Running experiments in your product will tell you what your customers are doing, but they don't often tell you why they're doing it. So even after experimenting, you can be left wondering: which option would be better to ship? One way that Atlassian has tackled this is by taking the "concept testing" technique to a whole new level. Get a first-hand look into how we run concept tests to extract the right insights – before a single line of code has been written. You'll learn how they can work side-by-side with quantitative experimentation to help you get smarter metrics, and have greater confidence in knowing how to take your product from good to great.
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
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