Understanding users & context
Before building a new product feature, it’s important to understand if it aligns with the needs and desires of your target audience. There are various ways to get to know your customers better.
- Online surveys: This involves creating a survey that customers can complete online, either through a website or email. Online surveys can be a convenient and cost-effective way to reach a large number of customers, but they may have lower response rates than other methods.
- Phone surveys: This involves conducting surveys over the phone, either through interviews with individual customers or through automated calls. Phone surveys can be a good way to gather more detailed and in-depth feedback, but they may be more time-consuming and costly to conduct.
- User interviews: This involves conducting one-on-one or small group interviews with users to gather more in-depth feedback on their experience with a product or service. Interviews can be conducted in person or remotely, and may involve open-ended questions or structured tasks.
- Diary studies: This involves asking users to document their experience with a product or service over a period of time. This can be done through a physical diary or an online tool, and may involve tasks such as taking photos or writing notes.
Testing for resonance
Prototyping allows you to test out a product feature before investing time and resources into building it. You can create a simple prototype using tools like paper and pencil, or a more interactive version using software like InVision or Marvel. This approach moves us closer to "do" data, providing higher accuracy than "say" data.
- Low-fidelity prototypes: These are rough, simplified versions of a product or service that are used to test early concepts and gather feedback. Low-fidelity prototypes can be created quickly and inexpensively using materials such as paper, cardboard, or sticky notes.
- High-fidelity prototypes: These are more detailed and refined versions of a product or service that are used to test and refine the design and functionality. High-fidelity prototypes can be created using computer-aided design (CAD) software, 3D printing, or other advanced manufacturing techniques.
- Interactive prototypes: These are prototypes that can be interacted with in some way, such as through clicking or tapping on a screen or pressing buttons on a physical device. Interactive prototypes can be used to test the user experience and gather feedback on the usability of a product or service.
- Video prototypes: These are prototypes that are created using video, either as a stand-alone product or as a way to demonstrate the functionality of a product or service. Video prototypes can be useful for communicating ideas and gathering feedback from stakeholders.
- Usability testing: This involves recruiting a group of users to test a product or service and provide feedback on its usability. This can be done in person, online, or remotely, and may involve tasks such as navigating a website or using a mobile app.
A/B testing is a way to compare two different versions of a product feature to see which performs better. For example, you could create two versions of a landing page with different layout and design elements, and see which one drives more conversions. Here are a few approaches to help ensure your testing results are not misleading.
- Randomized controlled experiment: This is the most traditional and rigorous method of A/B testing. It involves randomly assigning subjects to two groups, with one group receiving the "A" version of the product and the other receiving the "B" version. This allows for a more accurate comparison of the two versions, as the subjects are not self-selected and the groups are more likely to be balanced in terms of relevant characteristics.
- Split URL test: This method involves creating two different versions of a website or web page and assigning each version to a different URL. Traffic is then split evenly between the two URLs and the performance of each version is compared.
- Multivariate test: This method involves testing multiple variables at the same time. For example, you might test different headlines, images, and call-to-action buttons on a single webpage to see which combination performs the best.
- Performance-based testing: This method involves setting specific goals or metrics (such as conversion rate or engagement) and measuring the performance of the two versions against these goals. This can be a useful way to focus on specific aspects of the product or service that are most important to the business.