89
Cust Dev Bootcamp From customer interviews to customer traction @uxceo

Lean ux custdev-bootcamp

Embed Size (px)

DESCRIPTION

 

Citation preview

Page 1: Lean ux custdev-bootcamp

Cust Dev Bootcamp

From customer interviews to customer traction

@uxceo

Page 2: Lean ux custdev-bootcamp

Validation Board

Sign up at: ValidationBoard.com

@uxceo

Page 3: Lean ux custdev-bootcamp
Page 4: Lean ux custdev-bootcamp
Page 5: Lean ux custdev-bootcamp

“A startup’s runway is the number of pivots it can still make.”

-Eric Ries

Page 6: Lean ux custdev-bootcamp

GOAL: Decrease Cash Spent Between Pivots

Page 7: Lean ux custdev-bootcamp

PRODUCT =EXPERIMENT

GOAL: Decrease Cash Spent Between Pivots

Page 8: Lean ux custdev-bootcamp

PROGRESS = VALIDATED LEARNING

PRODUCT =EXPERIMENT

GOAL: Decrease Cash Spent Between Pivots

Page 9: Lean ux custdev-bootcamp

STEP 1: Who is the customer?

Define Your Customer Hypothesis

@uxceo

Page 10: Lean ux custdev-bootcamp

CUSTOMER@uxceo

Page 11: Lean ux custdev-bootcamp

STEP 2: What is her problem?

Define Your Problem Hypothesis

@uxceo

Page 12: Lean ux custdev-bootcamp

PROBLEM• Must be specific to the person!

INCORRECT:• “People are not recycling” is not a problem someone has

CORRECT:• “Forgets the day of the week for collection”• “Confused how to sort plastics”

• Two similar but different problems

@uxceo

Page 13: Lean ux custdev-bootcamp

SOLUTION

Do not define until the problem is validated

Why? Because every problem has multiple solutions

@uxceo

Page 14: Lean ux custdev-bootcamp

STEP 3: What do you test?Plan your Experiment (MVP)

@uxceo

Page 15: Lean ux custdev-bootcamp

What must we learn?

What are the Core Assumptions of our business?

Prioritize: Which Assumption is the Riskiest?

@uxceo

Page 16: Lean ux custdev-bootcamp

What do we build to test?

1.Exploration -> reproduce problem2.Pitch -> collect currency3.Concierge -> deliver customer

expectation

(Methods increase in cost of testing)

@uxceo

Page 17: Lean ux custdev-bootcamp

How do we measure result?

Decide on the weakest outcome you will accept as validation

Called the Minimum Success Criterion

@uxceo

Page 18: Lean ux custdev-bootcamp

STEP 4?

@uxceo

Page 19: Lean ux custdev-bootcamp

GET OUT OF THE

BUILDING!

@uxceo

Page 20: Lean ux custdev-bootcamp

STEP 5: What did you learn?

Analyze Results

@uxceo

Page 21: Lean ux custdev-bootcamp

What happened?VALIDATEDBrainstorm and test next RA(NOTE: if you validate with the wrong customers, it is not validated)

