Testing product market fit

Goal of prototypes
● Goal of prototype is to avoid coding and designing until you have true validation that your hypothetical customer wants your solution.
● Prototype is anything that serves to familiarize the user with the experience.
● You can use Axure/Omnigraffle etc to create detailed prototypes but these are resource intensive and better used to convey functionality to development teams.
● Wireframing is not ideal because most customers and stakeholders can’t look at a wireframe and ‘get’ the experience. Don’t leave important ideas up to their imaginations as you risk disapproval because they can’t understand it.
● Purpose is to force team to create minimum number of screens necessary to demonstrate the key experience of the interface and value proposition and a sneak peek of the potential business model.
● Not meant to be pixel perfect. Can be cut and pasted from other sites.

Framework of solution prototype
● Setup: typically a landing page or user dashboard
● Key UX 1: In 1-3 screens show the crucial interactions that show value innovation
● Key UX 2: Typical 1-3 screens show the crucial interactions that show value innovation
● Value Proposition: Final result of a successful transaction
● Pricing strategy (if applicable): shows cost of app, monthly fees, package costs. If rev stream is advertising then consider putting example ads that might look on the prior screens.

Step 1: List screens

● List screens, include potentially 2 key experience. Solution prototype should refer to the storyboard experience – you need to test does the product solve the problem?
● Bita/Ena example – they wanted to show screens from their storyboard but with more details.
○ 1 Landing page with user’s query entered.
○ 2 Result set with listing and maps and filters exposed.
○ 3 Filtered result set with listing and maps and filters closed.
○ 4 Result detailed screen.
○ 5 Photogallery featuring images of a home, specific to wedding.
○ 6 Package options with pricing.
○ 7 Tour setup screen.
○ 8 Confirmation screen with final pricing including cost of service.

Step 2: Create/mashup images to tell the story

● Steal well-thought out UX and UI design patterns. Make is SEEM REAL.
○ Screens 1-5 are Airbnb concepts reworked.
○ Screen 6 DIRECTV package retooled.
○ Screen 7 appointment booking lifted from Apple’s Genius bar.
○ Screen 8 custom designed.
● Create first version using whatever is fastest (pencil, whiteboard, photoshop). Once you know what’s in the solution prototype then get your visual designers to work.

Step 3: Put screenshots into presentation tool
● Either photoshop or (Google Presentation if working with a team). Google presentation outputs to PDF format to distribute.
● Users need to feel they are using the interface even if it isn’t interactive. Putting it on ipad can be useful in guerilla research. User can swipe screens at own pace. Move forward and back to understand narrative.
● Feedback: eg first round noticed couldn’t set up a tour. So included screen 7 for second round.
● If you go for interactive prototypes here are cool tools:
○ Adobe experimenwww.adobe.com/products/acrobat/create-interactive-pdf-files.html
○ Balsmiq www.balsamiq.com;
○ Invision www.invisionapp;
○ UXPin www.uxpin.com;
○ Prott www.prottapp.com

Business model canvas – how could key partnerships, activities, resources affect you solution prototype?
● Need to be aware of things needed to make it work, are they feasible and sustainable?

Example Airbnb for Weddings – create a list of questions
● Screen 1-5 Where would we get initial inventory of big house to make it work. Can we initially build our inventory of houses by contacting people Airbnb or other sublet listing sites?
● Screen 5 How will we get the photography good enough to entice customers to book a private home? Can we (like Airbnb) hire a photographer to shoot the backyards and rooms?
● Screen 6 – How are we going to select the party vendor for the food, valet and flowers? Should we go with less than 12 to start. How will we establish those partnerships? Is it better to focus on local, small franchises who already cater to specific areas?
● Screen 7 – Most likely time-slot breakdowns that hosts and guests will choose for private tours? Is what is shown the best breakdown or can it be limited to weekends?
● Screen 8 – Is it even possible to generate this type of total cost for a wedding package? Is putting the word ‘estimate’ in there a better safeguard or will it turn off guests who have certain budget? What is the reality of creating packages with so many variables?
● Overall prototype questions: What would make this solution easier to trial? What if focused on specific segment eg just Santa Monica or beach areas in LA? How many people would it take to organise this event? Need a wedding planner? Or is this platform to cut out the middleman and to create turnkey solutions to save costs to brides?

Answers may change over time. e.g where do they get homes to showcase? Initially prob need to solicit hosts personally. As they scale up they would use to need online advertising to bring users to first iteration of digital interface and sell the value proposition to them to get them to join.

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