Validate your idea User research crash course

Ingrid Ødegaard, Co-founder & Product Manager

The problem: Setting up a group video call is PAINFUL!

Aug 2013: The Minimum Viable Product

Nov 2015: 1 mill MAU all over the world

User research = finding out if your product works

Time

Volu

me

of u

sers

Talk to people

Observe users, instrument UI

Count stuff, plot metrics

Look for patterns

Machine learning

Big data (maybe)

10’s

100’s

1000’s

10.000’s

100.000’s

1.000.000’s

User research = finding out if your product works

Time

Volu

me

of u

sers

Talk to people

Observe users, instrument UI

Count stuff, plot metrics

Look for patterns

Machine learning

Big data (maybe)

10’s

100’s

1000’s

10.000’s

100.000’s

1.000.000’s

Qualitative User Research

Doesn’t give you statistics!

Identifies behaviors, drivers and needs.

Reduces the risk of building the wrong thing

Understand problem

• What are symptoms of the problem?

• WHO has the problem? • Why does the problem

exist? • How would it work in an

ideal world? • What is the real problem?

Ethnographic research: “study of people in their

own environment”

Interview methodology

Get people to open up

Assure them it’s OK to be harsh/honest

DON’T ask leading questions!

Don’t be afraid of awkward silence

Get people to tell stories

Ask “Why?” five timesProblem: I need a baby sitter

Why?Because I want more flexibility to do things

Why?I want to go out and have dinner, or go away for a weekend

Why?

Because when we’re busy all the time we just argue, and I’m afraid we’ll end up getting divorced

I need to spend more time with my husband

Why?

Understand problem Iterate on solution

• What are symptoms of the problem?

• Why does the problem exist?

• How would it work in an ideal world?

• What is the real problem?

• Which target segment is easiest to start with?

• Where can you recruit these people to test?

• What part of the idea do you need to validate?

Recruit test subjects• Clearly define WHO you want to talk to

• E.g. People with a dog, who takes long walks in urban areas

• Facebook/twitter: “Does anyone know an elementary school teacher?”

• Message your friends/family/coworkers/anyone you know who are in

target segment

• People on the street: e.g. stand outside vegan/glutenfree restaurant

If they’re far away, call them or set up a call on appear.in or - share your screen to show prototype

Test your prototype as early as possible

Make notes on post-its while observing users

Useful tools

Sketching/design Clickable prototypes

Remote interviews Documentation

You get 6 months free appear.in premium

• Up to 12 people in conversation • Better quality and stability • Screen sharing • Branding of room $12 per room/month