The document discusses customer discovery, which is a process of validating ideas through dialogue with end users to understand challenges with current solutions. It notes that 72% of new products fail due to not meeting customer expectations. Key components of customer discovery include problem definition, language discovery, and user discovery to understand who will pay for the product and how to let people know it solves their problems. The document provides tips for customer discovery, such as focusing interviews on specific use cases, writing down all customer details rather than summarizing, and avoiding forms in favor of individual conversations.

1. CUSTOMER DISCOVERY
First Step For Turning an Idea Into a
Successful Product

2. Product Management @Readdle.
Work with Spark team on smart email
for busy professionals.
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3. About Readdle
We build best productivity apps on the App Store.
65 million downloads. Team of 105 people.

4. Customer Discovery 101
Customer Discovery is a process of idea validation
through dialog with an end user and discussion of
challenges they face with current solutions.
“72% of new products and services innovations fail to
deliver on customer expectations and fail as a result.”
*Source: Simon-Kucher & Partners, 2014

5. Customer Discovery Components
PROBLEM
DEFINITION
LANGUAGE
DISCOVERY
USER
DISCOVERY

6. Problem Definition
WHAT PROBLEM ARE WE GOING TO SOLVE?
The problem of email organization doesn’t exist. But people
need to organize their email to find important messages from
their colleagues faster.

7. User Discovery
WHO WILL PAY FOR OUR PRODUCT?
PDF annotations can be used by students to review notes for
exam and highlight important information. Digital signatures can
be used by sales managers to sign contracts on-site.

8. User Discovery
HOW ARE WE GOING TO LET PEOPLE KNOW
THAT WE SOLVED THEIR PROBLEM?
College students are more likely to pay for PDF annotation tool
described as “perfect tool for students to prepare for lectures,
mark up books, add notes and annotate PDFs.”

9. Doing Customer Discovery
Email
Interview
Phone/Video
Calls
Customer
Visits
(150-200) (150-200) (150-200)

10. Practical Tip #1
FOCUS ON THE SPECIFIC CASE
DURING INTERVIEW WITH A POTENTIAL
CUSTOMER.
While college students will need annotation tool for
their lectures, they will not have a problem of signing
contracts digitally.

11. Practical Tip #2
DO NOT SUMMARIZE
WHAT PEOPLE SAY EVEN AFTER 40
INTERVIEWS
Write down all of the details that customers share in
one document. Outline patterns and use cases in a
separate document.

12. Practical Tip #3
DO NOT USE
GOOGLE FORMS.
Do not use forms at all. Talk to each customer
individually and do not treat them like a bunch of
contacts that need to fill out the form.

13. dkulyk@readdle.com
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