ENT Test 2

What are "intelligent failures at the frontier"?

"Good" failures from experimentation resulting in new knowledge and reduced uncertainty

Which of the following types of experiments involves randomly directing website viewers to one of two web pages to determine how the difference affects conversion rates?

A/B (split) testing

Companies often test the effectiveness of alternative website designs by creating multiple versions of their site, randomly assigning different versions to site visitors, and comparing customer behavior on the different sites. This approach to designing websites so they improve engagement and increase purchases is called

A/B testing

What are Customer Experience Directors?

Chief experience officers

Who is responsible for creating customer-centric strategies to deliver exceptional customer experiences with product or services?

Chief experience officers

Which of the following is one of the primary benefits of conducting experiments, or "Testing with Humans", during the customer discovery process?

Experiments are good for quantifying levels interests and frequency of behaviors

Which library database does Dr. Ford use to show you how to find information regarding a specific company, including its products, strategies, plans, and current performance?

Hoovers

Which of the following refers to a prototype that demonstrates an offerings value by presenting the smallest set of features that work as a stand-alone offering while solving at least the core problem?

Minimum viable product

When interviewing customers about your product what types of questions should you ask?

Open-ended

What can help nurture awareness of your product or services to customers?

Paid and earned media

According to the video we watched regarding how store design seeks to increase purchasing behavior, which direction do stores typically direct customer when then enter a store?

Right

Experience design is primarily defined as

a means of making interactions with a brand more pleasant

Ideally, you should express your market share goals (target market) as the

amount of revenue you earn from the customers you serve

According to the book Talking to Humans, adequately preparing for customer discovery interviews is especially crucial for avoiding which of the following threats to validity?

asking the wrong people the wrong questions

The most credible way of estimating the target market you hope to address with your value proposition is to estimate your capacity to serve/produce and use that to estimate the portion of the available market you might be able to acquire. This approach to market sizing is commonly referred to as

bottom-up market estimates

Which of the following represents a theme or identity that a company portrays with its customer experiences as a means of differentiating it from competing offerings?

brand

How does a company judge the willingness of their customer base to pay?

by the experience their product or service renders

What term is similar to a company's selling proposition, which is defined as a way to convince potential customers that their product adds greater value than competitor's offerings?

competing value proposition

Rivals, new entrants, substitutes, and power held by others in the value network increases

competition

Which of the following limits profits available in an industry and increases fitness requirements among rivals?

competition

Which of the following is not commonly considered to be a stakeholder in a comprehensive experience design process?

competitors

According to the Testing with Humans book, which of the following is the most believable method for collecting information during customer discovery?

concierge

Our predisposition for hearing what we want to hear when we are conducting customer discovery refers to a bias called

confirmation bias

A step in a customer's journey that involves researching information and comparing alternatives is called

consideration

A research design consideration that aims to ensure effective sessions by eliminating alternative explanations for your results describes a study's

controls

Which of the following types of experiments involves allowing interested customers to pre-order new products or make reservations for new services?

crowdfunding

What segment is needed to understand the reach of your products?

customer

A sequence of interactions that define a customer's experience with a brand is called a

customer journey

Emotional labor occurs when employees are required to express emotions that they are not actually feeling, such as smiling when they are not actually happy. Emotional labor may have negative consequences for employees and is, therefore, an important experience design issue. Obviously, employees are affected by this design choice, but which of the following stakeholders are also affected and need to be considered when making these design choices?

customers and users

Eric designed an experiment to test the hypothesis that retailers want to carry his product. He decided he would consider this hypothesis supported if 40% of the retailers he contacted were willing to sign a nonbinding letter of intent indicating their willingness to carry the product. With respect to the anatomy of an experiment described in Testing with Humans, which of the following issues does Eric address in this example?

defining a quantifiable result that indicates success

The extent to which customers are required to undertake a brand experience on their own describes the experience's

degree of automation

Rebecca took her first step in her experience design process by articulating the characteristics of people she believes are most likely to be enthusiastic about her offerings. Which of the following steps in the experience design process has Rebecca completed?

describing customer personas

Identifying specific interactions a customer has with your brand and offerings is a primary purpose of

describing touchpoints

Drawing an emotional curve to indicate how customers feel at different points in their brand experiences is a key aspect of

designing customer journeys

Mitra was designing an experiment to test the hypothesis that early career health care providers would sign up for his online training program. He knew the people participating in his test had to belong to his target market. With respect to the anatomy of an experiment described in Testing with Humans, which of the following issues does Mitra ra address in this example?

