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A Lean UX Perspective on Customer Development


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Presented at the Lean User Experience Residency (LUXr) San Francisco and New York, November 2011.

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A Lean UX Perspective on Customer Development

  1. 1. A  LEAN  UX  PERSPECTIVE    ON  CUSTOMER  DEVELOPMENT   Lean  UX  Residency  (LUXr)   November  1,  2011  
  2. 2. Get  out  of  the  building  “Customer  Development  is  the  process  of  how  you  get  out  of  the  building  and  search  for  the  model.  Customer  Development  is  designed  so  that  you  the  founder(s)  gather  first  hand  experience  about  customer  and  market  needs.”,  5/13/2010   License:  CreaXve  Commons  AYribuXon-­‐Share  Alike   2   3.0  United  States  
  3. 3. In  other  words…  “Go  speak  (in  person  if  possible)  with  living,  breathing  customers  to  determine  the  validity  of  your  assumpXons.”  “The  Entrepreneurs  Guide  to  Customer  Development,”  Cooper  &  Vlaskovits   License:  CreaXve  Commons  AYribuXon-­‐Share  Alike   3   3.0  United  States  
  4. 4. What  assumpXons  are  we  making?     Who  is  the  user?  Who  is  the  customer?     Where  does  our  product  fit  in  their  work  or  life?     What  problems  does  our  product  solve?     When  and  how  is  our  product  used?     What  features  are  important?     How  should  our  product  look  and  behave?   License:  CreaXve  Commons  AYribuXon-­‐Share  Alike   4   3.0  United  States  
  5. 5. What’s  a  user?  “There  are  only  two  industries  that  refer  to  their  customers  as  ‘users’:  computer  design  and  drug  dealing.”    Edward  Tude   License:  CreaXve  Commons  AYribuXon-­‐Share  Alike   5   3.0  United  States  
  6. 6. What’s  a  user?  User  =  “person  who  uses  the  product”     Consumer  products,  customer  =  user     Enterprise  products,  customer  ≠  user   License:  CreaXve  Commons  AYribuXon-­‐Share  Alike   6   3.0  United  States  
  7. 7. Why  don’t  we  talk  to  users?     We’re  users     We  know  a  lot  of  users       We’re  smarter  than  our  users     We’ve  got  a  lot  of  other  important  things  to  do     Users  don’t  want  to  be  bothered     We  don’t  know  how  to  talk  to  users     We  fear  rejecXon  ;(   License:  CreaXve  Commons  AYribuXon-­‐Share  Alike   7   3.0  United  States  
  8. 8. Remember,  it  starts  with  you!  People  who  are  good  at  Customer  Discovery  know  how  to:     Put  themselves  in  the  customers’  shoes     Understand  the  problems  they  have     Listen  well  (less  talking!)     Understand  what  you  hear  (not  what  you  want  to   hear)     Deal  with  constant  change    Paraphrased  from  “ The  Four  Steps  to  the  Epiphany”   License:  CreaXve  Commons  AYribuXon-­‐Share  Alike   8   3.0  United  States  
  9. 9. Lean  UX  feedback  loop   THINK MAKE   License:  CreaXve  Commons  AYribuXon-­‐Share  Alike   9   3.0  United  States  
  10. 10. Some  consideraXons  for  beYer  learning     Who  is  your  customer?     What  do  you  want  to  learn?     Where  will  you  find  people  to  talk  to?     Whole  team  or  just  some  people?     How  do  you  use  what  you  learn?   License:  CreaXve  Commons  AYribuXon-­‐Share  Alike   10   3.0  United  States  
  11. 11. Who  is  your  customer?     A  persona  defines  your  user  hypothesis     Shared  visual  arXfact     Evolves  over  Xme   License:  CreaXve  Commons  AYribuXon-­‐Share  Alike   11   3.0  United  States  
  12. 12. Provisional  personas  before  interviews   License:  CreaXve  Commons  AYribuXon-­‐Share  Alike   12   3.0  United  States  
