Upload
elizabeth-cormack
View
106
Download
0
Embed Size (px)
Citation preview
FIND THE WANTCUSTOMER DISCOVERY
[email protected] | @lizco Liz Cormack
Grow what you eat.
[email protected] | @lizco Liz Cormack
KNOW THE USER | Data, research, user testing. Pursue a substantiated understanding of the way a person uses, lives with and perceives the experience we create.
MAKE THEM HAPPY
What I do:
[email protected] | @lizco Liz Cormack
What I do:KNOW THE USER
MAKE THEM HAPPY | Product design, management. Work across disciplines + departments to make that experience entirely positive.
[email protected] | @lizco Liz Cormack
Three years ago, Grove was just
a really complicated idea we weren’t sure anyone wanted.
[email protected] | @lizco Liz Cormack
“Am I building something people want?”
[email protected] | @lizco Liz Cormack
And that’s totally fine. Start testing and revising your hypothesis now.
[email protected] | @lizco Liz Cormack
Customer validation also proves your idea is worthy of investment.
Where can you create value?
[email protected] | @lizco Liz Cormack
[email protected] | @lizco Liz Cormack
TEST THE PROBLEM | User research, market research. Test your understanding of the customer’s needs.
TEST THE SOLUTION
Customer Discovery
[email protected] | @lizco Liz Cormack
Customer Discovery:TEST THE PROBLEM
TEST THE SOLUTION | Prototyping, user testing. Test that your solution solves the customer’s need that you identified.
[email protected] | @lizco Liz Cormack
1 | Leave the Building
2 | Pitch the Product You Don’t Have
3 | Listen, Listen, Listen
4 | Sell the Product You Don’t Have
5 | Poach from Competitors
[email protected] | @lizco Liz Cormack
1 | Leave the Building
OBJECTIVES
Test my value proposition (am I building a thing people care about?)
Identify pain points + opportunities in my assumed market segment.
[email protected] | @lizco Liz Cormack
Things you need:
1. A list of questions. 2. A hypothesis you’re willing to change.
1 | Leave the Building
[email protected] | @lizco Liz Cormack
Things you don’t need:
1. Understanding of the customer’s problem. 2. Existing customers.
1 | Leave the Building
[email protected] | @lizco Liz Cormack
At ModCloth, we talk to people when we first have an idea. At this phase, our goal is to understand customers’ current problems around this idea and how they deal with an issue we’re trying to solve.
MODCLOTH
1 | Leave the Building
[email protected] | @lizco Liz Cormack
Google’s answer for the complexity of AdWords was to hire 2,000 account managers to help people use the platform. Pratt said one of the main reasons for user confusion is that the terminology used by the various platforms is wildly different.
ADHAWK
[email protected] | @lizco Liz Cormack
Rica Elysée founded Boston Naturals, a meet-up group for women of color. There, she realized many had the same issues with their salons — overbookings, late or canceled appointments or just a general disappointment with how their hair turned out.
BEAUTYLYNK
[email protected] | @lizco Liz Cormack
Parker is second-generation pharmacist who grew up behind the counter of his father’s mom-and-pop drug store in Concord, N.H. Whenever he went out to deliver prescriptions, he grew frustrated watching as customers used Excel spreadsheets and day-of-the-week pill containers to keep track of their medications.
PILL PACK
[email protected] | @lizco Liz Cormack
My two golden rules of user research:
1. Immersion is better than any other tactic.
2. Ask open-ended questions ONLY.
1 | Leave the Building
[email protected] | @lizco Liz Cormack
My two golden rules of user research:
1. Immersion is better than any other tactic. If you're interviewing people outside of the environment in which they'll be using your product, you're missing 70% of the observations you could be making.
2. Ask open-ended questions ONLY.
1 | Leave the Building
[email protected] | @lizco Liz Cormack
My two golden rules of user research:
1. Immersion is better than any other tactic.
2. Ask open-ended questions ONLY. The fastest way to ruin insight is to ask a leading question. Ask who, what, why, when, where, how. Ask people to walk you through a scenario in their own words.
1 | Leave the Building
[email protected] | @lizco Liz Cormack
Tips for discovery conversations:
1. Get into research character. 2. Be fascinated. 3. Be neutral and encouraging. 4. Don’t judge or dismiss. 5. Build on the conversation. 6. When in doubt, clarify. 7. Listen, don’t lead. 8. Don’t pitch. 9. Watch body language. 10. Practice!
1 | Leave the Building
[email protected] | @lizco Liz Cormack
1 | Leave the Building
2 | Pitch the Product You Don’t Have
3 | Listen, Listen, Listen
4 | Sell the Product You Don’t Have
5 | Poach from Competitors
[email protected] | @lizco Liz Cormack
2 | Pitch the Product You Don’t Have
Set up a landing page, collect emails. Now!
[email protected] | @lizco Liz Cormack
2 | Pitch the Product You Don’t Have
OBJECTIVES
Test my value proposition (am I solving a problem people care about?)
Get e-mail addresses (who cares about the problem I’m solving?)
