Module 3: Prototyping, Testing & Experimentation
Working with hypothesis = focus
It is critically important to be very focused in what you’re doing. The broader the scope, the harder it is to make progress. The point of focus may be wrong but focusing is not wrong.
Having a clear hypothesis about who you are designing for (target audience), what their pain is (pain point) and how you plan to solve that pain (key function) is crucial and will help you gain that focus.
Focus = speed
The more focused you are, the quicker you move, and the quicker you can learn and evolve. The output of such focus is a very fast experiment.
For most ideas, within 2 hours, it is possible to create data to give you confidence that your idea is a great idea investing in.
To test your hypothesis, focus on the desirability of the solution first (instead of its feasibility or business viability). Ask yourself, “Would my target audience desire this option?” and figure out a way to create believable data to support or invalidate your hypothesis fast.
Using the template we provide, design a 2h experiment to test the fit of the different parts of your hypothesis:
Their pain point
Your key function
Ask yourself, after the experiment:
- Does this user have this pain point?
- Which user has these pains?
- Does this feature solve these pains?
Why should you use this method?
- Helps you have focus / experimental hygiene
- Helps you create believable data & test the desirability of your idea
- Helps you to be honest with yourself about whether you succeeded or not
How can you apply this method?
1. Write down your hypothesis
Include the target audience, their pain point, the impact you want to have, and the key function that should deliver that impact.
2. Design an experiment to test the hypothesis
The experiment should not take longer than 2h, ideally. You are aiming to (in)validate the hypothesis fast. Remember, it’s about focus & gathering data as quickly as possible, to learn fast & move forward. Use the template to describe the experiment and all its parts.
3. Analyze the data & decide next steps
Decide, based on the data you gathered, whether the target audience desires the key function you designed, and whether it delivers the impact you thought it would. Does this feature solve the pain?