Читать книгу Validating Product Ideas - Tomer Sharon - Страница 7
CONTENTS
ОглавлениеCHAPTER 1 What Do People Need?
Why Is This Question Important?
When Should You Ask the Question?
Answering the Question with Experience Sampling
Other Questions Experience Sampling Helps Answer
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 7: Set participant expectations.
STEP 8: Launch a pilot, then the study, and monitor responses.
STEP 11: Eyeball the data and identify themes.
Other Methods to Answer the Question
Why Is This Question Important?
When Should You Ask the Question?
Answering the Question with Interviewing and Personas
Other Questions Interviewing Helps Answer
STEP 2: Decide who, how, and where to interview.
STEP 3: Write a one-page plan.
STEP 5: Prepare the interview.
STEP 6: Prepare for data collection.
STEP 9: Conduct the interviews.
STEP 10: Analyze collected data.
STEP 11: Transform BS personas to personas.
Other Methods to Answer the Question
CHAPTER 3 How Do People Currently Solve a Problem?
Why Is This Question Important?
When Should You Ask the Question?
Answering the Question with Observation
Other Questions Observation Helps Answer
STEP 1: Find eight research participants.
STEP 2: Prepare a field guide.
STEP 8: Collect data and pay attention.
STEP 10: Analyze and synthesize.
Other Methods to Answer the Question
CHAPTER 4 What Is the User’s Workflow?
Why Is This Question Important?
When Should You Ask the Question?
Answering the Question with a Diary Study
Other Questions a Diary Study Helps Answer
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.
Other Methods to Answer the Question
CHAPTER 5 Do People Want the Product?
Why Is This Question Important?
Answering the Question with a Concierge MVP and Fake Doors Experiment
Why Concierge MVP and Fake Doors Experiments Work
Other Questions Concierge MVP and Fake Doors Experiments Help Answer
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 Can People Use the Product?
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
STEP 1: Write a one-page plan.
STEP 2: Find 5 or 500 participants.
STEP 3: Phrase instructions, tasks, and questions.
STEP 5: Prepare a rainbow analysis spreadsheet.
STEP 7: Collaboratively analyze results.
Other Methods to Answer the Question
Online Usability Testing Checklist
CHAPTER 7 Which Design Generates Better Results?
Why Is This Question Important?
When You Should Ask the Question
Answering the Question with A/B Testing
Other Questions A/B Testing Helps Answer
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 8: Understand the results.
STEP 9: Understand “why,” not just “what.”
STEP 11: Decide what to test next.
Other Methods to Answer the Question
CHAPTER 8 How Do People Find Stuff?
Why Is This Question Important?
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
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 10: Make changes and re-evaluate.
Other Methods to Answer the Question
Tree Testing, First-Click Testing, and Lostness Metric Checklist
CHAPTER 9 How to Find Participants for Research?
Where to Find Participants for Research
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.
