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Customer Needs Aaron Carrano June 4, 2010
Discovering Customer Needs ,[object Object]
Conversation
DocumentationDefinition of Needs ,[object Object]
Direct
AssumedWhat I’m Covering Validating Customer Needs ,[object Object]
User testing,[object Object]
Defining Customer Needs
Types of “Needs”
Types of “Needs”
Types of “Needs”
Latent Needs Needs that the user is unaware of When met, they deliver delight, exceed expectations and resonate Can be difficult to uncover Users do different things than they say Observation is best method to discover
Direct Needs Needs that the user directly communicates Phone, e-mail, web form, etc.  Customer typically doesn’t tell you exactly what they want Need to be cautious
Assumed Needs Most often come from internal sources Strong possibility of being wrong
Balance Customer Needs Business Needs
Discovering Customer Needs “You’ll learn more by meeting a real, live customer and spending an hour with him than you can learn from fifty research studies or analysts’ reports” -Adrian Slywotsky, The Art of Profitability
Market Segmentation Before talking with customers, identify the appropriate market segment and associated user personas Align with business strategy
Market Segmentation n=1
Segmentation Before talking with customers, identify the appropriate segment n=1 or n=many n=many
Process
Observation Observe user in natural setting Remember they are “experts” Put yourself in the user’s shoes Minimize your influence on their actions Allow them to get frustrated Watch for: Workarounds Body language Anything that is surprising Anything that challenges your assumptions
Conversation Make the user feel as comfortable as possible Generate 2-way conversation Resist reading from a script, keep it dynamic Ask open-ended questions Make the conversation about the user and not the product Ask naïve questions to draw out responses
Documentation Capture EVERYTHING Take photos of the environment Document as quickly as possible after the interview/ observation Record The things that are most important to the user Expressions Direct quotes
Analysis ,[object Object]

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Discovering Customer Needs