How to Get Your First Paying Customers - Grace

How to get your first paying customers

1. Grace Ng
@uxceo
How to Get Your
First Customers

2. •Built an ed-tech company

•Scaled to 70 countries 

•Taught 250K entrepreneurs

•Multi-media artist working 

with brain activity, AR/VR, AI, 

blockchain, music, and film

•Now building Playhouse.ai

3D animation platform 

to decentralize Hollywood

3. ExperimentsBrainstorm here. When you’re ready, pull it over to the right to start your experiment.
Customer
Problem
Solution
Result &
Decision
Learning
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
To form a Customer/Problem Hypothesis:
I believe my customer has a
problem achieving this goal.
To form your Assumptions:
In order for 
hypothesis to be
true, assumption needs to
be true.

Determine how you will test it:
The least expensive way to
test my assumption is...

Who is your customer?
What is the problem? Phrase it from your customer’s perspective.
Define the solution only after you have validated a problem worth solving.
What are the assumptions that must hold true, for your hypothesis to be true?
Need help? Use these sentences to help construct your experiment.
To form a Problem/Solution Hypothesis:
I believe this solution will result
in quantifiable outcome.
To identify your Riskiest Assumption:
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
Determine what success looks like:
I will run experiment with # of
customers and expect a strong
signal from # of customers.
Project Name: Team Leader Name:
GET OUT OF THE BUILDING!
ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment.
Customer
Problem
Solution
Result &
Decision
Learning
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
To form a Customer/Problem Hypothesis:
I believe my customer has a
problem achieving this goal.
To form your Assumptions:
In order for 
hypothesis to be
true, assumption needs to
be true.

Determine how you will test it:
The least expensive way to
test my assumption is...

Who is your customer? Time Limit: 5 Min People
buying
Vespas on
Craigslist
People with
difficult
commute
NYC
Relying on
products
that use
oil
Understanding
safety & time
saving of
Vespa
People with
difficult
commute
NYC
Vespa too
expensive
for identity
risk
Vespa One-
Pager +
Trial
Rent Vespa
& Return It
If Not Fit
No friends
Vespa
Pay
$250/month
INTERVIEW:
8/10 don’t
have friend
with Vespa
SELL:
15 email
addresses
in 2 hours
Care about
environment
INTERVIEW:
5/20 buying
Vespa bc
environment
important
0/20
PIVOT!
5/10
PIVOT!
50+ in 2 hours
PERSEVERE!
- Skinny Tie!
- Buying for
lifestyle
- “I’m not a
scooter
person”
- Lifestyle is
a risk
- People typing
in ALL CAPS
- Jumping out
of seat to try
What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min
Define the solution only after you have validated a problem worth solving. Time Limit: 5 Min
List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min
Need help? Use these sentences to help construct your experiment.
To form a Problem/Solution Hypothesis:
I believe this solution will result
in quantifiable outcome.
To identify your Riskiest Assumption:
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
Determine what success looks like:
I will run experiment with # of
customers and expect a strong
signal from # of customers.
Project Name: Team Leader Name:
GET OUT OF THE BUILDING!

4. STEP 1:
Who is the customer?
Define Your Customer Hypothesis

5. CUSTOMER

6. STEP 2:
What is her problem?
Define Your Problem Hypothesis

7. PROBLEM
• Must be specific to the person!
INCORRECT:
• “People are not recycling” is not a problem
someone has
CORRECT:
• “Forgets the day of the week for collection”
• “Confused how to sort plastics”
• Two similar but different problems

8. SOLUTION
Do not define until the problem is
validated
Why? Because every problem
has multiple solutions

9. STEP 3:
What do you test?
Plan your Experiment (MVP)

10. What must we learn?
What are the Core Assumptions of
our business?
Assumption:
A behavior, mentality, or action that needs to
happen in order for hypothesis to be true.

11. What must we learn?
Prioritize: Which Assumption is
the Riskiest?
The one that is most unknown,
and crucial to the business

12. What do we build to test?
1.Exploration -> reproduce problem
2.Pre-Sell -> collect currency
3.Low-Tech Trial -> deliver customer
expectation
(Stages increase in cost of testing)

13. How do we measure result?
Decide on the weakest outcome
you will accept as validation
Called the Minimum Success
Criterion

14. STEP 4?

15. GET OUT 

OF THE
BUILDING!

16. STEP 5:
What did you learn?
Analyze Results

17. What happened?
VALIDATED
Brainstorm and test next RA
(NOTE: if you validate with the wrong
customers, it is not validated)
INVALIDATED
Pivot the hypothesis

18. Case Study

19. 48 Hours

20. $100

21. Founders UX Help

22. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment.
Customer
Problem
Solution
Result &
Decision
Learning
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
To form a Customer/Problem Hypothesis:
I believe my customer has a
problem achieving this goal.
To form your Assumptions:
In order for 
hypothesis to be
true, assumption needs to
be true.

Determine how you will test it:
The least expensive way to
test my assumption is...

Who is your customer? Time Limit: 5 Min
What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min
Define the solution only after you have validated a problem worth solving. Time Limit: 5 Min
List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min
Need help? Use these sentences to help construct your experiment.
To form a Problem/Solution Hypothesis:
I believe this solution will result
in quantifiable outcome.
To identify your Riskiest Assumption:
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
Determine what success looks like:
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING!
Boot-
strapped
startup
founders

23. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment.
Customer
Problem
Solution
Result &
Decision
Learning
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
To form a Customer/Problem Hypothesis:
I believe my customer has a
problem achieving this goal.
To form your Assumptions:
In order for 
hypothesis to be
true, assumption needs to
be true.

Determine how you will test it:
The least expensive way to
test my assumption is...

Who is your customer? Time Limit: 5 Min
What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min
Define the solution only after you have validated a problem worth solving. Time Limit: 5 Min
List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min
Need help? Use these sentences to help construct your experiment.
To form a Problem/Solution Hypothesis:
I believe this solution will result
in quantifiable outcome.
To identify your Riskiest Assumption:
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
Determine what success looks like:
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING!
Boot-
strapped
startup
founders
Getting
UX
feedback

24. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment.
Customer
Problem
Solution
Result &
Decision
Learning
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
To form a Customer/Problem Hypothesis:
I believe my customer has a
problem achieving this goal.
To form your Assumptions:
In order for 
hypothesis to be
true, assumption needs to
be true.

Determine how you will test it:
The least expensive way to
test my assumption is...

Who is your customer? Time Limit: 5 Min
What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min
Define the solution only after you have validated a problem worth solving. Time Limit: 5 Min
List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min
Need help? Use these sentences to help construct your experiment.
To form a Problem/Solution Hypothesis:
I believe this solution will result
in quantifiable outcome.
To identify your Riskiest Assumption:
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
Determine what success looks like:
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING!
Boot-
strapped
startup
founders
Getting
UX
feedback

25. Define Customers

26. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment.
Customer
Problem
Solution
Result &
Decision
Learning
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
To form a Customer/Problem Hypothesis:
I believe my customer has a
problem achieving this goal.
To form your Assumptions:
In order for 
hypothesis to be
true, assumption needs to
be true.

Determine how you will test it:
The least expensive way to
test my assumption is...

Who is your customer? Time Limit: 5 Min
What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min
Define the solution only after you have validated a problem worth solving. Time Limit: 5 Min
List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min
Need help? Use these sentences to help construct your experiment.
To form a Problem/Solution Hypothesis:
I believe this solution will result
in quantifiable outcome.
To identify your Riskiest Assumption:
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
Determine what success looks like:
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING!
Boot-
strapped
startup
founders
Getting
UX
feedback
No
reliable
source

27. What to test?

28. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment.
Customer
Problem
Solution
Result &
Decision
Learning
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
To form a Customer/Problem Hypothesis:
I believe my customer has a
problem achieving this goal.
To form your Assumptions:
In order for 
hypothesis to be
true, assumption needs to
be true.

Determine how you will test it:
The least expensive way to
test my assumption is...

Who is your customer? Time Limit: 5 Min
What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min
Define the solution only after you have validated a problem worth solving. Time Limit: 5 Min
List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min
Need help? Use these sentences to help construct your experiment.
To form a Problem/Solution Hypothesis:
I believe this solution will result
in quantifiable outcome.
To identify your Riskiest Assumption:
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
Determine what success looks like:
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING!
Boot-
strapped
startup
founders
Getting
UX
feedback
No
reliable
source
Interview:
6/10

29. Extent of problem?

30. Avoid Leading Questions
•
GOOD: Who, What, When, Where, Why, How
•
BAD: Would you... Do you...
•
The more you ask someone to imagine something,
the less you can trust their data

31. 3 Point Interview
1. Have you ever [insert problem]? (context)
2. Tell me about the time you dealt with this
problem? (story)
3. What’s your ideal solution for this? (solution)

33. Find out…
1. Level of pain?
2. Frequency of pain?
3. Have they done something to solve it 

themselves? To what extent?

