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![02 – Talk to customers about the problem
Q: When was the last time you had to [the problem]?
The interview
A: “It was 2 weeks ago, when one of my team members
had a birthday … “
“send a gift card”](https://image.slidesharecdn.com/makeitorbreakit-insightsforachievingproduct-marketfit1-240614113116-9995deb1/75/Make-it-or-Break-it-Insights-for-achieving-Product-market-fit-33-2048.jpg)
![02 – Talk to customers about the problem
Q: When was the last time you had to [the problem]?
The interview
A: “It was 2 weeks ago, when one of my team members
had a birthday … “
→ The Critical moment
method
→ Use case
→ Anchor for the interview](https://image.slidesharecdn.com/makeitorbreakit-insightsforachievingproduct-marketfit1-240614113116-9995deb1/75/Make-it-or-Break-it-Insights-for-achieving-Product-market-fit-34-2048.jpg)
![03 – Talk about your solution
Q: Jenny, now I want to show you a potential solution.
Interview Part II
Q: Can you please share your screen, and show us how would you [the problem] by
using this solution?
A: “Oh, sure. I am so excited to see your innovative solution!”](https://image.slidesharecdn.com/makeitorbreakit-insightsforachievingproduct-marketfit1-240614113116-9995deb1/75/Make-it-or-Break-it-Insights-for-achieving-Product-market-fit-56-2048.jpg)
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Make it or Break it - Insights for achieving Product-market fit
The document discusses strategies for achieving product-market fit (PMF) by emphasizing the importance of understanding customer problems rather than getting overly attached to product solutions. It highlights the need to talk to customers about their challenges, determine high-opportunity needs through a jobs-to-be-done approach, and iterate based on user feedback. Continuous validation and adaptation are essential as PMF is a moving target influenced by market changes and user preferences.
Make it or Break it - Insights for achieving Product-market fit
- 1. Make it orBreak it Insights for achieving Product-Market Fit resonate.digital
- 2. About User research anddigital product design company. Davor Čuljak Co-founder, Managing partner Insights for achieving Product-Market Fit
- 3. What is aProduct-Market Fit? PMF is the point where the solution aligns perfectly with the needs of the target customers
- 4. Product-Market Fit Represents asignificant improvement over how customers are doing things today — they’re willing to SWITCH
- 5. The problem: Watcha movie Go to the video store nearby… The problem: Watch a movie Stream it, on demand. Watch N times more movies.
- 6. The problem: Geta ride Call, look for it. Anticipation. Problem to solve: Get Click on a button. Transparency.
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- 11. Product-Market Fit Represents asignificant improvement over how customers are doing things today — they’re willing to SWITCH — and buy it at a FAIR PRICE
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- 13. (re)Focus on theProblem 01
- 14. 01 – (re)Focuson the Problem We’re all in love with our Solution It’s the best. Just to release a feature or two and it will grow. Share option My ❤ Solution API Better onboarding “AI magic”
- 15. We’re blinded withthe love for our Solution
- 16. We’re blinded withthe love for our Solution How to diagnose it? • Adding more features • Solution bias: Attached to our ideas (“If all you have is a hammer, everything looks like a nail”) • “Our solution is great, we just need to find the right customer”
- 17. 01 – (re)Focuson the Problem My Solution The Problem
- 18. 01 – (re)Focuson the Problem My Solution The Problem Become obsessed with the problem
- 19. 01 – (re)Focuson the Problem My Solution The Problem
- 20. 01 – (re)Focuson the Problem My Solution The Problem Opportunities in steps before … after
- 21. 01 – (re)Focuson the Problem My Solution The Problem Opportunities in steps before ... alternative(s) … … after
- 22. Open ourselves tonew thinking.
- 23. 01 – (re)Focuson the Problem How can I make my Solution better? How can I better solve the problem for my customers?
- 24. Talk to customersabout the problem 02
- 25. “But we arealready talking to customers!” During sales Customer support Feedback collection • • • • • • Mostly about our solution 02 – Talk to customers about the problem
- 26. 02 – Talkto customers about the problem Why is talking about the problem to customers important? • To understand if the problem is worth solving. • How are they solving the problem today, what steps do they take. • What are their biggest challenges.
- 27. 02 – Talkto customers about the problem Existing Churned New
- 28. 02 – Talkto customers about the problem Existing Churned New
- 29. 02 – Talkto customers about the problem Interviews with the real users ✕ Not our friends ✕ Not our family ✕ Not our board ✕ Not our customer support ✕ Not our sales ✕ …
- 30. Platforms for recruitingtarget users — like UserInterviews.com Recruiting candidates
- 31. 02 – Talkto customers about the problem • Recruit participants based on their recent or frequent experience with the problem. • Ignore demographics (in most cases). • Set a 45-minute interview. • Offer an incentive. A gift card up to $50 dollars. The interview
- 32. 02 – Talkto customers about the problem The interview
- 33. 02 – Talkto customers about the problem Q: When was the last time you had to [the problem]? The interview A: “It was 2 weeks ago, when one of my team members had a birthday … “ “send a gift card”
- 34. 02 – Talkto customers about the problem Q: When was the last time you had to [the problem]? The interview A: “It was 2 weeks ago, when one of my team members had a birthday … “ → The Critical moment method → Use case → Anchor for the interview
- 35. 02 – Talkto customers about the problem Q: Jenny, can you walk us through what you did back then, step by step? The interview A: “Well, as always, I start by putting the list of my teammates to the spreadsheet, and then I …“ Step 1 Step 2
- 36. 02 – Talkto customers about the problem Q: What was important to you when you were sending the gift card? The interview A: “To be sure that a recipient likes the gift.“ Need
- 37. 02 – Talkto customers about the problem Q: What was important to you when you were sending the gift card? The interview A: “To be sure that a recipient likes the gift.“ Need → Need: Maximize the likelihood of recipient to like/use the gift
- 38. 02 – Talkto customers about the problem Q: … and anything else? The interview A: “I needed flexible delivery options.” → “Fluffy metrics” → flexible, optimal, easy, user friendly, etc. What do you mean by flexible?
