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

5.
LEAN?
• Using less resources
• Building less features
• Decreasing cash spent
• Creating value for customers

6.
It not about going faster but
going shorter distance

7.
MVP
PRODUCT = EXPERIMENT

8.
CUSTOMER
HYPOTHESIS

9.
5 min

10.
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

11.
Bartle’s player types
Environment
Interacting
Acting
People
Socialisers
Killers Achievers
Explorers

12.
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

13.
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

14.
FIND EARLY ADAPTORS

15.
PROBLEM
Who have problem with what?
E.g. Older people have a problem with seeing
clearly.

16.
5 min

17.
SOLUTION
Do not define until the problem
is validated.
Why? Because every problem
has multiple solutions.

18.
Riskiest assumption
If true then your business will
fail.

19.
5 min

20.
Define validation
method and success
criterion

21.
Iterate until you find
the right customer
with right problem

22.
Interviews
&
observation

23.
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

24.
While interviewing
• Go in with 2-3 objectives
• Have real conversation
• Record data or write down
• Friends and family doesn’t count

25.
SELLING IS NOT
ALLOWED

26.
HOW TO FIND PEOPLE?
1.Strangers on Street
2.Shopping Mall & Cafe’s
3.Bored People
4.Craigslist
5.LinkedIn
6.Cold Calls
@taavilindmaa

27.
Look for patterns

28.
PITCH

29.
Goal?
Goal isn’t about acquiring
customers, it’s about finding
potential customers to talk to.

30.
Collect leads

31.
A/b testing

32.
A/b testing

33.
Heatmaps

34.
Crowdfunding

35.
Screen recording

36.
Eye-tracking

37.
Fake ad
Home for sale!

38.
Wufoo form

39.
CONCIERGE

40.
GET OUT
OF THE
BUILDING!
@taavilindmaa

41.
CASE STUDY 1
Lean Statup Conference Winner

42.
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

43.
LANDING PAGE
• Unbounce.com
• Launchrock.co
• Strikingly.com
• Wordpress templates
• Twitter Bootstrap
@taavilindmaa

44.
CHEERS!
TAAVI LINDMAA
UX designer & lean evangelist
twitter: @taavilindmaa
lindmaa@gmail.com