7. • Co-Founder & CEO TestingTime.com
• VP Product Management at Doodle.com
• MAS Human Computer Interaction Design
• BS in Computer Science
• Lived and worked for 6 years in San Francisco
• 2 failed startups: Xcellery and RememberTheName
About me
Every product should put a smile on your face.
19. Measure
Potential customer interest
Test User Recruiting vs. Expert reviews
Do you do user testing? Would you register as an expert?
Today’s solution vs. TestingTime
How do you recruit? How much does it cost?
Would you outsource it to TestingTime?
Convince a co-founder
Do I find a co-founder for this idea?
20. Learn
Kill, pivot or continue
Idea seems promising
No one turned it down. But would they pay for it?
Two offerings is one too many
Test user recruiting was the real pain point.
We are a team now
Reto & Rahel
21. Revised Idea
Online test user recruiting service
5
48
50
20‘000
Minutes
Hours
CHF
People
(Time to order)
(Time to recruit)
(Base costs per test user)
(Pool of test users)
23. Build
MVP to test the market
Customer order form
Implement simple order form with credit card payment.
Pool of test users
Let’s cross the bridge when we get there.
Recruiting engine
Rahel & Reto
24.
25.
26. Measure
Paying customers
Launch MVP
Launch date was set for Startup Camp Basel
on 23rd February 2013
Get first paying customer
Do we get 1 paying customer within 1 month?
Get repeat customers
Do we get 2 repeat customers within 3 months?
34. Learn
Take aways from the first 3 months
In-House vs. Remote User Testing
Customers wanted people primarily for In-House Test.
Our pricing is too low
Even customers said we are too cheap.
We seem to attract medium & large corporations
And not startups as we initially thought.
We need our own test user pool
Are people ready to participate in tests for 30 – 50 CHF?
36. Build
The show must go on
Acquire test user pool
A qualitative pool of test users from Switzerland.
Professionalize Customer Order Form
Retire Wufoo Order Form and build proper system baseline.
Recruiting engine
Rahel & Reto and Excel
47. International Growth the lean way
1. Organize salestour: 20 meetings in 1 week
2. Conduct Salestour and write diary
3. Measure KPIs and decide to follow up or drop
52. Give aways
Summary of my learnings
Feel the pain before you build
Don’t build ahead of time. Learn, then build.
Do things manually and feel the pain first.
Lean is not cheap
Spend money wisely but don’t be cheap.
E.g. we spend CHF 5000 on a sales training.
Set time free for innovation
Keep innovating. Dare to canibalize yourself.
57. Fake it to make it.
www.testingtime.com
Reto Lämmler
@rlaemmler @testingtime
Editor's Notes
Aus über 60'000 Menschen können unsere Kunden bequem und schnell die perfekte Zielgruppe bestellen. Ob Zalando Shoppers oder Mütter die Brustpumpen nutzen, unser Pool ist vielfältig. Dank unserem hoch-automatisierten System können wir 10x effizienter und zuverlässiger liefern, verglichen mit herkömmliche Lösungen.
Die bekanntesten Brands aus der Schweiz haben die Wichtigkeit von User Experience erkannt. Darum sind sie auch Kunde bei uns. Ein guter A Kunde bestellt wöchentlich und generiert 50k Jahresumsatz. 30% bezahlen wir an die Testpersonen. 70% ist unsere Marge.
Wir haben aber nicht nur lokale Kunden sondern bedienen auch bekannte Brands aus München, Berlin, London und Amsterdam.
Ziel: Öfter Testen
Ziel: Öfter Testen
First impression
First impression
Menschen müssen im Designprozess ins Zentrum gestellt werden, um regelmässig Feedback abzuholen. Dieser Prozess ist essentiell in der digitalen Transformation und versichert, dass nur die wahren Nutzerbedürfnisse in den Fokus gelangen. Das Organisieren von passenden Menschen ist aber sehr mühsam und teuer. Und genau hier kommen wir ins Spiel.