{"id":9382,"date":"2014-10-08T10:00:00","date_gmt":"2014-10-08T14:00:00","guid":{"rendered":"https:\/\/www.wework.com\/creator\/?p=9382"},"modified":"2020-03-30T18:59:53","modified_gmt":"2020-03-30T22:59:53","slug":"build-killer-product","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/professional-development\/build-killer-product","title":{"rendered":"How to build a killer product"},"content":{"rendered":"

You want to see your work have as much impact as possible. You\u2019re doing everything you can to turn your brilliant ideas into a mega-successful reality. But how do you know if you\u2019re on track?<\/p>\n

You\u2019ll want to regularly check that you\u2019re building something that your market truly wants. A so-called \u201cmarket fit\u201d is vital for your success and anything else is a waste of your time.<\/p>\n

Discovering parts of your product that need tweaking is normal. And as your product develops, it\u2019ll be easier and cheaper to start making any necessary changes while you are in the design phase instead of waiting to see what happens when you finally launch.<\/p>\n

Usability tests are one of the most cost effective, quickest, and reliable ways of checking your product market fit. And they can easily be used with any type of software or hardware product.<\/p>\n

Each test will help you get a clear sense of your customer\u2019s usability experience. Specifically, you\u2019ll find out about their perceived value (Is this something they will pay to acquire?), and ease-of-use. Low perceived value or poor ease-of-use are clear signals you have some work to do.<\/p>\n

\"eastofuse_how_to_build_a_killer_product\"<\/a><\/p>\n

The basics of usability testing<\/b><\/h2>\n
    \n
  1. Find people who fit your target customer segment(s).<\/li>\n
  2. Work with one person at a time and give them tasks to do that are core to your product.<\/li>\n
  3. Watch each person\u2019s actions closely as they attempt to complete the tasks. (Do not give them any hints or guidance about how to use your product.)<\/li>\n
  4. Encourage them to \u201cthink aloud\u201d as they work with your product and to tell you about the experience they\u2019re having \u2014 good and bad.<\/li>\n<\/ol>\n

    Pay attention to the trends that emerge and take notes. Although opinions from friends and family are nice, it\u2019s the feedback from strangers and potential customers that count if you\u2019re after \u201chockey-stick\u201d scale.<\/p>\n

    Debunking 4 common myths<\/b><\/h2>\n

    1. Myth: \u201cWe don\u2019t have time to test\u201d<\/i><\/p>\n

    Reality: The earlier you are in your product design process, the easier and less costly it will be to make changes.<\/p>\n

    Solution: All it takes is some diligent planning to set firm dates for conducting a test and recruiting a pool of \u201cvetted participants\u201d in advance. There is no reason why a small test (say three participants with 45 minute interviews) can\u2019t be carried out once a week with negligible overall impact on your timelines.<\/p>\n

    2. Myth: \u201cThe product\u2019s not ready\u201d or \u201cWe only have some rough mockups\u201d.<\/i><\/p>\n

    Reality: You can test anything you have \u2014 whether it\u2019s functioning or not.<\/p>\n

    Solution: As you think about the various parts of your product, you will typically generate some or all of the following \u2014 sketches, wireframes, flow sequences, semi-functioning prototype concepts. Any of these can be used to present ideas to your customers and to evaluate their strengths and weaknesses. With tools like Keynotopia<\/a>, Invision<\/a>, and Axure<\/a>, you can quickly create dynamic prototypes that are perfect for testing.<\/p>\n

    3. Myth: \u201cWe don\u2019t need to test in-person. We\u2019re already measuring what people are doing.\u201d<\/i><\/p>\n

    Reality: Analytics are valuable, but they only provide part of the picture for how your product is doing. For example, you might notice that customers become significantly less active after their third visit. While this is important to know, metrics can\u2019t tell you why this is happening.<\/p>\n

    Solution: Usability testing can provide the \u201cwhy\u201d. By combining usability testing and analytics, you\u2019ll get the best of both worlds. One company unlocked $300 million in additional sales from doing just this.<\/p>\n

    4. Myth: \u201cIt will cost too much.”<\/i><\/p>\n

    Reality: You probably have everything you need already, such as a computer, mouse, microphone, Internet connection, and webcam. Your only out-of-pocket cost will be what you pay your test participants. The worst case scenario is that you end up paying out a few hundred dollars as you develop your product. It\u2019s a small price to know whether or not your customers think you\u2019re creating something amazing.<\/p>\n

    Solution: Your test participants must match, or be close, to your target market profiles. If you can find them in your community, you might be able to get their input for free. Be gracious and offer to buy them lunch. But as your product matures, you will want to bring in outsiders. They\u2019ll give you honest feedback, and it won\u2019t break the bank.<\/b><\/p>\n

    10 Tips For Running Your Own Tests<\/b><\/h2>\n

    You don\u2019t need to be a professional usability expert to get value from performing your own usability tests. For those of you who want to test your product, here are 10 tips that will help you get the most from your interviews.<\/p>\n

