Lean ux custdev-bootcamp
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This document discusses customer development and validation techniques for startups. It recommends starting with customer interviews to define the customer and their problem, then testing solutions through experiments. The key steps are: 1) Define the customer and problem hypotheses, 2) Identify core assumptions to test, 3) Plan an experiment and success criteria, 4) Conduct the experiment, 5) Analyze results and iterate. Exploration techniques like street interviews are suggested to understand customer needs without bias. The goal is to decrease cash spent between pivots by validating assumptions quickly through customer feedback.
![Other Questions
Bad 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?”](https://image.slidesharecdn.com/leanux-custdev-bootcamp-130419141902-phpapp01/85/Lean-ux-custdev-bootcamp-77-320.jpg)
![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)](https://image.slidesharecdn.com/leanux-custdev-bootcamp-130419141902-phpapp01/85/Lean-ux-custdev-bootcamp-82-320.jpg)
Lean ux custdev-bootcamp
- 1. @uxceo Cust Dev Bootcamp From customer interviews to customer traction
- 2. @uxceo Validation Board Sign up at: ValidationBoard.com
- 5. “A startup’s runway is the number of pivots it can still make.” -Eric Ries
- 6. GOAL: Decrease Cash Spent Between Pivots
- 7. GOAL: Decrease Cash Spent Between Pivots PRODUCT = EXPERIMENT
- 8. GOAL: Decrease Cash Spent Between Pivots PROGRESS = PRODUCT = VALIDATED EXPERIMENT LEARNING
- 9. @uxceo STEP 1: Who is the customer? Define Your Customer Hypothesis
- 10. @uxceo CUSTOMER
- 11. @uxceo STEP 2: What is her problem? Define Your Problem Hypothesis
- 12. @uxceo 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
- 13. @uxceo SOLUTION Do not define until the problem is validated Why? Because every problem has multiple solutions
- 14. @uxceo STEP 3: What do you test? Plan your Experiment (MVP)
- 15. @uxceo What must we learn? What are the Core Assumptions of our business? Prioritize: Which Assumption is the Riskiest?
- 16. @uxceo What do we build to test? 1.Exploration -> reproduce problem 2.Pitch -> collect currency 3.Concierge -> deliver customer expectation (Methods increase in cost of testing)
- 17. @uxceo How do we measure result? Decide on the weakest outcome you will accept as validation Called the Minimum Success Criterion
- 18. @uxceo STEP 4?
- 19. @uxceo GET OUT OF THE BUILDING!
- 20. @uxceo STEP 5: What did you learn? Analyze Results
- 21. @uxceo What happened? VALIDATED Brainstorm and test next RA (NOTE: if you validate with the wrong customers, it is not validated) INVALIDATED Pivot the hypothesis
- 23. 1 1
- 24. 1 1 2 2 2 2 X 2 2
- 25. 1 1 2 2 2 X 2 2 2
- 26. 1 1 2 2 2 X 2 3 2 2 3
- 27. 1 1 2 2 2 X 2 3 2 2 3
- 28. 1 1 X
- 29. 1 4 1 4 X
- 30. 1 4 1 4 5 5 5 X 5 X 5 5
- 31. 1 4 1 4 5 5 5 X X 5 5 5
- 32. 1 4 1 4 5 5 5 X X 5 6 5 5 6
- 33. 1 4 1 4 X X
- 34. 1 4 1 4 X X
- 35. 1 4 1 4 7 X X
- 36. CASE STUDY
- 37. @uxceo boot strapped startup founders cannot find or hire UX designers
- 38. @uxceo boot strapped startup founders cannot find or hire UX designers trouble getting reliable feedback Build In-person relation feedback w/ designer
- 39. @uxceo boot strapped startup founders cannot find or hire UX designers trouble getting reliable feedback Exploration Build In-person relation feedback w/ designer 6/10
- 40. @uxceo
- 41. @uxceo boot strapped startup founders cannot find or hire UX designers trouble getting reliable feedback Build In-person relation feedback w/ designer
- 42. @uxceo boot strapped startup founders cannot find or hire UX designers connect founders w/ designers trouble getting reliable feedback Build In-person relation feedback w/ designer
- 43. @uxceo boot strapped startup founders cannot find or hire UX designers connect founders w/ designers trouble getting pay for reliable virtual feedback help In-person Build feedback relation w/ designer
- 44. @uxceo boot strapped startup founders cannot find or hire UX designers connect founders w/ designers trouble pay for getting virtual reliable help feedback pitch In-person Build feedback relation w/ designer 8/10
- 46. @uxceo boot strapped startup founders cannot find or hire UX designers connect founders w/ designers trouble pay for getting virtual reliable help feedback
- 47. @uxceo boot strapped ux startup designers founders cannot extra find or income w/ hire UX quick ux designers consulting connect founders w/ designers trouble pay for getting virtual reliable help feedback
- 48. @uxceo boot strapped ux startup designers founders cannot extra find or income w/ hire UX quick ux designers consulting connect founders w/ designers trouble will pay for accept getting consult virtual lower pay reliable virtually help feedback online platform is sufficient In-person Build feedback relation w/ designer
- 49. @uxceo boot strapped ux startup designers founders cannot extra find or income w/ hire UX quick ux designers consulting connect founders w/ designers will trouble pay for accept consult getting virtual lower pay virtually reliable help feedback online pitch platform is sufficient In-person Build feedback relation w/ 8/10 designer
