Aligning your Product or Service with Human Needs

1. 1
Stage 1, Lesson 3:
Aligning your Product or
Service with Human Needs

2. workshop agenda
01 review
02 learning objectives
03 idea generation and design thinking
04 getting to know the problem
05 pretotyping
06 summary and next steps

3. 01
review

4. review
• Lesson One:
• entrepreneurship
• Business Model Canvas – roadmap to creating a
viable business model – “birds eye view”, fluid story,
multiple versions
• Lesson Two – focus on priority problem(s)/
solution(s) / opportunity/ies.

5. 02
learning objectives

6. • by the end of lesson 3 you should be
able to
– Identify the differences between primary and secondary research;
qualitative and quantitative research
– Choose from among most painful / riskiest parts of the problem that you
are trying to solve (using BMC and other work)
– Formulate hypotheses/assumptions about the problem / opportuntiey
– Practice: “gathering fairminded, unbiased feedback from the people you
propose your solutions will benefit the most”
– Uncover patterns in the responses to your research and create
meaning from those patterns.
– Develop some options for “pretotyping” your idea

7. …in other words…customer discovery
– “systematic approach to ‘getting out of the building’ to test &
validate your hypotheses – learning in order to discover a
repeatable, scalable business model.”
– Ideally: find out who might be early adopters or lead users
(Mueller, Thoring)
– GOAL: problem solution fit to product market fit
SOURCE: http://steveblank.com/category/customer-development-manifesto/

8. Discovery
https://steveblank.files.wordpress.com/2014/06/what-is-customer-discovery.m4v
Pretotyping
Customer Development
Stage 1 Stage 2 Stage 3

9. Source: http://steveblank.com/category/customer-development-manifesto/
http://vlaskovits.com/if-youre-not-getting-out-of-the-building-youre-not-
doing-customer-development-and-lean-startups/

10. 03
idea generation and
design thinking

11. design thinking & customer discovery
• User research
– “Fall in love with the problem, not the solution”
– Find out what’s already out there (ASU student materials)
– Validate qualitatively, verify quantitatively (Maurya, Running
Lean, p. 63)
– Design-thinking emphasis on ideation can be applied – ideation
techniques can be used in the beginning and to apply learnings
from customer discovery (e.g. interviews) for iteration or pivoting
to achieve problem-solution fit.
– Pretotyping

12. Idea generation & design thinking
• Step 1: Getting to know the problem you fell in love with
• Step 2: Making meaning out of mayhem
• Step 2.5: Making meaning with a team is the definition of
mayhem.
• Step 3: Make things with your made meaning
• Step 4: Fleshing out your ideas
• Step 4.5: Minimum Viable Prototype, or
“pretotype”opportunity

13. steps of design thinking
01 getting to know the problem
you fell in love with

14. 01 getting to know the problem you fell in
love with
research
• secondary / primary
• qualitative / quantitative
Validate qualitatively, verify quantitatively

15. context – getting ready to
“get out of the building” to
test our assumptions
/hypotheses

16. Discovery
Stage 1 Stage 2 Stage 3
Pretotyping

17. • Individually
• choose a problem / customer segment
pair
• create a hypothesis (write down
assumptions you want to explore)
01 getting to know the problem
you fell in love with

18. • Falsifiable Hypothesis = [Specific Repeatable
Action] will [Expected Measurable Return], but
see page 84:
• These are more qualitative evaluations of
assumptions.
Maurya, Running Lean, p. 83, 84
01 hypothesis

19. • Assumptions around risks:
• PRODUCT RISK: What are you solving? (problem)
How might customers rank your problems in
importance?
• MARKET RISK: Who is the competition? (existing
alternatives)
How do customers solve these problems today?
• CUSTOMER RISK: Who has the pain? (customer
segments)
Is this a viable customer segment?
01 hypothesis

20. Group Activity
Roles
• Entrepreneur/interviewer (ask questions, note insights) –
Tell potential customer what customer role they are
playing)
• explore customer worldview for one problem
• Potential Customer (play target customer)
• Observer – listen and note insights
01 getting to know the problem
you fell in love with

21. • Each team discuss insights about
questions and about answers with the
entire class.
• Interviewer will document results
• what insights did you gain?
• what insights did others in your group
contribute?
02 making meaning out of mayhem

22. steps of design thinking
03 make things with your made
meaning

23. steps of design thinking
04 fleshing out your ideas

24. steps of design thinking
4.5 minimum viable prototype or
“pretotype”

25. 04
pretotyping

26. 01 what is pretotyping
02 how could you pretotype solutions to the
problem you are passionate about?

27. 05
summary and next steps

28. questions?
review material for next session

29. 29