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How to identify product assumptions
A case study + three techniques.
We make assumptions all the time. Anything we can’t prove is an assumption. We assume who our customers are, what they need, and how we can help them.
In the end, not only do many of our assumptions turn out to be invalid, but even these valid ones are rarely 100% what we expected.
Why Testing Assumptions FAST is Critical
We are susceptible to various biases. The less vocal we are with our assumptions, the higher the chance of falling into these biases is.
There are two we should be particularly aware of when it comes to unverified assumptions:
Confirmation Bias—the longer it takes to test an assumption, the more we want it to be true. At some point, we can fall in love with our idea and unconsciously focus only on information confirming our beliefs while ignoring the rest.
Commitment Bias —the more effort we put, the harder it’s to let go. Persistence is valuable, but if our assumptions turn out to be invalid, it’s time to pivot. Yet, the more time we invest in an idea, the harder it is to change direction.
The sooner we become aware of the assumptions we make, and the sooner we test them, the lower the odds of falling into those biases.
Types of Assumptions
There are different types of assumptions. For starters, we should focus on three major types of assumptions.
- Desirability: Do our users want our solution? Are they willing to pay for it?
- Feasibility: Can we efficiently deliver the solution within our constraints?
- Viability: Can the solution be backed by a scalable business model?
There are more types of hypotheses, such as usability or adaptability assumptions. However, while we can improve usability down…
