Talk to the Humans!Customer Discovery Workshop          @leancircle         #leanstartup
Tristan Kromer    LUXr.co   @TriKro
About LUXrLUXr’s mission is to educate early-stage entrepreneurs oneffective practices to deliver products that customers ...
DisclaimerI am not an expert in your business.Only you can be the expert  in your business.My job is: • to ask the unasked...
Don’t go to market,!           maximize learning"       Learn"              Execute"                 P/MF"Steve Blank     ...
Don’t go to market,!           maximize learning"       Learn"              Execute"                 P/MF"Steve Blank     ...
Don’t go to market,!    maximize learning"Learn"              Execute"          P/MF"
Don’t go to market,!    maximize learning"Learn"              Execute"          P/MF"
Don’t go to market,!    maximize learning"Learn"              Execute"          P/MF"
Don’t go to market,!    maximize learning"Learn"              Execute"          P/MF"
Talk to the humans!
Why bother?
I have data!
Clicks ≠ Engagement
Data ≠ Information
Qualitative Data makes   Quantitative Data      ACTIONABLE
Janice Fraser    LUXr.co
product
product   UI
product   UI
Type of User Research             quant   qualGenerativeEvaluative
Type of User Research                 quant         qualGenerative                 Optimizely•               Analytics•Eva...
Type of User Research                 quant         qualGenerative                 Optimizely•               Analytics•Eva...
Type of User Research                 quant           qualGenerative                 Optimizely•               Analytics•E...
Type of User Research                 quant             qualGenerative                 Optimizely•   •Hallway usability   ...
Type of User Research                 quant             qualGenerative     surveys                 Optimizely•   •Hallway ...
Type of User Research                 quant             qualGenerative     surveys                 Optimizely•   •Hallway ...
Type of User Research                 quant             qual                                        • Contextual Inquiry  ...
Quantitative vs. QualitativeDo people use it?            How should I design the new one?Which is better?             Why ...
Tools LandscapeANALYTICS          CONVERSION TESTING   UNMODERATED TESTSGoogle Analytics   Unbounce             WITH VIDEO...
#1
#2
#3
DEMOGRAPHICS
DEMOGRAPHICS   Married, 2 kids    Working momHousehold income is $15k / year    34 years oldLives in Walnut Creek,   works...
BEHAVIORS  DEMOGRAPHICS   Married, 2 kids    Working momHousehold income is $15k / year    34 years oldLives in Walnut Cre...
BEHAVIORS                                  Gets SMS from kids “Pick me up!”                                  Has a houseke...
BEHAVIORS                                  Gets SMS from kids “Pick me up!”                                  Has a houseke...
BEHAVIORS                                  Gets SMS from kids “Pick me up!”                                  Has a houseke...
Tristan Kromer    LUXr.co   @TriKro
About LUXrLUXr’s mission is to educate early-stage entrepreneurs oneffective practices to deliver products that customers ...
Lean Startup Helsinki, Finland, Customer Discovery Workshop 2012-10-08
Lean Startup Helsinki, Finland, Customer Discovery Workshop 2012-10-08
Lean Startup Helsinki, Finland, Customer Discovery Workshop 2012-10-08
Lean Startup Helsinki, Finland, Customer Discovery Workshop 2012-10-08
Lean Startup Helsinki, Finland, Customer Discovery Workshop 2012-10-08
Lean Startup Helsinki, Finland, Customer Discovery Workshop 2012-10-08
Lean Startup Helsinki, Finland, Customer Discovery Workshop 2012-10-08
Lean Startup Helsinki, Finland, Customer Discovery Workshop 2012-10-08
Lean Startup Helsinki, Finland, Customer Discovery Workshop 2012-10-08
Lean Startup Helsinki, Finland, Customer Discovery Workshop 2012-10-08
Lean Startup Helsinki, Finland, Customer Discovery Workshop 2012-10-08
Lean Startup Helsinki, Finland, Customer Discovery Workshop 2012-10-08
