Growth Management / PO

 

Rules for Hypothesis

 

Presentation

  • 10 sec. — definition of KPI and the essence. Telling what is doing with it, it is necessary for people from other projects to understand easily

  • 10 sec. — intermediate KPI. Suggestions on how to improve the term of testing
  • 10 sec. — formulation of the problem and questions. Or telling that there is none of them

 

Closure:

  • What result do we have

  • What kind of knowledge did we get that would be useful for people from the other projects to easily apply

 

Filling:

  • Basics: responsible person, ICE, START/DUE dates, tags B2B/B2C, and others

  • Title: the essence has to be clear from the maximally short title
  • Description:
  1. € — how much we are going to earn per year. Instead of "*" write "x"
  2. The formulation has to be laconic:

    •  IF (what we implement to activate changes)

    • THEN (expected changes) 

    • BECAUSE (reasons why it should work)

  3. According to Evan Miller traffic is needed for hypothesis approval
  4. Data (traffic, conversion, etc.) must be recorded before the hypothesis is launched
  5. Update Data every 25% of hypothesis period for 1+ month periods

 

Secret course for team only (in Russian)

Customer Development

 

CustDev goal:

  1. Approve or disapprove hypothesis — few questions;

  2. Find insights — many questions.

 

Questions about:

  1. Past or now (never future);

  2. Open questions (never Yes/No answers);
  3. Only at the end, will you buy the solution (if buy — means it's really needed)?
     

Examples:

  1. Why do you do it now (5 why's)? How do you do it now? How much do you pay? Are you satisfied? Explain, please

  2. What is uncomfortable? What kind of problems do you meet daily? Please rate with number
  3. Please explain main factors that influence your purchase choice
  4. What will happen if old service stops working?

  5. Do you like to share more information with me?
     

Recommended to listen (by Yandex):

  1. Основы Customer Development (76 min);

  2. Продуктовые исследования (82 min);

  3. Решенческие интервью: как проверить ценность продуктовой идеи (74 min).