34. Record Data
Tuesday, June 12, 2012
Friday, July 27, 12

35. Javelin.com

36. Javelin.com

37. Find the
Pattern
Tuesday, June 12, 2012
Look for a Pattern

38. Javelin.com

39. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment.
Customer
Problem
Solution
Result &
Decision
Learning
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
To form a Customer/Problem Hypothesis:
I believe my customer has a
problem achieving this goal.
To form your Assumptions:
In order for 
hypothesis to be
true, assumption needs to
be true.

Determine how you will test it:
The least expensive way to
test my assumption is...

Who is your customer? Time Limit: 5 Min
What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min
Define the solution only after you have validated a problem worth solving. Time Limit: 5 Min
List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min
Need help? Use these sentences to help construct your experiment.
To form a Problem/Solution Hypothesis:
I believe this solution will result
in quantifiable outcome.
To identify your Riskiest Assumption:
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
Determine what success looks like:
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING!
No
reliable
source
Interview:
6/10
8/10
Persevere

40. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment.
Customer
Problem
Solution
Result &
Decision
Learning
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
To form a Customer/Problem Hypothesis:
I believe my customer has a
problem achieving this goal.
To form your Assumptions:
In order for 
hypothesis to be
true, assumption needs to
be true.

Determine how you will test it:
The least expensive way to
test my assumption is...

Who is your customer? Time Limit: 5 Min
What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min
Define the solution only after you have validated a problem worth solving. Time Limit: 5 Min
List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min
Need help? Use these sentences to help construct your experiment.
To form a Problem/Solution Hypothesis:
I believe this solution will result
in quantifiable outcome.
To identify your Riskiest Assumption:
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
Determine what success looks like:
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING!
No
reliable
source
Interview:
6/10
8/10
Persevere
Friends.
Classes.
2 paid
UX designers
hourly for help

41. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment.
Customer
Problem
Solution
Result &
Decision
Learning
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
To form a Customer/Problem Hypothesis:
I believe my customer has a
problem achieving this goal.
To form your Assumptions:
In order for 
hypothesis to be
true, assumption needs to
be true.

Determine how you will test it:
The least expensive way to
test my assumption is...

Who is your customer? Time Limit: 5 Min
What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min
Define the solution only after you have validated a problem worth solving. Time Limit: 5 Min
List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min
Need help? Use these sentences to help construct your experiment.
To form a Problem/Solution Hypothesis:
I believe this solution will result
in quantifiable outcome.
To identify your Riskiest Assumption:
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
Determine what success looks like:
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING!
Boot-
strapped
startup
founders
Getting
UX
feedback
No
reliable
source
Interview:
6/10
Boot-
strapped
startup
founders
Getting
UX
feedback

42. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment.
Customer
Problem
Solution
Result &
Decision
Learning
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
To form a Customer/Problem Hypothesis:
I believe my customer has a
problem achieving this goal.
To form your Assumptions:
In order for 
hypothesis to be
true, assumption needs to
be true.

Determine how you will test it:
The least expensive way to
test my assumption is...

Who is your customer? Time Limit: 5 Min
What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min
Define the solution only after you have validated a problem worth solving. Time Limit: 5 Min
List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min
Need help? Use these sentences to help construct your experiment.
To form a Problem/Solution Hypothesis:
I believe this solution will result
in quantifiable outcome.
To identify your Riskiest Assumption:
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
Determine what success looks like:
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING!
Boot-
strapped
startup
founders
Getting
UX
feedback
No
reliable
source
Interview:
6/10
Boot-
strapped
startup
founders
Getting
UX
feedback
Virtual
UX
feedback

43. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment.
Customer
Problem
Solution
Result &
Decision
Learning
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
To form a Customer/Problem Hypothesis:
I believe my customer has a
problem achieving this goal.
To form your Assumptions:
In order for 
hypothesis to be
true, assumption needs to
be true.

Determine how you will test it:
The least expensive way to
test my assumption is...

Who is your customer? Time Limit: 5 Min
What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min
Define the solution only after you have validated a problem worth solving. Time Limit: 5 Min
List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min
Need help? Use these sentences to help construct your experiment.
To form a Problem/Solution Hypothesis:
I believe this solution will result
in quantifiable outcome.
To identify your Riskiest Assumption:
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
Determine what success looks like:
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING!
Boot-
strapped
startup
founders
Getting
UX
feedback
No
reliable
source
Interview:
6/10
Boot-
strapped
startup
founders
Getting
UX
feedback
Virtual
UX
feedback
Pay for
virtual UX
feedback

44. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment.
Customer
Problem
Solution
Result &
Decision
Learning
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
To form a Customer/Problem Hypothesis:
I believe my customer has a
problem achieving this goal.
To form your Assumptions:
In order for 
hypothesis to be
true, assumption needs to
be true.