determining the appropriate sample

The two ways to differentiate a company within an industry are low cost and high

differentiation

Product packaging design is an important aspect of experience design that is likely to be especially important to

distribution channels

What tools are not essential to KEEP customers?

door locks

Best ways to make your ideas tangible?

draw, build, act

Companies often utilize Google AdWords to place their sponsored ads at the top of search result that are closely aligned with the company's offering and brand identity. This effort to raise awareness is most directed toward enhancing

earned media

Companies often write news releases and send them to local newspapers and TV stations in hopes that they will carry the story. This effort to raise awareness is most directed toward enhancing

earned media

Amazon's new Amazon GO grocery stores will allow customers to scan their phone when they walk into a store, grab what they want, and walk out without checking out. Which part of Amazon Go's customer journey is affected most directly by this design?

engagement

Social media is most often used to improve which part of a customer journey?

excitement

Library databases such as Ibis world and Hoover's that provide industry reports and market segment breakdowns are especially useful when you are researching

existing markets

Which of the following would not be considered a common aspect of experience design?

expanding a companies number of locations

Learning fast and from failures is a form of:

experimentation

You should not fall in love with ideas, instead you should?

explore alternatives

Which part of a customer journey is most closely associated with growing customer revenue and generating referrals?

extension

Through his personal research, Michael determined that exercising daily improved his quality of sleep. However, Devin pointed out to Michael that he was the only subject in his research, so exercising daily may not improve quality of sleep for everyone else. Devin is suggesting Michael's experiment may have poor

external validity

When you are trying to judge you value proposition, what should you do after you believe you understand the problem you are addressing?

extract hypotheses regarding the novelty and value of your proposal

A popular approach to understanding a specific customer experience from your customers' perspective involves

gaining empathy and mapping customer thoughts, feelings, and actions

A popular model of describing how companies sell to customers by considering all of the steps in their customers' brand experiences is called the

get-keep-grow model

Customer discovery experiments can be difficult and time-consuming to conduct. Consequently, the Testing with Humans book advises you to be very selective with respect to the hypotheses you test using experimental methods. What hypotheses attributes do they suggest you should emphasize when determining which would benefit most from using experimental research methods?

high impact and high uncertainty

If customers can easily compare prices and switch between different products/service offerings, it is likely that the industry will be

highly competitive and difficult to earn profits

Which library database does Dr. Ford use to show you how to find information regarding total available market (TAM) and served available market (SAM) size associated with an industry?

ibis world

Competitor analysis is especially important when you are trying to determine

if your solution is novel

Evaluating your capabilities, as well as the capabilities of those who might help you, is a key evaluation that should inform your judgment about

implementation risk

According to the advice offered in the Talking to Humans book, which of the following approaches typically yields the most informative and valid results?

in-person interviews

A step in a customer's journey that might be indicated by clicking on a sponsored link at the top of a Google search result is called

interest

Michael is trying to determine if exercising daily will improve his quality of sleep. He does this by recording his quality of sleep for a week without daily exercise, and then again for a week with daily exercise. He makes sure that every other aspect of his life, such as diet, bedtime, and location of sleep, are as identical as possible for those two weeks. What is Michael attempting to establish in his experiment?

internal validity

What is within your User Experience (UX) Design?

interviewing and usability testing

According to the Testing with Humans book, which of the following is the least believable method for collecting information during customer discovery?

interviews

What is the first step you need to undertake when judging your value proposition?

invest in understanding the problem

According to the TED Talk called "Designing for all 5 senses", why is sex such a great experience?

it pleasurably engages all the senses

Deciding whether taking another step on an entrepreneurial journey is worth the time, effort, and other resources it requires describes the Creative Action Cycle process of

justifying

What is the second step to aid in creation of a Viral Loop after GET?

keep

In his TED Talk, Michael Patrick Lynch describes the paradox our society is facing as we have access to more information by saying

know more understand less

During a customer discovery interview, Crystal asked an interviewee "Don't you think it's really important for us to take steps to reduce the amount of plastic floating in the ocean?" Which threat to her interview's validity is best illustrated by Crystals question?

