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# Lean ux custdev-bootcamp

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### Lean ux custdev-bootcamp

1. 1. @uxceoCust DevBootcampFrom customer interviews to customer traction
3. 3. “A startup’s runway is the numberof pivots it can still make.” -Eric Ries
4. 4. GOAL: Decrease CashSpent Between Pivots
5. 5. GOAL: Decrease CashSpent Between PivotsPRODUCT =EXPERIMENT
6. 6. GOAL: Decrease CashSpent Between Pivots PROGRESS =PRODUCT = VALIDATEDEXPERIMENT LEARNING
7. 7. @uxceo STEP 1:Who is the customer?Deﬁne Your Customer Hypothesis
8. 8. @uxceoCUSTOMER
9. 9. @uxceo STEP 2:What is her problem?Deﬁne Your Problem Hypothesis
10. 10. @uxceo PROBLEM• Must be speciﬁc to the person!INCORRECT:• “People are not recycling” is not a problemsomeone hasCORRECT:• “Forgets the day of the week for collection”• “Confused how to sort plastics”• Two similar but diﬀerent problems
11. 11. @uxceo SOLUTIONDo not deﬁne until the problem isvalidatedWhy? Because every problemhas multiple solutions
12. 12. @uxceo STEP 3:What do you test?Plan your Experiment (MVP)
13. 13. @uxceo What must we learn?What are the Core Assumptions ofour business?Prioritize: Which Assumption isthe Riskiest?
14. 14. @uxceoWhat do we build to test? 1.Exploration -> reproduce problem 2.Pitch -> collect currency 3.Concierge -> deliver customer expectation(Methods increase in cost of testing)
15. 15. @uxceoHow do we measure result? Decide on the weakest outcome you will accept as validation Called the Minimum Success Criterion
16. 16. @uxceoSTEP 4?
17. 17. @uxceo GET OUT OF THEBUILDING!
18. 18. @uxceo STEP 5:What did you learn? Analyze Results
19. 19. @uxceo What happened?VALIDATEDBrainstorm and test next RA(NOTE: if you validate with the wrongcustomers, it is not validated)INVALIDATEDPivot the hypothesis
20. 20. 11
21. 21. 1 12 2 22 X2 2
22. 22. 1 12 2 2 X22 2
23. 23. 1 12 2 2 X2 32 2 3
24. 24. 1 12 2 2 X2 32 2 3
25. 25. 11 X
26. 26. 1 41 4 X
27. 27. 1 4 1 45 5 5 X5 X5 5
28. 28. 1 4 1 45 5 5 X X55 5
29. 29. 1 4 1 45 5 5 X X5 65 5 6
30. 30. 1 41 4 X X
31. 31. 1 41 4 X X
32. 32. 1 41 4 7 X X
33. 33. CASE STUDY
34. 34. @uxceo bootstrapped startupfounders cannot find or hire UXdesigners
35. 35. @uxceo boot strapped startup founders cannot find or hire UX designers trouble getting reliable feedback BuildIn-person relationfeedback w/ designer
36. 36. @uxceo boot strapped startup founders cannot find or hire UX designers trouble getting reliable feedback Exploration BuildIn-person relationfeedback w/ designer 6/10
37. 37. @uxceo
38. 38. @uxceo boot strapped startup founders cannot find or hire UX designers trouble getting reliable feedback BuildIn-person relationfeedback w/ designer
39. 39. @uxceo boot strapped startup founders cannot find or hire UX designers connect founders w/ designers trouble getting reliable feedback BuildIn-person relationfeedback w/ designer
40. 40. @uxceo boot strapped startup founders cannot find or hire UX designers connect founders w/ designers trouble getting pay for reliable virtual feedback helpIn-person Buildfeedback relation w/ designer
41. 41. @uxceo boot strapped startup founders cannot find or hire UX designers connect founders w/ designers trouble pay for getting virtual reliable help feedback pitchIn-person Buildfeedback relation w/ designer 8/10
42. 42. @uxceo bootstrapped startupfounders cannot find or hire UXdesigners connectfounders w/designers trouble pay for getting virtual reliable help feedback
43. 43. @uxceo bootstrapped ux startup designersfounders cannot extra find or income w/ hire UX quick uxdesigners consulting connect founders w/ designers trouble pay for getting virtual reliable help feedback
44. 44. @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 reliablevirtually help feedback online platform is sufficientIn-person Buildfeedback relation w/ designer
45. 45. @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 sufficientIn-person Buildfeedback relation w/ 8/10 designer
46. 46. @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 sufficientIn-person Buildfeedback relation w/ designer
47. 47. @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 sufficientIn-person Buildfeedback relation w/ designer
48. 48. @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 sufficientIn-person Buildfeedback relation w/ 8/10 designer
49. 49. @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 sufficientIn-person Buildfeedback relation w/ designer
50. 50. @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 payIn-person Buildfeedback relation w/ designer
51. 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 online trouble will pay for platform getting consult virtual is reliable virtually help sufficient feedback accept concierge lower payIn-person Buildfeedback relation w/ 60% designer
52. 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 online pay for getting consult platform virtual reliable virtually is help feedback sufficient accept lower payIn-person Buildfeedback relation w/ designer
53. 53. Eric, Justine, UX DesignerFounder Chef Surﬁng HCI Grad, Berkeley
54. 54. @uxceo Try it! 1. Deﬁne Your Customer & Problem2. Jot Down Your Core Assumptions 3. Identify Your Riskiest Assumption4. Set Your Method & Success Metric
56. 56. Exploration Method
57. 57. Who Are They?
58. 58. What is Exploration?
59. 59. “No business plan survives ﬁrst contact with customers.”@uxceo
60. 60. It is NOT • Multiple Choice Surveys • Focus Groups • Your Personal (Biased!) Experience • Conversations with Friends@uxceo
61. 61. What’s the point? • Understand how users think and behave • Make decisions based on real data • Get out of your own head@uxceo
62. 62. My customer isanyone who... Todd!
63. 63. Todd!
65. 65. Customer psychology is thegem of a successful startup
66. 66. Eﬀective Interviewing
67. 67. Go in with 2 to 3 objectivesand have a real conversation.
68. 68. Persona Development Project Name: Team Leader Name: Experiment #:FactsPerson PainFactual information State the problem you believeabout your target customer. your target customers have, that your solution solves for.Behavior GoalsExisting behavior they exhibit now, What goals are they trying to accomplishbecause they don’t have your solution. through the behavior, that your solution will do better?
69. 69. Find thePatternLook for a Pattern
70. 70. 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
71. 71. 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 solutionGood 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?”
72. 72. 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)
73. 73. Openers • Find people standing around • I’m doing some research around... • “Can I ask you some questions for 30 seconds?”@uxceo
74. 74. No Selling Allowed
75. 75. 3 Point Interview1. Have you ever [insert problem]? (context)2. Tell me about the time you dealt with thisproblem? (story)3. What’s your ideal solution for this? (solution)
76. 76. Record Data
77. 77. Persona Development Project Name: Team Leader Name: Experiment #:FactsPerson PainFactual information State the problem you believeabout your target customer. your target customers have, that your solution solves for.Behavior GoalsExisting behavior they exhibit now, What goals are they trying to accomplishbecause they don’t have your solution. through the behavior, that your solution will do better?
78. 78. How to Record Date Tuesday, June 12, 2012Friday, July 27, 12
79. 79. Get Out!