Startup Focused Customer Discovery Interviews, what are they? How do I validate my assumption? How should I do customer discovery.

1. HOW TO INTERVIEW CUSTOMERS / USER
@darrenrogan
Discovery Interviews
Darren Rogan

2. @darrenrogan
YOUR CUSTOMERS
• Who is your customer? (not user, who pays?)
• How do you get in front of them?
• Cross Section of Customer Base?
• People Lie, they don’t want to upset if put on the spot.
• Non-Leading questions!
• Closed vs Open question

3. HOW TO RUN USER INTERVIEWS
@darrenrogan
http://startupclass.samaltman.com/courses/lec16/
46 Mins (skip to 12mins - 17mins example interview)

4. @darrenrogan
INTERVIEW STRUCTURE
1) People – Who Are You?
2) Problems – What are your greatest pains?
3) Their Solution – See how they currently solve their pain?
4) Ask questions don’t show your product / pitch
http://jasonevanish.com/2012/01/18/how-to-structure-and-get-the-most-out-of-customer-development-
interviews/

5. @darrenrogan
FEATURE VS VALUE FOCUS
• The assumption that users understand what they want, NO they
understand their business and problems.
• Faster Horses- Henry Ford
• Problem Hypothesis (What is your value proposition) What Problem
do you solve?

6. CUSTOMER DISCOVERY INTERVIEWS
@darrenrogan
https://startupweekend.wistia.com/medias/tao3s8hf7l
10 Mins - Steve Blank

7. @darrenrogan
INSIGHTS
• Facebook Likes are meaningless (qualifiers like pre-orders, emails)
• Negativity on features / assumptions are GOOD, better the earlier you know.
• Quantifiable Data, more Customers means better understanding
• Customer Inertia, what would make them move?
• Differentiators, they know the market?
• Quantum Improvement, how could you be better?

8. @darrenrogan
TIPS
• 1) Record Everything! - Get Consent
• 2) Share Interviews (great for developers and designers)
• 3) Be conversational, drill down on problems / frustrations
• 4) Have a script but Go off script, rambling can lead to diamonds.
• 5) Work arounds/ Current approach…ask to see it!
• 6) Always follow up - More chats or possible demos later.
• 7) End with an ask - other possible customers?

9. Additional Information
• http://steveblank.com/slides/
• http://startupclass.samaltman.com/
• https://blog.kissmetrics.com/26-customer-development-resources/
• http://jasonevanish.com/2012/01/18/how-to-structure-and-get-the-most-
@darrenrogan
out-of-customer-development-interviews/
• http://blog.kytelabs.com/?p=17 Tips for a better customer interview
processes