[email protected] | @lizco Liz Cormack
2 | Pitch the Product You Don’t Have
Things you need:
1. A URL. 2. A value proposition. 3. A mailing list tool.
[email protected] | @lizco Liz Cormack
2 | Pitch the Product You Don’t Have
Things you don’t need:
1. A logo. 2. A blog, social media accounts etc. 3. A copywriter, designer, developer etc.
[email protected] | @lizco Liz Cormack
2 | Pitch the Product You Don’t Have
[email protected] | @lizco Liz Cormack
2 | Pitch the Product You Don’t Have
[email protected] | @lizco Liz Cormack
2 | Pitch the Product You Don’t Have
[email protected] | @lizco Liz Cormack
2 | Pitch the Product You Don’t Have
[email protected] | @lizco Liz Cormack
2 | Pitch the Product You Don’t Have
WHAT’S THE ONE THING?
Identify your core value proposition. Go hard on that one thing.
[email protected] | @lizco Liz Cormack
2 | Pitch the Product You Don’t Have
GET THE WORD OUT
Post to social media, contact friends + family to share with their networks, email your own network, pursue startup promotional sites like ProductHunt.com and betalist.com.
[email protected] | @lizco Liz Cormack
2 | Pitch the Product You Don’t Have
PURSUE CONTACT INFO
Landing pages are carefully designed to optimize for conversion. At an early stage, just a name + email is super valuable (see next steps).
[email protected] | @lizco Liz Cormack
2 | Pitch the Product You Don’t Have
WHAT DOES VALIDATION LOOK LIKE?
That depends.
[email protected] | @lizco Liz Cormack
2 | Pitch the Product You Don’t Have
NOT SEEING USER GROWTH?
Consider backtracking to simplify and dig into the customer discovery process.
[email protected] | @lizco Liz Cormack
2 | Pitch the Product You Don’t Have
NOT SEEING USER GROWTH?
Leave the building again. Constantly verify > adapt > verify > adapt.
[email protected] | @lizco Liz Cormack
2 | Pitch the Product You Don’t Have
TOOLS
launchrock.com + mailchimp.com
[email protected] | @lizco Liz Cormack
1 | Leave the Building
2 | Pitch the Product You Don’t Have
3 | Listen, Listen, Listen
4 | Sell the Product You Don’t Have
5 | Poach from Competitors
[email protected] | @lizco Liz Cormack
3 | Listen, Listen, Listen
So, now you have emails!
Contact them immediately and ask if you can discuss your problem and idea.
[email protected] | @lizco Liz Cormack
OBJECTIVES
Test my value proposition (am I solving a problem people care about?)
Find out why people were interested in signing up for my product or service.
Get direct feedback on our proposed solution.
3 | Listen, Listen, Listen
[email protected] | @lizco Liz Cormack
Things you need:
1. A screener survey. 2. Specific questions.
3 | Listen, Listen, Listen
[email protected] | @lizco Liz Cormack
Things you don’t need:
1. A product. 2. A prototype. 3. Incredible people skills.
3 | Listen, Listen, Listen
[email protected] | @lizco Liz Cormack
#1: Screener Survey. You don’t have time to talk to just anyone. A screener survey identifies:
1. People in your target market. 2. A diversity of perspectives to interview. 3. People eligible to use your product (age etc)
3 | Listen, Listen, Listen
[email protected] | @lizco Liz Cormack
2 | Pitch the Product You Don’t Have
[email protected] | @lizco Liz Cormack
2 | Pitch the Product You Don’t Have
[email protected] | @lizco Liz Cormack
#2: Specific Questions. Use open ended discovery questions to identify users existing behaviors + motivations around whatever you’re digging into.
3 | Listen, Listen, Listen
[email protected] | @lizco Liz Cormack
#2: Specific Questions. For example, if I was working on a new thermostat:
1. What kind of home do you live in currently? 2. When temperatures get hot or cold, how do
you stay comfortable in your house. 3. How has that changed in the last 6 months? 4. How did you prepare for your last trip? Walk
me through it.
3 | Listen, Listen, Listen
[email protected] | @lizco Liz Cormack
1 | Listen, Listen, Listen
Insight: users don’t care about the science.We thought people would love to learn.
[email protected] | @lizco Liz Cormack
2 | Pitch the Product You Don’t Have
Insight: users take pride in their space, and it needs to be beautiful.
[email protected] | @lizco Liz Cormack
2 | Pitch the Product You Don’t Have
Insight: early adopters are invested in the entire ecosystem of sustainability.
[email protected] | @lizco Liz Cormack
2 | Pitch the Product You Don’t Have
Insight: users already garden.
We thought we’d teach non-gardeners to garden.