INVALIDATEDPivot the hypothesis

@uxceo

Page 22: Lean ux custdev-bootcamp
Page 23: Lean ux custdev-bootcamp

1

1

Page 24: Lean ux custdev-bootcamp

1

1

222

2

22

X

Page 25: Lean ux custdev-bootcamp

1

1

222

2

22

X

Page 26: Lean ux custdev-bootcamp

1

1

222

2

22

X

3

3

Page 27: Lean ux custdev-bootcamp

1

1

222

2

22

X

3

3

Page 28: Lean ux custdev-bootcamp

1

1

X

Page 29: Lean ux custdev-bootcamp

1

1

X

4

4

Page 30: Lean ux custdev-bootcamp

1

1

X

4

4

555

5

55

X

Page 31: Lean ux custdev-bootcamp

1

1

X

4

4

555

5

55

X

Page 32: Lean ux custdev-bootcamp

1

1

X

4

4

555

5

55

X

6

6

Page 33: Lean ux custdev-bootcamp

1

1

X

4

4

X

Page 34: Lean ux custdev-bootcamp

1

1

X

4

4

X

Page 35: Lean ux custdev-bootcamp

1

1

X

4

4

X

7

Page 36: Lean ux custdev-bootcamp

CASE STUDY

Page 37: Lean ux custdev-bootcamp

@uxceo

bootstrapped startup founders

cannot find or hire UX

designers

Page 38: Lean ux custdev-bootcamp

@uxceo

bootstrapped startup founders

cannot find or hire UX

designers

trouble getting reliable

feedback

In-person feedback

Build relation

w/ designer

Page 39: Lean ux custdev-bootcamp

@uxceo

bootstrapped startup founders

cannot find or hire UX

designers

trouble getting reliable

feedback

In-person feedback

Build relation

w/ designer

Exploration

6/10

Page 40: Lean ux custdev-bootcamp

@uxceo

Page 41: Lean ux custdev-bootcamp

@uxceo

bootstrapped startup founders

cannot find or hire UX

designers

trouble getting reliable

feedback

In-person feedback

Build relation

w/ designer

Page 42: Lean ux custdev-bootcamp

@uxceo

bootstrapped startup founders

cannot find or hire UX

designers

trouble getting reliable

feedback

In-person feedback

Build relation

w/ designer

connect founders

w/ designers

Page 43: Lean ux custdev-bootcamp

@uxceo

bootstrapped startup founders

cannot find or hire UX

designers

trouble getting reliable

feedback

In-person feedback

Build relation

w/ designer

connect founders

w/ designers

pay for virtual

help

Page 44: Lean ux custdev-bootcamp

@uxceo

bootstrapped startup founders

cannot find or hire UX

designers

trouble getting reliable

feedback

In-person feedback

Build relation

w/ designer

connect founders

w/ designers

pay for virtual

help

pitch

8/10

Page 45: Lean ux custdev-bootcamp
Page 46: Lean ux custdev-bootcamp

@uxceo

bootstrapped startup founders

cannot find or hire UX

designers

trouble getting reliable

feedback

connect founders

w/ designers

pay for virtual

help

Page 47: Lean ux custdev-bootcamp

@uxceo

bootstrapped startup founders

cannot find or hire UX

designers

trouble getting reliable

feedback

connect founders

w/ designers

pay for virtual

help

ux designers

extra income w/ quick ux

consulting

Page 48: Lean ux custdev-bootcamp

@uxceo

bootstrapped startup founders

cannot find or hire UX

designers

trouble getting reliable

feedback

In-person feedback

Build relation

w/ designer

connect founders

w/ designers

pay for virtual

help

ux designers

extra income w/ quick ux

consulting

will consult

virtuallyaccept

lower pay

online platform

is sufficient

Page 49: Lean ux custdev-bootcamp

@uxceo

bootstrapped startup founders

cannot find or hire UX

designers

trouble getting reliable

feedback

In-person feedback

Build relation

w/ designer

connect founders

w/ designers

pay for virtual

help

ux designers

extra income w/ quick ux

consulting

will consult

virtuallyaccept lower pay

online platform

is sufficient

pitch

8/10

Page 50: Lean ux custdev-bootcamp

@uxceo

bootstrapped startup founders

cannot find or hire UX

designers

trouble getting reliable

feedback

In-person feedback

Build relation

w/ designer

connect founders

w/ designers

pay for virtual

help

ux designers

extra income w/ quick ux

consulting

will consult

virtuallyaccept

lower pay

online platform

is sufficient

Page 51: Lean ux custdev-bootcamp

@uxceo

bootstrapped startup founders

cannot find or hire UX

designers

trouble getting reliable

feedback

In-person feedback

Build relation

w/ designer

connect founders

w/ designers

pay for virtual

help

ux designers

extra income w/ quick ux

consulting

will consult

virtuallyaccept

lower pay

online platform

is sufficient

junior ux designers

1-3 yrs exp

not enough experience and leads

connect founders

w/ designers

Page 52: Lean ux custdev-bootcamp

@uxceo

bootstrapped startup founders

cannot find or hire UX

designers

trouble getting reliable

feedback

In-person feedback

Build relation

w/ designer

connect founders

w/ designers

pay for virtual

help

ux designers

extra income w/ quick ux

consulting

will consult

virtuallyaccept

lower pay

online platform

is sufficient

junior ux designers

1-3 yrs exp

not enough experience and leads

connect founders

w/ designers

pitch

8/10

Page 53: Lean ux custdev-bootcamp
Page 54: Lean ux custdev-bootcamp

@uxceo

bootstrapped startup founders

cannot find or hire UX

designers

trouble getting reliable

feedback

In-person feedback

Build relation

w/ designer

connect founders

w/ designers

pay for virtual

help

ux designers

extra income w/ quick ux

consulting

will consult

virtually

accept lower pay

online platform

is sufficient

junior ux designers

1-3 yrs exp

not enough experience and leads

connect founders

w/ designers

Page 55: Lean ux custdev-bootcamp

@uxceo

bootstrapped startup founders

cannot find or hire UX

designers

trouble getting reliable

feedback

In-person feedback

Build relation

w/ designer

connect founders

w/ designers

pay for virtual

help

ux designers

extra income w/ quick ux

consulting

will consult

virtually

accept lower pay

online platform

is sufficient

junior ux designers

1-3 yrs exp

not enough experience and leads

connect founders

w/ designers

Page 56: Lean ux custdev-bootcamp

@uxceo

bootstrapped startup founders

cannot find or hire UX

designers

trouble getting reliable

feedback

In-person feedback

Build relation

w/ designer

connect founders

w/ designers

pay for virtual

help

ux designers

extra income w/ quick ux

consulting

will consult

virtually

accept lower pay

online platform

is sufficient

junior ux designers

1-3 yrs exp

not enough experience and leads

connect founders

w/ designers

concierge

60%

Page 57: Lean ux custdev-bootcamp
Page 58: Lean ux custdev-bootcamp

@uxceo

bootstrapped startup founders

cannot find or hire UX

designers

trouble getting reliable

feedback

In-person feedback

Build relation

w/ designer

connect founders

w/ designers

pay for virtual

help

ux designers

extra income w/ quick ux

consulting

will consult

virtually

accept lower pay

online platform

is sufficient

junior ux designers

1-3 yrs exp

not enough experience and leads

connect founders

w/ designers

Page 59: Lean ux custdev-bootcamp

Justine, UX DesignerHCI Grad, Berkeley

Eric, Founder Chef Surfing

Page 60: Lean ux custdev-bootcamp

Try it!