Lean Startup Helsinki, Finland, Customer Discovery Workshop 2012-10-08
Lean Startup Helsinki, Finland, Customer Discovery Workshop 2012-10-08
Lean Startup Helsinki, Finland, Customer Discovery Workshop 2012-10-08
Lean Startup Helsinki, Finland, Customer Discovery Workshop 2012-10-08
Lean Startup Helsinki, Finland, Customer Discovery Workshop 2012-10-08
Lean Startup Helsinki, Finland, Customer Discovery Workshop 2012-10-08
Lean Startup Helsinki, Finland, Customer Discovery Workshop 2012-10-08
Lean Startup Helsinki, Finland, Customer Discovery Workshop 2012-10-08
Lean Startup Helsinki, Finland, Customer Discovery Workshop 2012-10-08
Lean Startup Helsinki, Finland, Customer Discovery Workshop 2012-10-08
Lean Startup Helsinki, Finland, Customer Discovery Workshop 2012-10-08
Lean Startup Helsinki, Finland, Customer Discovery Workshop 2012-10-08
Lean Startup Helsinki, Finland, Customer Discovery Workshop 2012-10-08
Lean Startup Helsinki, Finland, Customer Discovery Workshop 2012-10-08
Lean Startup Helsinki, Finland, Customer Discovery Workshop 2012-10-08
Lean Startup Helsinki, Finland, Customer Discovery Workshop 2012-10-08
Lean Startup Helsinki, Finland, Customer Discovery Workshop 2012-10-08
Lean Startup Helsinki, Finland, Customer Discovery Workshop 2012-10-08
Lean Startup Helsinki, Finland, Customer Discovery Workshop 2012-10-08
Lean Startup Helsinki, Finland, Customer Discovery Workshop 2012-10-08
Lean Startup Helsinki, Finland, Customer Discovery Workshop 2012-10-08
Lean Startup Helsinki, Finland, Customer Discovery Workshop 2012-10-08
Lean Startup Helsinki, Finland, Customer Discovery Workshop 2012-10-08
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Lean Startup Helsinki, Finland, Customer Discovery Workshop 2012-10-08

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My presentation on Customer Discovery and Lean Startup basics for Lean Startup Helsiniki meetup.

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  • Qualitative data makes Quantitative data actionable\n
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  • Problems don’t exist - a Problem is the mental state of a human being, in a certain context.\n
  • Problems don’t exist - a Problem is the mental state of a human being, in a certain context.\n
  • Problems don’t exist - a Problem is the mental state of a human being, in a certain context.\n
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  • Lean Startup Helsinki, Finland, Customer Discovery Workshop 2012-10-08

    1. 1. Talk to the Humans!Customer Discovery Workshop @leancircle #leanstartup
    2. 2. Tristan Kromer LUXr.co @TriKro
    3. 3. About LUXrLUXr’s mission is to educate early-stage entrepreneurs oneffective practices to deliver products that customers want,need and love to buy.Residency Core Workshops Advising Curriculum8 weeks to Learning products Core concepts and Coaching &awesome for for accelerators & hands-on activities guidance for teamsearly-stage teams. startup teams. for everyone. going at lightspeed.LUXr • 3435 Cesar ChavezSan Francisco, CA • 94110info@luxr.co • http://luxr.co • twitter: @luxrcoJanice Fraser, Founder & CEO [janice@luxr.co • @clevergirl ]Jason Fraser, Co-Founder & Operations Lead [jason@luxr.co ]Kate Rutter, Co-Founder & Designer [kate@luxr.co • @katerutter ]LUXR.CO AUGUST 2012
    4. 4. DisclaimerI am not an expert in your business.Only you can be the expert in your business.My job is: • to ask the unasked questions; • to challenge assumptions; • and give you tools to succeed.
    5. 5. Don’t go to market,! maximize learning" Learn" Execute" P/MF"Steve Blank Eric Ries
    6. 6. Don’t go to market,! maximize learning" Learn" Execute" P/MF"Steve Blank Eric Ries
    7. 7. Don’t go to market,! maximize learning"Learn" Execute" P/MF"
    8. 8. Don’t go to market,! maximize learning"Learn" Execute" P/MF"
    9. 9. Don’t go to market,! maximize learning"Learn" Execute" P/MF"
    10. 10. Don’t go to market,! maximize learning"Learn" Execute" P/MF"
    11. 11. Talk to the humans!
    12. 12. Why bother?
    13. 13. I have data!
