Реклама. ООО «ЛитРес», ИНН: 7719571260.
VALIDATING PRODUCT IDEAS
HOW TO USE THIS BOOK
Who Should Read This Book?
Product Managers and Startup Founders
Designers and Researchers
What’s in This Book?
What Comes with This Book?
FREQUENTLY ASKED QUESTIONS. What is lean user research?
How is lean user research different than “regular” user research?
Does this book include everything I need to know about user research?
I prefer to spend three free hours on writing more code rather than reading yet another book. If I only have time to read one chapter, which one should I read?
Should I read this book cover to cover?
UX is about designing interfaces. Does this book include guidance on that?
CONTENTS
FOREWORD
INTRODUCTION
Why I Wrote This Book
The Structure of the Book
Goals of This Book
Change How People Answer Their Most Burning Questions About Users
Shorten the Road Between Wanting to Do Research and Actually Doing It
Change Perceptions About Research
Change the Source of Product Ideas
Jump!
CHAPTER 1
Why Is This Question Important?
When Should You Ask the Question?
Answering the Question with Experience Sampling
Why Experience Sampling Works
Other Questions Experience Sampling Helps Answer
How to Answer the Question
STEP 1: Define the scope and phrase the experience sampling question
STEP 2: Find research participants
STEP 3: Decide how long it will take participants to answer
STEP 4: Decide how many data points you need
STEP 5: Choose a medium to send and collect data
STEP 6: Plan the analysis
STEP 7: Set participant expectations
STEP 8: Launch a pilot, then the study, and monitor responses
STEP 9: Analyze data
STEP 10: Generate bar charts
STEP 11: Eyeball the data and identify themes
Men Are Lost in Aisles
Other Methods to Answer the Question
Experience Sampling Checklist
CHAPTER 2
Why Is This Question Important?
When Should You Ask the Question?
Answering the Question with Interviewing and Personas
Why Interviewing Works
Other Questions Interviewing Helps Answer
How to Answer the Question
STEP 1: Create BS personas
STEP 2: Decide who, how, and where to interview
Who?
How and Where?
STEP 3: Write a one-page plan
STEP 4: Find 10 interviewees
STEP 5: Prepare the interview
STEP 6: Prepare for data collection
STEP 7: Establish rapport
STEP 8: Obtain consent
STEP 9: Conduct the interviews
STEP 10: Analyze collected data
STEP 11: Transform BS personas to personas
Other Methods to Answer the Question
Interviewing Checklist
CHAPTER 3
Why Is This Question Important?
When Should You Ask the Question?
Answering the Question with Observation
Why Observation Works
Other Questions Observation Helps Answer
How to Answer the Question
STEP 1: Find eight research participants
STEP 2: Prepare a field guide
STEP 3: Brief observers
STEP 4: Practice!
STEP 5: Gather equipment
STEP 6: Establish rapport.2
STEP 7: Obtain consent
STEP 8: Collect data and pay attention
STEP 9: Debrief
Quick Debrief
Daily Debrief
What to Do with Photos
STEP 10: Analyze and synthesize
Other Methods to Answer the Question
Observation Checklist
CHAPTER 4
Why Is This Question Important?
When Should You Ask the Question?
Answering the Question with a Diary Study
Why a Diary Study Works
Other Questions a Diary Study Helps Answer
How to Answer the Question
STEP 1: Choose diary type and structure
STEP 2: Set up a data collection tool
STEP 3: Carefully recruit eight research participants
STEP 4: Prepare instructions and brief participants
STEP 5: Launch the pilot and then the full study
STEP 6: Prompt participants for the right data
STEP 7: End with interviews
STEP 8: Reframe diary data
STEP 9: Construct workflow
Other Methods to Answer the Question
Diary Study Checklist
CHAPTER 5
Why Is This Question Important?
When Should You Ask It?
