The document discusses how customer development fuels product development in SaaS, e-commerce, and mobile. It outlines the key stages of customer development: acquisition, activation, revenue, and provides tips for each stage. Some tips discussed include using landing pages and surveys to collect customer insights during acquisition, using analytics to track customer behavior during activation, following up with customers via email or phone call after a purchase or using a product. The document also discusses using customer segmentation and usability testing to inform product development for mobile. Overall, the document emphasizes the importance of getting customer feedback at every stage of development to better understand customers and build successful products.

1. How customer development
fuels product development in
SaaS, E-commerce and Mobile

2. What is Customer Development
Get out of the building.
Steve Blank
• Who your customers are
• What problems and needs they have
• How they are currently behaving
• Which solutions will they give their money for (even if
the product is not live yet)
• How to provide solutions in a way that works with how
your customers decide, buy and use
Lean Customer Development.
Cindy Alvarez

3. AARRR by Dave McClure
Every stage of product development requires its own customer
development plan

4. Acquisition
• Connect with customers early
• Landing page - collect emails
• Sign up - talk to every customer in the beginning
• Onboarding flow
• Qualaroo surveys give you customer insights

5. Activation
• How successful your customers first experience was
• Mixpanel analytics to track the events

6. Revenue
• Payment
• Founder/Product person email:
Hi Mike,
Glad to have you on board and thanks for paying!
Can we talk to discuss you needs further?
Thanks,
Anna

7. Customer Development for Marketing
• Use your audience wording
Copy that speaks
• Be where your audience hangs out
Promotion channels

8. E-commerce Boommy.ru
Two-sided marketplace
• Guerilla tests - watch them
walking through your flow and
get lots of insights
• Place where the target
audience representatives hang
out: coffee shop

9. E-commerce
Boommy.ru
Two-sided marketplace
• Usability tests: invalidate your designer
assumptions
• Hint: Shut up and listen
• Place: Places where your target audience hangs
out

10. E-commerce
Boommy.ru
Two-sided marketplace
• Urgency matters
• Get their phone number - Experience the product -
Collect invaluable feedback
• Call users in 5-30 seconds after they experience
your product/feature

11. Customer Development
in SaaS
SplitMetrics.com
A/B testing and analytics
for the App Store
• Connect on Linkedin=> Get your target audience
touch the product early
• Soundcloud were the SplitMetrics early adopters
and helped build it from scratch

12. Watch your funnel!
• Customer identity analytics is the core part of
customer development.
• Slice your audience and find those who
successfully go through the funnel and those who
don’t.
• Just ask them one simple question: Why?

13. Kano Method for Feature List Prioritizing

14. Mobile
• User testing: get real users
touch your app wireframes
prototype even before
designing it or coding.
• Define user segments
• Competitive analysis: what
they love/don’t like/hate/
irritated about?
• Backlog for the next version

15. Resources
1. Introduction
• Lean Customer Development by Cindy Alvarez. The complete guide to customer
development.
• UX for Lean Startup by Laura Klein. Design Qualitative Validation
2. Validation
• Running Lean by Ash Maurya. Building a sustainable business model - core interview types
• The Entrepreneur’s guide to Customer Development by Brant Cooper (short version of the 4
Steps to Epiphany - optional, part of it is covered in Running Lean)
3. How-to Articles Lists
• 26 Resources to Help You Master Customer Development Interviews Hacks and tricks https://
blog.kissmetrics.com/26-customer-development-resources/
• Top tips to get started with user research List of must-reads - https://userresearch.blog.gov.uk/
2015/03/18/so-youre-going-to-be-a-user-researcher-top-tips-to-get-you-going/
4. Source
• Customer Development Theory The whole “Get out of the building” theory by Steve Blank - 4
Steps to Epiphany
5. Interview Questions
• How to maintain neutrality: https://sensible.com/downloads/things-a-therapist-would-say.pdf
• Rocket Surgery Made Easy: The Do-It-Yourself Guide to Finding and Fixing Usability Problems
by Steve Krug

16. Thank you!
Anna Maistrenka
anna.maistrenka@gmail.com
https://www.facebook.com/annnette
https://www.linkedin.com/in/amaistrenka