Getting to Product/Market FitDanny Setiawan UX/Product Coach, Starta Accelerator Fall 2016

@dsetia_1dSetia

Objectives• Describe the stages of startups

• Identify activities to get closer to Product/Market Fit

• Get support to validate hypotheses

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Agenda• Introduction

• Stages

• The tools

• Next step

• How to book

Introduction

Who I am

15+ years of experience in UX and Product

Has worked with established brands (The Economist, Yahoo!, Microsoft) as well as startups

C U R R E N T LY

• Lead UX at The Economist

• UXD Instructor at General Assembly

• Product/UX mentor at Starta Accelerator

Your Turn•Your name

•Your company:

• Your target user

• Users’ problem

• Your solution

Stages

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Stages

Problem/Solution fit

Product/Market fit

Growth

• Validate Persona & Problem

• Validate Solution idea

• Define funnel

• Productize the solution

• Find marketing channels to find people like the Persona

• Show traction (i.e. generate $$$)

• Scale execution

• Scale operations

• Scale organization

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Types of Hypotheses

Persona

Problem

Solution

Usability

Growth

The tools

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Proto-persona• What is it?

• A sketch of a fictional character that represents your target customer segment

• Why do it?

• Helps focus product conversation on the end-user without

• Leverages internal knowledge (no expensive research)

what should it include?• Demographic (age, gender, income, etc) : Abilities • Goals & Needs/Pain points : Motivations• Habits & Routine : Behaviors• Scenarios: Context• Name, picture, quote : Identifiers

How to make Proto-persona

1. Block out the different types of users you might have

2. Try and work out roughly what % of the user base each is

3. Turn those segments into “people”

4. Give some color : Add personal details, but don’t get too irrelevant

Pro, Technical Pro, Fundamental

Retail,Technical

Retail,Fundamental

Funds manager Reporters

1%2%7%

13%

35%

42%

Example: Financial Site

DEMO: Pro/Tech. TraderBEHAVIORSIDENTIFIERS

Name Picture Tagline Quote

Demographics

MOTIVATIONS

Pain point Goals/Needs

Habits/Routines How s/he solves the

problem now

SCENARIOS

Where/When the need arises i.e. reading on the way to work

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Problem Framing Story• What is it?

• A narrative that describes the end-user’s problem and its consequences

• Why do it?

• Allows us to validate if the problem would motivate the user to take action

• Good brainstorming tool to identify potential customer segment with the same problem

Problem Framing StoryHi, my name is __________ [the person who has a problem]Iʼm a __________ [who she is? what does she do?]

and I have a real problem: __________ [the problem]This hurts me because __________. [what are the consequences of the problem?]

Besides me, __________ [who else suffers from it]I have tried __________ [alternative solutions]but it didnʼt work because __________. [what failed on each alternative]

Source: Problem Framing Story: find problems before solutions

Allison25 years old progressive female working as a business analyst

of forming an informed opinion on world eventsI can’t contribute in conversations at work, which makes me look ignorant

my friends who work in Finance sector have this problemreading multiple news sources (CNN, HuffPo, NYT)

I rarely have time to read multiple news sources

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User journey mapping

take out phone, open

app

set pick up, destination locations

review estimate, order car (pay $)

wait for car ride car arrive at destination

Value= convenience + peace of mind + time + energy

Cost= Time (1m+2m+1m+5m+15m)+ Money ($20)

1 min 2 mins 1 min + $20 5 min 15 min

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Storyboarding• What is it?

• A visual representation of how the end-user would interact with your product in a given scenario (where/when)

• Why do it?

• Helps uncovers the limitations and opportunities based on the context the end-user is in

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Survey• Why do it?

• Gather large numbers of responses very quickly

• Get quantitative feedback immediately

• Good way to recruit people for user interviews

Good survey questions

• short and to the point

• have a clear, distinct answer

• low cognitive load

• don’t get fancy

Good or Bad?

In the last week, what percentage of your social media time online do you estimate that you spent on your computer vs your mobile device with Twitter vs Facebook?

On average, how many hours per week do you spend on Twitter?

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User Interviews• What is it?

• Series of 1-on-1 conversations with people who represent your end-users

• Why do it?

• Can gather rich, targeted information

• Flexible, can explore tangents or unexpected areas

How to ask questions

•Be wary of priming •Don’t ask leading questions •Never ask about intention, always probe behavior

BAD QUESTION

“How many times do you plan to go to the gym?”

GOOD QUESTION

“How many times have you been to the gym in the last 3 months?”

Focus on specific instances“Have you ever had ________ problem”? “Tell about the last time you ....”

Avoid generalizations and speculations:“What do you usually ...”

Keep people talking“Tell me more about that”

“What do you mean by...”

but also embrace awkward silences

…

Often the best insights come up when participants feel the need to fill silent voids.

Interview preparation• Record interviews if possible

• Always ask permission

• Explain why and that it’s for private use

• Prepare a discussion guide

• Focus on topics rather than list of questions

• Should be a conversation

During the interview• Start off with small talk, even if you hate it

• Don’t finish sentences

• Take notes but remain focussed on participant

• Spend equal energy listening as talking

• But only talk 20% of the time

• Ask follow-up questions (5 why’s)

• If you divert off topic:

“That’s really interesting. Can you tell me how that connects to...”

Where to find participants

• The hardest part is finding the right people.

•Where to find them: ‣ Coffee shops

‣ Social networks and forums (i.e. Meetup)

‣ Craigslist ads

‣ Recruiters

‣ Friends of friends/family

• Anywhere you believe your users spend time

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Usability Testing• What is it?

• Validating your solution by observing users complete predefined tasks

• Why do it?

• uncovers ways to minimize the effort to complete the tasks that solve the user’s problem

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What to test?• Flow : any missing step/screen?

• Content : any missing content?

• Use cases : any major use case we missed?

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• Remote with static screens : usabilityhub.com

• First impression (credibility, who is it for, what is it)

• Missing info

• CTA effectiveness

• Remote with prototype : usertesting.com

• In-person with prototype

How to test

Next Step

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How can I help you?• 1:1 coaching sessions

• Workshop (i.e. storyboarding workshop)

• Training (i.e. how to conduct user interview)

• Support (i.e. helping your team run usability test)

NOTE: I’m not supplementing your team to produce UX/UI deliverables (i.e. wireframing).

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How to Book My Time• Google Calendar (Lena can help if you have issue)

• Email: dnystwn@gmail.com