Validating Product Ideas. Tomer Sharon

STEP 6: Choose the tool, configure the test, and launch it.

       STEP 7: Stop the test.

       STEP 8: Understand the results.

       STEP 9: Understand “why,” not just “what.”

       STEP 10: Make a decision.

       STEP 11: Decide what to test next.

       Other Methods to Answer the Question

       A/B Testing Checklist

       CHAPTER 8 How Do People Find Stuff?

       Why Is This Question Important?

       When Should You Ask It?

       Answering the Question with Tree Testing, First-Click Testing, and Lostness Metric

       Why Tree Testing, First-Click Testing, and Lostness Metric Work

       Other Questions Tree Testing, First-Click Testing, and Lostness Metric Help Answer

       How to Answer the Question

       STEP 1: Write a one-page plan.

       STEP 2: Find 500 research participants.

       STEP 3: State product navigation assumptions.

       STEP 4: Phrase instructions, tasks, and questions.

       STEP 5: Launch a tree testing study.

       STEP 6: Analyze results and make a decision.

       STEP 7: Launch a first-click test.

       STEP 8: Analyze first-click results.

       STEP 9: Track lostness.

       STEP 10: Make changes and re-evaluate.

       Other Methods to Answer the Question

       Tree Testing, First-Click Testing, and Lostness Metric Checklist

       CHAPTER 9 How to Find Participants for Research?

       Where to Find Participants for Research

       How to Answer the Question

       STEP 1: Identify participant criteria.

       STEP 2: Transform criteria into screening questions.

       STEP 3: Create a screening questionnaire.

       STEP 4: Identify keywords for your audience.

       STEP 5: Find target groups and pages on Facebook.

       STEP 6: Find target hashtags on Twitter.

       STEP 7: Find target communities and pages on Google Plus.

       STEP 8: Post screener to Facebook, Twitter, and Google Plus.

       STEP 9: Track responses and select participants.

       Checklist for Finding Research Participants on Social Media

       Shake, Rattle, and Roll

       Index

       Acknowledgments

       About the Author

FOREWORD

      I still remember when I started using Twitter in 2009. All this information from all my favorite people was in one place: dedicated feeds on TweetDeck for keywords, and conference hashtags I didn’t have the money or clout to attend. It was a rush. Then the cruft trickled in—humble brags, Internet drama, and inevitably, ads.

      I started looking at new sources of information warily, like a new piece of exercise equipment in the gym—“Ugh, I should really get on that.” Who has time to practice design when there isn’t even enough time to learn it.

      Enter daily briefs. Apple News, Nuzzel, Quibb, Hacker News, Pocket, Quartz, TechCrunch, Medium, Mattermark. Not to mention the office email threads and Slack channels. “Did you see what blah posted about blah blah?”

      Eric Schmidt said that every two days we generate as much information as we did between the dawn of time up to 2003—6.7 exabytes to be exact. What to do?

      Well, there’s a trick. There’s a pattern that can help us wade through the information ocean.

      There are two kinds of information: entertainment and knowledge. We know entertainment when we see it: Aziz, Jane the Virgin, your kid giggling uncontrollably when you say ‘Boo!’

      Then there is knowledge. We know that, too.

      The tricky stuff is the blurry in between. It’s the top 10 lists, the 5 habits of successful people, the “One thing you really must know to___________,” and it’s the link bait that poses as information for a better you, but doesn’t deliver on the promise.

      Validating