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Empathy based product validation (full)

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Bring the right product to market by feeling, seeing, and experiencing what the user experiences through an empathic approach to product validation.

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Empathy based product validation (full)

  1. 1. Empathic Product Validation Traversing the problem and solution space
  2. 2. Empathy, the ability to understand and share the feelings of another.
  3. 3. Hi, I’m Noble Alumni Board GLASSHOLE
  4. 4. “Make something you understand that delights and addresses unmet needs.” You DON’T HAVE to change the world. [http://www.paulgraham.com/good.html]
  5. 5. “Start with the customer experience and work backwards to the tech.” Steve Jobs
  6. 6. Market Product Problem & Solution space Hypothesis Rework reduction
  7. 7. Suffer through the pain What users see, feel, and experience, is human & builds domain expertise
  8. 8. Validating a self driving robot butler empathically
  9. 9. Meet Pennyworth The adorable Golf concierge You can summon with an app. Rover credit: Starship [starship.xyz] Thats me!
  10. 10. An actual Delivery rover called Starship. Competition Image credit www.starship.xyz
  11. 11. Problem Space Now for some fun: ➔ Let’s find our target audience Trust your intuitions about people ➔ Meeting underserved needs Ideas are cheap, execution is scarce ➔ Value Proposition Insights inform value statement ➔ Start with the Golden Path Focusing the key user journey ➔ Build > Learn > Measure Testing and improving the Golden Path
  12. 12. Finding your target persona through user research screenings, user interviews. Tip ● Golf/Country Clubs ● Hospitality Managers ● Golfers ● Craigslist* ● Your network* Problem Space
  13. 13. Users make ideas evolve, they fuel your product market fit. The environment is always changing Let go, to learn. Problem Space
  14. 14. Our Persona We’ve found our persona, mission accomplished? Rover credit: Starship [starship.xyz] Problem Space
  15. 15. Problem Space Now for some fun: ➔ Let’s find our target audience Trust your intuitions about people ➔ Meeting underserved needs Ideas mostly suck, research...research ➔ Value Proposition Insights inform value statement ➔ Start with the Golden Path Focusing the key user journey ➔ Build > Learn > Measure Testing and improving the Golden Path
  16. 16. Importance vs Satisfaction What business are we in? Plot this with logistic regression ML algorithms or the Kano model Tip ● Don’t be led astray by not identifying the right customer ● Discover addl value (Manager: Better service for example) Problem Space
  17. 17. Visualizing Value max growth 50 100 100 Satisfaction Importance Problem Space
  18. 18. Credit: Google Ventures Problem Space
  19. 19. The landscape Unmet needs of a resort manager? Unmet needs of a golfer? Rover credit: Starship [starship.xyz] Problem Space
  20. 20. Solution Space Now for some fun: ➔ Let’s find our target audience Trust your intuitions about people ➔ Meeting underserved needs Ideas are cheap, execution is scarce ➔ Value Proposition Insights inform value statement ➔ Start with the Golden Path Focusing the key user journey ➔ Build > Learn > Measure Testing and improving the Golden Path
  21. 21. Value position “user story” For (target customer) who (problem) our (name) is (solution) that provides (benefit). Unlike (competition), our product (competitive differentiation) Credit: Geoffrey Moore Solution Space
  22. 22. Value Statement Framework For golf club managers who want to reduce cost of concessionaires, Pennyworth is a robot that delivers goods to resort patrons. Unlike Starship ... Solution Space
  23. 23. Solution Space Now for some fun: ➔ Let’s find our target audience Trust your intuitions about people ➔ Meeting underserved needs Ideas are cheap, execution is scarce ➔ Value Proposition Insights inform value statement ➔ Start with the Golden Path Focusing the key user journey ➔ Build > Learn > Measure Testing and improving the Golden Path
  24. 24. Low > Medium Fidelity Prototypes Solution Space
  25. 25. Golden Path Stock Rover Receive Order Dispatch Rover Confirm sale ❤See Move Communicate Software Hardware Solution Space
  26. 26. Reality. Tip ● Medium/High Fidelity Prototype ● Focuses on solving problem, not on polish...yet Solution Space
  27. 27. Reality. Tip ● Medium/High Fidelity Prototype ● Focuses on solving problem, not on polish...yet Image credit: dailydot.com/unclick/8-year-old-golfer-drone-video
  28. 28. “Don’t make something unless it is both necessary and useful; but if it is both necessary and useful, don’t hesitate to make it beautiful” Shaker Design Philosophy
  29. 29. Solution Space Now for some fun: ➔ Let’s find our target audience Trust your intuitions about people ➔ Meeting underserved needs Ideas are cheap, execution is scarce ➔ Value Proposition Insights inform value statement ➔ Start with the Golden Path Focusing the key user journey ➔ Build > Learn > Measure Testing and improving the Golden Path
  30. 30. Measuring user satisfaction and delight after launch with empathic feature validation Solution Space
  31. 31. Empathic Product Validation in the real world. Slack and Do Not Disturb
  32. 32. Empathic Product Validation in the real world. iPhone Camera and Black Skin
  33. 33. Let be more empathic in our problem and solution space phases to understand and address real human needs.
  34. 34. Tech Entrepreneurship Courses
  35. 35. MVP ≠ Minimum Viable Prototype M❤P === “Minimum Loveable Product” Solution Space
  36. 36. +nobleackerson @nobleackerson /founder-in-the-trenches /c/nobleackerson Lost Explorers Tech Talks
  37. 37. Good luck! ➔ HEART Framework https://goo.gl/qxZH2m ➔ Kano Model https://goo.gl/181lEi ➔ Slack DND https://goo.gl/14Co03 ➔ Kodak Camera & Racial Bias http://goo.gl/o3T1He ➔ Original Medium Post https://goo.gl/jWG0j9

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