Have you already developed a prototype for your impact startup? Then now is the time to collect concrete data on its use and impact. Regardless of whether the prototype is digital or physical, thorough testing is essential to optimize it. Here we present various test methods that you can use depending on the type of prototype.
You’ve come to the right place if …
- you want to found an impact startup or are already in the middle of it with your team.
- you know your target group exactly.
- you can clearly name the problem, the solution and the impact.
- you have developed a functional prototype.
- you have defined a key metric (OMTM) for early impact measurement.
Not quite ready yet?
Then select the appropriate chapter here
This chapter helps to …
- collect valuable feedback from the target group for your prototype.
- collect initial data on output and outcome indicators.
- identify potential for improvement.
This is about the target group that will benefit from your solution. In other words, the focus is on making the solution more effective and socially relevant .
We deal with the business-oriented and financial area here.
Tests for landing pages
Campaign tests are a simple and inexpensive way to find out how well your prototype is received by the target group. You can gain valuable insights into which aspects of your prototype arouse interest and encourage engagement.
1. defines clear test objectives
Determine which aspects of your prototype you would like to test (e.g. interests of participants, conversion rate, targeting, interactions). Define measurable key performance indicators (KPIs) (e.g. click rate, registrations, inquiries).
2. set up your campaigns
Google Ads
- Creates a search network campaign.
- Choose relevant keywords that match your prototype.
- Write meaningful ad texts that clearly communicate your offer.
LinkedIn Ads
- Uses sponsored content or text ads.
- Define your target group precisely according to industry, job title, company size, etc.
- Creates appealing ads with a clear promise.
3. tests different display variants against each other
Experiment with different target groups, keywords or messages to find out what works best. Set a limited budget at first to minimize risks and gradually increase the budget based on your results.
Tests for digital and non-digital prototypes: Check accessibility and acceptance of the prototype
With the help of tests, you can ensure that your solution is intuitive to use and meets the needs of the target group. You can test both digital and non-digital prototypes — e.g. software, an app, a physical product or a service.
1. define clear goals
Determine what exactly you want to test — e.g. a website, an app, a role-playing game or a click-through dummy. You can carry out the tests on a qualitative and quantitative level. The qualitative level is more common in this case.
Qualitative usability tests: Here you focus on gaining insights into how people use your prototype. These tests are ideal for discovering problems during use.
Quantitative usability tests: Here you can find out something about the experience of the participants during use by measuring key figures such as the success of the task or the time spent on the task. These tests help you to set benchmarks.
2. determine your test method
You can choose from various test methods. The most common are these:
- Individual interviews: Ask individual participants about their experience with your prototype.
- Field tests: Test your prototype in a real environment. Observe how the participants interact with your prototype and conduct interviews.
- Focus groups: Bring together a group of potential users of your solution to discuss your prototype.
- Expert evaluations: Let experts from your field evaluate the prototype.
3. recruits participants
Select people who correspond to your target group. Plan for five to eight participants in order to obtain meaningful results.
Target group vs. customers
In the Lean Impact Journey we differentiate between the target group when we deal with the impact model and the product and customers when it comes to the business model.
How you use these two terms for your startup depends on what your solution consists of. In this playbook, the target group is defined as people who use the solution on the one hand and those who benefit from the solution on the other.
Depending on the solution, the target group can combine both. If it does not do this for you, you should recruit test subjects from both groups.
4. creates a test scenario and tasks
Develop realistic usage scenarios for your prototype and formulate clear tasks. Make sure that the scenarios are realistic and relevant and formulate them clearly, precisely and measurably. Decide whether the test should take place in the lab, remotely or directly in the context of use. Ensures that all required tools work.
5. performs the test
During the tests, ask the participants to speak their thoughts out loud while using the prototype. Observe closely how they interact with it and document your findings so that you can make targeted improvements.
User tests
The terms “user testing” or “user testing” originally come from the software sector — but you can adapt them to non-technology-based innovations . Here are some tips:
- Speak of participants or target groups instead of users.
- Consider aspects of your solution instead of functions.
- Uses physical prototypes, role-playing games or simulations.
- Clearly formulate the scenarios in which your solution can be used.
- Create a realistic environment to observe the participants’ reactions.
A/B tests: Compare different versions of the prototype
In A/B tests, you check different versions of your prototype to create the greatest possible impact . For example, you can test different elements of user guidance, buttons or visual design elements — but also different versions of consultations, training and support services as well as design and functionalities. This will help you find out which version of your prototype achieves the best results. Present two different versions (version A and version B) randomly to different parts of the target group.
1. define clear goals
Select the aspects of your prototype that you want to test. Define metrics and success criteria . It is important to define SMART metrics that will determine the success of your solution. Depending on the product or offer, these can be conversion rates, behavioral changes or qualitative indicators. We explain how the SMART method works in the chapter “How to develop your first prototype and find your key metrics”. For testing, randomly allocate the target group to two variants (A and B).
2. collect feedback from the participants
Collect feedback from participants after the A/B tests, e.g. in a survey. This can include both multiple choice and open questions or a rating scale. Typical questions are:
- What are your initial thoughts on the variant shown to you?
- Is there something missing?
- How satisfied were you with the version you used?
- Which elements were particularly helpful for you?
- What didn’t you like or was irritating?
- What did you think of the design and user-friendliness?
- What changes would you make to make this version even better?
- How likely is it that you would click on the button in variant A/B?
- What would you change about the variant shown to you?
In addition to written surveys , it can be useful to invite individual participants to a short interview to discuss the results of the A/B test in more detail. This can help to link the quantitative results with subjective impressions and thus gain a deeper understanding of the target group experience.
Measure key metric (OMTM) at level 5 of the impact ladder
1. ask your target group about your early impact
To be able to assess the social and ecological impact of your prototype at an early stage, it is important to measure the One Metric That Matters (OMTM). This way you can see whether you are on the right track to achieve a long-term impact.
To find out whether your prototype achieves success at level 5 of the effect ladder, you can ask questions like these during testing:
- How has the target group’s behavior changed as a result of using the prototype?
- What specific skills or competencies have users acquired or improved as a result of the prototype?
- To what extent has the prototype had a positive impact on the target group’s quality of life or work situation?
- What measurable improvements in relation to the addressed problem could be observed through the use of the prototype?
- How sustainable are the behavioral changes or improvements achieved?
Next chapter: Market analysis
You have now collected feedback from participants for your prototype, gathered initial data on outcome indicators and know where and how your prototype can be improved.
Before you validate the findings of your prototype and develop a business model, we recommend that you carry out a market analysis. You can do this in the next chapter develop.