[ILA'19] Hyphotheses & Experiments - enabling business-product dialogue
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We proposed in this talk several ways for product teams to rethink strategies or approaches to try to validate assumptions in the face of daily business challenges. We'll also show you some simple possibilities for your team to start practicing the most empirical approach to problems in your products/services today.
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[ILA'19] Hyphotheses & Experiments - enabling business-product dialogue
- 1. Hypotheses Enabling Business-Product Dialogue October / 2019 Flávio Nazário & Experiments
- 2. Team Of Thought Dubovski Business Flávio Research Renan Productivity Andressa Product An initiative focused on bringing... Mastery, Learning and Innovation Samanta Quality #totAgile
- 3. Our history begins a little like this ... #ILA2019 #totAgile
- 4. The competition has launched a new product and we have to do something...
- 5. Our products are great, but we want to take our company to the next level...
- 6. We Just need to talk to the customers! This feature doesn’t make any sense! We need to engage our customers! Which client profile?
- 8. We can do better using a simple concept ... #ILA2019 #totAgile
- 9. It's an attempt to offer a possible solution when faced with a proposition – meaning: a verbal expression that can be declared true or false. hypothesis • Ref.: GIL, A.C. 2002
- 10. • Ref.: IDEO [HCD] Product Context
- 11. #01 Hypothesis – Levels and Attributes
- 12. Hypothesis LevelsOccurrence Hypothesis Empirical Hypothesis Plausible Hypothesis Ratified Hypothesis “Our product can sell more if it is green.” “Our product can sell more if it's green because it's the color of the season.” “Our product may sell more if it is green, according to the latest data from our customers who follow the trends.” “Our product that follows the trend of the season has above average sales according to historical data. Customers interviewed expect us to launch a new product along the same lines. ”
- 13. • LAKATOS e MARCONI, 1995. Basic Attributes Have a statement be a declarative sentence. Have two or more variables (parameters) relate to one another. Be verifiable by observation or experimentation processes.
- 15. What are we going to test? Ref..: Learning Loop Validating the problem Is our problem worth solving? Validating the product Does our product solve the problem? Validating the market Did we build something someone wants? Validating Willingness to pay Are people willing to pay for it?
- 16. What are we going to test? Validate Problem • Cold Calling • Comprehension Test • Contextual Inquiry • Customer Service Logs • Closed-Ended surveys • Crowdsourcing • Family Tree • Fake Door Testing • Five People who are in • Five Second Test • Find the Watering Hole • Focus Groups • Move in With the Customer • Read App Reviews • Write Down you Concept Validate Product #uxresearch #totAgile • A/B Testing • Beta Launch • Clickable Prototype • Micro Surveys • Min. Marketable Product • Multivariate Testing • First Click Testing • User Testing • Offer a Sample • Paper Prototype • Pretend to Own • Remote User Testing • Single-feature Product • Spoof Landing Pages • Takeaway Test • Try it Yourself • Working Prototype • Wizard of Oz Validate Market • Concierge • Conjoint Analysis • Dry Wallet • Feature Stub • High Hurdle • Physical Before Digital • Product-Market Fit Survey • Provencial • Run Test Ads • Sales Pitch • Trends Analysis Validate Willingness • Classified Posting • Collect Pre-orders • Contract • Crowdfunding • One Night Stand • Premium Feature • Sales Pitch • Sell the Future
- 17. Test Card Ref.: Strategyzer TEST CARD Name of the product/service Who’s responsible Date Days/Weeks STEP 01: HYPOTHESIS We believe that STEP 02: TEST To verify that, we will STEP 03: METRIC And measure STEP 04: CRITERIA We are right if Describe the experiment you are going to design to verify if the hypothesis is correct or needs to be rejected and revised Describe the hypothesis that you want to test Define what kind data you are going to measure. Define a target threshold to validate or invalidate the tested hypothesis
- 18. Example [E-Commerce] #ILA2019 #totAgile Our conversion funnel drops sharply on the product pages, even with the long dwell time. The product page will be more efficient if key information is made clearer and more objective.
- 19. TEST CARD 01 E-Commerce STEP 01: HYPOTHESIS We believe that STEP 02: TEST To verify that, we will STEP 03: METRIC And measure STEP 04: CRITERIA We are right if 30/10/2019 By making information on the product page clearer and more objective, the conversion funnel will increase. Perform A / B testing on the product page by changing different elements in sequence. Flávio Nazário 15 / 30 days The number of people moving to the next step after each of the changes. reach 90% for the next step after each of the changes. TEST CARD 02 E-Commerce STEP 01: HYPOTHESIS We believe that STEP 02: TEST To verify that, we will STEP 03: METRIC And measure STEP 04: CRITERIA We are right if 30/10/2019 By making information on the product page clearer and more objective, the conversion funnel will increase. Perform usability test on the product page to investigate what hinders purchasing efficiency and effectiveness. Flávio Nazário 7 days the amount of errors (effectiveness) and how long it takes to find information. Most of the participants (5 to 8) have difficulty navigating platform.
- 20. Example [SaaS Platform] According to recent market research, the new features released have a high commercial potential. We estimate that these features would allow us to raise the price of the platform by 20% and our customers will still be willing to pay for it. #ILA2019 #totAgile
- 21. TEST CARD 01 SaaS Platform STEP 01: HYPOTHESIS We believe that STEP 02: TEST To verify that, we will STEP 03: METRIC And measure STEP 04: CRITERIA We are right if 30/10/2019 we can increase the price of the new section on the platform by 20% and customers will still be willing to pay for it. elaborate and fire an email to a base cutout where customers will be able to purchase the “exclusive feature”. Flávio Nazário 3 days the open campaign and sign-ups in terms of clicks. we achieved a clickthrough rate (CTR) of at least 2% (number of clicks divided by total email impressions).
- 23. Learning Card Ref.: Strategyzer LEARNING CARD Name of the product/service Who’s responsible Date Days/Weeks STEP 01: HYPOTHESIS We believe that STEP 02: LEARNING & INSIGHTS We’ve observed that STEP 03: DECISIONS & ACTIONS There for, we will The main results that were collected. A Learning Card can aggregate multiple tests for the same hypothesis. Describe the points of the hypothesis that was tested. What actions will be taken after the results of the experiments
- 24. Learning Card LEARNING CARD E-commerce Flávio Nazário 01/11/2019 Total of 40 days STEP 01: Hypothesis We believe that STEP 02: LEARNING & INSIGHTS We’ve observed that STEP 03: DECISIONS & ACTIONS There for, we will By making information on product page clearer and more objective, the conversion funnel will increase After performing both tests with small changes via the A/B test were statistically inconclusive. The Usability tests have indicated that product descriptions, options and measures are hidden and the exchange policy texts confuse users. Redesign the page layout emphasizing descriptions and options, as well as rewrite the policy texts, adding summaries and topics.
- 26. AWESOME “It changed my life!” DESIRABLE “I want it more often!” FUNCTIONAL “It works real good!” RELEVANT “I need this!” VALUE • BUSINESS VALUE•CLIENT #fnazario #totAgile
- 27. Briefly Conclusions Testing hypothesis is part of the team’s job, but also a stakeholder responsibility. Hypothesising is a great opportunity for product teams to focus on results. Products are endless, but it is important to keep value and purpose always aligned. #ILA2019 #totAgile
- 28. Want to read more about on the subject? #totAgile
- 29. Flavio Nazario telegram: @fnazario ¡Muchas gracias! hasta el próximo ILA Download the test cards here https://bit.ly/2lTXGzg