Page 478 - Value Proposition Design: How to Create Products and Services Customers Want - PDFDrive.com

You experimented and learned. Now what?

Invalidated

Get back to the drawing board: pivot.
Find new alternative segments, value propositions, or business models to make
your ideas work when your tests invalidate your first attempts.
For example, when you have invalidated customer interest for your value
proposition around a novel technology, search for new potential customers,
value propositions, and business models.

Learn more

Seek confirmation.
Design and conduct further tests when quick and early experiments based on a
small amount of data indicate the need for drastic actions.
For example, if interviews with potential customers show a strong interest for a
service that requires heavy investments to launch, follow up with research and
experiments that produce more reliable data validating customer interest.

Deepen your understanding.
Design and conduct further tests to understand why a trend is taking place once
you discovered that it is taking place.
For example, if the quantitative data of an experiment show that potential
customers are not interested, follow up with qualitative interviews to understand
why they are uninterested.

Validated

Expand to next building block.
Move on to test your next important hypothesis when you are satisfied with your
insights and the data reliability.
For example, when you have validated customer interest for a product, follow up
with experiments that validate the willingness of channel partners to stock and
promote your product.

Execute.
When you are satisfied with the quality of your insights and the reliability of the