Page 493 - Value Proposition Design: How to Create Products and Services Customers Want - PDFDrive.com

Select a series of tests by drawing from our experiment library or by using your
imagination to invent new experiments. Keep two things in mind when you
compose your mix:

What customers say and do are two different things.

Use experiments that provide verbal evidence from customers as a starting point.
Get customers to perform actions and engage them (e.g., interact with a
prototype) to produce stronger evidence based on what they do, not what they
say.

Customers behave differently when you are there or
when you are not.

During direct personal contact with customers, you can learn why they do or say
something and get their input on how to improve your value proposition.
However, your presence might lead them to behave differently than if you
weren’t there.

In an indirect observation of customers (on the web, for example) you are
closer to a real-life situation that isn’t biased by your interaction with customers.
You can collect numerical data and track how many customers performed an
action you induced.

Tip

Use these techniques to understand how customers interact with your prototypes.
Investments are usually higher but produce concrete and actionable feedback.

Tip

Use these techniques at the early stages of the design process, because
investment is low and they produce quick insights.

Tip