  13. 13. Provisional  personas  ader  interviews   License:  CreaXve  Commons  AYribuXon-­‐Share  Alike   13   3.0  United  States  
  14. 14. What  do  you  want  to  learn?     Team  discusses  what  they  want  to  learn     Prepare  interview  “guide”     PracXce  asking  quesXons,  listening   License:  CreaXve  Commons  AYribuXon-­‐Share  Alike   14   3.0  United  States  
  15. 15. Interview  planning  session   License:  CreaXve  Commons  AYribuXon-­‐Share  Alike   15   3.0  United  States  
  16. 16. Interview  guides   License:  CreaXve  Commons  AYribuXon-­‐Share  Alike   16   3.0  United  States  
  17. 17. Where  will  you  find  people  to  talk  to?     In-­‐line  Web  recruiXng     Conferences  and  industry  events     Special  interest  groups/user  groups     Market  research  firms     Craigslist     Friends  and  Family     Coffee  shops,  malls,  wherever  they  are   License:  CreaXve  Commons  AYribuXon-­‐Share  Alike   17   3.0  United  States  
  18. 18. In-­‐line  Web  recruiXng     Ethnio  (   Recruit  people  from  your  website  via  triggers     “Talk  to  us”  buYon   Start  live  chat  session     Remote  viewing  (Morae  from  TechSmith)   Screen  sharing  and  recording   License:  CreaXve  Commons  AYribuXon-­‐Share  Alike   18   3.0  United  States  
  19. 19. Conferences,  industry  events,  user  groups     Master  the  “quick  hit”  interview  (1-­‐2  quesXons)     Divide  and  conquer,  debrief  as  a  group     Use  a  green  room,  designated  area  for  interviews     Collect  names  for  later   License:  CreaXve  Commons  AYribuXon-­‐Share  Alike   19   3.0  United  States  
  20. 20. Market  research  firms     Easier  for  “consumer”  than  “professional”     Can  save  you  Xme  finding  and  scheduling     Good  for  out  of  state  or  internaXonal  recruiXng     You  can  use  their  faciliXes     You  don’t  have  to  adverXse  your  idenXty   License:  CreaXve  Commons  AYribuXon-­‐Share  Alike   20   3.0  United  States  
  21. 21. Craigslist     Place  ad  in  “gigs”  or  “jobs”  area     Direct  people  to  an  online  survey  (SurveyMonkey)     Survey  results  can  be  valuable  in  themselves     Scheduling  is  hard,  pre-­‐screen  for  availability     Experiment  with  different  levels  of  compensaXon     Going  rate  varies,  check  similar  ads  for  guides   License:  CreaXve  Commons  AYribuXon-­‐Share  Alike   21   3.0  United  States  
  22. 22. Friends  and  Family     You  already  know  their  context     Good  for  quick  impressions     Great  to  pracXce  on  “friendlies”     Beware  you  don’t  talk  to  same  people  too  much     Don’t  forget  to  use  F&F  for  more  introducXons   License:  CreaXve  Commons  AYribuXon-­‐Share  Alike   22   3.0  United  States  
  23. 23. Tips  for  effecXve  interviews     Pair  up  when  possible     Use  open-­‐ended  quesXons     Listen  for  needs  and  goals     Use  the  Xme  for  mulXple  purposes  (context  first,   then  show  the  product)     Collect  arXfacts,  debrief  and  share   License:  CreaXve  Commons  AYribuXon-­‐Share  Alike   23   3.0  United  States  
  24. 24. Pair  interviewing   License:  CreaXve  Commons  AYribuXon-­‐Share  Alike   24   3.0  United  States  
  25. 25. MulXple  note-­‐takers   License:  CreaXve  Commons  AYribuXon-­‐Share  Alike   25   3.0  United  States  
  26. 26. Tips  for  effecXve  interviews   Use  open-­‐ended  quesXons  to  encourage  conversaXon   Closed:  “Did  you  eat  breakfast  today?”   Open:  “What  did  you  have  for  breakfast  today?”   Don’t  be  afraid  to  ask  “why”  a  lot.   License:  CreaXve  Commons  AYribuXon-­‐Share  Alike   26   3.0  United  States  
