Lean Startup Case Studies

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  • 1. Lean Startup Grace Ng Designer Founder Lean Startup Machine@uxceo Tuesday, February 4, 14

2. @uxceo98% Tuesday, February 4, 14 3. @uxceoTuesday, February 4, 14 4. @uxceoTuesday, February 4, 14 5. @uxceoTuesday, February 4, 14 6. @uxceo$1.2 M 2 YearsTuesday, February 4, 14 7. @uxceoTuesday, February 4, 14 8. @uxceoPivot! Tuesday, February 4, 14 9. @uxceoTextual search is limiting. How can I search a visual query?Tuesday, February 4, 14 10. @uxceoPhoto Q&A App Tuesday, February 4, 14 11. @uxceoMinimum Viable Product - Small experiment that can prove the validity of your idea - Tests your Riskiest Assumption Tuesday, February 4, 14 12. @uxceoDo people even have visual questions to post? Riskiest Assumption: Have photo Qs to post.Upload PhotoAsk QuestionTuesday, February 4, 14 13. @uxceoWhat kind of bird is this? (Is it even a bird??)Tuesday, February 4, 14 14. @uxceoWill there be people who are able to answer the photo questions that are posted? Riskiest Assumption: Someone can answer within given time.Tuesday, February 4, 14 15. Visual Q&A @uxceo Tuesday, February 4, 14 16. @uxceoWill this scale? Can this be replicated?Tuesday, February 4, 14 17. @uxceoTuesday, February 4, 14 18. @uxceoTuesday, February 4, 14 19. @uxceoTuesday, February 4, 14 20. @uxceoTuesday, February 4, 14 21. @uxceoTuesday, February 4, 14 22. @uxceoTuesday, February 4, 14 23. @uxceoI Dont Care...Tuesday, February 4, 14 24. @uxceoTuesday, February 4, 14 25. @uxceo$1 M 2 YearsTuesday, February 4, 14 26. Customer psychology is the gem of a successful startupTuesday, February 4, 14 27. Customers don't care about your solution. They care about their problems. - Dave McClureTuesday, February 4, 14 28. Need Finding... @uxceo Tuesday, February 4, 14 29. STEP 1: Who is your customer?Tuesday, February 4, 14 30. @uxceoTuesday, February 4, 14 31. @uxceoSTEP 2: What is his/her problem? Dene Your Problem HypothesisTuesday, February 4, 14 32. PROBLEM Must be specic to the person! INCORRECT: People are not recycling is not a problem someone has CORRECT: Forgets the day of the week for collection Confused how to sort plastics Two similar but dierent problems Tuesday, February 4, 14 33. @uxceoSOLUTION Do not dene until the problem is validated Why? Because every problem has multiple solutionsTuesday, February 4, 14 34. @uxceoSTEP 3: What do you test? Plan your Experiment (MVP)Tuesday, February 4, 14 35. @uxceoWhat must we learn? What are the Core Assumptions of our business? Prioritize: Which Assumption is the Riskiest?Tuesday, February 4, 14 36. What assumption must we validate? CrucialKnownUnknownNot Crucial Tuesday, February 4, 14 37. @uxceoWhat do we build to test? 1.Exploration -> reproduce problem 2.Pitch -> collect currency 3.Concierge -> deliver customer expectation (Methods increase in cost of testing)Tuesday, February 4, 14 38. @uxceoHow do we measure result? Decide on the weakest outcome you will accept as validation Called the Minimum Success CriteriaTuesday, February 4, 14 39. @uxceoSTEP 4?Tuesday, February 4, 14 40. Get Out of the Building! And interview your customers! Todd!Tuesday, February 4, 14 41. @uxceoSTEP 5: What did you learn? Analyze ResultsTuesday, February 4, 14 42. @uxceoWhat happened? VALIDATED Brainstorm and test next RA (NOTE: if you validate with the wrong customers, it is not validated)INVALIDATED Pivot the hypothesisTuesday, February 4, 14 43. Start here. Brainstorm with stickies, pull it over to the right to start your experiment. Who is your customer?Experiments12345Time Limit: 5 MinCustomerWhat is the problem? Phrase it from your customers perspective.Time Limit: 5 MinProblemTime Limit: 5 