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
