SFFI Customer Development: Kate Rutter

8/13/2019 SFFI Customer Development: Kate Rutter

http://slidepdf.com/reader/full/sffi-customer-development-kate-rutter 1/26

@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013

From cold-sweat questions 

to hot validated learning

 {or, Customer Development

  = awesome} 

MONDAY, NOV 25, 2013

8/13/2019 SFFI Customer Development: Kate Rutter

http://slidepdf.com/reader/full/sffi-customer-development-kate-rutter 2/26

@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013

Kate Rutter

Co-Founderwww.luxr.co

TWEET!

@katerutter

@luxrco

Luxr makes tools to help startups

deliver products that people want,

need & love to buy.

8/13/2019 SFFI Customer Development: Kate Rutter

http://slidepdf.com/reader/full/sffi-customer-development-kate-rutter 3/26

@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013

I am not an expert on your business.

You are.

My goal is to help you explorewhat ideas solve real

problems for humans...

so you can validate them andmove them forward.

What to expect...

8/13/2019 SFFI Customer Development: Kate Rutter

http://slidepdf.com/reader/full/sffi-customer-development-kate-rutter 4/26

@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013

“But the code validated!”

“The design was brilliant.

It just never launched.” 

“We made an amazing thing.

But nobody wanted it.” 

Recognizing Startup Failure

8/13/2019 SFFI Customer Development: Kate Rutter

http://slidepdf.com/reader/full/sffi-customer-development-kate-rutter 5/26

@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013

“But the code validated!”

“The design was brilliant.

It just never launched.” 

“We made an amazing thing.

But nobody wanted it.” 

Recognizing Startup Failure

  F A  I  L

8/13/2019 SFFI Customer Development: Kate Rutter

http://slidepdf.com/reader/full/sffi-customer-development-kate-rutter 6/26

@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013

“But the code validated!”

“The design was brilliant.

It just never launched.” 

“We made an amazing thing.

But nobody wanted it.” 

Recognizing Startup Failure

  w a s  t e

8/13/2019 SFFI Customer Development: Kate Rutter

http://slidepdf.com/reader/full/sffi-customer-development-kate-rutter 7/26

@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013

Lean Startup

Agile & UX

Customer Development

New approaches

8/13/2019 SFFI Customer Development: Kate Rutter

http://slidepdf.com/reader/full/sffi-customer-development-kate-rutter 8/26

@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013

The big idea...

Get outof the

building!

8/13/2019 SFFI Customer Development: Kate Rutter

http://slidepdf.com/reader/full/sffi-customer-development-kate-rutter 9/26

8/13/2019 SFFI Customer Development: Kate Rutter

http://slidepdf.com/reader/full/sffi-customer-development-kate-rutter 10/26

@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013

How do I

know itdoesn’t suck?

so...

I have aproduct.

8/13/2019 SFFI Customer Development: Kate Rutter

http://slidepdf.com/reader/full/sffi-customer-development-kate-rutter 11/26

@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013

 W h o  w i l l  u s e  t h i s

 ?

cold-sweat questions

W h y  w i l l  t h e  y  c a r e ? 

 W ha t can  i t 

do 

 t ha t peop le  w i l l pa y  for?

 W h a t  f e

 a t u r e s 

 a r e  m o s t 

 i m p o r t

 a n t ?How doeseverythingfit together ? 

8/13/2019 SFFI Customer Development: Kate Rutter

http://slidepdf.com/reader/full/sffi-customer-development-kate-rutter 12/26

@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013

 W h o  w i l l  u s e  t h i s

 ?

cold-sweat questions

W h y  w i l l  t h e  y  c a r e ? 

 W ha t can  i t 

do 

 t ha t peop le  w i l l pa y  for?

 W h a t  f e

 a t u r e s 

 a r e  m o s t 

 i m p o r t

 a n t ?How doeseverythingfit together ? 

8/13/2019 SFFI Customer Development: Kate Rutter

http://slidepdf.com/reader/full/sffi-customer-development-kate-rutter 13/26

@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013

 W h o  w i l l  u s e  t h i s

 ?

with a bit of tweaking...

W h y  w i l l  t h e  y  c a r e ? 

 W ha t can  i t 

do 

 t ha t peop le  w i l l pa y  for?