leading the witness

Being ethical and sustainable are two considerations that should be made when assessing your value proposition's

legitimacy

What were the two types of risk Owlet knew they would be facing?

market and technology

One of the main "takeaways" you should get from this class is that it is critically important to test assumptions about your novel ideas with convergent thinking processes BEFORE spending significant resources developing a new venture proposal. This is how smart entrepreneurs reduce risk. For example, testing assumptions about what customers might pay for your solution (i.e., pricing) is critical for evaluating:

market risk

In Lean Startup practice, what do you do after building your product or service?

measure how customers respond

Entrepreneurs who are introducing highly innovative offerings often find that they can't rely on existing industry report, and instead had to develop their own estimates based on researching their customer archetype within the geographical area they plan to serve. This kind of approach to value proposition research is especially important when you are addressing a(n)

new market

In his TED Talk, Michael Patrick Lynch talks about those who express bad faith towards the truth. He illustrates this by explaining how in most cases "fake news" really means

news stories i dont like

Being unique and defensible are two considerations that should be made when assessing your value proposition's

novelty

In the story presented in the Talking to Humans Book, what research method did Koshi and Roberta use that allowed them to discover that over half of customers shopping for pillows used their phones for Internet research while they were comparing alternatives?

observation

Which of the following is not a common research method used when Testing with Humans during customer discovery?

observation

A firm's competitive advantage results from their strategic positioning as well as their

operational effectivness

In Lean Startup Practice, after learning from your customers, you can either

persevere or pivot

What did Owlet do after deciding to remove the alarm function in their tracker?

re-validate the product

An important consideration in experience design is the degree of personal engagement and intimacy customers prefer in their journey with your offerings and brand. Wedding planners who spend time meeting with couples and their families in an effort to develop a highly personal, customized service are pursuing a __________________ approach to customer experiences.

relation

Michael Porter, the famous Harvard business strategy guru, explained how competitive forces make different industries easier or harder to engage and earn profits. Which of the following industries did Porter describe as particularly favorable with respect to likely profitability?

soft drinks

Stores often play subtle music that resonates with their brand identity in an effort to align customer's mindset with the experiences offered by the store's brand. Which of the following senses is most directly addressed by this experience design consideration?

sound

People who are affected by the experiences you design are called

stakeholders

According to the advice offered in the Talking to Humans book, what you do ask people to tell you during a customer discovery interview?

stories about their experiences and feelings

Our predisposition for persisting with investments even when we have substantial evidence that these are likely to fail refers to a bias called

sunk cost fallacy

Best way to track insights and ideas

take notes

Real estate agents will often set out a plate of cookies and bottles of water for people who visit open houses on weekends in an effort to create positive associations with the home and their agency. Which of the following senses is most directly addressed by this experience design consideration?

taste

In the story presented in the talking book, Koshi and Roberta hypothesized that new college graduates would be there primary target market. What that they discover from their research?

they were wrong, older customers who were moving or getting married did

The least credible way, but easiest, way to estimate the size of the target market you hope to address with your value proposition is to estimate the total market for the type of solution you offer and then assume you will acquire a small percentage of the total available market (TAM). This (lazy) approach to market sizing is commonly referred to as

top-down market estimates

An important consideration in experience design is the degree of personal engagement and intimacy customers prefer in their journey with your offerings and brand. Airlines such as Southwest that allow passengers to book their own tickets, print their own passes, and check in their own luggage are pursuing a __________________ approach to customer experiences.

transaction

Which of the following approaches to marketing and purchasing benefit is likely to utilize extensive automation?

transaction

The best way to achieve competitive advantage is to develop a strategic position that is

unique and close to the productivity frontier

Designing website interfaces to optimize engagement and conversions related to key performance indicators is a common aspect of designing

user experiences

Being profitable and scalable are two considerations that should be made when assessing your value proposition's

value

Truly delightful customer journeys often result in ecstatic customers sharing positive reviews and personal referrals that add to a companies paid and earned media campaigns. This process is often referred to as a

viral loop

When deciding on your Customer Experience Strategies, what is essential to understand?

what products and services will you offer

The number and structure of the steps a customer has to take throughout a customer journey is called the experience's

workflow

Feasibility and affordability tests are especially important considerations for determining whether you should proceed, pivot, or punt because they address whether

your solution works

In the Owlet video, when Tanner was rejected by the hospital administrators, what valuable lesson did he learn?

your user is not always your customer