[email protected] | @lizco Liz Cormack
Surveys are great if you want to…
1. Track changes over time — See what changes before and after a feature launch.
2. Quantify issues seen in user studies — We know [x] is a problem for some users, but how many?
3. Measure attitudes, intents, or task success.
Thanks to: Elizabeth Ferrall-Nunge, UX at Twitter
3 | Listen, Listen, Listen
[email protected] | @lizco Liz Cormack
Surveys are not so great if you want to…
1. Discover underlying user needs — users aren’t great at self-identifying.
2. Understand whether people can successfully use your product.
3. Uncover user habits and behavior. Again, people are really bad at self-reporting.
Thanks to: Elizabeth Ferrall-Nunge, UX at Twitter
3 | Listen, Listen, Listen
[email protected] | @lizco Liz Cormack
My two golden rules of user research:
1. Immersion is better than any other tactic. If you're interviewing people outside of the environment in which they'll be using your product, you're missing 70% of the observations you could be making.
2. Ask open-ended questions ONLY.
3 | Listen, Listen, Listen
[email protected] | @lizco Liz Cormack
My two golden rules of user research:
1. Immersion is better than any other tactic.
2. Ask open-ended questions ONLY. The fastest way to ruin insight is to ask a leading question. Ask who, what, why, when, where, how. Ask people to walk you through a scenario in their own words.
3 | Listen, Listen, Listen
[email protected] | @lizco Liz Cormack
Some insight is better than none, but beware your solution bias when writing surveys.
Something we’ve definitely done wrong at Grove (and I’ve now seen many times).
3 | Listen, Listen, Listen
[email protected] | @lizco Liz Cormack
Survey Tips:
1. Avoid leading questions. 2. Avoid agree/ disagree statements. 3. Beware photos + visual design. 4. Avoid comparison questions. 5. Randomize answer order. 6. Keep it short. 7. Avoid “nice-to-know” questions.
Thanks to: Elizabeth Ferrall-Nunge, UX at Twitter
3 | Listen, Listen, Listen
[email protected] | @lizco Liz Cormack
1 | Leave the Building
2 | Pitch the Product You Don’t Have
3 | Listen, Listen, Listen
4 | Sell the Product You Don’t Have
5 | Poach from Competitors
[email protected] | @lizco Liz Cormack
4 | Sell the Product You Don’t Have
Things you need:
1. A prototype or product concept. 2. A way to accept payment.
[email protected] | @lizco Liz Cormack
Things you don’t need:
1. An actual product. 2. A final price point. 3. Sales people.
4 | Sell the Product You Don’t Have
[email protected] | @lizco Liz Cormack
2 | Pitch the Product You Don’t Have
[email protected] | @lizco Liz Cormack
2 | Pitch the Product You Don’t Have
Empty Wooden Box
Artificially Planted
[email protected] | @lizco Liz Cormack
2 | Pitch the Product You Don’t Have
Empty Wooden Box
Artificially Planted
No Idea How Much to Charge
[email protected] | @lizco Liz Cormack
Result: Sold three units at $800+.
4 | Sell the Product You Don’t Have
[email protected] | @lizco Liz Cormack
Result: Sold three units at $800+.
(The final product sold for $2400).
4 | Sell the Product You Don’t Have
[email protected] | @lizco Liz Cormack
It’s not validation if there are no stakes.
It’s okay to sell a non-existent product. Make sure you can reimburse the user! But go for the real sale, in which the user thinks they’ve traded cold hard cash for your product or service.
4 | Sell the Product You Don’t Have
[email protected] | @lizco Liz Cormack
After selling? We refined our roadmap and let our customers know, giving them to chance to opt-out if they didn’t want to wait 8 months.
4 | Sell the Product You Don’t Have
[email protected] | @lizco Liz Cormack
After selling? We refined our roadmap and let our customers know, giving them to chance to opt-out if they didn’t want to wait 8 months.
4 | Sell the Product You Don’t Have
[email protected] | @lizco Liz Cormack
Optimize for learning.
That means doing everything in your power to prove a hypothesis before building in response to it.
4 | Sell the Product You Don’t Have
[email protected] | @lizco Liz Cormack
1 | Leave the Building
2 | Pitch the Product You Don’t Have
3 | Listen, Listen, Listen
4 | Sell the Product You Don’t Have
5 | Poach from Competitors
[email protected] | @lizco Liz Cormack
Talk to their users. What do users love? What do users want, and not get?
5 | Poach from Competitors
[email protected] | @lizco Liz Cormack
AirBnB got started by “what would people user if AirBnB didn’t exist? — Craigslist, where their users were already looking for apartment rentals.
5 | Poach from Competitors
[email protected] | @lizco Liz Cormack
They scraped apartment data and put it on their own site, then pitched those apartment owners on using AirBnB as well.
5 | Poach from Competitors
[email protected] | @lizco Liz Cormack
We started testing all of our (few) competitors products at home + at the office.
5 | Poach from Competitors
[email protected] | @lizco Liz Cormack
Analyze the competitive landscape.
Your users certainly are. What’s your specific segment you can address better than anyone?
5 | Poach from Competitors
[email protected] | @lizco Liz Cormack
[email protected] | @lizco Liz Cormack
[email protected] | @lizco Liz Cormack
“Am I building something people want?”
[email protected] | @lizco Liz Cormack
Confirm that yes, you are — or pivot.
5 | Poach from Competitors