By Marty Cagan · svpg.com · LinkedIn
Marty Cagan argues that the single most valuable thing a product manager can do is run face-to-face user tests on prototypes or live products. Each test has two parts in sequence: a usability check to see whether users can figure out the product, then a value test to see whether they would actually choose to use or buy it and what would change that. He insists the product manager attend every session, ideally with the lead designer and lead engineer, and drive the value discussion. These sessions are also the fastest route to discovering pivots, such as a wrong customer, wrong problem, wrong monetization, or wrong solution. Cagan advises starting with at least three tests a week and not making dramatic decisions before testing a dozen users.
01Key takeaways
- Attend every user test as the product manager, and bring the lead designer and engineer when possible.
- Run a usability test first to confirm users understand the product, then a value test to see if they would choose or buy it.
- In the value test, keep asking what it would take to get this person to actually buy until you have a clear answer.
- Stay open to pivots on customer, problem, monetization, or solution, since face-to-face tests surface these fastest.
- Start with at least three user tests a week and hold off on dramatic decisions until about a dozen users have been tested.
02Key sections
- Why user testing matters most
- Cagan positions user testing as more valuable than data analysis alone, since it reveals whether customers will actually adopt the product.
- The two-part user test
- A usability test comes first to check whether users can operate the product, followed by a value test that measures willingness to choose or pay.
- The product manager's role
- The PM should attend every test, observing the usability portion and leading the discussion during the value test until the path to purchase is clear.
- Staying open to pivots
- Face-to-face sessions are the most consistent way to uncover big pivots involving customer, problem, monetization, or solution.
- Getting started
- Teams should expect surprises at first, run at least three tests weekly, and wait for roughly a dozen users before major decisions.
03From the post
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04Frameworks mentioned
Summary and takeaways written by PM Atlas; quotes are short excerpts. © the original author.