In business, the ability to experiment is a core skill. Just like creating a budget or writing software is a core skill. So it’s critical that we develop the skills needed to run experiments, learn from them, and build better products.
What if your competition runs fifty-seven experiments a day to learn about customers, while you run only one experiment a month. All things being the same, the competition will steal market share.
What are the steps for an experiment? Hypothesis, test, learn.
We make hypotheses all the time without realizing it. If we work hard for twelve months and deliver these features, the customer will buy our software. When it turns out the customer doesn’t want the software we wonder, what went wrong?
This painful process looks like this:
Instead, generate validated learning by running experiments with customers. I use the example of writing a book because everyone has written something; a memo, a white paper, a blog post.
The author creates a small experiment to learn if people are
interested in his book. Experiments should be small and cheap. It only took the author a couple hours to write down some concepts and get feedback. Each experiment step on the chart grows larger as he validates learning about the book. Stage your investments so there is less risk.
Don’t Build When You Build-Measure-Learn
Several years ago, a product owner asked me if the development team could build a prototype to show customers how a feature would work. I suggested that the team continue to write code for their current sprint, while he used a rapid wireframe tool like Axure. The product owner created the wireframe in a couple hours and the customer approved the design. The next sprint, the development team built a minimum viable product for office notifications and the customer gave feedback on the working software.
Lesson: Writing software is expensive and time consuming. Whenever possible, lean companies conduct rapid experiments without the aid of a developer. Run experiments to identify features that delight customers, then build the product or process.
Tip: We prototype to build, share and reflect. Truth is, prototypes power the “bias for action” mindset. So look for ways to enhance your ability to create prototypes. For example, learn how to design a storyboard, or create wireframes.
Experiment Library
Rapid experiments achieve maximum learning with the smallest investment. Here’s a library of rapid experiments that you may find helpful.
Call to Action Experiment
Use experiments to test if customers are interested and willing to pay.
Unique Link Tracking
Make a unique and trackable link to more detailed information about your idea or service. After you pitch your idea, give the link with more detailed information and monitor to see if the person clicked on the link. If the link wasn't used, it may indicate a lack of interest.
Minimum Viable Product Catalog
Minimum viable product is a version of a new product that allows a team to collect the maximum amount of validated learning about customers with the least effort.
Innovation Games
Innovation Games help us co-create with our clients. Here are two examples.
Speed Boat - This is a simple, powerful game to validate customer pains. This game can be played for a product or a process.
Buy a Feature - A game to get customers to prioritize a list of features.
Mock Sales
One way to test sincere customer interest is to set up a mock sale before your product even exists. The goal is to make customers believe they are completing a real purchase.
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