    14. 14. Clicks ≠ Engagement
    15. 15. Data ≠ Information
    16. 16. Qualitative Data makes Quantitative Data ACTIONABLE
    17. 17. Janice Fraser LUXr.co
    18. 18. product
    19. 19. product UI
    20. 20. product UI
    21. 21. Type of User Research quant qualGenerativeEvaluative
    22. 22. Type of User Research quant qualGenerative Optimizely• Analytics•Evaluative A/B Testing• Key Metrics•
    23. 23. Type of User Research quant qualGenerative Optimizely• Analytics•Evaluative A/B Testing• Key Metrics•
    24. 24. Type of User Research quant qualGenerative Optimizely• Analytics•Evaluative A/B Testing• Usability Key Metrics•
    25. 25. Type of User Research quant qualGenerative Optimizely• •Hallway usability Analytics• •remoteEvaluative A/B Testing• Usability Key Metrics•
    26. 26. Type of User Research quant qualGenerative surveys Optimizely• •Hallway usability Analytics• •remoteEvaluative A/B Testing• Usability Key Metrics•
    27. 27. Type of User Research quant qualGenerative surveys Optimizely• •Hallway usability Analytics• •remoteEvaluative A/B Testing• Usability Key Metrics•
    28. 28. Type of User Research quant qual • Contextual Inquiry (Byer & Holzblatt) • Mental Models (Indi Young)Generative surveys •Interviews •Starbucks Optimizely• •Hallway usability Analytics• •remoteEvaluative A/B Testing• Usability Key Metrics•
    29. 29. Quantitative vs. QualitativeDo people use it? How should I design the new one?Which is better? Why won’t people use it?Did we do the right thing? What’s wrong with this?Are these results good? How could I make this better?Are we making progress? Why do people do that? What do people love about it? How can I improve conversion? Why is there dropoff? What do they think this should do?CLOSED questions OPEN questions
    30. 30. Tools LandscapeANALYTICS CONVERSION TESTING UNMODERATED TESTSGoogle Analytics Unbounce WITH VIDEOKISS Metrics Optimizely Usertesting.comMixpanel TryMyUIFlurry UserlyticsLocalLytics WhatUsersDoStats Mix Loop11HEAT MAPPING MESSAGE RECALL MICRO USABILITYCrazy Egg ClueApp NavflowClick Tale FiveSecondTest Usabilia Clicktest Verify Intuition HQ UserZoom
    31. 31. #1
    32. 32. #2
    33. 33. #3
    34. 34. DEMOGRAPHICS
    35. 35. DEMOGRAPHICS Married, 2 kids Working momHousehold income is $15k / year 34 years oldLives in Walnut Creek, works in San Jose
    36. 36. BEHAVIORS DEMOGRAPHICS Married, 2 kids Working momHousehold income is $15k / year 34 years oldLives in Walnut Creek, works in San Jose
    37. 37. BEHAVIORS Gets SMS from kids “Pick me up!” Has a housekeeper once a week Complains “I feel overwhelmed” Orders take-out 3 nights/wk Calls to remind husband for errands DEMOGRAPHICS Married, 2 kids Working momHousehold income is $15k / year 34 years oldLives in Walnut Creek, works in San Jose
    38. 38. BEHAVIORS Gets SMS from kids “Pick me up!” Has a housekeeper once a week Complains “I feel overwhelmed” Orders take-out 3 nights/wk Calls to remind husband for errands DEMOGRAPHICS NEEDS & GOALS Married, 2 kids Working momHousehold income is $15k / year 34 years oldLives in Walnut Creek, works in San Jose
    39. 39. BEHAVIORS Gets SMS from kids “Pick me up!” Has a housekeeper once a week Complains “I feel overwhelmed” Orders take-out 3 nights/wk Calls to remind husband for errands DEMOGRAPHICS NEEDS & GOALS Married, 2 kids Help coordinating errands, manage kids, keep things running Working mom Have time for herselfHousehold income is $15k / year Feel like she has life under control 34 years old “to clone herself”Lives in Walnut Creek, works in San Jose
    40. 40. Tristan Kromer LUXr.co @TriKro
    41. 41. About LUXrLUXr’s mission is to educate early-stage entrepreneurs oneffective practices to deliver products that customers want,need and love to buy.Residency Core Workshops Advising Curriculum8 weeks to Learning products Core concepts and Coaching &awesome for for accelerators & hands-on activities guidance for teamsearly-stage teams. startup teams. for everyone. going at lightspeed.LUXr • 3435 Cesar ChavezSan Francisco, CA • 94110info@luxr.co • http://luxr.co • twitter: @luxrcoJanice Fraser, Founder & CEO [janice@luxr.co • @clevergirl ]Jason Fraser, Co-Founder & Operations Lead [jason@luxr.co ]Kate Rutter, Co-Founder & Designer [kate@luxr.co • @katerutter ]LUXR.CO AUGUST 2012
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