RESULTS FROM: ASSUMPTION TEST (9 Participants)
Assumption 1: Premium Pricing for Custom Orthopedic Heels
Test Card (Jia Lin)
- Hypothesis: We believe that customers are willing to pay a $120 premium for GoodWalk’s custom orthopedic heels because of their unique blend of style, comfort, and orthopedic support.
- To verify this, we will conduct a pricing sensitivity test by surveying three groups of 10 potential customers. Each group will rate their willingness to buy GoodWalk heels at different price points ($100, $120, $140) on a scale of 1-10.
- Measure: The average willingness-to-buy score at each price point, looking for any significant drop-off as prices increase.
- We are right if the group at the $120 price point averages a willingness score of 7/10 or higher, confirming adequate demand at this premium price.
Learning Card (Zoey Zheng)
- We believed that customers would value the orthopedic support and stylish design enough to pay $120.
- We observed that willingness to buy was highest at $120, but interest dropped off significantly at $140, suggesting some sensitivity to higher prices.
- From that, we learned that $120 is likely the sweet spot, balancing perceived value with affordability. It’s clear that emphasizing the comfort and customization benefits will be essential to justifying this premium price.
- Therefore, we will proceed with $120 as our primary price point and focus our messaging on the unique orthopedic support and design elements. We may also conduct further interviews to understand customer expectations better.
Notes from Participants
During the survey, we had some interesting feedback from participants. One user, a frequent heel-wearer with foot pain issues, said, “I’d pay $120 if I could wear these heels all day without discomfort.” Another participant, who was hesitant about paying a premium, mentioned, “If the heels are truly customized for my feet and not just ‘standard sizing,’ then $120 sounds fair.” These comments highlighted the importance of emphasizing the personalization aspect in our marketing to reinforce the value at this price point.
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Assumption 2: Ease of Customization Platform
Test Card (Yahaya Ndutu)
- Hypothesis: We believe customers are willing to spend 5-10 minutes using the customization platform to design their own shoes.
- To verify this, we will observe 10 individuals as they navigate the customization portal and ask questions about their experience.
- Measure: How reliably participants complete the process and whether they’re motivated to purchase their custom-designed heels.
- We are right if at least 6 out of 10 users finish the customization smoothly and report a positive experience that makes them consider purchasing.
Learning Card (Sharon Wambu)
- We believed that at least 60% of users would take the time to customize their shoes.
- We observed that 7 out of 10 participants engaged with the platform for at least 8 minutes, tweaking different options to reach a final design they liked. However, two participants got frustrated with the amount of detail and left without finishing.
- From that, we learned that simplicity in customization options is key to keeping users engaged. Offering too many choices too early can lead to decision fatigue.
- Therefore, we will start with a streamlined set of customization options and gradually add more choices if users express interest.
Participant Insights
One participant, who spent nearly 15 minutes exploring various heel heights and color combinations, noted, “It was fun, but a bit overwhelming. I’d love an option to ‘keep it simple’ for a quicker design.” Another participant suggested that a preview image showing all selected options could reduce the need to click through multiple screens. Based on this feedback, we’ll introduce a “Quick Customize” option for those who prefer a faster process.
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Assumption 3: Design Appeal to Consumers
Test Card (Ethan Hill)
- Hypothesis: Adding customization options will increase sales by attracting both current and new customers.
- To verify this, we will approach current and potential customers, asking if they’d be more likely to buy a customizable shoe over an existing standard design.
- Measure: How much more likely people are to buy customized orthopedic heels compared to our previous offerings.
- We are right if there’s a conversion rate increase of at least 20% when customers consider custom versus standard designs.
Learning Card (Mina Ky)
- We believed that at least 20% of current heel customers would switch to a customized design.
- We observed that out of 30 respondents, 8 said they’d choose the customized heels over their previous standard purchases, indicating a conversion rate of about 26.6%.
- From that, we learned that customization is appealing, especially for customers interested in orthopedic features, but some found the larger toe box less stylish than traditional heels.
- Therefore, we will explore ways to keep orthopedic benefits while refining the aesthetic, and expand our color options beyond black, red, and white.
Participant Reactions
Several customers shared helpful feedback during the test. One participant mentioned, “I love the idea of orthopedic support, but the toe box looks a bit bulky compared to my usual heels.” Another said, “I’d be more tempted if there were more color options – maybe something like navy or beige for versatility.” This feedback has prompted us to rethink some design elements to balance functionality with style and to explore an expanded color palette.
