Already built a prototype for your impact startup? Now it’s time to gather real data on how it’s used and what impact it has. Whether your prototype is digital or physical, thorough testing is essential to improve it. In this chapter, we introduce different testing methods you can use depending on the type of prototype.
This section is for you if …
- you’re planning to found an impact startup or are already in the middle of building one with your team.
- you have a clear understanding of your target group.
- you can clearly define the problem, your solution, and the impact you aim to create.
- you’ve developed a functional prototype.
- you’ve defined a key metric (OMTM) to measure early impact.
Not quite there yet?
Check out the section that fits your current stage.
In this section, you’ll learn how to …
- gather valuable feedback from your target group.
- collect initial data on output and outcome indicators.
- identify specific areas for improvement.
This chapter focuses on the people who benefit from your solution. In other words, the focus is on how to make your solution more effective and socially relevant .
We cover business and financial aspects in a different section.
Landing page testing
Campaign tests are a simple and cost-effective way to find out how well your prototype resonates with your target audience. They offer valuable insights into what grabs attention and drives engagement.
1. Set clear test goals
Decide which aspects of your prototype you want to test (e.g., participant interests, conversion rate, messaging, engagement). Define measurable KPIs (e.g., click-through rate, sign-ups, inquiries).
2. Set up your campaigns
Google Ads
- Create a search network campaign.
- Choose relevant keywords that match your prototype.
- Write clear, compelling ad copy that communicates your offer.
LinkedIn Ads
- Use sponsored content or text ads.
- Narrow your target group by industry, job title, company size, etc.
- Create engaging ads with a strong, clear promise.
3. A/B test different ad variations
Try out different audiences, keywords, or messages to see what works best. Start with a small budget to reduce risk, then increase your spend gradually based on what performs well.
Testing digital and non-digital prototypes: check accessibility and acceptance
Use testing to make sure your solution iseasy to use and meets the needs of the target group. You can test both digital and non-digital prototypes – like a software tool, app, physical product, or service
1. Define clear goals
Decide exactly what you want to test – this could be a website, an app, a role-play exercise, or a click-through dummy. You can run both qualitative and quantitative tests. In practice, qualitative testing is more common at this stage.
Qualitative usability tests: These tests focus on how people use your prototype. They’re great for spotting usability issues and improving the experience.
Quantitative usability tests: These tests look at measurable outcomes – like task success rates or time spent on a task – and help you set benchmarks.
2. Choose your testing method
There are several effective methods to choose from:
- One-on-one interviews: Talk to individual participants about their experience with your prototype.
- Field tests: Observe people using your prototype in a real-world setting, then interview them.
- Focus groups: Bring together potential users to discuss your prototype in a group setting.
- Expert reviews: Ask professionals in your field to evaluate your prototype.
3. Recruit participants
Select people who match your target group. Aim for 5 to 8 participants to gather meaningful insights.
Target group vs. customers
In the Lean Impact Journey, we distinguish between the target group when talking about your impact model and product, and customers when it comes to your business model.
How you use these two terms in your startup depends on your solution. In this playbook, the target group refers both to people who use the solution and to those who benefit from it.
Sometimes those groups are the same. If they’re not, make sure to recruit test participants from both.
4. Create a test scenario and tasks
Design realistic usage scenarios for your prototype and define clear tasks. Make sure the scenarios are relevant and easy to understand – clear, specific, and measurable. Decide whether the test will take place in a lab, remotely, or in the real-life setting where your solution will be used. Ensure all tools and materials are working properly.
5. Run the test
During the tests, ask participants to think out loud as they use the prototype. Watch closely how they interact with it and document your insights so you can make targeted improvements.
User testing
The terms “user testing” or “usability testing” come from the software sector – but they can be easily adapted to non-digital innovations . Here are a few tips:
- Refer to “participants” or “target groups” instead of “users.”
- Focus on aspects of your solution instead of features.
- Uses physical prototypes, role-plays or simulations.
- Clearly describe the scenarios in which your solution can be used.
- Create a realistic environment to observe participants’ reactions.
A/B testing: Compare different versions of your prototype
A/B testing lets you compare different versions of your prototype to find out which one creates the greatest possible impact. You can test things like navigation elements, buttons, and visuals – as well as different formats for coaching, training, support services, design choices, or core features. This helps you see which version of your prototype delivers the best results. Show two different versions (version A and version B) to different parts of your target group – randomly assigned.
1. Define clear goals
Select the aspects of your prototype you want to test. Set specific metrics and success criteria . It’s important to define SMART metrics that will help you measure how well your solution works. These could be conversion rates, behavior changes, or qualitative indicators – depending on your product or service. You’ll find more on the SMART method under “How to build your first prototype and find your key metric.” Make sure to split your test group randomly between Version A and Version B.
2. Collect feedback from participants
After the A/B test, gather feedback from participants – for example, through a survey. It can include multiple choice, open-ended questions, or rating scales. Here are some typical questions:
- What were your first impressions of the version you saw?
- Was there anything missing?
- How satisfied were you with the version you used?
- Which elements did you find especially helpful?
- What didn’t you like or found confusing?
- How did you feel about the design and ease of use?
- What changes would you make to improve this version?
- How likely are you to click the button in version A/B?
- What would you change about the version you were shown?
In addition to written surveys , it can be helpful to invite some participants for short follow-up interviews. This allows you to dig deeper into the A/B test results and combine quantitative data with personal insights, giving you a better understanding of how your target group experiences your solution.
Measure your key metric (OMTM) at level 5 of the Impact Ladder
1. Ask your target group about early impact
To understand the early social or environmental impact of your prototype, it’s important to measure your one metric that matters (OMTM). This helps you see whether you’re on the right track to achieving long-term impact.
To find out whether your prototype is already making a difference at level 5 of the Impact Ladder, you can ask questions like:
- How has the behavior of your target group changed as a result of using the prototype?
- What specific skills or abilities have users gained or improved through the prototype?
- In what ways has the prototype positively affected the quality of life or work situationof your target group?
- What measurable improvements related to the core problem have been observed thanks to the prototype?
- How lastingare the behavior changes or improvements you’ve achieved?
Next chapter: Market analysis
At this point, you’ve collected feedback from participants, gathered initial data on outcome indicators, and identified where and how your prototype can be improved.
Before you validate those findings and build your business model, we recommend doing a market analysis. You’ll work on that in the next chapter.