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Increase Startup Success
Using continuous customer interaction to make great products



Tim O’Connor
Startup Weekend @ Dev Bootcamp - San Francisco - 9.21.12


       www.linkedin.com/in/timoconnornhg
       @tmaoconnor
       tmaoconnor@gmail.com




                                              ucharya
Very few new
launched
  products
   succeed
despite tons
 of R&D and
  armies of
smart people
Startups are hard
We want to
     increase
everyone’s chance
  of success this
     weekend
How come so many smart
 teams miss the mark?
IDEAS




    LEARN             BUILD
             Lean
            Startup
             Cycle
     DATA              CODE


            MEASURE




Poor customer involvement
  before and after Build
Got Segway? Result of poor
  customer involvement
IDEAS
                                    Tomorrow


Tonight   LEARN             BUILD
                   Lean
                  Startup
                   Cycle
           DATA              CODE


                  MEASURE
                                    Tomorrow


       Tonight we’ll cover
   interviewing to learn needs
7 tips to increase your odds
    of interview success
1. Create a clear
  use case and
    problem
  hypotheses /
   guesses to
    validate
Clear hypotheses / guesses

Who is the customer
What is the problem
What is the need
What might satisfy them
Why would they buy
What do they currently do
And so on...




                            rit Isis
                                   l
                               i ca
                            Th
                            C
Validating the wrong thing
creates products like this
2. Do interviews to validate
needs/problems not features
I want 400 watts of
  surround sound
I want it to sound like
  I’m in the stadium
3. Number one shortcoming of
 interviews is failing to probe
Probing takes skill and
     persistence
Interviewers favorite words

Why
Can you explain
Could you share
Interviewers favorite
     technique - 5 whys

Ask why 5 times when something
unexpected happens

Find the CAUSE not the symptom

Once you think you have the cause
ask another why
Types of Probing Questions

“What” questions focus on happenings: “What events led up to...?”
“How” focuses on the way things happen. “How do you currently...?”
“Why” questions search for reasons . “Why is it that...?”
“Could” are open-ended. “Could you conceive of an example of...?”
“Describe” questions open up the environment for the product: “Please
describe that situation”


Other types of questions:
“Are,” “do,” “can,” are often the clue to a closed-ended question -
more desirable to say: "Can you think of a case when?”




                                                                         er is
                                                                      lat th
A long pause can be a question in itself




                                                                          ad
                                                                  Re
Aq Mo
                         ua nt
                           riu er
                              m ey
                               9.
                                  12




4. Observe real cases to get
     natural baseline
Before we had these
We had these. How come
      YELLOW?
Purpose of observing
Concentrate on real cases, not hypothetical
scenarios
Visits are for collecting qualitative data as
opposed to quantitative data
Gain a 360-degree view
Take advantage of chance
Trust your intuition
Allow customer (interviewee) to guide the




                                                   er is
                                                lat th
discussion




                                                    ad
                                                Re
5. Be aware of the Lake
    Wobegon effect
pleasure




   W
fac he
   es re
Pl at are
  ac th t
                    We forget pain and ampify




    e e he
     on H h
       Ea app app
         r t ie y
            h? st
Questions to find the truth

What was it like when
What disappointed you
What would you change
What delighted you
What is your friends experience
6. Get out of the building as
there aren’t any facts here
Lots of places to find people
Go to the use case (gym, bank, restaurant...)
Call friends and family (but not Mom or Dad)
Walk down Chinatown, ride a bus, hop a taxi, go
to Fisherman’s Warf, go to the Cable Car line
Post a request on Hacker News, Facebook,
Twitter, LinkedIn, related social site
Offer to buy a coffee to a person standing in line
Tell them what you are up to - people are
curious and like to help others




                                                   er is
                                                lat th
Just be natural and confident - have fun




                                                    ad
                                            Re
Remember
you are Not
the use case
? ?
7. Two teams
? ?
 Problem Team
Talk to use case and
  get feedback
  all weekend long
                         Solution Team
                              Find the
                       minimum solution
                        for a given problem
?
                       INTERVIEWER
                       • Conducts interview
                       • Builds rapport
                       • Executes discussion guide
                       • Writes observations


                       NOTE TAKER
                       • Takes verbatim notes
                       • Doesn’t interrupt

 Problem Team          OBSERVER
Have clear roles and   • Soaks up impressions
    practice           • Listens “between the lines”
before heading out     • Backstops the moderator
                       • Writes observations
Look For Images
“Is a verbal, impressionistic characterization of
the customer’s feedback

What life is like for them
What motivates them
How do they resonate with the problem and needs
How do they resonate with the hypothesis
How do they deal with the problem today
What other problems did they raise




                                                 er is
                                              lat th
                                                  ad
                                            Re
Remember
 we all have
our biases, so
 switch the
roles around
pl ws
 om vie                                Tomorrow

         e
                      IDEAS

       et
C ter
  In



             LEARN             BUILD
                      Lean
                     Startup
                      Cycle
              DATA              CODE


                     MEASURE




 We’ll help you turn interviews
  into needs to design around
e
  ot ot
      yp
                      IDEAS
Pr G
    ot

             LEARN             BUILD
                      Lean
                     Startup
                      Cycle
              DATA              CODE


                     MEASURE           Tomorrow



  We’ll help you on techniques
   to get prototype feedback
Increase Interview Success
              Summary

