This document discusses lean startup methodology and customer development. It emphasizes defining problems through customer interviews and validation rather than predetermining solutions. The author advocates getting out of the building to talk to potential customers, looking for patterns in their responses, and iterating based on feedback until finding the right customer with the right problem to address. The goal is to collect leads and test assumptions rather than immediately acquiring customers. Techniques mentioned include A/B testing, heatmaps, crowdfunding, screen recording and eye tracking.

1. Lean Startup &
Customer Development
with
Javelin Experiment board
TAAVI LINDMAA
UX designer & lean evangelist
twitter: @taavilindmaa
lindmaa@gmail.com

2. About Me
• Lean UX Designer @ Trinidad Consulting
• Certified Gamification designer
• Researcher for “The Gamification Revolution” by
Gabe Zichermann
• Worked in NYC @ Dopamine Creative Agency
• Advised & Incubated at Founder Institute NYC & TLN
On Twitter @taavilindmaa

3. Happy clients

4. WHY?
Simon Sinek

6. LEAN?
• Using less resources
• Building less features
• Decreasing cash spent
• Creating value for customers

7. It not about going faster but
going shorter distance

10. MVP
PRODUCT = EXPERIMENT

12. CUSTOMER
HYPOTHESIS

13. 5 min

14. Define your customer
groups
When creating personas take in considerations the following:
1. Demographics
2. Aspirations and Fears
3. Technology and Media Consumption
4. Shopping/purchase Habits
5. Superpowers
6. Friends Group

15. Bartle’s player types
Environment
Interacting
Acting
People
Socialisers
Killers Achievers
Explorers

16. Customer group
Tom - Age 30
He’s been the music guru among his friends since college
and isn’t stopping now. He wears casual, comfy clothes
whenever possible. Eats and hangs outside with friends and
spends everything he earns. Single and lives in artistic
neighbourhood.
Technology - uses latest iPhone and has apps to keep him
updated of new stuff

17. Market: Estonia
Persona group: Office worker
Name: Mailis Kask
Job position: Business development associate
Demographics:
Age: 35
Education: Higher
Languages: Estonian, English, Finnish
Nationality: Estonian
Family: Married, 2 children
Personality: social, active, hard worker, ambitious,
worries about her looks
Technology: Android smartphone and Windows PC
at the office.
Customer group

18. FIND EARLY ADAPTORS

19. PROBLEM
Who have problem with what?
E.g. Older people have a problem with seeing
clearly.

20. 5 min

21. SOLUTION
Do not define until the problem
is validated.
Why? Because every problem
has multiple solutions.

22. Riskiest assumption
If true then your business will
fail.

23. 5 min

24. Define validation
method and success
criterion

26. Iterate until you find
the right customer
with right problem

28. Interviews
&
observation

29. How to ask?
GOOD: Who, What, When, Where, Why, How
BAD: Would you like... Do you…
The more you ask someone to imagine something,
the less you can trust their data

30. While interviewing
• Go in with 2-3 objectives
• Have real conversation
• Record data or write down
• Friends and family doesn’t count

31. SELLING IS NOT
ALLOWED

32. HOW TO FIND PEOPLE?
1.Strangers on Street
2.Shopping Mall & Cafe’s
3.Bored People
4.Craigslist
5.LinkedIn
6.Cold Calls
@taavilindmaa

33. Look for patterns

34. PITCH

35. Goal?
Goal isn’t about acquiring
customers, it’s about finding
potential customers to talk to.

36. Collect leads

37. A/b testing

38. A/b testing

39. Heatmaps

40. Crowdfunding

41. Screen recording

42. Eye-tracking

43. Fake ad
Home for sale!

44. Wufoo form

45. CONCIERGE

47. GET OUT
OF THE
BUILDING!
@taavilindmaa

48. CASE STUDY 1
Lean Statup Conference Winner

49. What's next?
• Talk to real customers (min 25 people)
• If problem validated then set up landing
page and start collecting currency
• Else pivot and change at least one input

50. LANDING PAGE
• Unbounce.com
• Launchrock.co
• Strikingly.com
• Wordpress templates
• Twitter Bootstrap
@taavilindmaa

51. CHEERS!
TAAVI LINDMAA
UX designer & lean evangelist
twitter: @taavilindmaa
lindmaa@gmail.com