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NYU ITP Lean LaunchPad Customer Development Deep Dive

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A template for developing personas through to features for MVP, by Advisor Ajay Revels.

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NYU ITP Lean LaunchPad Customer Development Deep Dive

  1. 1. ajay@politemachines.com ITP / LeanLaunchPad 2014 Customer Development Photos Pain People Place Map Persona MVP Tools to connect customer insights  MVP  conversions Ajay Revels Design Researcher
  2. 2. ajay@politemachines.com ITP / LeanLaunchPad 2014 Photos Pain - kind - strength - workarounds People - interactions - activities - tools / devices Place - home - public - work Explore the activities of People who might be your target. ajay@politemachines.com
  3. 3. ajay@politemachines.com ITP / LeanLaunchPad 2014 Pain What is their Pain or Problem?
  4. 4. ajay@politemachines.com ITP / LeanLaunchPad 2014 People Who has the problem, need or goal? Role: Type - Task: - Task: - Goal: - Fear: - Solution: Role: Type - Task: raise infants, toddlers - Task: help kids with lessons - Goal: raise smart kids - Fear: failure in school. - Solution: read to kids, flash cards ITP / LeanLaunchPad 2014 Role: Type - Task: - Task - Goal: - Fear: -Solution: People Who has the problem and how bad is it? Project Name Pain statement Picture Picture
  5. 5. ajay@politemachines.com ITP / LeanLaunchPad 2014 Place Where is their problem felt or experienced? Place: Location - Task: what is taking place? - Actors: who is participating? - Tools: what objects are used? - Time:- when is this place used? Place: Location - Task: - Actors: - Tools: - Time:- - Place: Location - Task: - Actors: - Tools: -Time:- - Picture Picture Project Name Pain statement
  6. 6. ajay@politemachines.com Map ITP / LeanLaunchPad 2014 I Pain Describe the key Pain that your target audience is experiencing written from their POV…”I am not able to…”. Keep the description short – one or two sentences. person person person person person place person place place place place place place place place place place place 1. Fill in the Pain, the People you’re exploring and the Places where they might experience the Pain. 2. Eliminate the Places and People that are not well connected to the Pain. person
  7. 7. ajay@politemachines.com ITP / LeanLaunchPad 2014 Target Persona (example) Who are we building for? Business Problem or Observation: We noticed that when people visit new cities, they like to find hidden communities who can provide access to authentic, unique, adventures. Hotel concierges can provide tours but not local insiders. Our Hypothesis is: We believe that [ business travelers ? ] Have this problem [ can’t find local insiders ] Which can be solved with [ Insider Finder tool ? ] And measured by [ # of insider matches? ] What I do (when I travel) - Visit NY, Chicago, London monthly - Book 2-weeks in advance - Stay at hotels near the client office - .In meetings all day. Have ½ day free - Sometimes bring my spouse What I need / My goals: Age: 30 + , single or married Income: $60k / year Work: I sell copy machines We’re looking for local mahjong players in the area. Do you know of any? - Have fun , not get ripped off - meet interesting new people - Play in Mahjong match back home - Improve my Chinese skills - Find name, location, expertise, bio - Read testimonials, reviews - See costs, availability Find insiders Search function Schedule a tourCommunicate with insiders Insider profile Message dialog TASKSFEATURESMetric Tour Scheduler Calendar module - Ask a question - Confirm booking and payment - Exchange info securely - Review available time slots - Select from offerings, sign up - Send item to my calendar With (product name) Local Insider, (persona name) Jules Eckhart is able to… # searches / day/ user # clicks / day / user # messages / day / user # selected / day / user # selected / day / user
  8. 8. ajay@politemachines.com ITP / LeanLaunchPad 2014 Initial Idea (MVP) What should we build first? - Find name, location, expertise, bio - Read testimonials, reviews - See costs, availability Find “Insiders” Communicate with “Insiders” - Ask a question - Confirm booking and payment - Exchange info securely Schedule a tour - Review available time slots - Select from offerings, sign up - Send item to my calendar - Watch video or demo - Sign up for a newsletter or email - Take a survey and provide email Indicate my interest in service Landing page Service prototype Jules Eckhart need Jules Eckhart Tasks MVP Feature Message mock up New MVP idea Conversion • CAC through lo fi marketing test • % uniques to conversion New Task - describe what Jules would do - text Age: 30 + , single or married Income: $60k / year Work: I sell copy machines We’re looking for local mahjong players in the area. Do you know of any? • Engagement rates • % uniques to conversion • % sign up vs. uniques • % sign up vs. video/demo
  9. 9. ajay@politemachines.com Strategic design researcher with 14 years expertise in leading fieldwork to uncover business & customer insights and translating them into holistic digital experiences across mobile devices, kiosks, web and offline services. ajay@politemachiens.com Bio: Ajay Revels Airports, universities, hospitals, trading floors, banks, hedge funds, consumer trade shows, news rooms and private homes in the US, Britain and Japan. Where I work Ethnographic observations, interviews, process mapping, sketching, games, experience modeling, participatory design, iterative LeanUX experiments, Agile stories and design validation. What I doWho I work with Product owners, user experience designers, developers, data analysts, market researchers and other stakeholders in enterprises, non-profits and startups.

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