@uxceoCust DevBootcampFrom customer interviews   to customer traction
@uxceoValidation  Board      Sign up at: ValidationBoard.com
“A startup’s runway is the numberof pivots it can still make.”                           -Eric Ries
GOAL: Decrease CashSpent Between Pivots
GOAL: Decrease CashSpent Between PivotsPRODUCT =EXPERIMENT
GOAL: Decrease CashSpent Between Pivots               PROGRESS =PRODUCT =               VALIDATEDEXPERIMENT               ...
@uxceo      STEP 1:Who is the customer?Define Your Customer Hypothesis
@uxceoCUSTOMER
@uxceo      STEP 2:What is her problem?Define Your Problem Hypothesis
@uxceo           PROBLEM• Must be specific to the person!INCORRECT:• “People are not recycling” is not a problemsomeone has...
@uxceo        SOLUTIONDo not define until the problem isvalidatedWhy? Because every problemhas multiple solutions
@uxceo    STEP 3:What do you test?Plan your Experiment (MVP)
@uxceo What must we learn?What are the Core Assumptions ofour business?Prioritize: Which Assumption isthe Riskiest?
@uxceoWhat do we build to test? 1.Exploration -> reproduce problem 2.Pitch -> collect currency 3.Concierge -> deliver cust...
@uxceoHow do we measure result?  Decide on the weakest outcome  you will accept as validation  Called the Minimum Success ...
@uxceoSTEP 4?
@uxceo GET OUT  OF THEBUILDING!
@uxceo     STEP 5:What did you learn?    Analyze Results
@uxceo What happened?VALIDATEDBrainstorm and test next RA(NOTE: if you validate with the wrongcustomers, it is not validat...
11
1    12   2   22   X2   2
1    12   2   2   X22   2
1    12   2   2   X2           32   2       3
1    12   2   2       X2           32   2       3
11    X
1   41   4        X
1       4    1       45   5   5       X5   X5   5
1       4    1       45   5   5   X   X55   5
1       4    1       45   5   5   X   X5           65   5       6
1   41   4        X   X
1   41   4        X   X
1   41   4    7        X   X
CASE STUDY
@uxceo  bootstrapped startupfounders cannot find or hire UXdesigners
@uxceo              boot            strapped             startup            founders             cannot             find o...
@uxceo              boot            strapped             startup            founders             cannot             find o...
@uxceo
@uxceo              boot            strapped             startup            founders             cannot             find o...
@uxceo              boot            strapped             startup            founders             cannot             find o...
@uxceo              boot            strapped             startup            founders             cannot             find o...
@uxceo              boot            strapped             startup            founders             cannot             find o...
@uxceo  bootstrapped startupfounders cannot find or hire UXdesigners connectfounders   w/designers             trouble    ...
@uxceo  bootstrapped        ux startup     designersfounders cannot       extra find or    income w/ hire UX     quick uxd...
@uxceo              boot            strapped          ux             startup       designers            founders         c...
@uxceo          boot        strapped           ux         startup        designers        founders         cannot       ex...
@uxceo          boot        strapped           ux         startup        designers        founders         cannot       ex...
@uxceo          boot                          junior ux        strapped           ux                                      ...
@uxceo          boot                          junior ux        strapped           ux                                      ...
@uxceo          boot                          junior ux        strapped           ux                                      ...
@uxceo          boot                       junior ux        strapped           ux                                     desi...
@uxceo          boot                       junior ux        strapped           ux                                     desi...
@uxceo          boot                       junior ux        strapped           ux                                     desi...
Eric,                 Justine, UX DesignerFounder Chef Surfing   HCI Grad, Berkeley
@uxceo              Try it! 1. Define Your Customer & Problem2. Jot Down Your Core Assumptions 3. Identify Your Riskiest As...
@uxceo     Learn Morewww.leanstartupmachine.com
Exploration Method
Who Are They?
What is Exploration?
“No business plan               survives          first contact with            customers.”@uxceo
It is NOT         •   Multiple Choice Surveys         •   Focus Groups         •   Your Personal (Biased!) Experience     ...
What’s the point?         •   Understand how users think and behave         •   Make decisions based on real data         ...
My customer isanyone who...                 Todd!
Todd!
“Customers dont care about your solution.    They care about their problems.”               - Dave McClure
Customer psychology is thegem of a successful startup
Effective Interviewing
Go in with 2 to 3 objectivesand have a real conversation.
Persona Development                                                                                                   Proj...
Find thePatternLook for a Pattern
Avoid Leading Questions   •     GOOD: Who, What, When, Where, Why, How   •     BAD: Would you... Do you...   •     The mor...
Other QuestionsBad Questions•   “Do you like [something everyone likes, ie music]?”•   “Do you have a problem with [insert...
How To Find Customers 1. Interview Strangers on Street 2.Shopping Mall & StarBucks 3.Bored People 4.Craigslist 5.LinkedIn ...
Openers    • Find people standing around    • I’m doing some research around...    • “Can I ask you some questions for 30 ...
No Selling Allowed
3 Point Interview1. Have you ever [insert problem]? (context)2. Tell me about the time you dealt with thisproblem? (story)...
Record Data
Persona Development                                                                                                   Proj...
How to Record Date  Tuesday, June 12, 2012Friday, July 27, 12
Get Out!
@uxceo     Learn Morewww.leanstartupmachine.com
Thank You!grace@leanstartupmachine.com          @uxceo
Lean ux custdev-bootcamp
Lean ux custdev-bootcamp
Lean ux custdev-bootcamp
Lean ux custdev-bootcamp
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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
  2. 2. @uxceoValidation Board Sign up at: ValidationBoard.com
  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
  55. 55. @uxceo Learn Morewww.leanstartupmachine.com
  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!
  64. 64. “Customers dont care about your solution. They care about their problems.” - Dave McClure
  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!
  80. 80. @uxceo Learn Morewww.leanstartupmachine.com
  81. 81. Thank You!grace@leanstartupmachine.com @uxceo

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