Combinatorial Testing using Covering Arrays: Going beyond ...
Going from good to great with concept testing
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Transcript of Going from good to great with concept testing
BEN CROTHERS • PRINCIPAL DESIGN STRATEGIST • @BENCROTHERS
Going from Good to Great with Concept Testing
E X A M P L E S I N A C T I O N
W H AT I S C O N C E P T T E S T I N G
W O R K I N G I T I N TO Y O U R P R O C E S S
B E I N G M O R E C R E AT I V E A N D C O N F I D E N T
What I’ll cover
Open inquiry
Getting customers to use raw low-fidelity concepts and prototypes.
Facilitated groupsStructured activities and discussions about how people work, and why.
Raw prototypes
Inviting new ideas, and uncovering happy accidental insights.
What is concept testing?
Removing risk
Gathering data about customers’ jobs, tasks, goals and mental models.
Validating earlyBusting assumptions, checking if we solve the right problem, not just how.
Customer context
Failing refining early before spending serious $$$ on development.
What is concept testing for?
Carefully facilitated
Customers, clients or internal stakeholders.
Carefully recruitedAccording to the right demographics for your project.
8-12 people
To avoid groupthink and bias.
What is in a concept testing session?
This or that…?
Testing various interface designs for specific tasks (usability testing).
Button coloursTesting conversions based on fine-grain interface differences (A/B T).
Testing screen design
It’s not a bake-off, but about strengths and weaknesses of options.
What is concept testingnot for?
Stifling creativity #1: FEASIBILITY ANXIETY
We’re led to think our ideas need to meet all 3 areas first time…
Stifling creativity #1: FEASIBILITY ANXIETY
…but Desirability often lucks out.
We’re led to think our ideas need to meet all 3 areas first time…
Stifling creativity #2: REPUTATION ANXIETY
…so we end up under-rating all the ‘little’ ones.
We’re led to think that we have to unearth THE BIG ONE…
Stifling creativity #3: PERFORMANCE ANXIETYWe’re led to think that innovation is to WIN… …but the wins feel like a
let-down… like bingo.
When did you last put an idea in front of a customer, not to
ship, but just to learn?
If that sounds like an empty aphorism, consider this:
Concept testing helps you cross your river
It makes conversation
for a greater range of creative possibilities.
It lets you be opento new and unexpected insights and directions.
It frees you up
to involve customers in your creative problem-solving process
• Getty Images• Pinterest.com • Huffingtonpost.com
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