Validating Product Ideas: Through Lean User Research

This book is a must read for anyone building a new product/startup or for anyone who already have a product but needs answers from real users. Tomer wrote an easy to read and step by step book with the best user research and product validation techniques like Experience Sampling, Observation, Concierge MVP, A/B Testing, etc. Instead of just showing them he also define which one is best to answer each different question (like "What do people need?", "Do people want the product?", "Which Design generates better results" and many others). For me the detailed step by step and tons of examples to create better questions and observation methods is worth more than gold for any company or startup who wants to really understand its users.

You will find a comprehensive guide and methods about validating your product or startup. No product at all, just an idea - you will know how to test it out! Have a product with established user base - you will know how to improve it and what will deliver the most effort! Recruiting participants is always a problem? The book brings a light on this process!Highly recommend!

As my math professor used to say: "Almost passed exam" means... "didn't pass".The author suggests deception as one of the tools for market research. Although it stated directly only in one chapter, it overshadows the whole book. He says: before you develop product, pretend that you already have it. Create a good looking web-site, perhaps and the shopping cart and all. See how many users will actually "buy" what you sell. He "forgets" couple of things, of course. Like you have to pay for marketing to get users to the web-site to buy a product with no brand and no legitimate reviews. But it's not the complete story. This is actually author's suggested way to find out "What users want" - the name of the chapter.Although book has some great advice, it's nothing new. Here is the summary of the book: find users and talk to them. In person. Like make them invite you, the stranger, into their homes where they are wearing sweat pants and all. Spend hours and hours observing them, talking to them.Although he sells the book and the whole approach by making some promises. Such as "finding users for that research is a breeze; it's also really-really cheap. Like cheaper 100 times than what you can possible imagine".In that chapter "What users want" he suggests even "easier" approach: pay for marketing, but don't pay for the web-site. Just redirect users to 404 page. Then say "sorry". Let me tell something to people who think that saying "sorry" when you deceive on purpose solves anything. This IS deception.In the context of the book with many chapters one "little" chapter with deception advice might be OK. Mind you though, little deception IS deception. This book is a deception.

this book is a best content about design research that i have read! It is simple and the author is direct, and instructive. He has a lot of experience in design and he gives many practical examples.

Essential for entrepreneurs and PMs who are looking to validate hypotheses about user wants and needs. Well written, practical in approach, with a wealth of examples. A must read for start-up founders.

I have to reread the book the second time to properly digest the content.I don't know if the big pictures get into the way and seems to this book could be shorter and get to the point faster.However, it is actually a very good book.

This book should be in the shelf of any Product Manager, UXer and Product Designer.

The book contains a lot of tools and techniques that will help to validate and test products. Easy to read and follow.

Livro muito bom para UX e researchers, um passo a passo excelente para entender todas as etapas de pesquisa e validação de um produto. Super recomendo!

Wow. what can I say. I'm a UX researcher and this book really filled in all the gaps I had about "methods that work" it answered all the questions I had about "paying candidates for research" and "inviting them to fancy offices to give feedback" -- actually I heard that on an interview on UXPOD podcast (you have to listen to that interview, it's brilliant). Tomer is a great teacher, and I love his non-bullshit approach. Thank you for writing this.

リーンスタートアップに適したUX/ユーザリサーチ手法の専門書が出ました。しかし、本書は専門家のための本ではありません。調査を専門としていない起業家やプロダクトマネージャが、自分たちで「クイック＆ダーティ」な調査を行うための本です。著者は元グーグルのユーザリサーチャとして著名なトメル・シャロンです（※現在は既にグーグルを離れ、WeWorkという不動産系ITベンチャーでUX部門を率いているそうです）。彼は2012年に「It's Our Research」を出しており、本書は第2作目です。Chapter 1: What do people need?　主な内容：エクスペリエンス・サンプリング法Chapter 2: Who are the users?　主な内容：インタビューとペルソナChapter 3: How do people currently solve a problem?　主な内容：観察法Chapter 4: What is the user’s workflow?　主な内容：日記調査法Chapter 5: Do people want the product?　主な内容：コンシェルジュMVP／偽広告実験Chapter 6: Can people use the product?　主な内容：リモート・ユーザビリティテストChapter 7: Which design generates better results?　主な内容：A/BテストChapter 8: How do people find stuff?　主な内容：ツリーテスト／ファーストクリック・テストChapter 9: How to find participants for research?　主な内容：リクルーティング本書の章構成は、おおよそユーザ中心設計のプロセスに沿っています。大きく分けるとすれば、1章-4章が生成的な調査手法、6章-8章が検証的な調査手法（テスト手法）です。従来ならばプロトタイプ法が入るであろう5章では、リーンスタートアップの代表的な仮説検証手法が紹介されています。また、最後の9章では様々な調査の共通課題であるリクルーティング（情報提供者の募集方法）について書かれています。本書は現代の製品／サービスの企画開発で用いられる主な調査手法を一通り網羅しています。最も特徴的なのは、まず手法ありきではなく、どのような「問い」に対して、どの手法を使えば「答え」が得られるのかという視点で書かれている点です。さらに、各章には現役の超一流のユーザリサーチャである著者の実践的ノウハウが満載です。ただし、本書で紹介されている手法そのものは、この分野の代表的な書籍であるマイク・クニアフスキーの「Observing the user experience」（2003年/2012年）とそれほど違いません。また、調査（実査）のノウハウは確かに豊富なのですが、調査で得られる"質的"なデータを分析するノウハウはあまり詳しく書かれていません。これでは、せっかく調査をしても、価値のある成果を導き出せないでしょう。ちょっと皮肉な見方をすれば、本書は、著者のような専門家が、未経験者中心の調査プロジェクトチームをコンサルティングする際に、メンバーに事前に読んで来てもらう「予習ツール」に向いているかもしれません。残念ながら、本書だけを頼りに、起業家やプロダクトマネージャが自らの製品アイデアを検証するのはちょっと難しそうです。

O livro é bom, mas eu quero a devolução do meu dinheiro porque o Kindle não vale nada, toda hora dá problema na bateria. Não comprem, pesquisem sobre.

This is the perfect book for entrepreneurs and beginners in User Research. It is also ideal for people who work in Digital Transformation and need insights into what the User Researcher on your team does - or if you need to collaborate.There are some really great questions in here that you will be able to apply to real projects.