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Lean Startup Helsinki, Finland, Customer Discovery Workshop 2012-10-08

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My presentation on Customer Discovery and Lean Startup basics for Lean Startup Helsiniki meetup.

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Lean Startup Helsinki, Finland, Customer Discovery Workshop 2012-10-08

  1. 1. Talk to the Humans!Customer Discovery Workshop @leancircle #leanstartup
  2. 2. Tristan Kromer LUXr.co @TriKro
  3. 3. About LUXrLUXr’s mission is to educate early-stage entrepreneurs oneffective practices to deliver products that customers want,need and love to buy.Residency Core Workshops Advising Curriculum8 weeks to Learning products Core concepts and Coaching &awesome for for accelerators & hands-on activities guidance for teamsearly-stage teams. startup teams. for everyone. going at lightspeed.LUXr • 3435 Cesar ChavezSan Francisco, CA • 94110info@luxr.co • http://luxr.co • twitter: @luxrcoJanice Fraser, Founder & CEO [janice@luxr.co • @clevergirl ]Jason Fraser, Co-Founder & Operations Lead [jason@luxr.co ]Kate Rutter, Co-Founder & Designer [kate@luxr.co • @katerutter ]LUXR.CO AUGUST 2012
  4. 4. DisclaimerI am not an expert in your business.Only you can be the expert in your business.My job is: • to ask the unasked questions; • to challenge assumptions; • and give you tools to succeed.
  5. 5. Don’t go to market,! maximize learning" Learn" Execute" P/MF"Steve Blank Eric Ries
  6. 6. Don’t go to market,! maximize learning" Learn" Execute" P/MF"Steve Blank Eric Ries
  7. 7. Don’t go to market,! maximize learning"Learn" Execute" P/MF"
  8. 8. Don’t go to market,! maximize learning"Learn" Execute" P/MF"
  9. 9. Don’t go to market,! maximize learning"Learn" Execute" P/MF"
  10. 10. Don’t go to market,! maximize learning"Learn" Execute" P/MF"
  11. 11. Talk to the humans!
  12. 12. Why bother?
  13. 13. I have data!
  14. 14. Clicks ≠ Engagement
  15. 15. Data ≠ Information
  16. 16. Qualitative Data makes Quantitative Data ACTIONABLE
  17. 17. Janice Fraser LUXr.co
  18. 18. product
  19. 19. product UI
  20. 20. product UI
  21. 21. Type of User Research quant qualGenerativeEvaluative
  22. 22. Type of User Research quant qualGenerative Optimizely• Analytics•Evaluative A/B Testing• Key Metrics•
  23. 23. Type of User Research quant qualGenerative Optimizely• Analytics•Evaluative A/B Testing• Key Metrics•
  24. 24. Type of User Research quant qualGenerative Optimizely• Analytics•Evaluative A/B Testing• Usability Key Metrics•
  25. 25. Type of User Research quant qualGenerative Optimizely• •Hallway usability Analytics• •remoteEvaluative A/B Testing• Usability Key Metrics•
  26. 26. Type of User Research quant qualGenerative surveys Optimizely• •Hallway usability Analytics• •remoteEvaluative A/B Testing• Usability Key Metrics•
  27. 27. Type of User Research quant qualGenerative surveys Optimizely• •Hallway usability Analytics• •remoteEvaluative A/B Testing• Usability Key Metrics•
  28. 28. Type of User Research quant qual • Contextual Inquiry (Byer & Holzblatt) • Mental Models (Indi Young)Generative surveys •Interviews •Starbucks Optimizely• •Hallway usability Analytics• •remoteEvaluative A/B Testing• Usability Key Metrics•
  29. 29. Quantitative vs. QualitativeDo people use it? How should I design the new one?Which is better? Why won’t people use it?Did we do the right thing? What’s wrong with this?Are these results good? How could I make this better?Are we making progress? Why do people do that? What do people love about it? How can I improve conversion? Why is there dropoff? What do they think this should do?CLOSED questions OPEN questions
  30. 30. Tools LandscapeANALYTICS CONVERSION TESTING UNMODERATED TESTSGoogle Analytics Unbounce WITH VIDEOKISS Metrics Optimizely Usertesting.comMixpanel TryMyUIFlurry UserlyticsLocalLytics WhatUsersDoStats Mix Loop11HEAT MAPPING MESSAGE RECALL MICRO USABILITYCrazy Egg ClueApp NavflowClick Tale FiveSecondTest Usabilia Clicktest Verify Intuition HQ UserZoom
  31. 31. #1
  32. 32. #2
  33. 33. #3
  34. 34. DEMOGRAPHICS
  35. 35. DEMOGRAPHICS Married, 2 kids Working momHousehold income is $15k / year 34 years oldLives in Walnut Creek, works in San Jose
  36. 36. BEHAVIORS DEMOGRAPHICS Married, 2 kids Working momHousehold income is $15k / year 34 years oldLives in Walnut Creek, works in San Jose
  37. 37. BEHAVIORS Gets SMS from kids “Pick me up!” Has a housekeeper once a week Complains “I feel overwhelmed” Orders take-out 3 nights/wk Calls to remind husband for errands DEMOGRAPHICS Married, 2 kids Working momHousehold income is $15k / year 34 years oldLives in Walnut Creek, works in San Jose
  38. 38. BEHAVIORS Gets SMS from kids “Pick me up!” Has a housekeeper once a week Complains “I feel overwhelmed” Orders take-out 3 nights/wk Calls to remind husband for errands DEMOGRAPHICS NEEDS & GOALS Married, 2 kids Working momHousehold income is $15k / year 34 years oldLives in Walnut Creek, works in San Jose
  39. 39. BEHAVIORS Gets SMS from kids “Pick me up!” Has a housekeeper once a week Complains “I feel overwhelmed” Orders take-out 3 nights/wk Calls to remind husband for errands DEMOGRAPHICS NEEDS & GOALS Married, 2 kids Help coordinating errands, manage kids, keep things running Working mom Have time for herselfHousehold income is $15k / year Feel like she has life under control 34 years old “to clone herself”Lives in Walnut Creek, works in San Jose
  40. 40. Tristan Kromer LUXr.co @TriKro
  41. 41. About LUXrLUXr’s mission is to educate early-stage entrepreneurs oneffective practices to deliver products that customers want,need and love to buy.Residency Core Workshops Advising Curriculum8 weeks to Learning products Core concepts and Coaching &awesome for for accelerators & hands-on activities guidance for teamsearly-stage teams. startup teams. for everyone. going at lightspeed.LUXr • 3435 Cesar ChavezSan Francisco, CA • 94110info@luxr.co • http://luxr.co • twitter: @luxrcoJanice Fraser, Founder & CEO [janice@luxr.co • @clevergirl ]Jason Fraser, Co-Founder & Operations Lead [jason@luxr.co ]Kate Rutter, Co-Founder & Designer [kate@luxr.co • @katerutter ]LUXR.CO AUGUST 2012

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