 W h a t  f

 e a t u r e s 

 a r e  m o s t 

 i m p o r t a

 n t ?How doeseverything fit together ? 

8/13/2019 SFFI Customer Development: Kate Rutter

http://slidepdf.com/reader/full/sffi-customer-development-kate-rutter 14/26

8/13/2019 SFFI Customer Development: Kate Rutter

http://slidepdf.com/reader/full/sffi-customer-development-kate-rutter 15/26

@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013

Who is it for?

Questions == Stack 

Why does it matterto them?

What can they do thatthey couldn!t do before?

What features do theyneed to do that?

How do those limitedfeatures fit together?

users needs &

 goals 

uses 

features  product,brand & voice

8/13/2019 SFFI Customer Development: Kate Rutter

http://slidepdf.com/reader/full/sffi-customer-development-kate-rutter 16/26

@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013

Who is it for?

Questions == Stack 

Why does it matterto them?

What can they do thatthey couldn!t do before?

What features do theyneed to do that?

How do those limitedfeatures fit together?

users needs &

 goals 

uses 

features  product,brand & voice

8/13/2019 SFFI Customer Development: Kate Rutter

http://slidepdf.com/reader/full/sffi-customer-development-kate-rutter 17/26

@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013

Who is it for?

Questions => Activities

Why does it matterto them?

What can they do thatthey couldn!t do before?

What features do theyneed to do that?

How do those limitedfeatures fit together?

Customerdevelopmentor...user research

Sketches &prototypesbefore UI. Before code.

Experiments,MVPs, Metricsand...usability testing

8/13/2019 SFFI Customer Development: Kate Rutter

http://slidepdf.com/reader/full/sffi-customer-development-kate-rutter 18/26

@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013

Who is it for?

Questions => Activities

Why does it matterto them?

What can they do thatthey couldn!t do before?

What features do theyneed to do that?

How do those limitedfeatures fit together?

Customerdevelopmentor...user research

Sketches &prototypesbefore UI. Before code.

Experiments,MVPs, Metricsand...usability testing

Interviews

8/13/2019 SFFI Customer Development: Kate Rutter

http://slidepdf.com/reader/full/sffi-customer-development-kate-rutter 19/26

@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013

SSCI

(Super Simplified Customer Interviews)

• Identify who you want to talk to.

• Articulate your hypotheses.

• Jot down conversation prompts.

• Have the conversation

• Debrief!

8/13/2019 SFFI Customer Development: Kate Rutter

http://slidepdf.com/reader/full/sffi-customer-development-kate-rutter 20/26

@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013

“Have you ever had ________ experience?”

“Can you tell me the story about that?”

“And then what happened?”

“Why [or how] did you do that?”

“What did you love [or hate] about that?”

“If you could wave a magic wand,

what would it be like?”

Conversation Prompts

8/13/2019 SFFI Customer Development: Kate Rutter

http://slidepdf.com/reader/full/sffi-customer-development-kate-rutter 21/26

8/13/2019 SFFI Customer Development: Kate Rutter

http://slidepdf.com/reader/full/sffi-customer-development-kate-rutter 22/26

@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013

After the Interview: Debrief

DUMP (5min, solo)1 idea per sticky

“What I heard”“What I saw”

“What stood out”

SORT (10min, team)

• Collect similar items• Label groups

• Stack duplicates• Note trends and exceptionsValidate or invalidate your hypothesis

8/13/2019 SFFI Customer Development: Kate Rutter

http://slidepdf.com/reader/full/sffi-customer-development-kate-rutter 23/26

@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013

8/13/2019 SFFI Customer Development: Kate Rutter

http://slidepdf.com/reader/full/sffi-customer-development-kate-rutter 24/26

@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013

8/13/2019 SFFI Customer Development: Kate Rutter

http://slidepdf.com/reader/full/sffi-customer-development-kate-rutter 25/26

@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013

Q&A + Discussion

8/13/2019 SFFI Customer Development: Kate Rutter

http://slidepdf.com/reader/full/sffi-customer-development-kate-rutter 26/26

@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013

Core Curriculum 

Online Workshops 

7-week path to greatness for startupentrepreneurs.

Actionable workshops for your most urgentand important problems.

LUXr delivers practical tools to

entrepreneurs worldwide, helping

early-stage entrepreneurs deliverproducts that customers want,

need and love to buy.

http://luxr.co @luxrco