KISSinsights Customer Development Tactics


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Customer development we did to learn and build KISSinsights

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KISSinsights Customer Development Tactics

  1. Warning: This Talk Contains Actual Tactics KISSinsights Case Study Cindy Alvarez Web 2.0 Expo • May 3, 2010
  2. Where Do I Start? <ul><li>Get a Hypothesis (and write it down ) </li></ul><ul><li>2-Pronged Validation </li></ul><ul><li>Figure Out What You Want to Learn </li></ul><ul><li>Iterate on Your Interview </li></ul><ul><li>Just Build It </li></ul><ul><li>What will it take for someone to pay you $? </li></ul>
  3. Get A Hypothesis My hypothesis is that ____________ people have a problem doing ____________.
  4. Hypothesis for KISSinsights My hypothesis is that product manager type people have a problem doing fast/effective/frequent customer research.
  5. The 2 Big Questions Is this a recognizable, interesting pain? Where exactly is the pain?
  6. 2-Pronged Validation BUY NOW splash page survey “ so, tell me about how you do _____...”
  7. Interviews Are Features, Too PLAN DO ASSESS
  8. What Should You Be Learning? <ul><li>What are they doing now? (This is YOUR COMPETITION.) </li></ul><ul><li>What are other tools leaving on the table? </li></ul><ul><li>Who is involved? </li></ul><ul><li>How frequent / severe is the pain? </li></ul><ul><li>Whatever else your customer thinks is IMPORTANT enough to COMPLAIN about </li></ul>
  9. The customer is the expert, you’re just a notetaker.
  10. If you could wave a magic wand, what would you be able to do?” “
  11. Iterating on the Interview <ul><li>What was interesting / surprising? </li></ul><ul><li>Kill the yes/no questions </li></ul><ul><li>Don’t agree with the customer </li></ul><ul><li>Silence is good </li></ul><ul><li>Validate or contradict </li></ul>
  12. Learnings That Became KISSinsights <ul><li>What are they doing now? Mostly going without customer research. </li></ul><ul><li>What are other tools leaving on the table? Privacy, targeting controls. </li></ul><ul><li>Who is involved? Product manager, reluctant developer. </li></ul><ul><li>How frequent / severe is the pain? Constant - “whenever we make decisions on what to build” </li></ul><ul><li>IMPORTANT enough to COMPLAIN? Hate writing, don’t know where to start, hate having to ask developer to change site </li></ul>
  13. The Numbers <ul><li>~20 interviews (15-20 minute phone calls) </li></ul><ul><li>3 scrappy user tests (15-20 minute face-to-face with paper prototypes) </li></ul><ul><li>2 splash pages (Facebook Ads, StumbleUpon traffic) </li></ul><ul><li>Hacky MVP on </li></ul><ul><li>8 “alpha testers” </li></ul>
  14. Just Build It “ It’s a very ‘M’ MVP.” - Cindy Alvarez, to Hiten Shah
  15. Internal MVP: 2 days Public MVP: 2 months 1400+ signups (so far)
  16. What Does It Take to Get Paid? Interest Installation Gratification Value Pay
  17. Thank You! @KISSmetrics @cindyalvarez