Answering the Question with a Concierge MVP and Fake Doors Experiment
Concierge MVP
Fake Doors
Why Concierge MVP and Fake Doors Experiments Work
Other Questions Concierge MVP and Fake Doors Experiments Help Answer
How to Answer the Question
STEP 1: Choose an experiment type
STEP 2: Design a Concierge MVP
STEP 3: Find customers and pitch Concierge MVP
STEP 4: Serve the Concierge MVP to customers
STEP 5: Design a Fake Doors experiment
STEP 6: Determine a Fake Doors threshold
STEP 7: Make a decision and move on
Other Methods to Answer the Question
Concierge MVP and Fake Doors Experiments Checklist
CHAPTER 6
Why Is This Question Important?
When Should You Ask the Question?
Answering the Question with Online Usability Testing
Why Online Usability Testing Works
Other Questions Online Usability Testing Helps Answer
How to Answer the Question
STEP 1: Write a one-page plan
STEP 2: Find 5 or 500 participants
STEP 3: Phrase instructions, tasks, and questions
STEP 4: Pilot-test!
STEP 5: Prepare a rainbow analysis spreadsheet
STEP 6: Launch the test
STEP 7: Collaboratively analyze results
STEP 8: Make changes
Other Methods to Answer the Question
Online Usability Testing Checklist
CHAPTER 7
Why Is This Question Important?
When You Should Ask the Question
Answering the Question with A/B Testing
Why A/B Testing Works
Other Questions A/B Testing Helps Answer
How to Answer the Question
STEP 1: Decide what to compare
STEP 2: Compare pages, tasks, features, or elements with an A/B test
STEP 3: Find research participants
STEP 4: Evaluate if it’s a good time to test
STEP 5: Determine what would be an actionable result
STEP 6: Choose the tool, configure the test, and launch it
STEP 7: Stop the test
STEP 8: Understand the results
STEP 9: Understand “why,” not just “what.”
STEP 10: Make a decision
STEP 11: Decide what to test next
Other Methods to Answer the Question
A/B Testing Checklist
CHAPTER 8
Why Is This Question Important?
When Should You Ask It?
Answering the Question with Tree Testing, First-Click Testing, and Lostness Metric
Why Tree Testing, First-Click Testing, and Lostness Metric Work
Other Questions Tree Testing, First-Click Testing, and Lostness Metric Help Answer
How to Answer the Question
STEP 1: Write a one-page plan
STEP 2: Find 500 research participants
STEP 3: State product navigation assumptions
STEP 4: Phrase instructions, tasks, and questions
STEP 5: Launch a tree testing study
STEP 6: Analyze results and make a decision
STEP 7: Launch a first-click test
STEP 8: Analyze first-click results
STEP 9: Track lostness
STEP 10: Make changes and re-evaluate
Other Methods to Answer the Question
Tree Testing, First-Click Testing, and Lostness Metric Checklist
CHAPTER 9
Where to Find Participants for Research
How to Answer the Question
STEP 1: Identify participant criteria
STEP 2: Transform criteria into screening questions
STEP 3: Create a screening questionnaire
STEP 4: Identify keywords for your audience
STEP 5: Find target groups and pages on Facebook
STEP 6: Find target hashtags on Twitter
STEP 7: Find target communities and pages on Google Plus
STEP 8: Post screener to Facebook, Twitter, and Google Plus
STEP 9: Track responses and select participants
Checklist for Finding Research Participants on Social Media
SHAKE, RATTLE, AND ROLL
INDEX. NUMERICS
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
Y
ACKNOWLEDGMENTS
ABOUT THE AUTHOR
Footnotes. Introdution
Chapter 1: What Do People Need?
Chapter 2: Who Are the Users?
Chapter 3: How Do People Currently Solve a Problem?
Chapter 5: Do People Want the Product?
Chapter 6: Can People Use the Product?
Chapter 7: Which Design Generates Better Results?
Chapter 8: How Do People Find Stuff?
Chapter 9: How to Find Participants for Research?
THROUGH LEAN USER RESEARCH
Tomer Sharon
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Why Concierge MVP and Fake Doors Experiments Work
Other Questions Concierge MVP and Fake Doors Experiments Help Answer
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