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BEN CROTHERS • PRINCIPAL DESIGN STRATEGIST • @BENCROTHERS
Going from Good to Great
with Concept Testing
CHALLENGE:

Moving beyond
iteration to innovation
CHALLENGE:

Making product
decisions confidently
CHALLENGE:

Creative confidence
CONCEPT TESTING:

Helping you gain more
creative confidence
EXAMPLES IN ACTION
WHAT IS CONCEPT TESTING
WORKING IT INTO YOUR PROCESS
BEING MORE CREATIVE AND CONFIDENT
What I’ll cover
What is 

concept testing?
Open inquiry
Getting customers to use raw low-
fidelity concepts and prototypes.
Facilitated groups
Structured activities a...
Removing risk
Gathering data about customers’
jobs, tasks, goals and mental models.
Validating early
Busting assumptions, ...
• Big cool statistic
• 2,56
9
• Add-Ons in Marketplace
Capturing real goals and
work patterns
• Big cool statistic
• 2,56
9
• Add-Ons in MarketplaceFeedback about 

what works, 

not what they like
• Big cool statistic
• 2,56
9
• Add-Ons in Marketplace
Green for useful, 

red for not useful
• Big cool statistic
• 2,56
9
• Add-Ons in Marketplace
Everyone’s invited 

to observe
Results:
Welcome
done wrong
Results:
Welcome
done better
Results:
Workflow
editing done
wrong
Results:
Workflow
editing done
better
This or that…?
Testing various interface designs for
specific tasks (usability testing).
Button colours
Testing conversions...
Where does concept testing happen?
PRODUCT BACKLOG
PRODUCT STRATEGY AND DESIGN
CONCEPT TESTING
How can 

concept testing give you
creative confidence?
How can 

concept testing give you
creative confidence?
How do we make
ourselves 

less creative?
Stifling creativity #1: FEASIBILITY ANXIETY
We want to make sure our
ideas meet all 3 areas…
Lies, Ben!
Lies!
Stifling creativity #1: FEASIBILITY ANXIETY
We want to make sure our
ideas meet all 3 areas… …but Desirability
often lucks...
Stifling creativity #2: REPUTATION ANXIETY
We want to unearth
THE BIG ONE…
Lies, Ben!
Lies!
Stifling creativity #2: REPUTATION ANXIETY
…but we end up under-rating
all the little ones.
We want to unearth
THE BIG ONE…
Stifling creativity #3: PERFORMANCE ANXIETY
We want our ideas to WIN…
…but the wins feel like a 

let-down… like bingo.
Ideas 

are a fluid collection of 

connections, sparks,
meanderings and
questions
Innovation is a series of stones across a river
Problem
Solution Solution Solution
We want to come up
with ideas to learn
(not to win)
Example:
Real-time chat
while looking at a
task board?
Concept
testing helps
you cross
your river
It makes conversation
for a greater range of creative
possibilities.
It lets yo...
I’m in, Ben!
What’s one thing 

I can try?
• Big cool statistic
• 2,56
9
• Add-Ons in Marketplace
Try it internally first
Thank you
BEN CROTHERS • PRINCIPAL DESIGN STRATEGIST • @BENCROTHERS
• Getty Images
• Pinterest.com
• Huffingtonpost.com
Image credits
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Going from Good to Great with Concept Testing

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Running experiments in your product will tell you what your customers are doing, but they don't often tell you why they're doing it. So even after experimenting, you can be left wondering: which option would be better to ship? One way that Atlassian has tackled this is by taking the "concept testing" technique to a whole new level. Get a first-hand look into how we run concept tests to extract the right insights – before a single line of code has been written. You'll learn how they can work side-by-side with quantitative experimentation to help you get smarter metrics, and have greater confidence in knowing how to take your product from good to great.

