Lean Product Development - Building Something Your Users Want to Buy - WC Toronto 2013

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So you’re building a new product, eh? You’re all ready to hit the terminal and get coding? But how do you know what you’re building is something your users actually want to buy?

In this product development-themed presentation, we’ll go through a three-part process called The Hook that allows you to:

Target a specific customer-set.
Learn how to design a product that will solve their problem
Make the product a habitual part of your new users’ lives.

Based on Nir Eyal's (http://nirandfar.com) Hooked model.

Published in: Technology, Business
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Lean Product Development - Building Something Your Users Want to Buy - WC Toronto 2013

  1. 1. Lean Product Development Building Something UsersWant to Buy Asking  the  Right  Ques.ons Aus.n  W.  Gunter Aus$n  W.  Gunter Content  +  Community @aus.ngunter email:  aus.n@wpengine.com Monday, August 12, 13
  2. 2. Aus$n  W.  Gunter Content  +  Community @aus.ngunter email:  aus.n@wpengine.com Monday, August 12, 13
  3. 3. INTRODUCTION As  a  WordPress  entrepreneur,  your  goal  is  to  build  amazing  things  that  will  make   the  world  a  beDer  place  or  change  people’s  lives,  and  hopefully,  that  means   they’ll  want  to  pay  you  for  the  experience.  There’s  a  way  to  analyze  customer   behavior  before  you  ever  write  a  line  of  code  to  make  sure  your  customers  want   what  you’re  building. The  goal  of  this  talk  is  to  challenge  your   assump5ons.   We’ll  cover  a  four-­‐part  process  developed  to  understand  why  people  use   soKware  products,  and  how  they  become  deeply  ingrained  in  people’s  lives. Aus$n  W.  Gunter Content  +  Community @aus.ngunter email:  aus.n@wpengine.com Monday, August 12, 13
  4. 4. Aus$n  W.  Gunter Content  +  Community @aus.ngunter email:  aus.n@wpengine.com Monday, August 12, 13
  5. 5. Aus$n  W.  Gunter Content  +  Community @aus.ngunter email:  aus.n@wpengine.com Monday, August 12, 13
  6. 6. Aus$n  W.  Gunter Content  +  Community @aus.ngunter email:  aus.n@wpengine.com Monday, August 12, 13
  7. 7. Aus$n  W.  Gunter Content  +  Community @aus.ngunter email:  aus.n@wpengine.com Monday, August 12, 13
  8. 8. Aus$n  W.  Gunter Content  +  Community @aus.ngunter email:  aus.n@wpengine.com • Target a specific customer-set • Design a product that will solve their problem • Become habit-forming Monday, August 12, 13
  9. 9. Aus$n  W.  Gunter Content  +  Community @aus.ngunter email:  aus.n@wpengine.com • Target a specific customer-set • Design a product that will solve their problem • Become habit-forming A Repeatable Process Monday, August 12, 13
  10. 10. STEP 1 What’s  the   Trigger? STEP 2 What  Ac.on  is   required? STEP 3 How  does  the   product   Reward? Aus$n  W.  Gunter Content  +  Community @aus.ngunter email:  aus.n@wpengine.com STEP 4 What’s  the   Commitment   or  Investment? Monday, August 12, 13
  11. 11. Hooked Process STEP 1 What’s  the   Trigger? STEP 2 What  Ac.on  is   required? STEP 3 How  does  the   product   Reward? Aus$n  W.  Gunter Content  +  Community @aus.ngunter email:  aus.n@wpengine.com STEP 4 What’s  the   Commitment   or  Investment? Monday, August 12, 13
  12. 12. Aus$n  W.  Gunter Content  +  Community @aus.ngunter email:  aus.n@wpengine.com Monday, August 12, 13
  13. 13. Aus$n  W.  Gunter Content  +  Community @aus.ngunter email:  aus.n@wpengine.com Monday, August 12, 13
  14. 14. Aus$n  W.  Gunter Content  +  Community @aus.ngunter email:  aus.n@wpengine.com A d d i c t i o n s v s . H a b i t s Monday, August 12, 13
  15. 15. Aus$n  W.  Gunter Content  +  Community @aus.ngunter email:  aus.n@wpengine.com External or Internal Step One:The Trigger Monday, August 12, 13
