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Identifying and Learning from Your Target Customes

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You're working on your product and getting feedback from people about your idea and/or site. But you are getting conflicting/mixed feedback, feature requests, subjective likes and dislikes, from so many people and you don't know who to listen to!

This class will help you explore and identify who you should be designing for and who your target customers are. Followed by another exercise to construct a set of interview questions that will generate actionable insights to improve your product. These content application exercises are designed for you to leave with actionable self-realizations of how the process applies to your life.

Who it's for. This is the first step to creating great products and user experiences.
You will leave this class knowing:

The initial persona of your target user
How to validate your personas
The actual tactics you should use during a live customer interview
Identifying the right user to design for as you build out your business

Published in: Business
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Identifying and Learning from Your Target Customes

  1. 1. Identifying & Learning from Your Target Customers Singularity University #LSMSU Friday, July 27, 12Monday, September 24, 12
  2. 2. Who Are They? Friday, July 27, 12Monday, September 24, 12
  3. 3. What is Exploration? Friday, July 27, 12 Tuesday, June 12, 2012Monday, September 24, 12
  4. 4. Find the Pattern Look for a Pattern Friday, July 27, 12 Tuesday, June 12, 2012Monday, September 24, 12
  5. 5. My customer is anyone who... Todd! Friday, July 27, 12Monday, September 24, 12
  6. 6. “Customers dont care about your solution. They care about their problems.” - Dave McClure Friday, July 27, 12Monday, September 24, 12
  7. 7. Customer psychology is the gem of a successful startup Friday, July 27, 12Monday, September 24, 12
  8. 8. Persona Development Project Name: Team Leader Name: Experiment #: Facts Person Pain Factual information State the problem you believe about your target customer. your target customers have, that your solution solves for. Behavior Goals Existing behavior they exhibit now, What goals are they trying to accomplish because they don’t have your solution. through the behavior, that your solution will do better? Friday, July 27, 12Monday, September 24, 12
  9. 9. Get Out of the Building “No business plan survives first contact with customers.” - Steve Blank Friday, July 27, 12Monday, September 24, 12
  10. 10. What’s the point? • Uncovers how users think and behave • Validates assumptions/removes bias • Shows difference between intent and reality • Provides direction and data instead of opinion or speculation • Provides the ability to inform design Friday, July 27, 12Monday, September 24, 12
  11. 11. It is NOT • Multiple Choice Surveys • Focus Groups • Your Personal (Biased!) Experience • Conversations with Friends Friday, July 27, 12Monday, September 24, 12
  12. 12. Effective Interviewing Friday, July 27, 12Monday, September 24, 12
  13. 13. Go in with 2 to 3 objectives and have a real conversation. Brant Cooper Know your goals and questions. Giff Constable Use a script. Ash Maurya Friday, July 27, 12Monday, September 24, 12
  14. 14. Persona Development Project Name: Team Leader Name: Experiment #: Facts Person Pain Factual information State the problem you believe about your target customer. your target customers have, that your solution solves for. Behavior Goals Existing behavior they exhibit now, What goals are they trying to accomplish because they don’t have your solution. through the behavior, that your solution will do better? Friday, July 27, 12Monday, September 24, 12
  15. 15. Friday, July 27, 12Monday, September 24, 12
  16. 16. Talking to Customers Exploration • Who, What, When, Where, Why, How • Avoid Would • The more you ask someone to imagine something, the less you can trust their data Friday, July 27, 12Monday, September 24, 12
  17. 17. No Selling Allowed Friday, July 27, 12Monday, September 24, 12
  18. 18. 3 POINT INTERVIEW 1. Do you have [insert specific problem]? (context) 2. Tell me about the time you dealt with this problem? (story) 3. What’s your ideal solution for this? (solution) Friday, July 27, 12 Tuesday, June 12, 2012Monday, September 24, 12
  19. 19. How To Find Customers 1. Interview Strangers on Street 2.Shopping Mall & StarBucks 3.Bored People 4.Craigslist 5.LinkedIn 6.Cold Calls 7.Surveys (For Lead-Gen) Friday, July 27, 12 Tuesday, June 12, 2012Monday, September 24, 12
  20. 20. EARLY ADOPTERS “FOAMING AT THE MOUTH” 1. Have the problem 2. Know they have the problem 3. Searched for solution 4. Hacked a solution 5. Paid for a solution Friday, July 27, 12 Tuesday, June 12, 2012Monday, September 24, 12
  21. 21. Record Data Friday, July 27, 12 Tuesday, June 12, 2012Monday, September 24, 12
  22. 22. How to Record Date Tuesday, June 12, 2012 Friday, July 27, 12Monday, September 24, 12
  23. 23. How to Record Date Tuesday, June 12, 2012 Friday, July 27, 12Monday, September 24, 12
  24. 24. Friday, July 27, 12Monday, September 24, 12
  25. 25. Questions? grace@leanstartupmachine.com @uxceo Friday, July 27, 12Monday, September 24, 12

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