LUXi NYC Intro to Customer Development

CUSTOMER DEVELOPMENT

Lean UX Intensive (LUXi)

Pivotal Labs NYC July 9-‐10, 2011

GeHng out of the building

“Customer Development is the process of how you get out of the building and search for the model. Customer Development is designed so that you the founder(s) gather first hand experience about customer and market needs.”

SteveBlank.com, 5/13/2010

www.slideshare.com/lanehalley www.luxr.co 2 License: Crea\ve Commons A^ribu\on-‐Share Alike

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In other words…

“Go speak (in person if possible) with living, breathing customers to determine the validity of your assump\ons.”

“The Entrepreneurs Guide to Customer Development,” Cooper & Vlaskovits


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What assump\ons are we making?

  Who is the user? Who is the customer?   Where does our product fit in their work or life?   What problems does our product solve?

  When and how is our product used?   What features are important?   How should our product look and behave?


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What’s a user?

“There are only two industries that refer to their customers as ‘users’: computer design and drug dealing.”

Edward Tuhe


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What’s a user?

User = “person who uses the product”

  Consumer products, customer = user

  Enterprise products, customer ≠ user


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Why don’t we talk to users?

  We’re users   We know a lot of users   We’re smarter than our users   We’ve got a lot of other important things to do   Users don’t want to be bothered   We don’t know how to talk to users   We fear rejec\on ;(


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Remember, it starts with you!

People who are good at Customer Discovery know how to:

• Put themselves in the customers’ shoes

• Understand the problems they have • Listen well (less talking!) • Understand what you hear (not what you want to hear) • Deal with constant change

Paraphrased from “The Four Steps to the Epiphany”


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The eight steps to Customer Discovery

Document Customer-‐Problem-‐Solu\on Hypothesis Brainstorm Business Model Hypothesis Find Prospects to talk to Reach out to prospects

  Engage prospects Phase Gate I Compile | Measure | Test Problem-‐Solu\on Fit/MVP Phase Gate II Compile | Measure | Test



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Lean UX supports the middle four steps

Document Customer-‐Problem-‐Solu\on Hypothesis Brainstorm Business Model Hypothesis ✓ Find Prospects to talk to ✓ Reach out to prospects ✓ Engage prospects ✓ Phase Gate I Compile | Measure | Test Problem-‐Solu\on Fit/MVP Phase Gate II Compile | Measure | Test



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LUXi NYC Intro to Customer Development

Business

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