Experiment to innovate

Anders Toxboe, Head of Digital Development at the Danish Broadcasting Corporation (DR), who has run UI-Patterns.com since 2007, gave this talk at GOTO in 2019. It is for teams stuck in product tunnel vision: still implementing ideas that are months old, only to find out they failed, and spending time building things nobody wants other than the boss.

Toxboe explains how to escape that trap and focus on building the right thing. His answer is systematic and constant product testing. He sets out to take the boring part out of testing and show how easy it can be, so that a product can reach more of the right people.

The talk shares his playbook of product experiments used by product builders at companies such as Spotify, Booking.com, Facebook, Amazon and Google, and recommended by universities including Harvard, MIT and Stanford. It touches on lean UX, lean startup thinking, prototyping and validation.