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.

1. @DhyanaScarano
Product Strategy

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

6. @DhyanaScarano
Why?
Validate. Validate. Validate.

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