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From cold-sweat questions

to hot validated learning
{or, Customer Development
= awesome}

MONDAY, NOV 25, 2013

@katerutt...
TWEET!
@katerutter
@luxrco

Kate Rutter
Co-Founder
www.luxr.co

Luxr makes tools to help startups
deliver products that pe...
What to expect...
I am not an expert on your business.

You are.
My goal is to help you explore
what ideas solve real
prob...
Recognizing Startup Failure
“But the code validated!”
“The design was brilliant.
It just never launched.”
“We made an amaz...
L
I
A
F

Recognizing Startup Failure
“But the code validated!”
“The design was brilliant.
It just never launched.”

“We ma...
e
t
s
a

Recognizing Startup Failure
“But the code validated!”

w

“The design was brilliant.
It just never launched.”

“W...
New approaches

Lean Startup
Agile & UX
Customer Development
@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
Get out
of the
building!
The big idea...

@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
Get out
of the
building!
The big idea...

@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
so...
I have a
product.

How do I
know it
doesn’t suck?
@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
cold-sweat questions
will
Who

this?
use

an it do
What c le will
at peop
th
ay for?
p
How does
everything
fit together?

W...
cold-sweat questions
will
Who

this?
use

an it do
What c le will
at peop
th
ay for?
p
How does
everything
fit together?

W...
with a bit of tweaking...
will
Who

this?
use

an it do
What c le will
at peop
th
ay for?
p
How does
everything
fit togethe...
with a bit of tweaking...
Who is it for?
Why does it matter
to them?
What can they do that
they couldnʼt do before?
What f...
Questions == Stack
Who is it for?

users

Why does it matter
to them?

needs &
goals

What can they do that
they couldnʼt ...
Questions == Stack
Who is it for?

users

Why does it matter
to them?

needs &
goals

What can they do that
they couldnʼt ...
Questions => Activities
Customer
development

Who is it for?
Why does it matter
to them?

or...user research

What can the...
Questions => Activities
Customer
development

Who is it for?
Why does it matter
to them?

or...user research

What can the...
SSCI
(Super Simplified Customer Interviews)
• Identify who you want to talk to.
• Articulate your hypotheses.
• Jot down co...
Conversation Prompts
“Have you ever had ________ experience?”
“Can you tell me the story about that?”
“And then what happe...
During the Interview
DO
• Take notes
• Smile
• Ask open-ended questions
• Get their story
• Shut up and listen

90% Listen...
After the Interview: Debrief
DUMP (5min, solo)
1 idea per sticky
“What I heard”
“What I saw”
“What stood out”

SORT (10min...
@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
Go be awesome.

@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
Q&A + Discussion

@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
LUXr delivers practical tools to
entrepreneurs worldwide, helping
early-stage entrepreneurs deliver
products that customer...
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From Cold-Sweat Questions to Hot Validated Learning [Founder Institute SF, Nov 2013]

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If you're an entrepreneur, you face cold-sweat questions...you know, the ones that are hard to answer and that scare the crap out of you. Customer Development is a key approach to answering these questions. This talk introduces the basics and provides simple guidelines help you have effective early interviews (problem interviews) so you can design a product that people want, need and will love to buy.

Transcript of "From Cold-Sweat Questions to Hot Validated Learning [Founder Institute SF, Nov 2013]"

  1. 1. From cold-sweat questions to hot validated learning {or, Customer Development = awesome} MONDAY, NOV 25, 2013 @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  2. 2. TWEET! @katerutter @luxrco Kate Rutter Co-Founder www.luxr.co Luxr makes tools to help startups deliver products that people want, need & love to buy. @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  3. 3. What to expect... I am not an expert on your business. You are. My goal is to help you explore what ideas solve real problems for humans... so you can validate them and move them forward. @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  4. 4. Recognizing Startup Failure “But the code validated!” “The design was brilliant. It just never launched.” “We made an amazing thing. But nobody wanted it.” @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  5. 5. L I A F Recognizing Startup Failure “But the code validated!” “The design was brilliant. It just never launched.” “We made an amazing thing. But nobody wanted it.” @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  6. 6. e t s a Recognizing Startup Failure “But the code validated!” w “The design was brilliant. It just never launched.” “We made an amazing thing. But nobody wanted it.” @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  7. 7. New approaches Lean Startup Agile & UX Customer Development @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  8. 8. Get out of the building! The big idea... @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  9. 9. Get out of the building! The big idea... @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  10. 10. so... I have a product. How do I know it doesn’t suck? @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  11. 11. cold-sweat questions will Who this? use an it do What c le will at peop th ay for? p How does everything fit together? Why care will the ? y es ur at fe at st h o W m t? e ar ortan p im @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  12. 12. cold-sweat questions will Who this? use an it do What c le will at peop th ay for? p How does everything fit together? Why care will the ? y es ur at fe at st h o W m t? e ar ortan p im @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  13. 13. with a bit of tweaking... will Who this? use an it do What c le will at peop th ay for? p How does everything fit together? Why care will the ? y es ur at t fe t ha os W m re rtant? a o p im @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  14. 14. with a bit of tweaking... Who is it for? Why does it matter to them? What can they do that they couldnʼt do before? What features do they need to do that? How do those limited features fit together? @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  15. 15. Questions == Stack Who is it for? users Why does it matter to them? needs & goals What can they do that they couldnʼt do before? uses What features do they need to do that? features How do those limited features fit together? product, brand & voice @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  16. 16. Questions == Stack Who is it for? users Why does it matter to them? needs & goals What can they do that they couldnʼt do before? uses What features do they need to do that? features How do those limited features fit together? product, brand & voice @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  17. 17. Questions => Activities Customer development Who is it for? Why does it matter to them? or...user research What can they do that they couldnʼt do before? What features do they need to do that? How do those limited features fit together? Sketches & prototypes before UI. Before code. Experiments, MVPs, Metrics and...usability testing @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  18. 18. Questions => Activities Customer development Who is it for? Why does it matter to them? or...user research What can they do that they couldnʼt do before? Interviews What features do they need to do that? How do those limited features fit together? Sketches & prototypes before UI. Before code. Experiments, MVPs, Metrics and...usability testing @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  19. 19. SSCI (Super Simplified Customer Interviews) • Identify who you want to talk to. • Articulate your hypotheses. • Jot down conversation prompts. • Have the conversation • Debrief! @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  20. 20. Conversation Prompts “Have you ever had ________ experience?” “Can you tell me the story about that?” “And then what happened?” “Why [or how] did you do that?” “What did you love [or hate] about that?” “If you could wave a magic wand, what would it be like?” @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  21. 21. During the Interview DO • Take notes • Smile • Ask open-ended questions • Get their story • Shut up and listen 90% Listening 10% Talking DONʼT • Talk about your product • Ask about future behavior • Sell • Ask leading questions • Talk much @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  22. 22. After the Interview: Debrief DUMP (5min, solo) 1 idea per sticky “What I heard” “What I saw” “What stood out” SORT (10min, team) • Collect similar items • Label groups • Stack duplicates • Note trends and exceptions Validate or invalidate your hypothesis @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  23. 23. @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  24. 24. Go be awesome. @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  25. 25. Q&A + Discussion @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  26. 26. LUXr delivers practical tools to entrepreneurs worldwide, helping early-stage entrepreneurs deliver products that customers want, need and love to buy. http://luxr.co @luxrco Online Workshops Actionable workshops for your most urgent and important problems. Core Curriculum 7-week path to greatness for startup entrepreneurs. @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
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