Service 03
Continuous Validation: evidence instead of opinion
Delivery without measurement is a bet. Continuous Validation closes the loop: we test with real users before development, track metrics after launch and turn what we learned into the next improvement cycle.
- Duration
- Recurring monthly or quarterly cycles
- Format
- Remote, with recorded sessions and a report for each cycle
- For
- Products already live
- Reply
- Within 2 business days
When it makes sense
Do you recognize any of these signs?
If two or more show up in your context, this service is probably the right starting point.
- The product launched and no one can say whether it got better
- Roadmap decisions rest on the opinion of whoever speaks loudest
- There is analytics data, but nobody reads it
- The team finds out about usability problems through support tickets
- A/B tests run without a hypothesis stated upfront
How it works
The Continuous Validation steps
The process is the same in every project. What changes is the domain, never the decision criteria.
- Step 01
Hypothesis
Every round starts with a statement that can be refuted and the metric that will judge it. Without that, the test only confirms what people already believed.
- Step 02
Test
Moderated sessions with users who match the real profile, a fixed script and observation of behavior, not of stated intentions.
- Step 03
Analysis
We cross the qualitative data from the sessions with the quantitative data from the events. When the two sources diverge, the divergence is the finding.
- Step 04
Iteration
Recommendations come in prioritized by impact and the cycle starts again. What we learn stays on record, not in the memory of whoever took part.
Deliverables
What you get
Scope closed and documented before kickoff. No surprise deliverables and no creative black box.
- Moderated tests with real users and a documented script
- Analysis of conversion, retention and NPS metrics
- Reports with actionable, prioritized recommendations
- Iteration cycles with hypothesis, measurement and conclusion on record
- Event instrumentation so the next question already has data behind it
Who it is for
Products in operation that need to improve specific metrics, and teams that want to replace debates of opinion with an auditable decision process.
Questions
Frequently asked questions about Continuous Validation
What people usually ask before closing the scope.
How many users do you need for a usability test?
Five users per profile uncover most of the serious usability problems, according to Nielsen's classic research. Two rounds of five cover more than one round of ten, because the second round tests the fixes from the first.
Do you need access to the product's analytics?
Ideally yes, with read-only access. We work with what exists and, when instrumentation falls short, we specify the missing events before drawing conclusions from incomplete data.
What's the difference between this and an A/B test?
An A/B test measures which variant wins. A usability test explains why. Teams that only run A/B tests optimize in the dark and get stuck at local maxima. The two techniques complement each other, and we use both when traffic volume allows.
Next step
Your product is losing users somewhere. The question is where.
Describe the context and we get back to you within 2 business days with an initial read of the problem. If Heuristik is not the right fit for your case, we tell you on the first call.