LUXi NYC Intro to Customer Development

CUSTOMER DEVELOPMENT Lean UX Intensive (LUXi) Pivotal Labs NYC July 9-‐10, 2011

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

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

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

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

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

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

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

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

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

LUXi NYC Intro to Customer Development

by Lane Halley

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