Workshop 1: Customer Development

1. Personas
Luis Caldas de Oliveira

2. CUSTOMER PROFILE
Who has the problem?

3. Customer Profile

4. Observe Customers

5. Customers
Which customers
and users are you
serving?
Which jobs do they
really want to get
done?

6. Hypotheses
Problem
Customer
User
Payer

7. Types
B2B (Business
to Business)
• use or buy
inside a
company
B2C (Business
to Consumer)
• use or buy by
consumers
B2B2C
• sell a
business to
get to a
consumer or
other multi-
sided markets

8. B2B Questions
What are the company needs?
What is the market?
Who is the customer in a company?
How does the company buy?
How do they hear about you?

9. B2C Questions
What the consumer needs?
What is the market?
Do they buy it for themselves? Need approval?
How the consumer decides to buy?
What is the sales channel?

10. Multi-Sided Markets
Who is the customer?
Value proposition for each customer?
Revenue stream for each customer?
Some segments may not exist without others?
Which segment to start?

11. PERSONAS
Create your customer profile

13. What is a Persona?
“Is a portrait of a fictional but realistic
individual merging the characteristics of
similar people”

14. What makes a good Persona?
Common
characteristics
(archetype)
Personal
details (bring
to life)
Persona

15. Give your persona a Face:
Traveler

16. Where to get faces?
Free Avatar Pack from PlaceIt 200 avatars,
300x300px:
http://blog.placeit.net/free-avatar-pack/
exactitudes.com — an amazing photography
series from Photographer Ari Versluis and
profiler Ellie Uyttenbroek:
http://www.exactitudes.com/

17. PERSONA BOARD
Create your own

19. Work on your persona
http://diytoolkit.org/tools/personas

20. Work with Your Team (30 min)

21. Present your persona

23. Obrigado