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Getting to Produck Market Fit


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Getting to Produck Market Fit

  1. 1. Getting to Product/Market Fit Danny Setiawan UX/Product Coach, Starta Accelerator Fall 2016
  2. 2. @dsetia_1dSetia Objectives • Describe the stages of startups • Identify activities to get closer to Product/Market Fit • Get support to validate hypotheses
  3. 3. @dsetia_1dSetia Agenda • Introduction • Stages • The tools • Next step • How to book
  4. 4. Introduction
  5. 5. Who I am 15+ years of experience in UX and Product Has worked with established brands (The Economist, Yahoo!, Microsoft) as well as startups C U R R E N T LY • Lead UX at The Economist • UXD Instructor at General Assembly • Product/UX mentor at Starta Accelerator
  6. 6. Your Turn •Your name •Your company: • Your target user • Users’ problem • Your solution
  7. 7. Stages
  8. 8. @dsetia_1dSetia Stages Problem/ Solution fit Product/Market fit Growth • Validate Persona & Problem • Validate Solution idea • Define funnel • Productize the solution • Find marketing channels to find people like the Persona • Show traction (i.e. generate $$$) • Scale execution • Scale operations • Scale organization
  9. 9. @dsetia_1dSetia Types of Hypotheses Persona Problem Solution Usability Growth
  10. 10. The tools
  11. 11. @dsetia_1dSetia Proto-persona • What is it? • A sketch of a fictional character that represents your target customer segment • Why do it? • Helps focus product conversation on the end-user without • Leverages internal knowledge (no expensive research)
  12. 12. what should it include? • Demographic (age, gender, income, etc) : Abilities • Goals & Needs/Pain points : Motivations • Habits & Routine : Behaviors • Scenarios: Context • Name, picture, quote : Identifiers
  13. 13. How to make Proto-persona 1. Block out the different types of users you might have 2. Try and work out roughly what % of the user base each is 3. Turn those segments into “people” 4. Give some color : Add personal details, but don’t get too irrelevant
  14. 14. Pro, Technical Pro, Fundamental Retail, Technical Retail, Fundamental Funds manager Reporters 1%2%7% 13% 35% 42% Example: Financial Site
  15. 15. DEMO: Pro/Tech. Trader BEHAVIORSIDENTIFIERS Name Picture Tagline Quote Demographics MOTIVATIONS Pain point Goals/Needs Habits/Routines How s/he solves the problem now SCENARIOS Where/When the need arises i.e. reading on the way to work
  16. 16. @dsetia_1dSetia Problem Framing Story • What is it? • A narrative that describes the end- user’s problem and its consequences • Why do it? • Allows us to validate if the problem would motivate the user to take action • Good brainstorming tool to identify potential customer segment with the same problem
  17. 17. Problem Framing Story Hi, my name is __________ [the person who has a problem] Iʼm a __________ [who she is? what does she do?] and I have a real problem: __________ [the problem] This hurts me because __________. [what are the consequences of the problem?] Besides me, __________ [who else suffers from it] I have tried __________ [alternative solutions] but it didnʼt work because __________. [what failed on each alternative] Source: Problem Framing Story: find problems before solutions Allison 25 years old progressive female working as a business analyst of forming an informed opinion on world events I can’t contribute in conversations at work, which makes me look ignorant my friends who work in Finance sector have this problem reading multiple news sources (CNN, HuffPo, NYT) I rarely have time to read multiple news sources
  18. 18. @dsetia_1dSetia User journey mapping take out phone, open app set pick up, destination locations review estimate, order car (pay $) wait for car ride car arrive at destination Value= convenience + peace of mind + time + energy Cost= Time (1m+2m+1m+5m+15m)+ Money ($20) 1 min 2 mins 1 min + $20 5 min 15 min
  19. 19. @dsetia_1dSetia Storyboarding • What is it? • A visual representation of how the end-user would interact with your product in a given scenario (where/ when) • Why do it? • Helps uncovers the limitations and opportunities based on the context the end-user is in
  20. 20. @dsetia_1dSetia Survey • Why do it? • Gather large numbers of responses very quickly • Get quantitative feedback immediately • Good way to recruit people for user interviews
  21. 21. Good survey questions • short and to the point • have a clear, distinct answer • low cognitive load • don’t get fancy
  22. 22. Good or Bad? In the last week, what percentage of your social media time online do you estimate that you spent on your computer vs your mobile device with Twitter vs Facebook? On average, how many hours per week do you spend on Twitter?
  23. 23. @dsetia_1dSetia User Interviews • What is it? • Series of 1-on-1 conversations with people who represent your end-users • Why do it? • Can gather rich, targeted information • Flexible, can explore tangents or unexpected areas
  24. 24. How to ask questions • Be wary of priming • Don’t ask leading questions • Never ask about intention, always probe behavior BAD QUESTION “How many times do you plan to go to the gym?” GOOD QUESTION “How many times have you been to the gym in the last 3 months?”
  25. 25. Focus on specific instances “Have you ever had ________ problem”? “Tell about the last time you ....” Avoid generalizations and speculations: “What do you usually ...”
  26. 26. Keep people talking “Tell me more about that” “What do you mean by...” but also embrace awkward silences … Often the best insights come up when participants feel the need to fill silent voids.
  27. 27. Interview preparation • Record interviews if possible • Always ask permission • Explain why and that it’s for private use • Prepare a discussion guide • Focus on topics rather than list of questions • Should be a conversation
  28. 28. During the interview • Start off with small talk, even if you hate it • Don’t finish sentences • Take notes but remain focussed on participant • Spend equal energy listening as talking • But only talk 20% of the time • Ask follow-up questions (5 why’s) • If you divert off topic: “That’s really interesting. Can you tell me how that connects to...”
  29. 29. Where to find participants • The hardest part is finding the right people. • Where to find them: ‣ Coffee shops ‣ Social networks and forums (i.e. Meetup) ‣ Craigslist ads ‣ Recruiters ‣ Friends of friends/family • Anywhere you believe your users spend time
  30. 30. @dsetia_1dSetia Usability Testing • What is it? • Validating your solution by observing users complete predefined tasks • Why do it? • uncovers ways to minimize the effort to complete the tasks that solve the user’s problem
  31. 31. @dsetia_1dSetia What to test? • Flow : any missing step/screen? • Content : any missing content? • Use cases : any major use case we missed?
  32. 32. @dsetia_1dSetia • Remote with static screens : • First impression (credibility, who is it for, what is it) • Missing info • CTA effectiveness • Remote with prototype : • In-person with prototype How to test
  33. 33. Next Step
  34. 34. @dsetia_1dSetia How can I help you? • 1:1 coaching sessions • Workshop (i.e. storyboarding workshop) • Training (i.e. how to conduct user interview) • Support (i.e. helping your team run usability test) NOTE: I’m not supplementing your team to produce UX/UI deliverables (i.e. wireframing).
  35. 35. @dsetia_1dSetia How to Book My Time • Google Calendar (Lena can help if you have issue) • Email: