Lean Products & User Centred Designed

1. L E A N P R O D U C T S I N A C T I O N S C O T T E B A L E S . C O M

2. - E R I C R I E S The Lean Startup method teaches you how to drive a startup-how to steer, when to turn, and when to persevere-and grow a business with maximum acceleration.

3. O B J E C T I V E S accept fail = lesson understand what is Lean what are the tools explore customer discovery designing experiments making decisions

4. 9 9 % O F V E N T U R E S FA I L I S I T T H E R I G H T I D E A ?

5. S U C C E S S R AT E

6. V E T E R A N S U C C E S S

7. P I V O T   O R   P E R S E V E R E T H E D I F F E R E N C E B E T W E E N S U C C E S S A N D FA I L U R E I S Y O U R A B I L I T Y T O B U I L D R A P I D LY M E A S U R E , L E A R N A N D A D A P T

8. W H AT M O S T P E O P L E T H I N K W H AT S U C C E S S F U L P E O P L E K N O W

10. Y O U R S K I L L S N O N - E X I ST E N T 1 2 3 4 AV E R A G E 6 7 8 9 I ’ M A RO C K S TA R B U S I N E S S M O D E L I N G P E R S O N A D E V E L O P M E N T C U S TO M E R D I S C OV E RY & D E V E L O P M E N T M I N I M U M V I A B L E E X P E R I M E N T S P RO D U C T / M A R K E T F I T P I VOT V S P E R S E V E R E P I T C H I N G X X X X X X X

11. W H O A R E Y O U ? Who are you? What are ...your passions? ...your expectations?

12. W H O A R E Y O U ? A verb that starts with the same letter as your first name I am passionate about solving... ! ! What do I want to get out of today? Spontaneous Scott ! Educating, growing and mentoring tomorrow’s innovators ! ! Enable entrepreneurs to fail fast, and succeed faster

13. Connecting with the untethered consumer MOBILE READY MOBILEREADY

17. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment. Customer Problem Solution Result & Decision Learning Riskiest Assumption Success Criterion 1 2 3 4 5 To form a Customer/Problem Hypothesis: I believe my customer has a problem achieving this goal. To form your Assumptions: hypothesis to be true, assumption needs to be true. Determine how you will test it: The least expensive way to test my assumption is... Who is your customer? Time Limit: 5 Min People buying Vespas on Craigslist People with commute NYC Relying on products that use oil Understanding safety & time saving of Vespa People with commute NYC Vespa too expensive for identity risk Vespa One- Pager + Trial Rent Vespa & Return It If Not Fit No friends Vespa Pay $250/month INTERVIEW: 8/10 don’t have friend with Vespa SELL: 15 email addresses in 2 hours Care about environment INTERVIEW: 5/20 buying Vespa bc environment important 0/20 PIVOT! 5/10 PIVOT! 50+ in 2 hours PERSEVERE! - Skinny Tie! - Buying for lifestyle - “I’m not a scooter person” - Lifestyle is a risk - People typing in ALL CAPS - Jumping out of seat to try What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min Time Limit: 5 Min List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min Need help? Use these sentences to help construct your experiment. To form a Problem/Solution Hypothesis: I believe this solution will result in . To identify your Riskiest Assumption: The assumption with the least amount of data, and core to the viability of my hypothesis is... Determine what success looks like: I will run experiment with # of customers and expect a strong signal from # of customers. GET OUT OF THE BUILDING! C U S T O M E R & P R O B L E M A S S U M P T I O N S M V P V A L I D A T E D L E A R N I N G C U S TO M E R D I S COV E RY P I V O T O R P E R S E V E R E B R A I N S T O R M I N G S O L U T I O N

18. S E A R C H & E X E C U T E C U S T O M E R D I S C O V E RY C U S T O M E R VA L I D AT I O N C U S T O M E R C R E AT I O N C O M PA N Y B U I L D I N G

19. B U S I N E S S D E S I G N C U S T O M E R P R O B L E M S O L U T I O N

20. where to focus? F O C U S O N T H E P R O B L E M . I F Y O U ’ R E O N LY E X C I T E D A B O U T T H E S O L U T I O N , Y O U ’ L L L O S E I N T E R E S T W H E N Y O U R S O L U T I O N D O E S N ’ T F I X T H E P R O B L E M ! A D I L WA L I , C T O O F M O D C L O T H

21. where do I find the problem?