    1. Be clear and specific about your test objectives<\/b>. A statement like, \u201cWhat can we do to sell more products?\u201d is not specific enough because they won\u2019t give you actionable feedback for making design enhancements or modifications.<\/p>\n

    Instead, craft statements that you will be able to say at the end of the research that are true or false. For example: \u201cCan new site visitors locate the product buy button?\u201d or \u201cDo the filter options allow customers to find a tent that meets their needs?\u201d<\/p>\n

    2. Finding the right people to test<\/b><\/p>\n

    When you are looking for people to test, make sure they fit your target audience. For example, you might want to speak with a few wine lovers and some novices. Don\u2019t ask subjective questions such as \u201cWhat kind of wine drinker are you?\u201d<\/p>\n

    Focus on their behavior and create questions that would indicate their proficiency. Here are some sample questions: Have you bought any wine in the last 60 days? If yes, how many bottles have you bought? Based on the number you could assign a proficiency level. 10 or more = wine lover, 1 or 2 = novice. This is a more factual approach.<\/p>\n

    3.\u00a0\u00a0\u00a0 <\/b>Greeting the test participant warmly<\/b><\/p>\n

    <\/b>Whenever you meet a test participant, greet them warmly. Don\u2019t be overly friendly, but smile and look them in the eye as you shake their hand. This will get the session off to a good start, and you\u2019ll get more out of the test because the participant will feel like you are truly interested in them.<\/p>\n

    4.\u00a0\u00a0\u00a0 <\/b>Never explain how your product works<\/b><\/p>\n

    You won\u2019t be there when it\u2019s being used in real life. It must \u201cspeak for itself\u201d.<\/p>\n

    5.\u00a0\u00a0\u00a0 <\/b>Answer questions with questions<\/b><\/p>\n

    <\/b>\u201cShould I go here?\u201d \u201cDid I do that correctly?\u201d \u201cWhat did others think about this?<\/p>\n

    These are some of the more common participant questions. It\u2019s not your job to let them know. Your focus should be on their thoughts and observing what they do. The simplest way to counter these questions is respond with a question. One of the most versatile and effective questions is \u201cWhat do you think?\u201d or \u201cWhat are your thoughts about this?\u201d<\/p>\n

    6.\u00a0\u00a0\u00a0 <\/b>Check your product\u2019s homepage for clarity<\/b><\/p>\n

    <\/b>After a test participant has used your product for a while, stop and ask them to review the homepage. Does the information shown stack up with the experience they had and their priorities?<\/p>\n

    7.\u00a0\u00a0\u00a0 <\/b>Confidence<\/b><\/p>\n

    Can the participants complete tasks with confidence or do they have to stop and think about how to proceed?<\/p>\n

    8.\u00a0\u00a0\u00a0 <\/b>Place more weight on what the participant\u2019s actions than words<\/b><\/p>\n

    You\u2019ve asked them to think aloud which will help you understand their thoughts and mindset as they use the product. This will be useful. What if you notice them struggling, but they said it was easy? Pay more attention to what you saw them do. Many people will find it difficult to be brutally honest with you, no matter how comfortable they feel.<\/p>\n

    9.\u00a0\u00a0\u00a0 <\/b>Silence<\/b><\/p>\n

    <\/b>You will definitely encounter periods of silence from time-to-time. That\u2019s perfectly normal. But you need give the participant some time to think, but be mindful when time is being wasted.<\/p>\n

    If a participant is having a hard time and you notice \u201chunt and peck\u201d behavior, especially if it\u2019s accompanied by grimaces or exasperation. As soon as your gut tells you that the participant is stuck, chime in. Don\u2019t let the participant dangle anymore than necessary. If they are giving a thoughtful look, give them reasonable time to finish their thought before interrupting. Once you feel they should have moved on, ask them for their thoughts.<\/p>\n

    10. \u00a0\u00a0<\/b>Emergency planning<\/b><\/p>\n

    <\/b>Problems will happen.<\/p>\n

    More often than you\u2019d expect, the participant might accidentally close the browser, the app might suddenly quit, etc. Making sure you are able to reset your test quickly is the best way to save the day. If you’re testing a website, save\/bookmark every screen as a group and add it to the toolbar.<\/p>\n

    Following these tips you\u2019ll have a strong foundation for conducting your own usability tests. Soon, you\u2019ll be on your way to building a killer product.<\/p>\n","protected":false},"excerpt":{"rendered":"

    You want to see your work have as much impact as possible. You\u2019re doing everything you can to turn your brilliant ideas into a mega-successful reality. But how do you know if you\u2019re on track? You\u2019ll want to regularly check that you\u2019re building something that your market truly wants. A so-called \u201cmarket fit\u201d is vital […]<\/p>\n","protected":false},"author":1306,"featured_media":9409,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43902],"tags":[],"class_list":["post-9382","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-professional-development"],"acf":[],"yoast_head":"\nHow to build a killer product<\/title>\n<meta name=\"description\" content=\"You want to see your work have as much impact as possible. 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