Determine how you will test it:
The least expensive way to
test my assumption is...

Who is your customer? Time Limit: 5 Min
What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min
Define the solution only after you have validated a problem worth solving. Time Limit: 5 Min
List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min
Need help? Use these sentences to help construct your experiment.
To form a Problem/Solution Hypothesis:
I believe this solution will result
in quantifiable outcome.
To identify your Riskiest Assumption:
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
Determine what success looks like:
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING!
Boot-
strapped
startup
founders
Getting
UX
feedback
No
reliable
source
Interview:
6/10
Boot-
strapped
startup
founders
Getting
UX
feedback
Virtual
UX
feedback
Pay for
virtual UX
feedback
Pitch:
8/10

45. Landing Page

46. Will they pay?

47. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment.
Customer
Problem
Solution
Result &
Decision
Learning
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
To form a Customer/Problem Hypothesis:
I believe my customer has a
problem achieving this goal.
To form your Assumptions:
In order for 
hypothesis to be
true, assumption needs to
be true.

Determine how you will test it:
The least expensive way to
test my assumption is...

Who is your customer? Time Limit: 5 Min
What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min
Define the solution only after you have validated a problem worth solving. Time Limit: 5 Min
List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min
Need help? Use these sentences to help construct your experiment.
To form a Problem/Solution Hypothesis:
I believe this solution will result
in quantifiable outcome.
To identify your Riskiest Assumption:
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
Determine what success looks like:
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING!
No
reliable
source
Interview:
6/10
8/10
Persevere
Friends.
Classes.
2 paid
UX designers
for help
Pay for
virtual UX
feedback
Pitch:
8/10
10/10
Test
2nd side
of market

48. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment.
Customer
Problem
Solution
Result &
Decision
Learning
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
To form a Customer/Problem Hypothesis:
I believe my customer has a
problem achieving this goal.
To form your Assumptions:
In order for 
hypothesis to be
true, assumption needs to
be true.

Determine how you will test it:
The least expensive way to
test my assumption is...

Who is your customer? Time Limit: 5 Min
What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min
Define the solution only after you have validated a problem worth solving. Time Limit: 5 Min
List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min
Need help? Use these sentences to help construct your experiment.
To form a Problem/Solution Hypothesis:
I believe this solution will result
in quantifiable outcome.
To identify your Riskiest Assumption:
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
Determine what success looks like:
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING!
No
reliable
source
Interview:
6/10
8/10
Persevere
Friends.
Classes.
2 paid
UX designers
for help
Pay for
virtual UX
feedback
Pitch:
8/10
10/10
Test
2nd side
of market
Don’t mind
virtual at all.
Price is cheap

49. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment.
Customer
Problem
Solution
Result &
Decision
Learning
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
To form a Customer/Problem Hypothesis:
I believe my customer has a
problem achieving this goal.
To form your Assumptions:
In order for 
hypothesis to be
true, assumption needs to
be true.

Determine how you will test it:
The least expensive way to
test my assumption is...

Who is your customer? Time Limit: 5 Min
What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min
Define the solution only after you have validated a problem worth solving. Time Limit: 5 Min
List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min
Need help? Use these sentences to help construct your experiment.
To form a Problem/Solution Hypothesis:
I believe this solution will result
in quantifiable outcome.
To identify your Riskiest Assumption:
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
Determine what success looks like:
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING!
Boot-
strapped
startup
founders
Getting
UX
feedback
No
reliable
source
Interview:
6/10
Boot-
strapped
startup
founders
Getting
UX
feedback
Virtual
UX
feedback
Pay for
virtual UX
feedback
Pitch:
8/10
UX
Designers

50. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment.
Customer
Problem
Solution
Result &
Decision
Learning
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
To form a Customer/Problem Hypothesis:
I believe my customer has a
problem achieving this goal.
To form your Assumptions:
In order for 
hypothesis to be
true, assumption needs to
be true.

Determine how you will test it:
The least expensive way to
test my assumption is...

