Practical customer development
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Practical customer development



An overview of practicing customer development.

An overview of practicing customer development.



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    Practical customer development Practical customer development Presentation Transcript

    • Practical Customer Development Cindy Alvarez Director of User Experience, Yammer (a Microsoft company)
    • The “lean startup” is: • Use of low-cost and free software frameworks and services • Rapid, iterative development • Customer development
    • Customer development doesn’t come naturally to builders and do-ers
    • You’re wrong half the time At Yammer, nearly 50% of our projects fail to ship because they do not move the intended metrics. Microsoft, Google, Amazon, Netflix all agree that at least half of their feature ideas fail too.
    • Each hour of saves 5, 10, 20+ hours of
    • Tools:
    • Customer Development steps: • Forming a hypothesis • Finding potential customers to talk to • Asking the right questions • Making sense of the answers • Figuring out what to build to keep learning • Repeat as needed
    • Forming a Hypothesis: • Problem, not product • Testable • Narrower is better
    • I believe [type of person] experiences [problem] while performing [task].
    • Your potential customer:
    • Finding potential customers: • Use your (extended) network • LinkedIn • Quora • Domain-specific websites • Stores, clubs, and “real world” locations
    • Templates:
    • Asking the right questions: • What is the potential customer already doing? • Frustrations • Constraints • How they decide, how they buy, how they use
    • Getting customers to talk: • Tell me about the last time… • 60 seconds of silence • No “yes/no” questions • “Other people have told me…” • Who / What / When / How / Why
    • Tell me about how you do _________ today…
    • Do you use any [tools/products/apps/tricks] to help you get ________ done?
    • If you could wave a magic wand and be able to do anything that you can’t do today, what would it be? (Don’t worry about if it’s possible)
    • Last time you did ___________, what were you doing right before you got started? Once you finished, what did you do after?
    • Is there anything else about _________ that I should have asked about?
    • You may be wondering about: • Compensation for interviewees • On-site, face-to-face, phone, other? • Should I record? • Who needs to interview? • What if the customer isn’t useful?
    • Making sense of what you hear:• Validates • Invalidates • Surprises • Emotion
    • What to build next: • What is your biggest risk? • (Use the magic wand on yourself) • MVPs are not scalable!
    • MVPs for learning can be: • Concierge MVP • “Wizard of Oz” MVP • Single use case MVP • Pre-order (“vaporware”) MVP • Other peoples’ products
    • Pick your metrics (for example):• X% increase in signup conversions • Y% decrease in time between signup and successful task completion • Customer reports qualitative data
    • You can ask questions anytime! or @cindyalvarez (also stay tuned for Lean Customer