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If you're an entrepreneur, you face cold-sweat questions...you know, the ones that are hard to answer and that scare the crap out of you. Customer Development is a key approach to answering these questions. This talk introduces the basics and provides simple guidelines help you have effective early interviews (problem interviews) so you can design a product that people want, need and will love to buy.
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@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
From cold-sweat questions to hot validated learning{or, Customer Development = awesome}
MONDAY, NOV 25, 2013
@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
Kate RutterCo-Founderwww.luxr.co
TWEET!
@katerutter@luxrco
Luxr makes tools to help startups deliver products that people want, need & love to buy.
@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
I am not an expert on your business. You are.
My goal is to help you explorewhat ideas solve real
problems for humans...
so you can validate them andmove them forward.
What to expect...
@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
“But the code validated!”
“The design was brilliant. It just never launched.”
“We made an amazing thing.But nobody wanted it.”
Recognizing Startup Failure
@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
“But the code validated!”
“The design was brilliant. It just never launched.”
“We made an amazing thing.But nobody wanted it.”
Recognizing Startup Failure
FAIL
@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
“But the code validated!”
“The design was brilliant. It just never launched.”
“We made an amazing thing.But nobody wanted it.”
Recognizing Startup Failure
waste
@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
Lean Startup
Agile & UX
Customer Development
New approaches
@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
The big idea...
Get out of the
building!
@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
The big idea...
Get out of the
building!
@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
How do I know it
doesn’t suck?
so...
I have a product.
@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
Who will use this?cold-sweat questions
Why will they care?
What can it do that people will pay for?
What features
are most
important?How does everything fit together?
@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
Who will use this?cold-sweat questions
Why will they care?
What can it do that people will pay for?
What features
are most
important?How does everything fit together?
@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
Who will use this?with a bit of tweaking...
Why will they care?
What can it do that people will pay for?
What features
are most
important?How does everythingfit together?
@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
with a bit of tweaking...Who is it for?
Why does it matter to them?
What can they do that they couldnʼt do before?
What features do they need to do that?
How do those limited features fit together?
@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
Who is it for?
Questions == Stack
Why does it matter to them?
What can they do that they couldnʼt do before?
What features do they need to do that?
How do those limited features fit together?
usersneeds & goalsusesfeaturesproduct, brand & voice
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@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
Who is it for?
Questions == Stack
Why does it matter to them?
What can they do that they couldnʼt do before?
What features do they need to do that?
How do those limited features fit together?
usersneeds & goalsusesfeaturesproduct, brand & voice
@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
Who is it for?
Questions => Activities
Why does it matter to them?
What can they do that they couldnʼt do before?
What features do they need to do that?
How do those limited features fit together?
Customer developmentor...user research
Sketches & prototypesbefore UI. Before code.
Experiments, MVPs, Metricsand...usability testing
@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
Who is it for?
Questions => Activities
Why does it matter to them?
What can they do that they couldnʼt do before?
What features do they need to do that?
How do those limited features fit together?
Customer developmentor...user research
Sketches & prototypesbefore UI. Before code.
Experiments, MVPs, Metricsand...usability testing
Interviews
@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
SSCI(Super Simplified Customer Interviews)
• Identify who you want to talk to.
• Articulate your hypotheses.
• Jot down conversation prompts.
• Have the conversation
• Debrief!
@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
“Have you ever had ________ experience?”
“Can you tell me the story about that?”
“And then what happened?”
“Why [or how] did you do that?”
“What did you love [or hate] about that?”
“If you could wave a magic wand, what would it be like?”
Conversation Prompts
@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
DO• Take notes • Smile• Ask open-ended questions• Get their story• Shut up and listen
DONʼT • Talk about your product• Ask about future behavior• Sell• Ask leading questions• Talk much
90% Listening10% Talking
During the Interview
@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
After the Interview: Debrief
DUMP (5min, solo)1 idea per sticky“What I heard”“What I saw”“What stood out”
SORT (10min, team)• Collect similar items• Label groups• Stack duplicates• Note trends and exceptionsValidate or invalidate your hypothesis
@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
Go be awesome.
@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
Q&A + Discussion
@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
Core Curriculum
Online Workshops
7-week path to greatness for startup entrepreneurs.
Actionable workshops for your most urgent and important problems.
LUXr delivers practical tools to entrepreneurs worldwide, helping early-stage entrepreneurs deliver products that customers want, need and love to buy.
http://luxr.co @luxrco