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REVIEW
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Assertions of Lean Startup
Entrepreneurs are everywhere
Entrepreneurship is Management
Build-Measure-LearnValidated Learnings
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Minimize TOTAL time through the loop
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e Customer Development Process
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Lets start with an exercise!
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at is timeboxed
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Customer / Problem Hypothesis
Who, specically, do you think your
customer is?
What problem, specically, do you think
that they have?
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You have 2 minutes
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Pitch your concept! (30 seconds)
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Form Teams (5 minutes)
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A Startup is not about executing a
series of knowns. Most startups
are facing a series of unknowns
unknown customer segments,
unknown customer needs,
unknown product feature sets
- Steve Blank
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HYPOTHESES& ASSUMPTIONS
Getting Started
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hypothesis
/h
pTH
sis/Noun
A supposition or proposed explanation made on the basis of limited evidence
as a starting point forfurther investigation.
A proposition made as a basis for reasoning, without any assumption of itstruth.
Synonyms
supposition - assumption- conjecture - presumption
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Circular Much?
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Hypotheses
A proposal made on the basis of
limited evidence as a starting pointfor further investigation.
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Build> Measure > Learn
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Build > Measure> Learn
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Build > Measure > Learn
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Customer Hypothesis
Based on what you know now (which is
frightfully little), who do you believe you
should investigate as a possible customer?
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Dene For Your Earlyvangelist
NOTYour Mass Market Customer
Customer Hypotheses
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Customer Hypothesis
Work To Validate Your Riskiest
Customer First
2 Sided Market?
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Problem Hypothesis
What problem does yourcustomer have?
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e Problem Hypothesis must relatedirectlyto the Customer Hypothesis.
Problem HypothesisProblem Hypothesis
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Solution Hypothesis
You cannot DEFINE
your solution
until you VALIDATE
the problem exists, and that it is
ACUTE.
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Assumption
A thing that is accepted as true
or as certainto happen,
without proof.
Entrepreneurs have the unique skill of believing
that their assumptions are facts.
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Classic Assumptions
Assume your customer is known
Assume their problem is real
Assume your customer wants to solve theirproblem
Assume your solution will solve the problem
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Articulate Your Assumptions
Each assumption MUST BE TRUE
or one of your Hypothesis will be Falsied
Assumptions that dont have to be true...
can be removed.
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Identify CORE Assumptions
IF this Assumption is Invalidated You Will
Need to change your business model
IF this Assumption is Invalidated You Will
Need to Pivot
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Identify Riskiest Assumption
e CORE Assumption...with theMOST Uncertainty
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Your Hypotheses and
Assumptions should tell a
*CoherentStory
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I believe I can nd(Customer Hypothesis)
and they will say they have
(Problem Hypothesis)
and when I show them
(Solution Hypothesis)they will try it and give me feedback.
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Early Assumptions Can Include:
1.
Who is our customer?
2. What pain points to they have?
3. How will we solve their pain points?
4.
What is the most important thing they need?
5. What is our differentiation?
Which you turn into testable hypotheses!
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Showing Assumptions
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Method
Exploration (this is what you are doing right now!)
Pitch
Concierge
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Identifying Method
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Minimum Success Criteria
Interview X people?
What % of people will validate?
What is the minimum signal foryou to continue with this?
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Exercise! 10 minutes.
As a team, to write out allthe assumptions that yourcustomer and problem
hypothesis are based on.
1 Idea Per Post-it
ALL CAPS
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CUSTOMERRESEARCH
Please Validate Me!
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Henry Ford never said,
If Id asked customers what they wanted,
they would have said, a faster horse.
Its a lie. A myth. An urban legend.
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!Expertise breeds an
inability to accept new views."
-Laski
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Whenever we propose asolution to a problem, we ought
to try as hard as we can tooverthrow our solution, rather
than defend it.
- Karl Popper
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#$
UX Mantra
Mantra: You are not the customer.
Only through research can weuncover peoples pains, needs, and
goals, in their context.
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#$
Lean UX Principles
Contextrst
Hypotheses, not Requirements
Opinions = guesses Visualize your work
Reduce cycle times
Last responsible moment
f h
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Types of Research
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Ethnography
Allows Us To
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1. Discover the semantics of living
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2. Decode signiers of cultural practice
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#ShoeUpBitches
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KeysTo Good
Ethnography Delve deeply into the context, lives, cultures, and rituals of a few
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people rather than study a large number of people supercially.
is isnt about booty calls, this is about relationships.
Holistically study peoples behaviors and experiences in daily life.
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You wont nd this in a lab, focus group, or 5 minute interview
on the street.
Learn to ask probing, open questions, gathering as much data as
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possible to inform your understanding.
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Practice active seeing, and active listening. Record every
minutiae of daily existence, and encode on post-its.
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Use digital tools for asynchronous data collection: Tumblr,
Facebook, Twitter, Instagram, and Flickr.
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Use collaborative sense-making activities like cynen and affinity
diagramming to understand and formulate a narrative of
experience.
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Map the stories and insights back to the original customer
hypothesis and problem hypothesis.
Did it validate or invalidate your hypotheses?
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CUSTOMERINTERVIEWS
AKA Get out of the building.
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9 Keys to Customer Research
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#$
9 Keys to Customer Research
1.
One interview at a time2. Always pair interview (if you can)
3.
Introduce yourself
4.
Record the conversation5. Ask general, open-ended questions to get
people talking
6.
As questions around the problem Do you
ever experience a problem like X7. en ask, Tell me about the last time
8.