Who is your customer? Time Limit: 5 Min
What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min
Define the solution only after you have validated a problem worth solving. Time Limit: 5 Min
List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min
Need help? Use these sentences to help construct your experiment.
To form a Problem/Solution Hypothesis:
I believe this solution will result
in quantifiable outcome.
To identify your Riskiest Assumption:
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
Determine what success looks like:
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING!
Boot-
strapped
startup
founders
Getting
UX
feedback
No
reliable
source
Interview:
6/10
Boot-
strapped
startup
founders
Getting
UX
feedback
Virtual
UX
feedback
Pay for
virtual UX
feedback
Pitch:
8/10
UX
Designers
Getting
clients for
quick UX
consulting

51. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment.
Customer
Problem
Solution
Result &
Decision
Learning
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
To form a Customer/Problem Hypothesis:
I believe my customer has a
problem achieving this goal.
To form your Assumptions:
In order for 
hypothesis to be
true, assumption needs to
be true.

Determine how you will test it:
The least expensive way to
test my assumption is...

Who is your customer? Time Limit: 5 Min
What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min
Define the solution only after you have validated a problem worth solving. Time Limit: 5 Min
List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min
Need help? Use these sentences to help construct your experiment.
To form a Problem/Solution Hypothesis:
I believe this solution will result
in quantifiable outcome.
To identify your Riskiest Assumption:
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
Determine what success looks like:
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING!
Boot-
strapped
startup
founders
Getting
UX
feedback
No
reliable
source
Interview:
6/10
Boot-
strapped
startup
founders
Getting
UX
feedback
Virtual
UX
feedback
Pay for
virtual UX
feedback
Pitch:
8/10
UX
Designers
Getting
clients for
quick UX
consulting
Virtual
UX
feedback

52. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment.
Customer
Problem
Solution
Result &
Decision
Learning
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
To form a Customer/Problem Hypothesis:
I believe my customer has a
problem achieving this goal.
To form your Assumptions:
In order for 
hypothesis to be
true, assumption needs to
be true.

Determine how you will test it:
The least expensive way to
test my assumption is...

Who is your customer? Time Limit: 5 Min
What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min
Define the solution only after you have validated a problem worth solving. Time Limit: 5 Min
List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min
Need help? Use these sentences to help construct your experiment.
To form a Problem/Solution Hypothesis:
I believe this solution will result
in quantifiable outcome.
To identify your Riskiest Assumption:
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
Determine what success looks like:
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING!
Boot-
strapped
startup
founders
Getting
UX
feedback
No
reliable
source
Interview:
6/10
Boot-
strapped
startup
founders
Getting
UX
feedback
Virtual
UX
feedback
Pay for
virtual UX
feedback
Pitch:
8/10
UX
Designers
Getting
clients for
quick UX
consulting
Virtual
UX
feedback
Will
consult
virtually

53. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment.
Customer
Problem
Solution
Result &
Decision
Learning
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
To form a Customer/Problem Hypothesis:
I believe my customer has a
problem achieving this goal.
To form your Assumptions:
In order for 
hypothesis to be
true, assumption needs to
be true.

Determine how you will test it:
The least expensive way to
test my assumption is...

Who is your customer? Time Limit: 5 Min
What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min
Define the solution only after you have validated a problem worth solving. Time Limit: 5 Min
List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min
Need help? Use these sentences to help construct your experiment.
To form a Problem/Solution Hypothesis:
I believe this solution will result
in quantifiable outcome.
To identify your Riskiest Assumption:
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
Determine what success looks like:
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING!
Boot-
strapped
startup
founders
Getting
UX
feedback
No
reliable
source
Interview:
6/10
Boot-
strapped
startup
founders
Getting
UX
feedback
Virtual
UX
feedback
Pay for
virtual UX
feedback
Pitch:
8/10
UX
Designers
Getting
clients for
quick UX
consulting
Virtual
UX
feedback
Will
consult
virtually
Pitch:
8/10

54. Seriously?

55. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment.
Customer
Problem
Solution
Result &
Decision
Learning
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
To form a Customer/Problem Hypothesis:
I believe my customer has a
problem achieving this goal.
To form your Assumptions:
In order for 
hypothesis to be
true, assumption needs to
be true.

Determine how you will test it:
The least expensive way to
test my assumption is...

Who is your customer? Time Limit: 5 Min
What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min
Define the solution only after you have validated a problem worth solving. Time Limit: 5 Min
List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min
Need help? Use these sentences to help construct your experiment.
To form a Problem/Solution Hypothesis:
I believe this solution will result
in quantifiable outcome.
To identify your Riskiest Assumption:
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
Determine what success looks like:
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING!
No
reliable
source
Interview:
6/10
8/10
Persevere
Friends.
Classes.
2 paid
UX designers
for help
Pay for
virtual UX
feedback
Pitch:
8/10
10/10
Test
2nd side
of market
Don’t mind
virtual at all.
Price is cheap
Will
consult
virtually
Pitch:
8/10
0/10
Pivot!

56. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment.
Customer
Problem
Solution
Result &
Decision
Learning
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
To form a Customer/Problem Hypothesis:
I believe my customer has a
problem achieving this goal.
To form your Assumptions:
In order for 
hypothesis to be
true, assumption needs to
be true.

Determine how you will test it:
The least expensive way to
test my assumption is...

Who is your customer? Time Limit: 5 Min
What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min
Define the solution only after you have validated a problem worth solving. Time Limit: 5 Min
List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min
Need help? Use these sentences to help construct your experiment.
To form a Problem/Solution Hypothesis:
I believe this solution will result
in quantifiable outcome.
To identify your Riskiest Assumption:
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
Determine what success looks like:
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING!
No
reliable
source
Interview:
6/10
8/10
Persevere
Friends.
Classes.
2 paid
UX designers
for help
Pay for
virtual UX
feedback
Pitch:
8/10
10/10
Test
2nd side
of market
Don’t mind
virtual at all.
Price is cheap
Will
consult
virtually
Pitch:
8/10
0/10
Pivot!
No!
5 yrs exp.
Established

57. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment.
Customer
Problem
Solution
Result &
Decision
Learning
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
To form a Customer/Problem Hypothesis:
I believe my customer has a
problem achieving this goal.
To form your Assumptions:
In order for 
hypothesis to be
true, assumption needs to
be true.

Determine how you will test it:
The least expensive way to
test my assumption is...

Who is your customer? Time Limit: 5 Min
What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min
Define the solution only after you have validated a problem worth solving. Time Limit: 5 Min
List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min
Need help? Use these sentences to help construct your experiment.
To form a Problem/Solution Hypothesis:
I believe this solution will result
in quantifiable outcome.
To identify your Riskiest Assumption:
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
Determine what success looks like:
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING!
Boot-
strapped
startup
founders
Getting
UX
feedback
No
reliable
source
Interview:
6/10
Boot-
strapped
startup
founders
Getting
UX
feedback
Virtual
UX
feedback
Pay for
virtual UX
feedback
Pitch:
8/10
UX
Designers
Getting
clients for
quick UX
consulting
Virtual
UX
feedback
Will
consult
virtually
Pitch:
8/10
Recent
grad UX
designers

58. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment.
Customer
Problem
Solution
Result &
Decision
Learning
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
To form a Customer/Problem Hypothesis:
I believe my customer has a
problem achieving this goal.
To form your Assumptions:
In order for 
hypothesis to be
true, assumption needs to
be true.

Determine how you will test it:
The least expensive way to
test my assumption is...

Who is your customer? Time Limit: 5 Min
What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min
Define the solution only after you have validated a problem worth solving. Time Limit: 5 Min
List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min
Need help? Use these sentences to help construct your experiment.
To form a Problem/Solution Hypothesis:
I believe this solution will result
in quantifiable outcome.
To identify your Riskiest Assumption:
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
Determine what success looks like:
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING!
Boot-
strapped
startup
founders
Getting
UX
feedback
No
reliable
source
Interview:
6/10
Boot-
strapped
startup
founders
Getting
UX
feedback
Virtual
UX
feedback
Pay for
virtual UX
feedback
Pitch:
8/10
UX
Designers
Getting
clients for
quick UX
consulting
Virtual
UX
feedback
Will
consult
virtually
Pitch:
8/10
Recent
grad UX
designers
Getting
clients for
quick UX
consulting

59. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment.
Customer
Problem
Solution
Result &
Decision
Learning
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
To form a Customer/Problem Hypothesis:
I believe my customer has a
problem achieving this goal.
To form your Assumptions:
In order for 
hypothesis to be
true, assumption needs to
be true.

Determine how you will test it:
The least expensive way to
test my assumption is...

Who is your customer? Time Limit: 5 Min
What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min
Define the solution only after you have validated a problem worth solving. Time Limit: 5 Min
List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min
Need help? Use these sentences to help construct your experiment.
To form a Problem/Solution Hypothesis:
I believe this solution will result
in quantifiable outcome.
To identify your Riskiest Assumption:
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
Determine what success looks like:
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING!
Boot-
strapped
startup
founders
Getting
UX
feedback
No
reliable
source
Interview:
6/10
Boot-
strapped
startup
founders
Getting
UX
feedback
Virtual
UX
feedback
Pay for
virtual UX
feedback
Pitch:
8/10
UX
Designers
Getting
clients for
quick UX
consulting
Virtual
UX
feedback
Will
consult
virtually
Pitch:
8/10
Recent
grad UX
designers
Getting
clients for
quick UX
consulting
Virtual
UX
feedback

60. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment.
Customer
Problem
Solution
Result &
Decision
Learning
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
To form a Customer/Problem Hypothesis:
I believe my customer has a
problem achieving this goal.
To form your Assumptions:
In order for 
hypothesis to be
true, assumption needs to
be true.

