Customer discovery is a process of validating ideas through discussions with end users to understand their challenges. It involves conducting 150-200 email interviews, 30-50 phone or video calls, and up to 10 in-person visits. Key tips include focusing on specific customer problems and use cases during interviews, writing down all details from customers rather than summarizing, and talking to each customer individually rather than using forms. The process helps ensure 72% of new products do not fail due to unmet customer expectations.

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

2. Product Management @Readdle.
I work on helping people manage their inbox
and focus on work that matters.
About Me

3. Customer Discovery 101
Customer Discovery is a process of idea validation through dialog with an
end user and discussion of challenges they have 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

4. Doing Customer Discovery
Email
Interview
Phone/Video
Calls
Customer
Visits
(150-200) (30-50) (up to 10)

5. Practical Tip #1
FOCUS ON THE SPECIFIC CASE
DURING INTERVIEW WITH A
POTENTIAL CUSTOMER.
Dive deep into specific customer problems. Ask clarifying questions
and try to understand how they work.

6. 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.

7. 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.

8. Spark 2

9. Discuss email together

10. Create email together

11. Create links to email

12. Denys Kulyk
Readdle
linkedin.com/kulyk.denysdkulyk@readdle.com facebook.com/KulykDenys••