Case StudyStream Team: Prioritising Assumptions,Prioritising Solutions - Mastering Assumption Prioritization to Mitigate Product Risks
Tiqets, a leading online ticketing platform for museums and attractions, faced challenges in efficiently developing new products and features due to the high levels of uncertainty and risk inherent in their assumptions. The company often struggled to identify which assumptions needed validation first, leading to wasted resources and missed opportunities. This lack of prioritization resulted in products that did not meet user needs or failed to achieve business goals.
The Solution
Tiqets, led by Alli Carone, UX Researcher, implemented a structured framework for prioritizing assumptions, specifically targeting the four core product risk areas: desirability, feasibility, viability, and usability. The approach included several key components:
- Identification of Assumptions: The team began by identifying all underlying assumptions for a given product or feature, categorizing them based on the four core risk areas.
- Prioritization Framework: A prioritization framework was developed to evaluate and rank assumptions based on their potential impact on the project and the level of uncertainty associated with them.
- Desirability Risk: Assumptions related to whether users want the product or feature were prioritized by conducting user research, surveys, and interviews to gather direct feedback.
- Feasibility Risk: Technical assumptions were prioritized through feasibility studies, prototyping, and collaboration with engineering teams to assess the technical viability of the proposed solutions.
- Viability Risk: Business-related assumptions were prioritized by analyzing market trends, competitive analysis, and financial projections to ensure the product or feature could be profitable and sustainable.
- Usability Risk: Usability assumptions were prioritized by conducting usability testing and iterative design reviews to ensure the product or feature was easy to use and met user expectations.
- Iterative Testing and Validation: The most critical assumptions were tested and validated iteratively, allowing the team to quickly learn and adapt based on real-world data and feedback.
Outcomes achieved
Implementing this structured approach to assumption prioritization resulted in several significant improvements for Tiqets:
- Reduced Development Risks: By focusing on the most critical assumptions first, Tiqets was able to identify and address potential issues early in the development process, reducing overall project risks.
- Improved Product-Market Fit: Prioritizing desirability and usability risks ensured that the products and features developed were more closely aligned with user needs and preferences, leading to higher user satisfaction and engagement.
- Enhanced Technical Feasibility: Collaboration with engineering teams and early technical validation helped ensure that proposed solutions were technically viable, reducing the likelihood of costly rework and delays.
- Increased Business Viability: Analyzing market trends and financial projections helped Tiqets prioritize initiatives that were not only desirable and feasible but also viable from a business perspective, ensuring long-term success.
- Faster Iteration Cycles: The iterative testing and validation process enabled quicker learning and adaptation, allowing the team to make informed decisions and pivot as needed, accelerating the overall development timeline.