Determine how you will test it:
The least expensive way to
test my assumption is...

Who is your customer? Time Limit: 5 Min
What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min
Define the solution only after you have validated a problem worth solving. Time Limit: 5 Min
List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min
Need help? Use these sentences to help construct your experiment.
To form a Problem/Solution Hypothesis:
I believe this solution will result
in quantifiable outcome.
To identify your Riskiest Assumption:
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
Determine what success looks like:
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING!
Boot-
strapped
startup
founders
Getting
UX
feedback
No
reliable
source
Interview:
6/10
Boot-
strapped
startup
founders
Getting
UX
feedback
Virtual
UX
feedback
Pay for
virtual UX
feedback
Pitch:
8/10
UX
Designers
Getting
clients for
quick UX
consulting
Virtual
UX
feedback
Will
consult
virtually
Pitch:
8/10
Recent
grad UX
designers
Getting
clients for
quick UX
consulting
Virtual
UX
feedback
Give quick
online
feedback

61. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment.
Customer
Problem
Solution
Result &
Decision
Learning
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
To form a Customer/Problem Hypothesis:
I believe my customer has a
problem achieving this goal.
To form your Assumptions:
In order for 
hypothesis to be
true, assumption needs to
be true.

Determine how you will test it:
The least expensive way to
test my assumption is...

Who is your customer? Time Limit: 5 Min
What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min
Define the solution only after you have validated a problem worth solving. Time Limit: 5 Min
List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min
Need help? Use these sentences to help construct your experiment.
To form a Problem/Solution Hypothesis:
I believe this solution will result
in quantifiable outcome.
To identify your Riskiest Assumption:
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
Determine what success looks like:
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING!
Boot-
strapped
startup
founders
Getting
UX
feedback
No
reliable
source
Interview:
6/10
Boot-
strapped
startup
founders
Getting
UX
feedback
Virtual
UX
feedback
Pay for
virtual UX
feedback
Pitch:
8/10
UX
Designers
Getting
clients for
quick UX
consulting
Virtual
UX
feedback
Will
consult
virtually
Pitch:
8/10
Recent
grad UX
designers
Getting
clients for
quick UX
consulting
Virtual
UX
feedback
Give quick
online
feedback
Pitch:
60%

62. Pitch

63. No Backend

64. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment.
Customer
Problem
Solution
Result &
Decision
Learning
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
To form a Customer/Problem Hypothesis:
I believe my customer has a
problem achieving this goal.
To form your Assumptions:
In order for 
hypothesis to be
true, assumption needs to
be true.

Determine how you will test it:
The least expensive way to
test my assumption is...

Who is your customer? Time Limit: 5 Min
What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min
Define the solution only after you have validated a problem worth solving. Time Limit: 5 Min
List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min
Need help? Use these sentences to help construct your experiment.
To form a Problem/Solution Hypothesis:
I believe this solution will result
in quantifiable outcome.
To identify your Riskiest Assumption:
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
Determine what success looks like:
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING!
No
reliable
source
Interview:
6/10
8/10
Persevere
Friends.
Classes.
2 paid
UX designers
for help
Pay for
virtual UX
feedback
Pitch:
8/10
10/10
Test
2nd side
of market
Don’t mind
virtual at all.
Price is cheap
Will
consult
virtually
Pitch:
8/10
0/10
Pivot!
No!
5 yrs exp.
Established
Give quick
online
feedback
Pitch:
60%
37/184
emails
Persevere

65. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment.
Customer
Problem
Solution
Result &
Decision
Learning
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
To form a Customer/Problem Hypothesis:
I believe my customer has a
problem achieving this goal.
To form your Assumptions:
In order for 
hypothesis to be
true, assumption needs to
be true.

Determine how you will test it:
The least expensive way to
test my assumption is...