Listen more than you talk
9. Separate behavior from narrative
Guidelines
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#$
Guidelines
1.
Its about empathizing.2. Listen, even when people go offtopic
3.
Context is king document it, and make sure
the context of research maps to the problembeing explored
4. Start from the assumption that everything
you know is wrong
You need to gather:
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#$
You need to gather:
1.
Factual information2. Behavior
3.
Pain
4.
Goals
You can document this on the persona board as
well as .
Photos, video, audio, journals. Document
everything
A simple 3 Point Interview
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A simple 3-Point Interview
Has [insert specic problem] been a problem
for you? (context)
Tell me about the last time you dealt with this
problem? (story)
Whats your ideal solution for this problem?
(solution)
Open Ended Questions Start With
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#$
Open Ended Questions Start With
Tell me about
How so
What are your thoughts on
Could you elaborate on
Give some examples of
Tell me about the last time you
During the interview
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#$
During the interview
DO
Take notes
Smile
Ask open-ended questions Get their story
Shut up and listen
DONT
Talk about your product
Ask about future behavior
Sell
Ask leading questions
Talk much
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DESIGNINGSURVEYS
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Lets say you are studying
How oen teenagers use your website
You might ask teenagers
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You might ask teenagers
How oen do you visit my website?
a. Very Rarely
b.
Rarelyc. Occasionally
d. Frequently
e.
Very Frequently
You might ask teenagers
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You might ask teenagers
How oen do you visit my website?
a. Very Rarely
b.
Rarelyc. Occasionally
d. Frequently
e.
Very Frequently
And whats wrong
with these????
You might ask teenagers
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You might ask teenagers
How oen do you visit my website?
a. Very Rarely
b.
Rarelyc. Occasionally
d. Frequently
e.
Very Frequently
And whats wrong
with these????
Hmmm, for me frequently really means
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Hmmm, for me frequently really means
A few times a week. A few times a month.
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What is noise?
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What is noise?
What is noise?
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What is noise?
We Wantis
We Dont Wantis
Imaginary Scenario
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Imaginary Scenario
Lets really stretch our thinking a bit here to
provide a more concrete understanding of
noise in your data.
Imagine you have AT&T phone service and
youre trying to make a call. e signal isnt
clearly going through and you end up hearing
everything but the other persons voice.Frustrating, right? ank God this is only a
pretend scenario.
How is AT&T related to Noise?
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How is AT&T related to Noise ?
When you develop bad questions, you dont hear
the messageof your data clearly.
So why is noise bad?
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So why is noise bad?
Badly structured and poorly wordedquestions that obfuscate meaning for test
subjects provide lousy data.
Lousy data:
Doesnt answer your research question
Makes it difficult to interpret results Is pretty much useless
More bad examples
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More bad examples
a.
Completelyb. Very
c.
Fairly satised
d. Somewhat dissatised
e.
Very dissatised
a.
Totally likeb. Very much like
c.
Moderately like
d. Somewhat like
e.
Not like
Whats the difference between
fairly and somewhat?
Whats the difference between
moderately and somewhat?
More bad examples
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More bad examples
a.
Completelyb. Very
c.
Fairly satised
d. Somewhat dissatised
e.
Very dissatised
a.
Totally likeb. Very much like
c.
Moderately like
d. Somewhat like
e.
Not like
Whats the difference between
fairly and somewhat?
Whats the difference between
moderately and somewhat?
Semantics! Words like
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Words like
SometimesOen
Moderately
FairlySomewhat
Are completely subjective!ey mean different things to different people.
A better alternative?
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A better alternative?
Actually asking people specically how
oen they do certain activities
In order to gather objective data
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In order to gather objective data
Your questions must mean the same thingto everyone
How oen do you use my website?a. Never (never is never)
b. A few times this year
c.
Once a monthd. Once a week
e. Few times a week
f. Every day
Anchors & Anchoring
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Anchors & Anchoring
Response options serve as anchors for each question,
determining the location of each responses as
qualitatively distinct from the other.
Importance of Anchors
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p
Response options serve as anchors for each
question, determining the location of each
response as qualitatively distinct from the
other.
(Ideal) Response Symmetry
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( ) p y y
Good questions aim to have symmetrical quantitative /
qualitative distance between anchors.
How oen do you use my website?a. Never (never is never)
b. A few times this year
c. Once a month
d.
Once a weeke. Few times a week
f. Every day
e distance between never and
a few times a year is
proportionate to every day andFew times a week
Intuitive Anchors
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Never
Disagree
Very Poor
Not VeryImportant
Always
Agree
Very Good
VeryImportant
On the value of clarity
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y
If questions are clear and concise, participants would spend less
time analyzing the questions themselves and more time on
answering them.
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PERSONAS
Lean Personas
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#$
Personas are an archetype of youractual, validated customers based on
research.
Personas are not a sheet of paper (Just) making up personas is useless
BUT creating persona hypotheses gets
the ball moving to do research
Lean Personas
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#$
Personas are to personadescriptions as vacations are
to photo albums
- Jared Spool
Your person requires.
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#$
p q
1.
Factual information2. Behavior
3.
Pain
4.
Goals
You can document this on the persona board as
well as .
Photos, video, audio, journals. Document
everything
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Homework
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Every team must talk to at least 10human beings.
You need to validate (or invalidate) your
customer hypothesis You need to gather evidence (through
interviews or surveys) that validates (or
invalidates) your problem hypothesis. Every team must present anished
Persona Board next week.
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Reading Recommendations
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g
THANKS!
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WILL EVANS
@semanticwill