Startup Weekend - Interviewing Customers

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Want to increase your startup success? In this presentation you learn specific tips on how to use continuous customer interaction to increase your chance to build awesome products & startups, that serve more people, more often, with more meaning, more efficiently.

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  • Startup Weekend - Interviewing Customers

    1. 1. Increase Startup SuccessUsing continuous customer interaction to make great productsTim O’ConnorStartup Weekend @ Dev Bootcamp - San Francisco - 9.21.12 www.linkedin.com/in/timoconnornhg @tmaoconnor tmaoconnor@gmail.com ucharya
    2. 2. Very few newlaunched products succeeddespite tons of R&D and armies ofsmart people
    3. 3. Startups are hard
    4. 4. We want to increaseeveryone’s chance of success this weekend
    5. 5. How come so many smart teams miss the mark?
    6. 6. IDEAS LEARN BUILD Lean Startup Cycle DATA CODE MEASUREPoor customer involvement before and after Build
    7. 7. Got Segway? Result of poor customer involvement
    8. 8. IDEAS TomorrowTonight LEARN BUILD Lean Startup Cycle DATA CODE MEASURE Tomorrow Tonight we’ll cover interviewing to learn needs
    9. 9. 7 tips to increase your odds of interview success
    10. 10. 1. Create a clear use case and problem hypotheses / guesses to validate
    11. 11. Clear hypotheses / guessesWho is the customerWhat is the problemWhat is the needWhat might satisfy themWhy would they buyWhat do they currently doAnd so on... rit Isis l i ca Th C
    12. 12. Validating the wrong thingcreates products like this
    13. 13. 2. Do interviews to validateneeds/problems not features
    14. 14. I want 400 watts of surround sound
    15. 15. I want it to sound like I’m in the stadium
    16. 16. 3. Number one shortcoming of interviews is failing to probe
    17. 17. Probing takes skill and persistence
    18. 18. Interviewers favorite wordsWhyCan you explainCould you share
    19. 19. Interviewers favorite technique - 5 whysAsk why 5 times when somethingunexpected happensFind the CAUSE not the symptomOnce you think you have the causeask another why
    20. 20. Types of Probing Questions“What” questions focus on happenings: “What events led up to...?”“How” focuses on the way things happen. “How do you currently...?”“Why” questions search for reasons . “Why is it that...?”“Could” are open-ended. “Could you conceive of an example of...?”“Describe” questions open up the environment for the product: “Pleasedescribe that situation”Other types of questions:“Are,” “do,” “can,” are often the clue to a closed-ended question -more desirable to say: "Can you think of a case when?” er is lat thA long pause can be a question in itself ad Re
    21. 21. Aq Mo ua nt riu er m ey 9. 124. Observe real cases to get natural baseline
    22. 22. Before we had these
    23. 23. We had these. How come YELLOW?
    24. 24. Purpose of observingConcentrate on real cases, not hypotheticalscenariosVisits are for collecting qualitative data asopposed to quantitative dataGain a 360-degree viewTake advantage of chanceTrust your intuitionAllow customer (interviewee) to guide the er is lat thdiscussion ad Re
    25. 25. 5. Be aware of the Lake Wobegon effect
    26. 26. pleasure Wfac he es rePl at are ac th t We forget pain and ampify e e he on H h Ea app app r t ie y h? st
    27. 27. Questions to find the truthWhat was it like whenWhat disappointed youWhat would you changeWhat delighted youWhat is your friends experience
    28. 28. 6. Get out of the building asthere aren’t any facts here
    29. 29. Lots of places to find peopleGo to the use case (gym, bank, restaurant...)Call friends and family (but not Mom or Dad)Walk down Chinatown, ride a bus, hop a taxi, goto Fisherman’s Warf, go to the Cable Car linePost a request on Hacker News, Facebook,Twitter, LinkedIn, related social siteOffer to buy a coffee to a person standing in lineTell them what you are up to - people arecurious and like to help others er is lat thJust be natural and confident - have fun ad Re
    30. 30. Rememberyou are Notthe use case
    31. 31. ? ?7. Two teams
    32. 32. ? ? Problem TeamTalk to use case and get feedback all weekend long Solution Team Find the minimum solution for a given problem
    33. 33. ? INTERVIEWER • Conducts interview • Builds rapport • Executes discussion guide • Writes observations NOTE TAKER • Takes verbatim notes • Doesn’t interrupt Problem Team OBSERVERHave clear roles and • Soaks up impressions practice • Listens “between the lines”before heading out • Backstops the moderator • Writes observations
    34. 34. Look For Images“Is a verbal, impressionistic characterization ofthe customer’s feedbackWhat life is like for themWhat motivates themHow do they resonate with the problem and needsHow do they resonate with the hypothesisHow do they deal with the problem todayWhat other problems did they raise er is lat th ad Re
    35. 35. Remember we all haveour biases, so switch theroles around
    36. 36. pl ws om vie Tomorrow e IDEAS etC ter In LEARN BUILD Lean Startup Cycle DATA CODE MEASURE We’ll help you turn interviews into needs to design around
    37. 37. e ot ot yp IDEASPr G ot LEARN BUILD Lean Startup Cycle DATA CODE MEASURE Tomorrow We’ll help you on techniques to get prototype feedback
    38. 38. Increase Interview Success Summary1. Create a clear use case and problem hypotheses / guesses to validate2. Do interviews to validate needs/problems not features3. Number one shortcoming of interviews is failing to probe4. Observe real cases to get natural baseline5. Be aware of the Lake Wobegon effect6. Get out of the building as there aren’t any facts here7. Two teams ucharya
    39. 39. We are here to help Let’s have some funLet’s do something meaningful ucharya

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