Fake door & how to use it

Hey, I'm Andrey - founder of Rooms and here is a method on how to get early adopters which worked for us. To our surprise... 🧐

We're creating an app that matches flatmates and flats through an ML algorithm. Unlike existing platforms, which offer cluttered threads of images and messages.

Fake door testing, a method we stumbled upon without even realising, is a technique to quickly test if users even want your product without spending any resources on it.

A formal definition:

It's a product validation technique that consists of inserting elements into an MVP (minimum viable product) or prototype that simulates the existence of a particular functionality that has not yet been developed.

If you are offering a service-based product, then the service you provide can be done manually in the very beginning. That's what we realised...

Operating as a B2C marketplace, our value lies in the quality of the matches between our users. So we decided to run a pre-release version in the form of group chats on WhatsApp and Facebook.

We onboarded users who were looking to rent and asked them to fill out a Typeform with their preferences in personality and lifestyle.

Using this data, our algorithm facilitated matches between those with available flats and those seeking them.

We were also offering a buddy-up service. We got feedback, and many of them said they wanted to be sent compatible apartment recommendations.

And so we did!!!

In response, we introduced a new user type—listing agents—focused on matching users solely with available flats 😊

Our fake door was a CTA button to join our WhatsApp group, and our website was turned into the portal for our groups.

Fake Door takes the form of links, buttons, menus, or any other interface component that indicates to the user that they can access certain functionality or content.

Benefits of having a fake door:

• Assess user demand upfront, constantly refining the product based on feedback.

• Understand user needs without deception, prioritising development effectively.

• Experiment cost-free, avoiding unnecessary spending.

Side note:

Only go after funding when you absolutely need it! Only go for it when to complete the next step, all you need is money ❗

Being funded removes the freedom; now you have to deliver, and you can't experiment freely.