  27. 27. Tips  for  effecXve  interviews  IdenXfy  the  need  behind  a  feature  request  “If  you  HAD  feature  x,  what  would  that  allow  you  to  do?”   License:  CreaXve  Commons  AYribuXon-­‐Share  Alike   27   3.0  United  States  
  28. 28. One  session,  mulXple  acXviXes     Collect  context     Do  a  collaboraXve  acXvity  (opXonal)     Get  feedback  on  product  or  prototype   License:  CreaXve  Commons  AYribuXon-­‐Share  Alike   28   3.0  United  States  
  29. 29. Sample  interview  flow     Warm-­‐up  quesXons  to  set  context   “Tell  me  a  li)le  about  yourself…”     Talk  about  real  events,  avoid  conjecture   “Tell  me  about  a  recent  6me  when  you…”     Show  demos/sketches  later  in  meeXng   “Show  me  how  you  would  use  this  to…”     Express  appreciaXon  “ Thanks  for  your  6me!”     If  the  interview  went  well,  it’s  OK  to  ask  if  you  can   contact  them  again  later   License:  CreaXve  Commons  AYribuXon-­‐Share  Alike   29   3.0  United  States  
  30. 30. Paper  prototype  feedback  session   License:  CreaXve  Commons  AYribuXon-­‐Share  Alike   30   3.0  United  States  
  31. 31. Interview  notes  on  cards   License:  CreaXve  Commons  AYribuXon-­‐Share  Alike   31   3.0  United  States  
  32. 32. Interview  photos  and  sXckies   License:  CreaXve  Commons  AYribuXon-­‐Share  Alike   32   3.0  United  States  
  33. 33. Grouping  observaXons  by  category   License:  CreaXve  Commons  AYribuXon-­‐Share  Alike   33   3.0  United  States  
  34. 34. Interview  sketchboard   License:  CreaXve  Commons  AYribuXon-­‐Share  Alike   34   3.0  United  States  
  35. 35. CollaboraXve  acXvity  posters   License:  CreaXve  Commons  AYribuXon-­‐Share  Alike   35   3.0  United  States  
  36. 36. Collect  arXfacts  of  first  hand  experiences   License:  CreaXve  Commons  AYribuXon-­‐Share  Alike   36   3.0  United  States  
  37. 37. Create  diagrams  and  models   License:  CreaXve  Commons  AYribuXon-­‐Share  Alike   37   3.0  United  States  
  38. 38. ConXnuous  engagement     Five  users  every  Friday  (Three  on  Thursday)     “Talk  to  us”  buYon     Just-­‐in-­‐Xme  recruiXng   License:  CreaXve  Commons  AYribuXon-­‐Share  Alike   38   3.0  United  States  
  39. 39. Lane  Halley  twiYer:  @thinknow  
  40. 40. Recommended  reading  The  Lean  Startup  Eric  Ries  The  Four  Steps  to  the  Epiphany  Steve  Blank   License:  CreaXve  Commons  AYribuXon-­‐Share  Alike   40   40   3.0  United  States  
  41. 41. Recommended  reading  Inspired:  How  To  Create  Products  Customers  Love    Marty  Cagan  Designing  for  the  Digital  Age:  How  to  Create  Human-­‐Centered  Products  and  Services  Kim  Goodwin   License:  CreaXve  Commons  AYribuXon-­‐Share  Alike   41   41   3.0  United  States  
  42. 42. Recommended  reading  Prototyping,  A  PracGGoner’s  Guide  Todd  Zaki  Warfel  The  Back  of  the  Napkin  Dan  Roam   License:  CreaXve  Commons  AYribuXon-­‐Share  Alike   42   42   3.0  United  States  
  43. 43. Recommended  reading  InnovaGon  Games:  CreaGng  Breakthrough  Products  Through  CollaboraGve  Play  Luke  Hohmann   License:  CreaXve  Commons  AYribuXon-­‐Share  Alike   43   43   3.0  United  States  
  44. 44. Acknowledgements  and  credits  All  photos  by  Lane  Halley  unless  otherwise  credited  “What’s  a  user?”  hYp://  (slide  5)  Provisional  persona  posters  by  Jeff  PaYon  (slide  13)  Flickr:  jazzmasterson/275800917  (photo  slide  37)  Paper  on  “Five  Users  Every  Friday”  by  Tom  Ilmensee,  Alyson  Muff  (slide  38)    hYp://  Thanks  Atomic  Object,  SkillSlate,  Lean  Startup  Machine  and  DomainMatcher!   License:  CreaXve  Commons  AYribuXon-­‐Share  Alike   44   3.0  United  States