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KISSinsights Customer Development Tactics
 

KISSinsights Customer Development Tactics

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Customer development we did to learn and build KISSinsights

Customer development we did to learn and build KISSinsights

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    KISSinsights Customer Development Tactics KISSinsights Customer Development Tactics Presentation Transcript

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