Digital Assets
Digital Assets in the context of product development are digital items or resources created for use in evaluative tests such as landing page tests, fake doors, A/B testing, and multivariate tests. These assets can include images, mockups, copy, videos, interactive prototypes, and web pages designed to simulate or propose product features, marketing campaigns, or user interfaces.
Purpose
The purpose of Digital Assets is to enable the testing of assumptions and hypotheses about user behaviour, preferences, and product features without fully developing the feature or product. They are used to gather qualitative and quantitative data on user interest, design choices, and potential product improvements.
Format
Digital Assets can vary widely in format, depending on the type of evaluative test being conducted:
| Type of Asset | Description | Use Case |
|---|---|---|
| Mockups and Wireframes | Visual representations of a product's layout and design elements. | For gathering feedback on design concepts or usability. |
| Interactive Prototypes | Clickable models that simulate user interaction with a product. | For usability testing and assessing user flows. |
| Landing Pages | Single web pages that provide information about a product or feature, often with a call to action. | For landing page tests to gauge interest in a new product or feature. |
| Ad Creatives | Images, videos, or copy used in digital advertising campaigns. | For A/B testing marketing messages or creatives. |
| Email Templates | Designed email layouts used for marketing or communication with users. | For testing different messaging and engagement strategies. |
| Fake Doors | Simulated features or products that are not yet developed, used to gauge user interest. | For testing demand for potential new features or products. |
| Product Tours | Guided walkthroughs of a product's features and functionality. | For assessing user onboarding and feature discoverability. |
Anti-patterns
- Overdesign: Spending excessive time and resources perfecting the design of digital assets for testing, delaying the feedback loop.
- Ignoring Context: Failing to account for the context in which the digital asset will be viewed or used by the target audience.