- 39. Steps Needs Insights on howcustomers are solving the problem today.
- 40. Steps Needs Jobs-To-Be-Done (JTBD) (Problem= Job) JTBD — Innovation theory
- 41. Jobs-To-Be-Done (JTBD) JTBD —Innovation theory Customers have jobs (problems, tasks), and they “hire” products (or services) to help them accomplish these jobs. JTBD encourages businesses to shift their focus from product features or demographics to understanding the fundamental problems or goals that customers are trying to address.
- 42. Steps Needs Jobs-To-Be-Done (JTBD) JTBD —Innovation theory
- 43. Importance Satisfaction Satisfaction Gap Opportunity= f(importance, satisfaction) Measure the opportunity of each discovered need JTBD — Innovation theory Need
- 44. Steps Needs Focus on high-opportunityneeds High-opportunity needs → focus on those to get closer to PMF JTBD — Innovation theory
- 45. JTBD — Innovationtheory
- 46. AwareGO — CybersecurityAwareness Training Platform Example – AwareGO What to do next? • Make a game (gamification of learning)? • Build phishing simulations? • Integrate with other solutions? • Introduce new types of content? • …
- 47. Research with CISOs(target persona) was done Job: Train employees against cybersecurity threats Example – AwareGO
- 48. Discovered high-opportunity needsrevolving around measuring the risk and getting actionable insights. Example – AwareGO Minimize the time to assess the risk profiles of the company, departments, and individuals Maximize the number of data points for each threat area … Maximize the relevance of training for each employee … Increase the number of actionable insights for our executive reporting …
- 49. New solution: HumanRisk Assessment • Innovation → 1st on the market with a solution that can measure human behavior and give actionable insights • Used by The Big Four and the world’s largest enterprises Example – AwareGO
- 50. 02 – Talkto customers about the problem Interview tips! • You’re there to listen → let participants do the talking • Go with the conversation flow → your script is just a checklist • Repeat the interviewee’s name → build rapport • Use the mirroring technique → to gain deeper understanding • Use the power of silence → they will fill the silence • Use “How” and “Why” appropriately
- 51. Key insights forgetting closer to Product-Market Fit • Be obsessed with the problem, not the solution • Talk to customers about the problem, methodologically (JTBD)
- 52. Talk about yoursolution 03
- 53. 03 – Talkabout your solution My Solution The Problem Interview Part I
- 54. 03 – Talkabout your solution My Solution The Problem Interview Part I Interview Part II
- 55. Customers are inthe right mindset.
- 56. 03 – Talkabout your solution Q: Jenny, now I want to show you a potential solution. Interview Part II Q: Can you please share your screen, and show us how would you [the problem] by using this solution? A: “Oh, sure. I am so excited to see your innovative solution!”
- 57. Landing Page MockupWorking product Prototype
- 58. 03 – Talkabout your solution How to do it? • Make clear you’re testing the product, not the participant • Ask them to think aloud • They cannot hurt your feelings. You’re a professional. • On their questions answer back with a question.
- 59. Discovering how wellour solution fits their needs.
- 60. YSS — AI-assisteddental procedures simulation Example – YSS Initial solution: • Mobile app • Users make simulations and share them with their friends and family • Users find a dental clinic in the app’s directory
- 61. Research with Patientsand Dental Clinics was done Example – YSS Interview Part I Interview Part II Problem (patients): Get a perfect smile Problem (clinics): Get more leads Shown the prototype of the solution
- 62. No Product-Market Fitwas confirmed Example – YSS
- 63. Example – YSS Steps Visitdental clinic’s website Check clinic’s credibility
- 64. A pivot wassuggested • A website plugin for dental clinics • Clear business model, confirmed value for businesses and patients • 1st customer: world-leading provider of teeth whitening products (Bliss Oral Care) Example – YSS
- 65. 03 – Talkabout your solution By using this methodology, we discover valuable insights → About the problem: • How it’s being solved today (steps, competitors, tools, workarounds, ...) • High-opportunity needs → About our solution: • What meets their needs • Where are the gaps – opportunities to improve & innovate
- 66. Insights Insights applied tothe product
- 67. Insights Insights applied tothe website and storytelling USP Definition Decision criteria
- 68.
- 69. 04 – It’sa journey Product-Market Fit is a moving target 🎯 • Macroeconomics conditions change. • New competitors emerge. • New technological advancements. • Customer preferences/behaviours/needs change.
- 70. 04 – It’sa journey This is where many companies fail! They stop being focused on the problem, trying to understand users’ needs.
- 71. 04 – It’sa journey A better understanding of the problem and user needs Stagnation in growth Focusing on a specific user segment Repositioning (new comms, product improvements) Growth slows down Discover new needs, introduce new products
- 72. 3. Ideate 1. Empathize 2.Define 5. Test 4. Prototype User-centric approach in solving problems and creating innovative and effective solutions Design Thinking
- 73. 04 – It’sa journey Keep a close eye on key metrics • NPS (Net Promoter Score) • Conversion rate / Activation rate • Retention / Returned users
- 74. Summary Key insights forgetting closer to Product-Market Fit • Be obsessed with the problem, not the solution • Talk to customers about the problem, methodologically (JTBD) • Validate your solution with customers • It’s a journey, so do it continuously (moving target) • Keep an eye on key metrics
- 75. Build products that resonatewith your customers Thank you for listening! Feel free to reach out 👋 resonate.digital I LinkedIn