  16. 16. Aus$n  W.  Gunter Content  +  Community @aus.ngunter email:  aus.n@wpengine.com •The Tribe •The Hunt •Sex Monday, August 12, 13
  17. 17. Aus$n  W.  Gunter Content  +  Community @aus.ngunter email:  aus.n@wpengine.com Step Two:The Action Interacting with the Product Monday, August 12, 13
  18. 18. Aus$n  W.  Gunter Content  +  Community @aus.ngunter email:  aus.n@wpengine.com Motivation and Ability Monday, August 12, 13
  19. 19. Aus$n  W.  Gunter Content  +  Community @aus.ngunter email:  aus.n@wpengine.com Step Three: Commitment Monday, August 12, 13
  20. 20. Aus$n  W.  Gunter Content  +  Community @aus.ngunter email:  aus.n@wpengine.com Monday, August 12, 13
  21. 21. Aus$n  W.  Gunter Content  +  Community @aus.ngunter email:  aus.n@wpengine.com Step Four:Variable Rewards Monday, August 12, 13
  22. 22. Aus$n  W.  Gunter Content  +  Community @aus.ngunter email:  aus.n@wpengine.com Step Four:Variable Rewards Monday, August 12, 13
  23. 23. 18 Monday, August 12, 13
  24. 24. Aus$n  W.  Gunter Content  +  Community @aus.ngunter email:  aus.n@wpengine.com •The Tribe •The Hunt •Sex Monday, August 12, 13
  25. 25. Aus$n  W.  Gunter Content  +  Community @aus.ngunter email:  aus.n@wpengine.com Interviewing Customers Monday, August 12, 13
  26. 26. AustinW. Gunter Content + Community @austingunter email: austin@wpengine.com The Audience: Who Are they? • 30-50 Potential Customers • 8-10 Questions • A Spreadsheet Monday, August 12, 13
  27. 27. Aus$n  W.  Gunter Content  +  Community @aus.ngunter email:  aus.n@wpengine.com External or Internal Step One:The Trigger Monday, August 12, 13
  28. 28. Aus$n  W.  Gunter Content  +  Community @aus.ngunter email:  aus.n@wpengine.com Trigger Questions • When would you use this? • How does this solve a problem for you? • Are there times you wish you had something that solved this problem? Monday, August 12, 13
  29. 29. Aus$n  W.  Gunter Content  +  Community @aus.ngunter email:  aus.n@wpengine.com Step Two:The Action Interacting with the Product Monday, August 12, 13
  30. 30. Aus$n  W.  Gunter Content  +  Community @aus.ngunter email:  aus.n@wpengine.com Action Questions • How hard was it to use the product for the first time? • Did you have to search on Google for anything before it worked? • Did the product do what you expected it to? Monday, August 12, 13
  31. 31. Aus$n  W.  Gunter Content  +  Community @aus.ngunter email:  aus.n@wpengine.com Step Three: Commitment Monday, August 12, 13
  32. 32. Aus$n  W.  Gunter Content  +  Community @aus.ngunter email:  aus.n@wpengine.com Commitment Questions • Would you recommend this to your friends? • What was the part you hated the most about the product? • If this product were free would you use it?Would you pay $10 per month for it? Monday, August 12, 13
  33. 33. Aus$n  W.  Gunter Content  +  Community @aus.ngunter email:  aus.n@wpengine.com Step Four:Variable Rewards Monday, August 12, 13
  34. 34. Aus$n  W.  Gunter Content  +  Community @aus.ngunter email:  aus.n@wpengine.com Step Four:Variable Rewards Monday, August 12, 13
  35. 35. Aus$n  W.  Gunter Content  +  Community @aus.ngunter email:  aus.n@wpengine.com Variable Reward Questions Monday, August 12, 13
  36. 36. Aus$n  W.  Gunter Content  +  Community @aus.ngunter email:  aus.n@wpengine.com Variable Reward Questions •What did you expect from using the product? •How did the product live up to your expectations? •When you had finished, did you achieve what you intended to? Monday, August 12, 13
  37. 37. 30 Aus$n  W.  Gunter Content  +  Community @aus.ngunter email:  aus.n@wpengine.com Monday, August 12, 13
  38. 38. Aus$n  W.  Gunter Content  +  Community @aus.ngunter email:  aus.n@wpengine.com Monday, August 12, 13
  39. 39. THANKYOU Aus$n  W.  Gunter Content  +  Community @aus.ngunter email:  aus.n@wpengine.com Monday, August 12, 13
  40. 40. Aus$n  W.  Gunter Content  +  Community @aus.ngunter email:  aus.n@wpengine.com Monday, August 12, 13

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