LUXi NYC Intro to Customer Development
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The document discusses the importance of customer development and getting out of the building to talk to real customers. It emphasizes that founders should gather first-hand experience about customer needs rather than making assumptions. Customer development involves directly engaging with potential users through in-person conversations to determine if product assumptions are valid and better understand problems from the customer's perspective. The goal is to test and validate hypotheses about the customer and product-market fit.
LUXi NYC Intro to Customer Development
- 1. CUSTOMER DEVELOPMENT Lean UX Intensive (LUXi) Pivotal Labs NYC July 9-‐10, 2011
- 2. GeHng out of the building “Customer Development is the process of how you get out of the building and search for the model. Customer Development is designed so that you the founder(s) gather first hand experience about customer and market needs.” SteveBlank.com, 5/13/2010 www.slideshare.com/lanehalley License: Creave Commons A^ribuon-‐Share Alike www.luxr.co 2 3.0 United States
- 3. In other words… “Go speak (in person if possible) with living, breathing customers to determine the validity of your assumpons.” “The Entrepreneurs Guide to Customer Development,” Cooper & Vlaskovits www.slideshare.com/lanehalley License: Creave Commons A^ribuon-‐Share Alike www.luxr.co 3 3.0 United States
- 4. What assumpons are we making? Who is the user? Who is the customer? Where does our product fit in their work or life? What problems does our product solve? When and how is our product used? What features are important? How should our product look and behave? www.slideshare.com/lanehalley License: Creave Commons A^ribuon-‐Share Alike www.luxr.co 4 3.0 United States
- 5. What’s a user? “There are only two industries that refer to their customers as ‘users’: computer design and drug dealing.” Edward Tuhe www.slideshare.com/lanehalley License: Creave Commons A^ribuon-‐Share Alike www.luxr.co 5 3.0 United States
- 6. What’s a user? User = “person who uses the product” Consumer products, customer = user Enterprise products, customer ≠ user www.slideshare.com/lanehalley License: Creave Commons A^ribuon-‐Share Alike www.luxr.co 6 3.0 United States
- 7. Why don’t we talk to users? We’re users We know a lot of users We’re smarter than our users We’ve got a lot of other important things to do Users don’t want to be bothered We don’t know how to talk to users We fear rejecon ;( www.slideshare.com/lanehalley License: Creave Commons A^ribuon-‐Share Alike www.luxr.co 7 3.0 United States
- 8. Remember, it starts with you! People who are good at Customer Discovery know how to: • Put themselves in the customers’ shoes • Understand the problems they have • Listen well (less talking!) • Understand what you hear (not what you want to hear) • Deal with constant change Paraphrased from “ The Four Steps to the Epiphany” www.slideshare.com/lanehalley License: Creave Commons A^ribuon-‐Share Alike www.luxr.co 8 3.0 United States
- 9. The eight steps to Customer Discovery Document Customer-‐Problem-‐Soluon Hypothesis Brainstorm Business Model Hypothesis Find Prospects to talk to Reach out to prospects Engage prospects Phase Gate I Compile | Measure | Test Problem-‐Soluon Fit/MVP Phase Gate II Compile | Measure | Test “The Entrepreneurs Guide to Customer Development,” Cooper & Vlaskovits www.slideshare.com/lanehalley License: Creave Commons A^ribuon-‐Share Alike www.luxr.co 9 3.0 United States
- 10. Lean UX supports the middle four steps Document Customer-‐Problem-‐Soluon Hypothesis Brainstorm Business Model Hypothesis ✓ Find Prospects to talk to ✓ Reach out to prospects ✓ Engage prospects ✓ Phase Gate I Compile | Measure | Test Problem-‐Soluon Fit/MVP Phase Gate II Compile | Measure | Test “The Entrepreneurs Guide to Customer Development,” Cooper & Vlaskovits www.slideshare.com/lanehalley License: Creave Commons A^ribuon-‐Share Alike www.luxr.co 10 3.0 United States
Editor's Notes
- #8: We’re userssometimes, but even if you are, you’re biasedWe know a lot of users iis your information current? do you interact with experts and influencers?We’re smarter than the userwe can’t expect users to lead us to a breakthrough ideaWe’ve got a lot of other important things to dowe have to hit our shipping milestonesUsers don’t want to be botheredit depends on how you ask them, and what you offer in returnWe don’t know how to talk to usersIt’s something you can learn!