1. Create a clear use case and problem hypotheses / guesses
   to validate
2. Do interviews to validate needs/problems not features
3. Number one shortcoming of interviews is failing to probe
4. Observe real cases to get natural baseline
5. Be aware of the Lake Wobegon effect
6. Get out of the building as there aren’t any facts here
7. Two teams

                                                ucharya
We are here to help

     Let’s have some fun

Let’s do something meaningful



                           ucharya

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Startup Weekend - Interviewing Customers

  • 1. Increase Startup Success Using continuous customer interaction to make great products Tim O’Connor Startup Weekend @ Dev Bootcamp - San Francisco - 9.21.12 www.linkedin.com/in/timoconnornhg @tmaoconnor tmaoconnor@gmail.com ucharya
  • 2. Very few new launched products succeed despite tons of R&D and armies of smart people
  • 4. We want to increase everyone’s chance of success this weekend
  • 5. How come so many smart teams miss the mark?
  • 6. IDEAS LEARN BUILD Lean Startup Cycle DATA CODE MEASURE Poor customer involvement before and after Build
  • 7. Got Segway? Result of poor customer involvement
  • 8. IDEAS Tomorrow Tonight LEARN BUILD Lean Startup Cycle DATA CODE MEASURE Tomorrow Tonight we’ll cover interviewing to learn needs
  • 9. 7 tips to increase your odds of interview success
  • 10. 1. Create a clear use case and problem hypotheses / guesses to validate
  • 11. Clear hypotheses / guesses Who is the customer What is the problem What is the need What might satisfy them Why would they buy What do they currently do And so on... rit Isis l i ca Th C
  • 12. Validating the wrong thing creates products like this
  • 13. 2. Do interviews to validate needs/problems not features
  • 14. I want 400 watts of surround sound
  • 15. I want it to sound like I’m in the stadium
  • 16. 3. Number one shortcoming of interviews is failing to probe
  • 17. Probing takes skill and persistence
  • 18. Interviewers favorite words Why Can you explain Could you share
  • 19. Interviewers favorite technique - 5 whys Ask why 5 times when something unexpected happens Find the CAUSE not the symptom Once you think you have the cause ask another why
  • 20. Types of Probing Questions “What” questions focus on happenings: “What events led up to...?” “How” focuses on the way things happen. “How do you currently...?” “Why” questions search for reasons . “Why is it that...?” “Could” are open-ended. “Could you conceive of an example of...?” “Describe” questions open up the environment for the product: “Please describe that situation” Other types of questions: “Are,” “do,” “can,” are often the clue to a closed-ended question - more desirable to say: "Can you think of a case when?” er is lat th A long pause can be a question in itself ad Re
  • 21. Aq Mo ua nt riu er m ey 9. 12 4. Observe real cases to get natural baseline
  • 22. Before we had these
  • 23. We had these. How come YELLOW?
  • 24. Purpose of observing Concentrate on real cases, not hypothetical scenarios Visits are for collecting qualitative data as opposed to quantitative data Gain a 360-degree view Take advantage of chance Trust your intuition Allow customer (interviewee) to guide the er is lat th discussion ad Re
  • 25. 5. Be aware of the Lake Wobegon effect
  • 26. pleasure W fac he es re Pl at are ac th t We forget pain and ampify e e he on H h Ea app app r t ie y h? st
  • 27. Questions to find the truth What was it like when What disappointed you What would you change What delighted you What is your friends experience
  • 28. 6. Get out of the building as there aren’t any facts here
  • 29. Lots of places to find people Go to the use case (gym, bank, restaurant...) Call friends and family (but not Mom or Dad) Walk down Chinatown, ride a bus, hop a taxi, go to Fisherman’s Warf, go to the Cable Car line Post a request on Hacker News, Facebook, Twitter, LinkedIn, related social site Offer to buy a coffee to a person standing in line Tell them what you are up to - people are curious and like to help others er is lat th Just be natural and confident - have fun ad Re
  • 31. ? ? 7. Two teams
  • 32. ? ? Problem Team Talk to use case and get feedback all weekend long Solution Team Find the minimum solution for a given problem
  • 33. ? INTERVIEWER • Conducts interview • Builds rapport • Executes discussion guide • Writes observations NOTE TAKER • Takes verbatim notes • Doesn’t interrupt Problem Team OBSERVER Have clear roles and • Soaks up impressions practice • Listens “between the lines” before heading out • Backstops the moderator • Writes observations
  • 34. Look For Images “Is a verbal, impressionistic characterization of the customer’s feedback What life is like for them What motivates them How do they resonate with the problem and needs How do they resonate with the hypothesis How do they deal with the problem today What other problems did they raise er is lat th ad Re
  • 35. Remember we all have our biases, so switch the roles around
  • 36. pl ws om vie Tomorrow e IDEAS et C ter In LEARN BUILD Lean Startup Cycle DATA CODE MEASURE We’ll help you turn interviews into needs to design around
  • 37. e ot ot yp IDEAS Pr G ot LEARN BUILD Lean Startup Cycle DATA CODE MEASURE Tomorrow We’ll help you on techniques to get prototype feedback
  • 38. Increase Interview Success Summary 1. Create a clear use case and problem hypotheses / guesses to validate 2. Do interviews to validate needs/problems not features 3. Number one shortcoming of interviews is failing to probe 4. Observe real cases to get natural baseline 5. Be aware of the Lake Wobegon effect 6. Get out of the building as there aren’t any facts here 7. Two teams ucharya
  • 39. We are here to help Let’s have some fun Let’s do something meaningful ucharya

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