MinSolutionList the assumptions that must hold true, for your hypothesis to be true.Time Limit: 10 MinRiskiest AssumptionNeed help? Use these sentences to help construct your experiment. To form a Customer/Problem Hypothesis:To form a Problem/Solution Hypothesis:I believe my customer has a problem achieving this goal.I believe this solution will result in .Success CriterionGET OUT OF THE BUILDING! To form your Assumptions:hypothesis to be true, assumption needs to be true. Determine how you will test it:The least expensive way to test my assumption is...To identify your Riskiest Assumption:The assumption with the least amount of data, and core to the viability of my hypothesis is...Result & DecisionDetermine what success looks like:I will run experiment with # of customers and expect a strong signal from # of customers.LearningExperiment Board @uxceo Tuesday, February 4, 14 44. New Way @uxceo Tuesday, February 4, 14 45. FoundersUX Help @uxceoTuesday, February 4, 14 46. xperiment.ExperimentsTime Limit: 5 MinCustomer1Bootstrapped startup foundersTime Limit: 5 MinProblemTime Limit: 5 MinSolutionTime Limit: 10 MinRiskiest Assumptionpothesis:n will result .Success CriterionGET OUT OF THE BUILDING!mption: Tuesday, February 4, 142345 47. xperiment.Experiments1CustomerBootstrapped startup foundersProblemGetting UX feedbackTime Limit: 5 MinTime Limit: 5 MinTime Limit: 5 MinSolutionTime Limit: 10 MinRiskiest Assumptionpothesis:n will result .Success CriterionGET OUT OF THE BUILDING!mption: Tuesday, February 4, 142345 48. xperiment.Experiments1CustomerBootstrapped startup foundersProblemGetting UX feedbackTime Limit: 5 MinTime Limit: 5 MinTime Limit: 5 MinSolutionTime Limit: 10 MinRiskiest Assumptionpothesis:n will result .Success CriterionGET OUT OF THE BUILDING!mption: Tuesday, February 4, 142345 49. xperiment.Experiments1CustomerBootstrapped startup foundersProblemGetting UX feedbackTime Limit: 5 MinTime Limit: 5 MinTime Limit: 5 MinSolutionTime Limit: 10 MinRiskiest Assumptionpothesis:n will result .No reliable sourceSuccess CriterionGET OUT OF THE BUILDING!mption: Tuesday, February 4, 142345 50. xperiment.Experiments1CustomerBootstrapped startup foundersProblemGetting UX feedbackTime Limit: 5 MinTime Limit: 5 MinTime Limit: 5 MinSolutionTime Limit: 10 MinRiskiest Assumptionpothesis:n will result .Success CriterionNo reliable sourceInterview: 6/10GET OUT OF THE BUILDING!mption: Tuesday, February 4, 142345 51. Time Limit: 5 MinSolutionTime Limit: 10 MinRiskiest Assumptionpothesis:n will result .Success CriterionNo reliable sourceInterview: 6/10GET OUT OF THE BUILDING!mption:the least core to the hesis is...Result & Decisionlike:with # of ct a strong omers.LearningTuesday, February 4, 14 52. Time Limit: 5 MinSolutionTime Limit: 10 MinRiskiest Assumptionpothesis:n will result .Success CriterionNo reliable sourceInterview: 6/10GET OUT OF THE BUILDING!mption:the least core to the hesis is...Result & Decisionlike:with # of ct a strong omers.LearningTuesday, February 4, 149/12 Persevere 53. Time Limit: 5 MinSolutionTime Limit: 10 MinRiskiest Assumptionpothesis:n will result .Success CriterionNo reliable sourceInterview: 6/10GET OUT OF THE BUILDING!mption:the least core to the hesis is...Result & Decision9/12 PersevereLearningFriends. Classes. Paid UX designers hourly for helplike:with # of ct a strong omers.Tuesday, February 4, 14 54. xperiment.Experiments12CustomerBootstrapped startup foundersBootstrapped startup foundersProblemGetting UX feedbackGetting UX feedbackTime Limit: 5 MinTime Limit: 5 MinTime Limit: 5 MinSolutionTime Limit: 10 MinRiskiest Assumptionpothesis:n will result .Success CriterionNo reliable sourceInterview: 6/10GET OUT OF THE BUILDING!mption: Tuesday, February 4, 