Innovative Methods for Idea Validation: From Fake Doors to Wizardry

Katarina Korpar
11 min read
Innovative Methods for Idea Validation: From Fake Doors to Wizardry

Looking for innovative idea validation methods? This toolbox is designed for it.

So, you’ve done your “discovery” and market research and believe you have some ideas to validate. Understanding how to validate a product idea is crucial in any venture studio. At Martian & Machine, we are fully aware that building products or features from unvalidated ideas is a costly gamble, risking time, resources, and the trust of any user base. That’s why we avoid it to the furthest extent. Fortunately, there are plenty of innovative and practical methods for validating product ideas, that allow all of us to test the waters before diving in.

In this article, we will explore a toolkit of creative idea validation methods that can help you make informed decisions and minimize the risks associated with untested concepts. From the intriguing "Fake door testing" to the mysterious "Wizard of Oz" approach, we will delve into practical techniques, underpinned by thorough user research, that have proven to be invaluable for startups, entrepreneurs, and product teams.

1. Fake Door Testing: Unlocking User Intent

"Fake door testing" is like placing a key in front of a locked door and seeing how many people attempt to turn it. It involves creating user interface elements that suggest the existence of a feature, even if it hasn't been developed yet. The goal is to gauge user interest and intent by tracking how many users click on this virtual door.

Imagine you're designing a new social media platform and you want to introduce a "live streaming" feature. Instead of building the entire functionality, you create a clickable button labeled "Go Live" on the platform's homepage. Users see it and click on it, believing they can start live streaming. However, behind the scenes, there's no live-streaming capability—yet.

Fake door testing allows you to answer essential questions:

  • How many users are interested in live streaming?

  • Is this a feature worth investing in?

  • What are the real user expectations around it?

The beauty of this method is its simplicity and cost-effectiveness. You gain insights without investing substantial development resources. If the "Go Live" button garners significant interest, it suggests strong user intent and validates the need for live streaming. If it doesn't, you can pivot or reconsider your approach without a major setback.

2. Wizard of Oz Testing: Pulling Back the Curtain

While Fake door testing leaves a sense of mystery, the "Wizard of Oz" testing takes the intrigue to a whole new level. In this method, you emulate a feature or service that would typically be automated but is, in reality, manually operated in the background. Users interact with what appears to be a fully functional feature, but a human is orchestrating the magic behind the scenes.

Here's how it works in practice:

Imagine you're working on a voice-activated virtual assistant, and you're contemplating a feature that can book restaurant reservations. Instead of building an AI system that can handle this task autonomously, you have a team of humans who manually handle the reservation requests. Users interact with the system, believing it to be AI-driven, and submit their reservation requests.

There are multiple benefits of "Wizard of Oz" testing:

  • Real User Interaction: You can observe how users naturally interact with the feature, even if it's not automated. This provides valuable insights into user behavior and expectations.

  • Cost-Efficiency: This method allows you to validate the concept without investing heavily in AI development upfront. If the feature proves popular, you can later invest in automation.

  • Quick Iteration: Since humans are in control behind the scenes, you can easily iterate and make changes based on user feedback.

"Wizard of Oz" testing is particularly valuable for complex, AI-driven features where full automation might be costly and risky. It helps you gauge user behavior and interests in a controlled environment, ultimately guiding your development decisions.

3. Concierge MVP: Providing Personalized Validation

The "Concierge MVP" method offers a unique approach to idea validation by providing a high-touch, manual version of a service to a small group of users. Instead of investing in the full development of an automated solution, you handle and manage the service for a select group of users.

Here's how it works:

Let's say you're envisioning a meal delivery app. Instead of building an intricate ordering system and delivery network, you, as the founder, manually take orders and deliver meals to a limited number of customers. This manual approach offers a highly personalized and hands-on experience.


  • Immediate Feedback: By being directly involved in the service, you gain immediate feedback from users about their needs, preferences, and pain points.

  • Cost Savings: This method minimizes development costs initially, as it doesn't require the creation of a full automated system.

  • Iterative Learning: You can quickly iterate and improve the service based on user feedback and needs.

"Concierge MVP" is particularly effective for businesses that require significant resources to automate. It provides a unique opportunity to test the market, gather insights, and build a loyal customer base, all while keeping costs under control. To see how we implement the Concierge MVP method and other strategies in the early stages of startup development, read our insights in How We Build Startups from 0 to 1.

4. Smoke Testing: Fanning the Flames of Interest

"Smoke testing" is a method that involves promoting a new product or feature before it's fully developed or built. It's like lighting a match to see if there's enough interest to ignite a full blaze. The idea is to measure interest and demand by tracking sign-ups, pre-orders, or expressions of interest from potential users.

Here's how it works:

Suppose you're planning to launch a new mobile app for a unique travel experience. Before investing heavily in development, you create a captivating landing page or teaser that highlights the app's key features and value proposition. You then invite users to sign up or express their interest in gaining early access.


  • Market Validation: Smoke testing allows you to validate your concept and the market's interest before significant development investments.

  • Early User Engagement: It helps you build a potential customer base even before the product is ready.

  • Iterative Development: You can refine your product based on user feedback and needs from early adopters.