22. Facts Factual information about your target customer. Pain State the problem you believe your target customers have, that your solution solves for. Goals What goals are they trying to accomplish through the behavior, that your solution will do better? Behavior Existing behavior they exhibit now, because they don’t have your solution. 37 years of age, married(7 years). Two kids (3 & 5) Employed by Coca-Cola to manage regional marketing Tech savvy, loves his Gadgets. Always keen to learn more Reads The Economist Online Enjoys the outdoors with his kids Regular traveller in the region, both work and personal Greg Has been reading video blog tips in the hope of creating is own travel video blog Purchased a pirated copy of Final Cut Pro to explore, but quickly purchased a license Always has his video camera out when traveling, both on work travels and personal travel Purchased the domain www.gregsworld.com Has tried Vimeo, Wordpress and TypePad in attempts to create a blog Greg is a bit of a perfectionist, so he has tried multiple video blog solutions But hasn’t found any that allow him to express himself in the way he wants. He finds each tool hard to earn, and really isn’t sure if he is getting the best out of each tool He has tried reading through forums, but finds it difficult reading a tutorial and applying it to his material ! Greg loves to travel, he loves to explore new places, culture, people and food Greg would love to share his experiences with friends, family and colleagues ! !

23. H Y P O T H E S I S D E S I G N Who specifically has this problem? How do you intent to solve this problem? C U S T O M E R P R O B L E M S O L U T I O N What problem are you trying to solve?

24. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment. Customer Problem Solution Result & Decision Learning Riskiest Assumption Success Criterion 1 2 3 4 5 To form a Customer/Problem Hypothesis: I believe my customer has a problem achieving this goal. To form your Assumptions: hypothesis to be true, assumption needs to be true. Determine how you will test it: The least expensive way to test my assumption is... Who is your customer? Time Limit: 5 Min People buying Vespas on Craigslist People with commute NYC Relying on products that use oil Understanding safety & time saving of Vespa People with commute NYC Vespa too expensive for identity risk Vespa One- Pager + Trial Rent Vespa & Return It If Not Fit No friends Vespa Pay $250/month INTERVIEW: 8/10 don’t have friend with Vespa SELL: 15 email addresses in 2 hours Care about environment INTERVIEW: 5/20 buying Vespa bc environment important 0/20 PIVOT! 5/10 PIVOT! 50+ in 2 hours PERSEVERE! - Skinny Tie! - Buying for lifestyle - “I’m not a scooter person” - Lifestyle is a risk - People typing in ALL CAPS - Jumping out of seat to try What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min Time Limit: 5 Min List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min Need help? Use these sentences to help construct your experiment. To form a Problem/Solution Hypothesis: I believe this solution will result in . To identify your Riskiest Assumption: The assumption with the least amount of data, and core to the viability of my hypothesis is... Determine what success looks like: I will run experiment with # of customers and expect a strong signal from # of customers. GET OUT OF THE BUILDING! C U S T O M E R & P R O B L E M A S S U M P T I O N S M V P V A L I D A T E D L E A R N I N G C U S TO M E R D I S COV E RY P I V O T O R P E R S E V E R E B R A I N S T O R M I N G S O L U T I O N

25. A S S U M P T I O N S List core assumptions about the problem Does

26. the

27. problem

28. cause

29. pain? Is

30. the

31. customer

32. hypo

33. right? Is

34. there

35. demo’d

36. behaviour

37. to

38. fix? does

39. the

40. problem

41. exit?

42. M I N I M U M V I A B L E P R O D U C T Customer Discovery/Development Pitch Concierge experiment E X P L O R A T I O N P I T C H C O N C I E R G E

43. C U S T O M E R VA L I D AT I O N C U S TO M E R D I S C OV E RY P I T C H C O N C I E R G E investigating their problems to understand past behaviour attempts to sell the product to a customer in exchange for currency: time, money or work delivering the product as a service to see is delivery matches expectations

45. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment. Customer Problem Solution Result Decision Learning Riskiest Assumption Success Criterion 1 2 3 4 5 To form a Customer/Problem Hypothesis: I believe my customer has a problem achieving this goal. To form your Assumptions: hypothesis to be true, assumption needs to be true. Determine how you will test it: The least expensive way to test my assumption is... Who is your customer? Time Limit: 5 Min People buying Vespas on Craigslist People with commute NYC Relying on products that use oil Understanding safety time saving of Vespa People with commute NYC Vespa too expensive for identity risk Vespa One- Pager + Trial Rent Vespa Return It If Not Fit No friends Vespa Pay $250/month INTERVIEW: 8/10 don’t have friend with Vespa SELL: 15 email addresses in 2 hours Care about environment INTERVIEW: 5/20 buying Vespa bc environment important 0/20 PIVOT! 5/10 PIVOT! 50+ in 2 hours PERSEVERE! - Skinny Tie! - Buying for lifestyle - “I’m not a scooter person” - Lifestyle is a risk - People typing in ALL CAPS - Jumping out of seat to try What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min Time Limit: 5 Min List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min Need help? Use these sentences to help construct your experiment. To form a Problem/Solution Hypothesis: I believe this solution will result in . To identify your Riskiest Assumption: The assumption with the least amount of data, and core to the viability of my hypothesis is... Determine what success looks like: I will run experiment with # of customers and expect a strong signal from # of customers. GET OUT OF THE BUILDING! C U S T O M E R P R O B L E M A S S U M P T I O N S M V P V A L I D A T E D L E A R N I N G C U S T O M E R D I S C O V E R Y P I V O T O R P E R S E V E R E B R A I N S T O R M I N G S O L U T I O N

46. W H AT D O T H E N U M B E R S S AY ? Measure part of Build- Measure-Learn actionable metric  ties specific repeatable actions to observed results

47. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment. Customer Problem Solution Result Decision Learning Riskiest Assumption Success Criterion 1 2 3 4 5 To form a Customer/Problem Hypothesis: I believe my customer has a problem achieving this goal. To form your Assumptions: hypothesis to be true, assumption needs to be true. Determine how you will test it: The least expensive way to test my assumption is... Who is your customer? Time Limit: 5 Min People buying Vespas on Craigslist People with commute NYC Relying on products that use oil Understanding safety time saving of Vespa People with commute NYC Vespa too expensive for identity risk Vespa One- Pager + Trial Rent Vespa Return It If Not Fit No friends Vespa Pay $250/month INTERVIEW: 8/10 don’t have friend with Vespa SELL: 15 email addresses in 2 hours Care about environment INTERVIEW: 5/20 buying Vespa bc environment important 0/20 PIVOT! 5/10 PIVOT! 50+ in 2 hours PERSEVERE! - Skinny Tie! - Buying for lifestyle - “I’m not a scooter person” - Lifestyle is a risk - People typing in ALL CAPS - Jumping out of seat to try What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min Time Limit: 5 Min List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min Need help? Use these sentences to help construct your experiment. To form a Problem/Solution Hypothesis: I believe this solution will result in . To identify your Riskiest Assumption: The assumption with the least amount of data, and core to the viability of my hypothesis is... Determine what success looks like: I will run experiment with # of customers and expect a strong signal from # of customers. GET OUT OF THE BUILDING! C U S T O M E R P R O B L E M A S S U M P T I O N S M V P V A L I D A T E D L E A R N I N G C U S T O M E R D I S C O V E R Y P I V O T O R P E R S E V E R E B R A I N S T O R M I N G S O L U T I O N

49. P I V O T Z O O M - I N A S I N G L E F E AT U R E B E C O M E S T H E W H O L E P R O D U C T C U S T O M E R N E E D R E P O S I T I O N I N G , O R A C O M P L E T E LY N E W P R O D U C T Z O O M - O U T T H E W H O L E P R O D U C T B E C O M E S A S I N G L E F E AT U R E C U S T O M E R S E G M E N T G O O D P R O D U C T, B A D C U S T O M E R S E G M E N T P L AT F O R M C H A N G E F R O M A N A P P L I C AT I O N T O A P L AT F O R M , O R V I C E V E R S A

50. P E R S E V E R E What would   YOU  do?

51. W H AT M O S T P E O P L E T H I N K W H AT S U C C E S S F U L P E O P L E K N O W

54. VA L I D AT E D L E A R N I N G Y O U R G O A L

55. W O R K S M A R T E R N O T H A R D E R

56. U S E R S T R AT E G Y @ S C O T T E B A L E S No business plan survives first contact with customers. - Steve Blank

57. O B J E C T I V E S design empathy understand motivations document assumptions designing experiments incremental learning more than one customer

59. Y O U R S K I L L S N O N - E X I ST E N T 1 2 3 4 AV E R A G E 6 7 8 9 I ’ M A RO C K S TA R B U S I N E S S M O D E L I N G P E R S O N A D E V E L O P M E N T C U S TO M E R D I S C OV E RY D E V E L O P M E N T M I N I M U M V I A B L E E X P E R I M E N T S P RO D U C T / M A R K E T F I T P I VOT V S P E R S E V E R E P I T C H I N G X X X X X X X