1. Define Your Customer & Problem2. Jot Down Your Core Assumptions3. Identify Your Riskiest Assumption

4. Set Your Method & Success Metric

@uxceo

Page 61: Lean ux custdev-bootcamp

Learn More

www.leanstartupmachine.com

@uxceo

Page 62: Lean ux custdev-bootcamp

Exploration Method

Page 63: Lean ux custdev-bootcamp

Who Are They?

Page 64: Lean ux custdev-bootcamp

What is Exploration?

Tuesday, June 12, 2012

Page 65: Lean ux custdev-bootcamp

“No business plan survives

first contact with customers.”

@uxceo

Page 66: Lean ux custdev-bootcamp

It is NOT

• Multiple Choice Surveys

• Focus Groups

• Your Personal (Biased!) Experience

• Conversations with Friends

@uxceo

Page 67: Lean ux custdev-bootcamp

• Understand how users think and behave

• Make decisions based on real data

• Get out of your own head

What’s the point?

@uxceo

Page 68: Lean ux custdev-bootcamp

Todd!

My customer is anyone who...

Page 69: Lean ux custdev-bootcamp

Todd!

Page 70: Lean ux custdev-bootcamp

“Customers don't care about your solution. They care about their problems.”

- Dave McClure

Page 71: Lean ux custdev-bootcamp

Customer psychology is the gem of a successful startup

Page 72: Lean ux custdev-bootcamp

Effective Interviewing

Page 73: Lean ux custdev-bootcamp

Go in with 2 to 3 objectives and have a real conversation.

Page 74: Lean ux custdev-bootcamp

Persona Development Project Name: Team Leader Name: Experiment #:

PersonFactual information about your target customer.

BehaviorExisting behavior they exhibit now, because they don’t have your solution.

PainState the problem you believe your target customers have, that your solution solves for.

GoalsWhat goals are they trying to accomplish through the behavior, that your solution will do better?

Facts

Page 75: Lean ux custdev-bootcamp

Find the Pattern

Tuesday, June 12, 2012

Look for a Pattern

Page 76: Lean ux custdev-bootcamp

Avoid Leading Questions

• GOOD: Who, What, When, Where, Why, How

• BAD: Would you... Do you...

• The more you ask someone to imagine something, the less you can trust their data

@uxceo

Page 77: Lean ux custdev-bootcamp

Other QuestionsBad Questions• “Do you like [something everyone likes, ie music]?”• “Do you have a problem with [insert too broad or too obvious problem]?”• “Do you want more time and money?”• “Do you wish you could have a [insert something awesome like a Porsche]?”• Anything that has to do with your solution

Good Questions• “Tell me about the last time you…”• “How are you currently solving [insert problem]?”• “How/where did you search for a solution?”• “If you could wave a magic wand and have anything you wanted, what would

it look like?”

Page 78: Lean ux custdev-bootcamp

How To Find Customers

1. Interview Strangers on Street2.Shopping Mall & StarBucks3.Bored People4.Craigslist5.LinkedIn6.Cold Calls7.Surveys (For Lead-Gen)

Tuesday, June 12, 2012Friday, July 27, 12

Page 79: Lean ux custdev-bootcamp

Openers

• Find people standing around

• I’m doing some research around...

• “Can I ask you some questions for 30 seconds?”

@uxceo

Page 80: Lean ux custdev-bootcamp
Page 81: Lean ux custdev-bootcamp

No Selling Allowed

Page 82: Lean ux custdev-bootcamp

3 Point Interview

1. Have you ever [insert problem]? (context)

2. Tell me about the time you dealt with this problem? (story)

3. What’s your ideal solution for this? (solution)

Page 83: Lean ux custdev-bootcamp

Record Data

Tuesday, June 12, 2012Friday, July 27, 12

Page 84: Lean ux custdev-bootcamp

Persona Development Project Name: Team Leader Name: Experiment #:

PersonFactual information about your target customer.

BehaviorExisting behavior they exhibit now, because they don’t have your solution.

PainState the problem you believe your target customers have, that your solution solves for.

GoalsWhat goals are they trying to accomplish through the behavior, that your solution will do better?

Facts

Friday, July 27, 12

Page 85: Lean ux custdev-bootcamp

How to Record Date

Tuesday, June 12, 2012Friday, July 27, 12

Page 86: Lean ux custdev-bootcamp
Page 87: Lean ux custdev-bootcamp

Get Out!

Page 88: Lean ux custdev-bootcamp

Learn More

www.leanstartupmachine.com

@uxceo