1. Validation, Iteration & Final Tips

In this final class of the module on product discovery and design, we revisit key concepts discussed throughout the course, focusing now on validation and iteration. We’ve moved through the double diamond process, from identifying a problem to ideating and defining a solution, and creating a prototype. Now, we transition to validating that solution and iterating on it to improve based on feedback.

Validation vs. Usability Testing

Validation and usability testing have distinct purposes:

1. Validation is about learning whether the proposed solution effectively solves the identified problem. The mindset here is that we don’t know if our solution is ideal, so we aim to test it and learn.

2. Usability Testing focuses on improving a more developed implementation or high-fidelity prototype. The goal is to understand how usable and intuitive the solution is, identifying areas for improvement. The mindset is that we know what the solution is, but we want to enhance it.

Validation Techniques

To validate a solution, it’s important to bring just enough material (sketches, paper prototypes, storyboards) to understand if the solution addresses the problem. This phase should come before spending too much time and money on development.

To conduct a validation test:

• Set clear objectives for what you want to learn.
• Schedule a date, time, and location for the test.
• Select moderators and participants, ensuring a diverse and relevant group.
• Prepare a script outlining what you want to test, what questions to ask, and how to moderate interactions.
• If necessary, offer incentives to participants to thank them for their time.

Example Validation Objective

Objective: Understand if the proposed solution helps users book accommodation and transportation for multi-destination trips.

This objective mirrors the problem-focused goals from earlier stages, but now the focus is on seeing if the solution effectively addresses the identified pain points.

Usability Testing

Usability testing typically involves more detailed prototypes and focuses on evaluating how easily users can complete tasks within the product. There are several ways to conduct usability tests:

1. Lab Testing

In lab settings, participants interact with the product in a controlled environment, often observed by team members behind a one-way mirror. This method provides deep insights into user interactions, but it requires specific facilities and careful preparation.

2. Remote Usability Testing

This method allows for testing with participants located in different regions, using tools like Appear In. It's ideal for teams with global users, but technical issues such as poor sound or screen-sharing problems can make remote testing challenging.

3. Guerrilla Testing

Guerrilla testing involves taking the prototype out into public spaces like coffee shops. Participants can be approached informally, with offers like “free coffee if you test this product,” which often yields spontaneous, natural feedback. This approach is especially useful in settings with high foot traffic and a diverse mix of users.

Preparing for Usability Testing

The preparation for usability tests is similar to validation but with an added focus on specific tasks users need to complete. For example, you might ask participants to book a multi-destination trip and observe whether they can successfully navigate the interface, how long it takes, and where they encounter difficulties.

Conducting the Test: Conversation Guides

When conducting validation or usability tests, it’s crucial to have a conversation guide. This guide helps ensure that you cover all necessary points while allowing for flexibility during the session.

The guide typically includes:

• Logistics: Tools, software, and scheduling details.
• Introduction: Presenting yourself, explaining the purpose of the test, and introducing any co-moderators.
• Permissions: Obtaining consent for recording and allowing others to observe.
• Task Overview: Outlining what users need to do, such as completing specific tasks or interacting with a prototype.

The guide should encourage users to think out loud, share their thoughts as they interact with the product, and provide feedback about their experience.

Tips for Moderating Usability Tests

Here are some tips for moderating effective usability and validation tests:

1. Set the Scenario

Users may not immediately understand the context of the screen or prototype in front of them. It’s important to give them a scenario to frame the test. For example: “Imagine you’re planning a trip, and you’ve reached this screen. Tell me what you think about it.”

2. Encourage Thinking Out Loud

Ask users to verbalize their thought process: “Please share what you’re thinking as you navigate.” This helps uncover what’s confusing or intuitive for them.

3. Avoid Closed Questions

Instead of asking yes/no questions, encourage more detailed responses. For example, instead of asking, “Have you used an app like this before?” ask, “Can you tell me about your experience using similar apps?”

4. Follow Up on Insights

If a user mentions something interesting, follow up. For instance, if they say, “Last time I couldn’t find parking,” ask them to elaborate: “Can you tell me more about why you couldn’t park?” These insights often reveal deeper issues or opportunities for improvement.

5. Don’t Explain or Help

Resist the urge to explain the product or give hints. Let users get confused or lost. This reveals where the design fails to guide them effectively. Instead of answering their questions directly, respond with questions like, “Where would you expect to find that feature?”

6. Politely Redirect Irrelevant Exploration

If a user gets sidetracked on a task that isn’t part of the test, gently guide them back. For example, if they spend too much time comparing hotels, say, “Let’s move on to booking this one, so we stay on track.”

Synthesizing the Results

After conducting usability or validation tests, it’s important to synthesize the results. Bring the team together to discuss key findings, identify patterns, and group insights. You can use tools like a Rainbow Spreadsheet, which organizes participant data, observations, and insights into a structured format. This document helps visualize recurring pain points or successes across multiple users.

Iteration and Continuous Improvement

Product development is an iterative process. After conducting validation or usability testing, return to the double diamond framework. Use the insights gained to improve the solution, refine the prototype, and test again. Constantly asking the right questions, seeking feedback, and iterating ensures that the product evolves to meet user needs more effectively.

Key Takeaways

• You don’t need a formal lab to conduct usability tests; guerrilla or remote testing works just as well.
• Set the scene for participants so they understand the context of the tasks they’re performing.
• Let users struggle or get lost to uncover usability issues—don’t provide help or explanations.
• Always synthesize findings and revisit the double diamond to refine and iterate on the solution.
• Embrace failure and mistakes—these are the best opportunities for learning and improving the product.

By following these principles of validation, iteration, and continuous improvement, product teams can ensure they deliver a product that truly meets user needs and provides a better experience.