14345 55. xperiment.Experiments12CustomerBootstrapped startup foundersBootstrapped startup foundersProblemGetting UX feedbackGetting UX feedbackTime Limit: 5 MinTime Limit: 5 MinTime Limit: 5 MinVirtual UX feedbackSolutionTime Limit: 10 MinRiskiest Assumptionpothesis:n will result .Success CriterionNo reliable sourceInterview: 6/10GET OUT OF THE BUILDING!mption: Tuesday, February 4, 14345 56. xperiment.Experiments12CustomerBootstrapped startup foundersBootstrapped startup foundersProblemGetting UX feedbackGetting UX feedbackTime Limit: 5 MinTime Limit: 5 MinTime Limit: 5 MinVirtual UX feedbackSolutionTime Limit: 10 MinRiskiest Assumptionpothesis:n will result .Success CriterionNo reliable sourceInterview: 6/10GET OUT OF THE BUILDING!mption: Tuesday, February 4, 14Pay for virtual UX feedback345 57. xperiment.Experiments12CustomerBootstrapped startup foundersBootstrapped startup foundersProblemGetting UX feedbackGetting UX feedbackTime Limit: 5 MinTime Limit: 5 MinTime Limit: 5 MinVirtual UX feedbackSolutionTime Limit: 10 MinRiskiest Assumptionpothesis:n will result .Success CriterionNo reliable sourcePay for virtual UX feedbackInterview: 6/10Pitch: 8/10GET OUT OF THE BUILDING!mption: Tuesday, February 4, 14345 58. Landing Page @uxceo Tuesday, February 4, 14 59. Time Limit: 5 MinSolutionTime Limit: 10 MinRiskiest Assumptionpothesis:n will result .Success CriterionNo reliable sourcePay for virtual UX feedbackInterview: 6/10Pitch: 8/10GET OUT OF THE BUILDING!mption:the least core to the hesis is...Result & Decision9/12 PersevereLearningFriends. Classes. Paid UX designers for helplike:with # of ct a strong omers.Tuesday, February 4, 1410/10 Test 2nd side of market 60. Time Limit: 5 MinSolutionTime Limit: 10 MinRiskiest Assumptionpothesis:n will result .Success CriterionNo reliable sourcePay for virtual UX feedbackInterview: 6/10Pitch: 8/10GET OUT OF THE BUILDING!mption:the least core to the hesis is...Result & Decision9/12 PersevereLearningFriends. Classes. Paid UX designers for helplike:with # of ct a strong omers.Tuesday, February 4, 1410/10 Test 2nd side of market Dont mind virtual at all. Price is cheap 61. xperiment.Experiments12CustomerBootstrapped startup foundersBootstrapped startup foundersProblemGetting UX feedbackGetting UX feedbackTime Limit: 5 MinTime Limit: 5 MinTime Limit: 5 MinVirtual UX feedbackSolutionTime Limit: 10 MinRiskiest Assumptionpothesis:n will result .Success CriterionNo reliable sourcePay for virtual UX feedbackInterview: 6/10Pitch: 8/10GET OUT OF THE BUILDING!mption: Tuesday, February 4, 143UX Designers45 62. xperiment.Experiments12CustomerBootstrapped startup foundersBootstrapped startup foundersProblemGetting UX feedbackGetting UX feedbackTime Limit: 5 MinTime Limit: 5 MinTime Limit: 5 MinVirtual UX feedbackSolutionTime Limit: 10 MinRiskiest Assumptionpothesis:n will result .Success CriterionNo reliable sourcePay for virtual UX feedbackInterview: 6/10Pitch: 8/10GET OUT OF THE BUILDING!mption: Tuesday, February 4, 143UX Designers Getting clients for quick UX consulting45 63. xperiment.Experiments12CustomerBootstrapped startup foundersBootstrapped startup foundersProblemGetting UX feedbackGetting UX feedbackGetting clients for quick UX consultingVirtual UX feedbackVirtual UX feedbackTime Limit: 5 MinTime Limit: 5 MinTime Limit: 5 MinSolutionTime Limit: 10 MinRiskiest Assumptionpothesis:n will result .Success CriterionNo reliable sourcePay for virtual UX feedbackInterview: 6/10Pitch: 8/10GET OUT OF THE BUILDING!mption: Tuesday, February 4, 143UX Designers45 64. xperiment.Experiments12CustomerBootstrapped startup foundersBootstrapped startup foundersProblemGetting UX feedbackGetting UX feedbackGetting clients for quick UX consultingVirtual UX