STEP 2.2: A CASE STUDY
Prototypes and Gathers Feedback
Leo has his riskiest assumptions. Now it's time for the most important part of validation: talking to real people. He's ready to replace his guesses with hard evidence.
The Challenge
To find 5-10 people from the 'Buy It For Life' community and have a 15-minute chat to test if they would pay a premium for a durable wallet, and if his minimalist design meets their needs.
The Action
Leo crafts a few early wallet prototypes. He then uses a recruiting post on the r/BuyItForLife subreddit to find participants, offering a small Amazon gift card for their time. He holds several casual video calls, focusing on listening and showing them his prototypes.
Leo: "Tell me about the wallet you're using now. What do you like and dislike about it?"
Sarah (Participant): "It's a typical department store wallet. It's falling apart after two years, which is frustrating. I hate having to buy a new one so often. I'd rather pay more for something I know will last."
Aha Moment: The problem and willingness to pay a premium for durability are both strongly validated.
Leo: (Showing a prototype) "What do you think of this design? It holds 4 cards and some cash."
Sarah: "I love how simple it is, and the leather feels amazing. But I really need to carry at least 5 cards. My ID, two credit cards, insurance, and a metro card. Four is just one too few."
Aha Moment: His assumption about minimalism was slightly off. The design is praised, but the feature set is a deal-breaker for this user.
The Outcome
After a few similar conversations, Leo has a document full of powerful quotes and clear patterns. His product idea isn't just a guess anymore; it's a validated concept with a specific, actionable area for improvement.
- Willingness to Pay: VALIDATED. The target audience is frustrated with poor quality and is willing to invest in a durable product.
- Feature Set: PARTIALLY VALIDATED. The minimalist aesthetic is right, but the capacity is wrong. It needs to hold at least 5-6 cards.