Make the idea real enough that a customer can react to it, then watch what they do instead of asking what they think. People are polite in interviews and honest with their wallets.
What is the smallest useful test?
The one that answers the question you are most worried about. If the worry is "does anyone want this", a landing page with a price and a sign-up button will tell you. If the worry is "can people figure it out", a clickable prototype and five people trying it will tell you. If the worry is "can we sell it", try selling it to ten customers before you build it.
What does a test like that look like?
- A landing page. One page that describes the thing, shows a price, and asks for an email or a deposit.
- A clickable prototype. Screens that look and behave like the app, with nothing behind them yet.
- A concierge version. You do by hand what the software would do later, for a few customers, to learn what they need.
- A one-month channel trial. A new way to find customers, run for a month with a set budget and a set number to beat.
How many people do I need to test with?
Five to ten is usually enough to see the pattern. If the first five all get stuck in the same place, you have your answer and can stop paying for more sessions.
When should I stop testing and build it?
When people are trying to use it, pay for it, or ask when the real version is coming. If you have to talk them into it, keep testing or drop it.
I do prototypes and one-off projects at $150 an hour or a fixed quote. See prototypes and odd jobs.
Answered by Jared Lukes, Minneapolis. Twenty-five years in brand, UX, and technology, currently holding fractional AI and technology seats at three companies. About Jared.