feedbackVirtual UX feedbackNo reliable sourcePay for virtual UX feedbackWill consult virtuallyInterview: 6/10Pitch: 8/10Time Limit: 5 MinTime Limit: 5 MinTime Limit: 5 MinSolutionTime Limit: 10 MinRiskiest Assumptionpothesis:n will result .Success CriterionGET OUT OF THE BUILDING!mption: Tuesday, February 4, 143UX Designers45 65. xperiment.Experiments12CustomerBootstrapped startup foundersBootstrapped startup foundersProblemGetting UX feedbackGetting UX feedbackGetting clients for quick UX consultingVirtual UX feedbackVirtual UX feedbackNo reliable sourcePay for virtual UX feedbackWill consult virtuallyInterview: 6/10Pitch: 8/10Pitch: 8/10Time Limit: 5 MinTime Limit: 5 MinTime Limit: 5 MinSolutionTime Limit: 10 MinRiskiest Assumptionpothesis:n will result .Success CriterionGET OUT OF THE BUILDING!mption: Tuesday, February 4, 143UX Designers45 66. Time Limit: 5 MinSolutionTime Limit: 10 MinRiskiest Assumptionpothesis:n will result .Success CriterionNo reliable sourcePay for virtual UX feedbackWill consult virtuallyInterview: 6/10Pitch: 8/10Pitch: 8/1010/10 Test 2nd side of market0/10 Pivot!GET OUT OF THE BUILDING!mption:the least core to the hesis is...Result & Decision9/12 PersevereLearningFriends. Classes. Paid UX designers for helplike:with # of ct a strong omers.Tuesday, February 4, 14Dont mind virtual at all. Price is cheap 67. Time Limit: 5 MinSolutionTime Limit: 10 MinRiskiest Assumptionpothesis:n will result .Success CriterionNo reliable sourcePay for virtual UX feedbackWill consult virtuallyInterview: 6/10Pitch: 8/10Pitch: 8/1010/10 Test 2nd side of market0/10 Pivot!GET OUT OF THE BUILDING!mption:the least core to the hesis is...Result & Decision9/12 PersevereLearningFriends. Classes. Paid UX designers for helplike:with # of ct a strong omers.Tuesday, February 4, 14Dont mind virtual at all. Price is cheapNo! 5 yrs exp. Established 68. xperiment.Experiments12CustomerBootstrapped startup foundersBootstrapped startup foundersProblemGetting UX feedbackGetting UX feedbackGetting clients for quick UX consultingVirtual UX feedbackVirtual UX feedbackNo reliable sourcePay for virtual UX feedbackWill consult virtuallyInterview: 6/10Pitch: 8/10Pitch: 8/10Time Limit: 5 MinTime Limit: 5 MinTime Limit: 5 MinSolutionTime Limit: 10 MinRiskiest Assumptionpothesis:n will result .Success CriterionGET OUT OF THE BUILDING!mption: Tuesday, February 4, 143UX Designers4Recent grad UX designers5 69. xperiment.Experiments12CustomerBootstrapped startup foundersBootstrapped startup foundersProblemGetting UX feedbackGetting UX feedbackGetting clients for quick UX consultingVirtual UX feedbackVirtual UX feedbackNo reliable sourcePay for virtual UX feedbackWill consult virtuallyInterview: 6/10Pitch: 8/10Pitch: 8/10Time Limit: 5 MinTime Limit: 5 MinTime Limit: 5 MinSolutionTime Limit: 10 MinRiskiest Assumptionpothesis:n will result .Success CriterionGET OUT OF THE BUILDING!mption: Tuesday, February 4, 143UX Designers4Recent grad UX designers Getting clients for quick UX consulting5 70. xperiment.Experiments12CustomerBootstrapped startup foundersBootstrapped startup foundersProblemGetting UX feedbackGetting UX feedbackGetting clients for quick UX consultingGetting clients for quick UX consultingVirtual UX feedbackVirtual UX feedbackVirtual UX feedbackNo reliable sourcePay for virtual UX feedbackWill consult virtuallyInterview: 6/10Pitch: 8/10Pitch: 8/10Time Limit: 5 MinTime Limit: 5 MinTime Limit: 5 MinSolutionTime Limit: 10 MinRiskiest Assumptionpothesis:n will result .Success CriterionGET OUT OF THE BUILDING!mption: Tuesday, February 4, 143UX Designers4Recent grad UX designers5 71. xperiment.Experiments12CustomerBootstrapped startup foundersBootstrapped startup foundersProblemGetting UX fe...