- 50. @uxceo boot strapped ux startup designers founders cannot extra find or income w/ hire UX quick ux designers consulting connect founders w/ designers trouble will pay for accept getting consult virtual lower pay reliable virtually help feedback online platform is sufficient In-person Build feedback relation w/ designer
- 51. @uxceo boot junior ux strapped ux designers startup designers 1-3 yrs exp founders cannot extra not enough find or income w/ experience hire UX quick ux and leads designers consulting connect connect founders founders w/ w/ designers designers trouble will pay for accept getting consult virtual lower pay reliable virtually help feedback online platform is sufficient In-person Build feedback relation w/ designer
- 52. @uxceo boot junior ux strapped ux designers startup designers 1-3 yrs exp founders cannot extra not enough find or income w/ experience hire UX quick ux and leads designers consulting connect connect founders founders w/ w/ designers designers trouble will pay for accept getting consult virtual lower pay reliable virtually help feedback online platform pitch is sufficient In-person Build feedback relation w/ 8/10 designer
- 54. @uxceo boot junior ux strapped ux designers startup designers 1-3 yrs exp founders cannot extra not enough find or income w/ experience hire UX quick ux and leads designers consulting connect connect founders founders w/ w/ designers designers trouble will pay for getting consult virtual reliable virtually help feedback online accept platform lower pay is sufficient In-person Build feedback relation w/ designer
- 55. @uxceo boot junior ux strapped ux designers startup designers 1-3 yrs exp founders cannot extra not enough find or income w/ experience hire UX quick ux and leads designers consulting connect connect founders founders w/ w/ designers designers online trouble will pay for platform getting consult virtual is reliable virtually help sufficient feedback accept lower pay In-person Build feedback relation w/ designer
- 56. @uxceo boot junior ux strapped ux designers startup designers 1-3 yrs exp founders cannot extra not enough find or income w/ experience hire UX quick ux and leads designers consulting connect connect founders founders w/ w/ designers designers online trouble will pay for platform getting consult virtual is reliable virtually help sufficient feedback accept concierge lower pay In-person Build feedback relation w/ 60% designer
- 58. @uxceo boot junior ux strapped ux designers startup designers 1-3 yrs exp founders cannot extra not enough find or income w/ experience hire UX quick ux and leads designers consulting connect connect founders founders w/ w/ designers designers trouble will online pay for getting consult platform virtual reliable virtually is help feedback sufficient accept lower pay In-person Build feedback relation w/ designer
- 59. Eric, Justine, UX Designer Founder Chef Surfing HCI Grad, Berkeley
- 60. @uxceo Try it! 1. Define Your Customer & Problem 2. Jot Down Your Core Assumptions 3. Identify Your Riskiest Assumption 4. Set Your Method & Success Metric
- 61. @uxceo Learn More www.leanstartupmachine.com
- 63. Who Are They?
- 65. “No business plan survives first contact with customers.” @uxceo
- 66. It is NOT • Multiple Choice Surveys • Focus Groups • Your Personal (Biased!) Experience • Conversations with Friends @uxceo
- 67. What’s the point? • Understand how users think and behave • Make decisions based on real data • Get out of your own head @uxceo
- 68. My customer is anyone who... Todd!
- 69. Todd!
- 70. “Customers don't care about your solution. They care about their problems.” - Dave McClure
- 71. Customer psychology is the gem of a successful startup
- 73. Go in with 2 to 3 objectives and have a real conversation.
- 74. Persona Development Project Name: Team Leader Name: Experiment #: Facts Person Pain Factual information State the problem you believe about your target customer. your target customers have, that your solution solves for. Behavior Goals Existing behavior they exhibit now, What goals are they trying to accomplish because they don’t have your solution. through the behavior, that your solution will do better?
- 75. Find the Pattern Look for a Pattern
- 76. 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
- 77. Other Questions Bad 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?”
- 78. How To Find Customers 1. Interview Strangers on Street 2.Shopping Mall & StarBucks 3.Bored People 4.Craigslist 5.LinkedIn 6.Cold Calls 7.Surveys (For Lead-Gen)
- 79. Openers • Find people standing around • I’m doing some research around... • “Can I ask you some questions for 30 seconds?” @uxceo
- 82. 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)
- 83. Record Data
- 84. Persona Development Project Name: Team Leader Name: Experiment #: Facts Person Pain Factual information State the problem you believe about your target customer. your target customers have, that your solution solves for. Behavior Goals Existing behavior they exhibit now, What goals are they trying to accomplish because they don’t have your solution. through the behavior, that your solution will do better?
- 85. How to Record Date Tuesday, June 12, 2012 Friday, July 27, 12
- 87. Get Out!
- 88. @uxceo Learn More www.leanstartupmachine.com
- 89. Thank You! grace@leanstartupmachine.com @uxceo