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Going from Good to Great with Concept Testing

  1. 1. BEN CROTHERS • PRINCIPAL DESIGN STRATEGIST • @BENCROTHERS Going from Good to Great with Concept Testing
  2. 2. CHALLENGE:
 Moving beyond iteration to innovation
  3. 3. CHALLENGE:
 Making product decisions confidently
  4. 4. CHALLENGE:
 Creative confidence
  5. 5. CONCEPT TESTING:
 Helping you gain more creative confidence
  6. 6. EXAMPLES IN ACTION WHAT IS CONCEPT TESTING WORKING IT INTO YOUR PROCESS BEING MORE CREATIVE AND CONFIDENT What I’ll cover
  7. 7. What is 
 concept testing?
  8. 8. Open inquiry Getting customers to use raw low- fidelity concepts and prototypes. Facilitated groups Structured activities and discussions about how people work, and why. Raw prototypes Inviting new ideas, and uncovering happy accidental insights. What is concept testing?
  9. 9. Removing risk Gathering data about customers’ jobs, tasks, goals and mental models. Validating early Busting 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?
  10. 10. • Big cool statistic • 2,56 9 • Add-Ons in Marketplace Capturing real goals and work patterns
  11. 11. • Big cool statistic • 2,56 9 • Add-Ons in MarketplaceFeedback about 
 what works, 
 not what they like
  12. 12. • Big cool statistic • 2,56 9 • Add-Ons in Marketplace Green for useful, 
 red for not useful
  13. 13. • Big cool statistic • 2,56 9 • Add-Ons in Marketplace Everyone’s invited 
 to observe
  14. 14. Results: Welcome done wrong
  15. 15. Results: Welcome done better
  16. 16. Results: Workflow editing done wrong
  17. 17. Results: Workflow editing done better
  18. 18. This or that…? Testing various interface designs for specific tasks (usability testing). Button colours Testing 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 testing
 not for?
  19. 19. Where does concept testing happen? PRODUCT BACKLOG PRODUCT STRATEGY AND DESIGN CONCEPT TESTING
  20. 20. How can 
 concept testing give you creative confidence?
  21. 21. How can 
 concept testing give you creative confidence?
  22. 22. How do we make ourselves 
 less creative?
  23. 23. Stifling creativity #1: FEASIBILITY ANXIETY We want to make sure our ideas meet all 3 areas…
  24. 24. Lies, Ben! Lies!
  25. 25. Stifling creativity #1: FEASIBILITY ANXIETY We want to make sure our ideas meet all 3 areas… …but Desirability often lucks out.
  26. 26. Stifling creativity #2: REPUTATION ANXIETY We want to unearth THE BIG ONE…
  27. 27. Lies, Ben! Lies!
  28. 28. Stifling creativity #2: REPUTATION ANXIETY …but we end up under-rating all the little ones. We want to unearth THE BIG ONE…
  29. 29. Stifling creativity #3: PERFORMANCE ANXIETY We want our ideas to WIN… …but the wins feel like a 
 let-down… like bingo.
  30. 30. Ideas 
 are a fluid collection of 
 connections, sparks, meanderings and questions
  31. 31. Innovation is a series of stones across a river Problem Solution Solution Solution
  32. 32. We want to come up with ideas to learn (not to win)
  33. 33. Example: Real-time chat while looking at a task board?
  34. 34. Concept testing helps you cross your river It makes conversation for a greater range of creative possibilities. It lets you be open to new and unexpected insights and directions. It frees you up to involve customers in your creative problem-solving process
  35. 35. I’m in, Ben! What’s one thing 
 I can try?
  36. 36. • Big cool statistic • 2,56 9 • Add-Ons in Marketplace Try it internally first
  37. 37. Thank you BEN CROTHERS • PRINCIPAL DESIGN STRATEGIST • @BENCROTHERS
  38. 38. • Getty Images • Pinterest.com • Huffingtonpost.com Image credits
  • Pietel

    Feb. 4, 2016

Running experiments in your product will tell you what your customers are doing, but they don't often tell you why they're doing it. So even after experimenting, you can be left wondering: which option would be better to ship? One way that Atlassian has tackled this is by taking the "concept testing" technique to a whole new level. Get a first-hand look into how we run concept tests to extract the right insights – before a single line of code has been written. You'll learn how they can work side-by-side with quantitative experimentation to help you get smarter metrics, and have greater confidence in knowing how to take your product from good to great.

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