Experience from Ale Zhu – Musical.ly (TikTok)


Job To Be Done Framework




Networking 101 – Just For Fun

Getting Launch Press for your Startup


When should you remain stealth?

8dcg · 3d ago

It would be easy to make the case that being in stealth is a bad idea. “Launch quickly” is such common startup trope it’s almost not worth discussing. But launching does have consequences:

* You’ll alert competitors. GCP famously didn’t invest in itself until AWS “launched” just how profitable it was.
* You lose mystique and allure. Mystery boxes are fun to open.
* You might get sued for trademark or patent infringement.
* You damage your company’s brand if the product isn’t good enough.
* And many others.

For the most part, these worrywarts are delightful intellectual games. Fun to think about, so we spend time thinking about them. But we’re not paid to solve brain-teasers, and truth is often simple: you are default dead until you come alive. Unless there is an incredibly specific reason why you’re unique, I would encourage you to launch. The world is really overloaded with news right now. The only way you’ll get users, attention, and revenue is if you make a fuss about it.

Remember, you can always launch multiple times, even with different names. Experiment and get out there!Reply1Lankinen.xyz · 4h ago

The brand point is not true with small startups. In Creativity Inc Ed explained how they sold some software first for too much because that the advice someone gave them and then they tried to sell it for less and no one wanted because they already had the image that the software were expensive. Maybe if the markets are so small that there is only handful of companies it might make sense to be sure you don’t destroy the brand but when selling ot consumers there are always more people that have never heard of the company.Reply2jamesaugeri · 6d ago

true stealth is generally over-rated unless you’re filing some patents; we’re in semi-stealth, i.e., there are public demos on https://heyjingle.com/ — in general, the more interaction you can drive the better, and only very few can do that via stealthReply2Lankinen.xyz · 6d ago

I think almost all good ideas fall into two categories: 1. something that became possible lately 2. something that sounds so bad that no one wants to try it. In the second case it doesn’t matter how many people you tell about the idea because they don’t want to take any action. The idea sounds impossible, stupid, or other ways something they don’t want to touch. In the first case people might also realize that “oh yeah that’s actually pretty good idea”. But very rarely these people then take any kind of action towards executing the idea. They copied it from you so they don’t probably share the same passion and without it in most of the cases they fail. That said maybe 0.1% of the people you tell really might cause compeition but it’s such a small chance compared to how much help you can get by talking that it’s not worth it to keep the idea stealth.Reply2hugomontenegro · 6d ago

I agree with Lankinen. Unless your idea is truly groundbreaking, don’t keep it secret. People aren’t going to copy you, they have enough on their plates already. On the other hand, making your project public/semi-public grants you access to feedback, makes it possible to grow an audience, gauge interest, and in general will make the execution of your idea much better.Reply2gavinyue · 7d ago

When you have no satisfying product, staying visible does not help.Reply1zach · 5d ago

Seems the consensus here is the only benefit it “may” provide is patent defense. Any others to consider? I’m not considering it with my startup, just curious where it’s lead to a more successful outcome for a company than if they went public.Reply1adi · 6d ago

My philosophy on stealth has always been that if someone can build it a lot better than you and has the capacity to drive you out of market, it’s perhaps better to know about it first. It’s too little a risk for too high a benefit. However, if you’re talking about intellectual property, things change. I don’t think you can file for a patent if your design is already publicly known. If IP is something you’re exploring, it could perhaps be a better idea to do some research and maybe talk to lawyers or your mentors.


Some lessons from our pre-launch campaign

Here’s a write up of some lessons we learned during our pre-launch campaign with Taskable.

The tl;dr:
1. Ask for a user interview after someone has made a small investment in you already, such as taking a survey.
Betalist was a good way to get subscribers – would recommend but not necessarily pay for the expedited service.
2. Product Hunt’s Ship/Upcoming page is meh. Most subscribers are spam/not that interested in you (sorry).
3. Most people will forget who you are or why they signed up for your launch. Make sure you remind them when you invite them to the demo, especially if they pre-registered weeks or months ago.
4. It’s great to have pre-registered users, but don’t expect all of them to take you up on signing up. Often they’ve moved on, found another product, or weren’t that interested in the first place (again.. sorry).
5. The best way we found to get early adopters was spending time in communities and Slack groups where our target users lived. If they were at all interested in what we were working on, we’d try and book an onboard directly.
6. Be targetted in whom you reach out to join. If you are doing a closed beta, focus on people whom you think need your product. Otherwise, you’ll spend lots of time talking to, or trying to please, people who don’t need your product. Respect their time and yours.
7. Never stop launching – you’ll get many cracks at it. Try stuff out early on, get feedback, recalibrate, launch again.


UX Research on learning app

Define the challenge

UX Design Process = Design Thinking Process

  • Empathize
  • Define
  • Ideation
  • Prototype
  • Test

Empathize: to understand users’s needs. frustrations, aspirations toward their goals and their experience.

Define: to define the user based on the collected insights.

Ideation: to find alternative solutions that match user aspirations.

Prototype: to test the solution, make usability test with users and iterate on the users.

  1. Empathize

Do user research: survey, user interview, recognize insights, understand problems, relationships to the problems, couple information with market analysis to understand what was proposed by the competitors and their positioning. Understand the need of our users, understand where are their expectations in the market.

Do competitor analysis.

Do market analysis

Do studies: do Interney studies instead of making survey to find the insights on the target user.

Do user interview: to get insights about what they think.

2. Define The User

Do User Persona

Do Storyboard & recognize their pain points

Point out the problem statement

Part 2

Download the data and identify areas that we could dig into

Do User Persona. Important to have it in mind as part of a user-centered design process.

Do User Journey: to visualize via a timeline the different possibilities to satisfy the users. Put in the user’s shoes is key to identify pain points. Then recognize their paint points through the journey.

Identify the problem statement

3. Ideation phase


Draw User Flow

State out the solution

Create lo-fi, mid-fi wireframe to present Information Architecture

Create a mood board: to express the spirit of the app based on pre-defined keywords

Create style tile by defining typography, colors, icons, and illustrations. Think about style across screens, visual elements, and their interactive properties. Alignments, spacing, and consistency in the icons, shapes, and colors were key elements to guide the user and keep usability heuristic in the design.

Part 2

Do site map: to ensure that every part of the application was reinforcing the goals

Do user flow: to release a MVP, can use this for a sprint to focus on the main functionalities.

4. Prototype

Do desirability testing: to see what the design conveys

Do usability testing: to see if the solution works well. Can use wireframe or a prototype built by Marvel, or any frameworks. Test with users by letting them experiment with the app while observing them.

Can use the hi-fi prototype to check if all the design elements are correctly understood and see how can create a better experience with users.

Part 2

Create mid-fidelity prototype: to present information architecture elements, test with users in an interview, correct some elements and mechanisms that had not been understood by the testers.

Create moodboard

Create style tile

Create hi-fi prototype

5. Test

Do usability tests

Do desirability tests

Do AB testing on the different home screens




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