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The Customer-Driven Playbook by Jessica Rich, Travis Lowdermilk

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Chapter 9. Using the Playbooks

We’ve walked you through each stage of the Hypothesis Progression Framework and followed the pattern of the Customer-Driven Cadence. If you haven’t already, make sure to read the “PartyTime Apps Revisited” sections in this book. These sidebars are intended to be illustrative stories to help you understand how all the parts of our process come together.

If you’re ready to start implementing the practices outlined in this book, we encourage you to start using the individual playbooks after this chapter. They’ve been designed for you to pick up and get started quickly. We imagine that you’ll return to them often, until you get the swing of things.

Experiment Types

As we’ve discussed, there are many experiments that you can conduct to validate or invalidate your hypotheses. Each of the playbooks focuses on one experiment type (see Table 9-1). This was done out of necessity because we wanted to give you a single, end-to-end path through our methodology.

Table 9-1. The experiment type represented in each playbook
PlaybookExperiment type

Customer

Customer visit

Problem

Interview

Concept

Concept Value Test

Feature

Usability study

Just because we use a particular experiment in one of the playbooks doesn’t mean it’s the only experiment you should run. For example, in the Customer playbook, we talk about conducting a customer visit; that doesn’t mean you can’t conduct a survey or a series of focus groups during the Customer stage as well. We encourage you to mix your experiments ...

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