In this phase you already validated the problem and now you want to test if your solution actually solves this problem.
It is important to embrace ambiguity and uncertainty. You just defined a complex problem, so it is completely logical that you don’t have the answer yet. Try to be comfortable with the unknown and try to learn from this. This will set you up for the most innovative ideas.
To test a solution, you first need to make it tangible. Making something tangible doesn’t mean the solution is fully functioning. It should be a prototype at this stage.
A prototype helps you test the new product or service, by simulating (physical) touchpoints. You use this technique to discover the customer’s behavior and experience with the new solution. Because prototypes are only meant to convey an idea, you can quickly move through a variety of simple iterations, building on what you’ve learned from your users/customers.
Take into account that prototyping is about learning, not about getting it right the first time. So it’s better to quickly test something at a minimum of costs, so it doesn’t matter if it fails. Prevent spending too much time and money on a beautiful, highly refined prototype.
Always assure the participants that the prototype is just a tool to learn and not the final version of the product. This will help you in capturing honest feedback, even negative feedback.
And the great part is, you don’t have to know any code or whatsoever to create one! Here are a few examples of prototyping experiments.
A user flow represents the path taken by a user, on a website, app or any kind of service, to complete a certain task. This flow will take them from a starting point, through a set of steps, towards a desired outcome (f.e. the purchase of a product or service). It should be a visual representation and can be either written out, drawn or made digitally.
It’s important to validate whether or not this flow is logical for the user, as this will determine whether or not the desired outcome will be achieved.
So what experiments can you conduct to test your user flow?
Testing a prototype of (a part of) your solution is very suitable to gather qualitative insights, as this is mostly done with a small sample group and combined with a customer interview.
Although qualitative insights are always relevant, it might be good to quantify your qualitative findings as well. By testing your ideas with a larger sample group. Qualitative research is seen as exploratory and great to uncover pains and gains. If focuses on the “why”. Quantitative research is used to quantify these behaviors and opinions, it helps you to understand how dominant it is by looking for results that can be projected to a larger population. It focuses on the “what”.
Hereby we provide you with experiments that are great to gather quantitative insights.