Post on 06-Sep-2014
description
Cust Dev Bootcamp
From customer interviews to customer traction
@uxceo
Validation Board
Sign up at: ValidationBoard.com
@uxceo
“A startup’s runway is the number of pivots it can still make.”
-Eric Ries
GOAL: Decrease Cash Spent Between Pivots
PRODUCT =EXPERIMENT
GOAL: Decrease Cash Spent Between Pivots
PROGRESS = VALIDATED LEARNING
PRODUCT =EXPERIMENT
GOAL: Decrease Cash Spent Between Pivots
STEP 1: Who is the customer?
Define Your Customer Hypothesis
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CUSTOMER@uxceo
STEP 2: What is her problem?
Define Your Problem Hypothesis
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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
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SOLUTION
Do not define until the problem is validated
Why? Because every problem has multiple solutions
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STEP 3: What do you test?Plan your Experiment (MVP)
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What must we learn?
What are the Core Assumptions of our business?
Prioritize: Which Assumption is the Riskiest?
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What do we build to test?
1.Exploration -> reproduce problem2.Pitch -> collect currency3.Concierge -> deliver customer
expectation
(Methods increase in cost of testing)
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How do we measure result?
Decide on the weakest outcome you will accept as validation
Called the Minimum Success Criterion
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STEP 4?
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GET OUT OF THE
BUILDING!
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STEP 5: What did you learn?
Analyze Results
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What happened?VALIDATEDBrainstorm and test next RA(NOTE: if you validate with the wrong customers, it is not validated)
INVALIDATEDPivot the hypothesis
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1
1
1
1
222
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X
1
1
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1
1
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1
1
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X
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1
1
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1
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555
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7
CASE STUDY
@uxceo
bootstrapped startup founders
cannot find or hire UX
designers
@uxceo
bootstrapped startup founders
cannot find or hire UX
designers
trouble getting reliable
feedback
In-person feedback
Build relation
w/ designer
@uxceo
bootstrapped startup founders
cannot find or hire UX
designers
trouble getting reliable
feedback
In-person feedback
Build relation
w/ designer
Exploration
6/10
@uxceo
@uxceo
bootstrapped startup founders
cannot find or hire UX
designers
trouble getting reliable
feedback
In-person feedback
Build relation
w/ designer
@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
@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
@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
@uxceo
bootstrapped startup founders
cannot find or hire UX
designers
trouble getting reliable
feedback
connect founders
w/ designers
pay for virtual
help
@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
@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
@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
@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
@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
@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
@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
@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
@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%
@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
Justine, UX DesignerHCI Grad, Berkeley
Eric, Founder Chef Surfing
Try it!
1. Define Your Customer & Problem2. Jot Down Your Core Assumptions3. Identify Your Riskiest Assumption
4. Set Your Method & Success Metric
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Learn More
www.leanstartupmachine.com
@uxceo
Exploration Method
Who Are They?
What is Exploration?
Tuesday, June 12, 2012
“No business plan survives
first contact with customers.”
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It is NOT
• Multiple Choice Surveys
• Focus Groups
• Your Personal (Biased!) Experience
• Conversations with Friends
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• Understand how users think and behave
• Make decisions based on real data
• Get out of your own head
What’s the point?
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Todd!
My customer is anyone who...
Todd!
“Customers don't care about your solution. They care about their problems.”
- Dave McClure
Customer psychology is the gem of a successful startup
Effective Interviewing
Go in with 2 to 3 objectives and have a real conversation.
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
Find the Pattern
Tuesday, June 12, 2012
Look for a Pattern
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
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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?”
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
Openers
• Find people standing around
• I’m doing some research around...
• “Can I ask you some questions for 30 seconds?”
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No Selling Allowed
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)
Record Data
Tuesday, June 12, 2012Friday, July 27, 12
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
How to Record Date
Tuesday, June 12, 2012Friday, July 27, 12
Get Out!
Learn More
www.leanstartupmachine.com
@uxceo