Who is your customer? Time Limit: 5 Min
What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min
Define the solution only after you have validated a problem worth solving. Time Limit: 5 Min
List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min
Need help? Use these sentences to help construct your experiment.
To form a Problem/Solution Hypothesis:
I believe this solution will result
in quantifiable outcome.
To identify your Riskiest Assumption:
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
Determine what success looks like:
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING!
No
reliable
source
Interview:
6/10
8/10
Persevere
Friends.
Classes.
2 paid
UX designers
for help
Pay for
virtual UX
feedback
Pitch:
8/10
10/10
Test
2nd side
of market
Don’t mind
virtual at all.
Price is cheap
Will
consult
virtually
Pitch:
8/10
0/10
Pivot!
No!
5 yrs exp.
Established
Give quick
online
feedback
Pitch:
60%
37/184
emails
Persevere
Started
referring
friends

66. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment.
Customer
Problem
Solution
Result &
Decision
Learning
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
To form a Customer/Problem Hypothesis:
I believe my customer has a
problem achieving this goal.
To form your Assumptions:
In order for 
hypothesis to be
true, assumption needs to
be true.

Determine how you will test it:
The least expensive way to
test my assumption is...

Who is your customer? Time Limit: 5 Min
What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min
Define the solution only after you have validated a problem worth solving. Time Limit: 5 Min
List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min
Need help? Use these sentences to help construct your experiment.
To form a Problem/Solution Hypothesis:
I believe this solution will result
in quantifiable outcome.
To identify your Riskiest Assumption:
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
Determine what success looks like:
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING!
Boot-
strapped
startup
founders
Getting
UX
feedback
No
reliable
source
Interview:
6/10
Boot-
strapped
startup
founders
Getting
UX
feedback
Virtual
UX
feedback
Pay for
virtual UX
feedback
Pitch:
8/10
UX
Designers
Getting
clients for
quick UX
consulting
Virtual
UX
feedback
Will
consult
virtually
Pitch:
8/10
Recent
grad UX
designers
Getting
clients for
quick UX
consulting
Virtual
UX
feedback
Give quick
online
feedback
Pitch:
60%
Online
platform is
sufficient
Concierge:
60%
satisfied
Recent
grad UX
designers
Getting
clients for
quick UX
consulting
Virtual
UX
feedback

67. Low Tech Trial
Customer Submits Request
UX Designer gets email
and submits feedback

68. Are they satisfied?
Customer Submits Request
UX Designer gets email
and submits feedback

69. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment.
Customer
Problem
Solution
Result &
Decision
Learning
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
To form a Customer/Problem Hypothesis:
I believe my customer has a
problem achieving this goal.
To form your Assumptions:
In order for 
hypothesis to be
true, assumption needs to
be true.

Determine how you will test it:
The least expensive way to
test my assumption is...

Who is your customer? Time Limit: 5 Min
What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min
Define the solution only after you have validated a problem worth solving. Time Limit: 5 Min
List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min
Need help? Use these sentences to help construct your experiment.
To form a Problem/Solution Hypothesis:
I believe this solution will result
in quantifiable outcome.
To identify your Riskiest Assumption:
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
Determine what success looks like:
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING!
No
reliable
source
Interview:
6/10
8/10
Persevere
Friends.
Classes.
2 paid
UX designers
for help
Pay for
virtual UX
feedback
Pitch:
8/10
10/10
Test
2nd side
of market
Don’t mind
virtual at all.
Price is cheap
Will
consult
virtually
Pitch:
8/10
0/10
Pivot!
No!
5 yrs exp.
Established
Give quick
online
feedback
Pitch:
60%
37/184
emails
Persevere
Started
referring
friends
Online
platform is
sufficient
Concierge:
60%
satisfied
20%
Iterate

70. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment.
Customer
Problem
Solution
Result &
Decision
Learning
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
To form a Customer/Problem Hypothesis:
I believe my customer has a
problem achieving this goal.
To form your Assumptions:
In order for 
hypothesis to be
true, assumption needs to
be true.

Determine how you will test it:
The least expensive way to
test my assumption is...

Who is your customer? Time Limit: 5 Min
What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min
Define the solution only after you have validated a problem worth solving. Time Limit: 5 Min
List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min
Need help? Use these sentences to help construct your experiment.
To form a Problem/Solution Hypothesis:
I believe this solution will result
in quantifiable outcome.
To identify your Riskiest Assumption:
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
Determine what success looks like:
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING!
No
reliable
source
Interview:
6/10
8/10
Persevere
Friends.
Classes.
2 paid
UX designers
for help
Pay for
virtual UX
feedback
Pitch:
8/10
10/10
Test
2nd side
of market
Don’t mind
virtual at all.
Price is cheap
Will
consult
virtually
Pitch:
8/10
0/10
Pivot!
No!
5 yrs exp.
Established
Give quick
online
feedback
Pitch:
60%
37/184
emails
Persevere
Started
referring
friends
Online
platform is
sufficient
Concierge:
60%
satisfied
20%
Iterate
Wanted
more
function-
ality

71. $100

72. Grace Ng
@uxceo
Thank You!