KISSinsights Customer Development Tactics

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

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KISSinsights Customer Development Tactics

by Cindy Alvarez on May 03, 2010

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KISSinsights Customer Development Tactics — Presentation Transcript