60. W H O A R E Y O U ? Who are you? What are ...your passions? ...your expectations?

61. W H O A R E Y O U ? A verb that starts with the same letter as your first name I am passionate about solving... ! ! What do I want to get out of today? Spontaneous Scott Educating, growing and mentoring tomorrow’s entrepreneurs Enable entrepreneurs to fail fast, and succeed faster

62. scottebales.com @scottebales

63. T R A D I T I O N A L LY

65. Malkovich Bias T H E T E N D E N C Y T O B E L I E V E T H A T E V E RY O N E U S E S T E C H N O L O G Y T H E S A M E WA Y Y O U D O . A N D R E S G L U S M A N

66. mantra Y O U A R E N O T T H E C U S T O M E R . ! O N LY T H R O U G H R E S E A R C H C A N W E U N C O V E R P E O P L E ’ S PA I N S , N E E D S , A N D G O A L S , I N T H E I R C O N T E X T.

67. S E A R C H E X E C U T E C U S T O M E R D I S C O V E RY C U S T O M E R VA L I D AT I O N C U S T O M E R C R E AT I O N C O M PA N Y B U I L D I N G

70. P E R S O N A D E V E L O P M E N T ﬁctional characters to represent different user types in a targeted, attitude and/or behaviour set to drive empathy C U S T O M E R

71. W H AT C U S T O M E R ? C U S T O M E R 1 2 3 4

72. Facts Factual information about your target customer. Pain State the problem you believe your target customers have, that your solution solves for. Goals What goals are they trying to accomplish through the behavior, that your solution will do better? Behavior Existing behavior they exhibit now, because they don’t have your solution. 37 years of age, married(7 years). Two kids (3 5) Employed by Coca-Cola to manage regional marketing Tech savvy, loves his Gadgets. Always keen to learn more Reads The Economist Online Enjoys the outdoors with his kids Regular traveller in the region, both work and personal Greg Has been reading video blog tips in the hope of creating is own travel video blog Purchased a pirated copy of Final Cut Pro to explore, but quickly purchased a license Always has his video camera out when traveling, both on work travels and personal travel Purchased the domain www.gregsworld.com Has tried Vimeo, Wordpress and TypePad in attempts to create a blog Greg is a bit of a perfectionist, so he has tried multiple video blog solutions But hasn’t found any that allow him to express himself in the way he wants. He finds each tool hard to earn, and really isn’t sure if he is getting the best out of each tool He has tried reading through forums, but finds it difficult reading a tutorial and applying it to his material ! Greg loves to travel, he loves to explore new places, culture, people and food Greg would love to share his experiences with friends, family and colleagues ! !

73. Facts Factual information about your target customer. Pain State the problem you believe your target customers have, that your solution solves for. Goals What goals are they trying to accomplish through the behavior, that your solution will do better? Behavior Existing behavior they exhibit now, because they don’t have your solution. Greg Y O U R T U R N

75. discovery tips S I L E N C E R E F L E C T B A C K H AV E E M PAT H Y A S K F O R S T O R I E S   A S K O P E N Q U E S T I O N S N O L E A D I N G Q U E S T I O N S O B S E R VAT I O N S V S . I N S I G H T S

76. M U LT I P L E P E R S O N A S P R O B L E M

78. D E V E L O P 2 C U S T O M E R P E R S O N A S A N D T H E N I N T E R V I E W T W O O F E A C H HOMEWORK

79. KNOWLEDGE IS HAVING THE RIGHT ANSWER INTELLIGENCE IS ASKING THE RIGHT QUESTION

80. W O R K S M A RT E R N O T H A R D E R

81. Hypothesis Design Lean UXConversion Funnels Concierge Method Advanced Interviews Market Discovery Pitch Method Pivot or Persevere Customer Discovery Persona Development Minimum Viable Experiments Lean Product Market Fit Pitching Your Idea Business Model Canvas Validation Board Mobile Ready Are You Ready 4 Isaac? Lean For Entreprise Multi-Sided Markets Growing Scale K E E P L E A R N I N G

82. S U C C E S S Y O U T O O C A N O W N T H I S FA C E O F A C C O M P L I S H M E N T

83. M O B I L E I S M O R E T H A N T E C H N O L O G Y B I T . LY / M O B I L E R E A D Y B O O K

84. LEAN PRODUCTS s c o t t e b a l e s . c o m / f e e d b a c k

Lean Products & User Centred Designed

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Lean Products & User Centred Designed