"Smoke testing" serves as a test for your product's potential success. If you receive a positive response and a substantial number of sign-ups or pre-orders, it's a clear signal that you're onto something valuable. You can then proceed with development, confident in the demand for your product.

5. Pretotyping: Sketching Success

"Pretotyping" is an approach that involves creating non-functional prototypes or mockups to test the concept and gather user feedback. It's about sketching success before fully committing to development.

Here's how it works:

Imagine you're developing a new app for language learning. Instead of building the complete app with all its features, you create a simple, interactive mockup that showcases the core functionality. Users can navigate through lessons, hear sample pronunciations, and interact with the basic interface. However, the lessons and content aren't fully developed yet.


  • Fast Iteration: Pretotyping allows you to iterate quickly based on user feedback and preferences.

  • Early Validation: You can validate the concept and user interest without extensive development.

  • Cost-Efficiency: This method minimizes development costs until the concept is proven.

Pretotyping is particularly effective for fine-tuning user experience and understanding how users interact with your concept. It provides a low-risk, high-reward approach to idea validation, helping you make informed decisions before heavy investment.

6. Idea Crowdsourcing: Tapping into Collective Wisdom

"Idea Crowdsourcing" is a method that involves involving your user community or a targeted audience in the idea generation process. It's about tapping into collective wisdom to gather feedback and suggestions for product improvements or new features.

Here's how it works:

Suppose you have a well-established e-commerce platform. To enhance the user experience and expand your product offerings, you create a dedicated section on your website or app where users can submit ideas and suggestions. You also organize user feedback sessions and surveys to gather insights into what your audience truly desires.


  • User-Centric Development: Idea crowdsourcing ensures that your product development aligns with the preferences and needs of your target audience, allowing for a more user-centric development approach.

  • Engagement and Loyalty: Involving users in the creative process can lead to increased user engagement and loyalty, as they feel a sense of ownership and contribution.

  • Innovative Insights: Users often provide fresh and innovative ideas that may not have been considered internally.

Idea crowdsourcing fosters a sense of collaboration and community, strengthening the relationship between your brand and its users. It's an effective method for validating ideas, and ensuring that your product roadmap aligns with user expectations. Luckily, there are plenty of services that offer idea or improvement submission options.

7. Flash Builds: Rapid Idea Validation

"Flash builds" are all about rapid idea validation. In this method, you set up limited-time experiments where you build and release a feature or product in a very short period. The goal is to assess its impact quickly.

Here's how it works:

Imagine you're working on a messaging app, and you want to introduce a voice messaging feature. Instead of developing the full feature, you create a stripped-down version that allows users to record and send voice messages. This version is built and released in just 48 hours. Users can access and use it during this limited time.


  • Swift Feedback: Flash builds provide immediate feedback from users about the new feature's usability and appeal.

  • Minimal Investment: They require minimal development resources and allow you to test concepts without significant commitments.

  • Iterative Learning: Based on user feedback, you can make adjustments quickly and refine the feature.

"Flash builds" are ideal for validating concepts where time-to-market is critical. They allow you to assess interest, gather feedback, and fine-tune ideas without extended development cycles.

8. Beta Testing and Early Access Programs: Building a User Base

"Beta testing" and "Early access programs" are methods that involve releasing your product or feature to a select group of users before a full-scale launch. This approach allows you to gather feedback, identify potential issues, and start building a user base.

Here's how it works:

Suppose you're developing a new mobile game. Before making it available to the general public, you invite a small group of users to participate in beta testing. They gain early access to the game, provide feedback on gameplay, and report any bugs or issues they encounter. You may also offer early access to certain premium features as a part of the program.


  • Feedback and Bug Identification: Beta testers help uncover issues that may not have been apparent during internal testing.

  • User Engagement: Early access programs can create excitement and engagement among users, building anticipation for your product's full release.

  • Community Building: You can cultivate a dedicated community of users who feel invested in your product's success.

These methods are particularly valuable for software, games, or apps, as they allow you to refine and enhance your product based on real user experiences. The insights gained during beta testing and early access can be instrumental in fine-tuning your product before a wider launch.

Building without validation is like navigating through the dark, unsure of the path ahead. Hopefully, this set of creative and practical methods can illuminate your way and help you make informed decisions.

As you venture into the world of idea validation, consider the following:

  • Embrace innovation in your validation process.

  • Minimize risks by testing the waters before diving in.

  • Build a strong relationship with your user community.

  • Keep an open mind and be prepared to pivot based on feedback.


These creative methods of product idea validation, including "Fake Door" and "Wizard of Oz" testing, aren't just for startups and entrepreneurs. They're also incredibly useful for established companies looking to expand or innovate within their product lines. These approaches can be game-changers, offering fresh perspectives and significant advantages.

What's great about these techniques is that they let you dip your toes in the water without going all-in on resources. This means your company can stay nimble, quickly adapting to what your customers are looking for.

Remember, in the world of product development, success is usually a marathon, not a sprint. It unfolds step by step, each one offering a valuable lesson and a chance to fine-tune your approach. Whether it's testing a feature with a small group or launching a bare-bones version to a select audience, these are the moments that count. They're your chance to sharpen your ideas, maybe change direction if needed, and inch closer to creating something that clicks with your audience. So, embrace this journey with an open mind and be ready to evolve.

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