We often believe that we can only launch a product or service when we have everything 100% ready. All systems, all automations, all processes. We want to have everything polished to a high gloss before we press the "launch" button. But we usually only realise later that it is precisely this perfectionism that harms us or delays everything.
I often see that founders don't want to talk about their products when they are still in the development phase. This is usually justified by the fear of their ideas being stolen. This is an aspect that I can, of course, understand to a certain extent. But much higher is the risk of putting a lot of time and effort into a product that is then not well received by the target group when it is released. Maybe it doesn't solve any real problem or the users are simply not willing to pay the stated amount and they don't see any real added value in the solution.
I recognise myself in this section. It happens far too quickly that you fall in love with your product and want to work it out in full before presenting it to your customers. After all, you don't want them to get the impression that you're only doing things halfway. But that is neither smart nor efficient.
Alexander Sprogis
Go out with your idea and present it to your target group. As soon as possible. This is the only way to validate your product or service before you invest all the energy and time into implementation.
How exactly should you proceed? Don't worry, no question remains unanswered here. Of course, you shouldn't just randomly ask friends and acquaintances if they think your idea is good. People with whom you have a personal relationship will, in most cases, try not to hurt your feelings and will nod their heads rather than shake them.
But let's take another step back.
Focus on the core of your idea and be clear about what specific problem it solves. Then find a way to make the smallest possible version of your idea a reality as quickly as possible. This does not have to be a working product. For example, build a pretotype.
"Pretotype?", you are probably asking yourself. The concept of "pretotyping" introduced by Alberto Savioia, a former Google employee, is all about "build the right thing before you build it right!
Pretotype = "How do I build the right thing?"
Prototype ="How do I build it right?"
So try to implement the core of your idea with minimal effort. If it is an app or web application, simply develop a so-called click dummy. This should hardly differ visually from a real product. The only difference to the real application, however, is that the click dummy has no functionality. You can create such a pretotype with the free tool Figma or Adobe XD, for example. ****
Develop a story around your pretotype, which you later play through with test subjects. For example, here is a story based on the app Instagram.
Let's say a friend recently discovered this app that lets you share pictures with your network in seconds. You have downloaded it and registered, are currently at a party and about to take a photo. This is where the Clickdummy comes in. We would now show the Instagram feed and the function to take a new picture and share it. Make the individual screens come alive in the design tool. Don't use 0815 stock images that don't even fit the theme in the best case. No "Lorem Ipsum" as filler text. Your test users should get the feeling that they are looking at a real, functioning app.
With physical products, the challenge is somewhat greater, but here too there are ways and means. Is it a very small product? It may be possible to turn it into reality in a relatively short time using a 3D printer. If not, there is also the possibility of making a presentation that can be used for a sales pitch.
Make sure you complete your pretotype within one to two days and don't get lost in the details. This is the only way to get your idea validated quickly.
Just because you are convinced that your pretotype will meet 100% of your users' expectations does not mean that your test users will think the same way. You are not part of your target group! It will happen that your test users identify things they are not comfortable with and it is up to you to revise this area. Try to put your ego aside in these situations and accept change. I've definitely felt this way several times and I've had to get over it too. Your first version of the pretotype will never be identical to the final product. Be aware of this from the beginning.
It should be a bit like looking into the future. How will my product or service be received when customers find out about it and use it?
As already described at the beginning, it is essential that you approach your target group with your idea. It gives you valuable feedback and shows you whether your product or service has a real chance on the market. At the same time, you arouse the curiosity of your test users and, with luck, find your first interested customer.
To validate your idea, the pretotype is presented to your target group. This is usually done in 30-45 minute 1:1 interviews. If your pretotype is a click dummy or a sales presentation, a zoom meeting/video conference may be sufficient. For a physical product, however, it makes sense to have both parties in the same room.
You can acquire your test users either through private contacts, social media networks or eBay classifieds, for example. Specific Facebook groups or your LinkedIn network are best suited for your target group. If you have the budget, you can encourage test persons to take part in the test with a small reward, such as an Amazon voucher.
It is sufficient to interview a total of 5 users, because according to usability guru Jacob Nielsen, with 5 people interviewed you already cover 80% of the existing usability problems. From my own experience, I can agree with this without hesitation after various user testings. Please avoid interviewing people from your immediate circle. The existing relationship can have a negative influence on the interview because, as already mentioned at the beginning, they may not be critical enough of your product or service.
The interview takes the form of a "5 Act" interview. It consists of the following 5 parts:
The purpose of the greeting is to introduce you and your test person to each other. Ask one or two questions to create a relaxed atmosphere. Then you explain how the interview will proceed.
Before you start with the preto/prototype, you should ask a few selected questions about the general behaviour of your counterpart in relation to the topic of your product/service to get some background information. Some interesting things can come up here. For example, if you want to test a fitness app, it makes sense to go into the sports routines of your test person. Let the other person tell you a bit about themselves.
Once your questions are answered, you can move on to the next point. Let your respondent know that this is not a test and there is no 'right' or 'wrong'. Make them feel comfortable rather than pressured to give you feedback.
When you start testing the preto/prototype, keep giving your test person small tasks to understand how she navigates through the pretotype or perceives things. Ask them what they see, what they think, what catches their eye. Important: Ask open questions instead of yes or no questions. Try to understand the background for decisions and ask specific questions that you want to be answered by testing your concept.
Once you have completed the main part of the interview, you will certainly have gained some useful and valuable information. In the end, let your interviewee summarise what he/she thinks about your concept. What did your test person particularly like, what not so much?
It is important that you prepare the interview thoroughly with the help of a guide. Think about the things you want to specifically test and validate. Maybe a specific function, outcome or pricing model. Think about specific open questions that you will ask during the interview.
We have for you a free "5 Act Interview" Guide created. The guide gives you a clear structure for your interview, so you know exactly what to say and what questions to ask. You can easily add your own individual questions to it.
I hope I have been able to give you an insight into how you can test your business idea easily and in a short time, and I wish you every success!
