of data about how people interact with a
mobile app like this
• Insight into flows, interactions
• Low-risk skill building—how to test/build
• Other business benefits: PR, investors, internal
teambuilding
(c) 2012 LUXr, Inc. www.luxr.co

34. REMEMBER
Why 100Proof.me?
We believe Americans will examine their behavior
if we make it enjoyable.
(c) 2012 LUXr, Inc. www.luxr.co

35. Experiments get
easier with...
sketching!
(c) 2012 LUXr, Inc. www.luxr.co

36. when you’re talking about ideas
More is Better
then choose a few...
(c) 2012 LUXr, Inc. www.luxr.co

37. And now I have a little
announce
ment...
(c) 2012 LUXr, Inc. www.luxr.co

38. “In-a-Box”
★ 4 week curriculum
★ $395/seat
★ No trainer necessary
★ Enhances mentorship
★ Packaged for accelerators
(c) 2012 LUXr, Inc. www.luxr.co

39. Web Video
+ Hands-On Activities
(c) 2012 LUXr, Inc. www.luxr.co

40. (c) 2012 LUXr, Inc. www.luxr.co

41. (c) 2012 LUXr, Inc. www.luxr.co

42. (c) 2012 LUXr, Inc. www.luxr.co

43. (c) 2012 LUXr, Inc. www.luxr.co

44. Holy crap that’s the
shiznit! I want a piece of
that action! Here have
some dough.
(c) 2012 LUXr, Inc. www.luxr.co

45. $ $ $ Holy crap that’s the $
shiznit! I want a piece of
$ that action! Here have
$ some dough.
$ $
$ $ $ $
$
$ $ $ $
(c) 2012 LUXr, Inc. www.luxr.co

46. (c) 2012 LUXr, Inc. www.luxr.co

47. (c) 2012 LUXr, Inc. www.luxr.co

48. Want some?
janice@luxr.co
angel.co/luxr
(c) 2012 LUXr, Inc. www.luxr.co