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8/13/2019 SFFI Customer Development: Kate Rutter
http://slidepdf.com/reader/full/sffi-customer-development-kate-rutter 1/26
@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
8/13/2019 SFFI Customer Development: Kate Rutter
http://slidepdf.com/reader/full/sffi-customer-development-kate-rutter 2/26
@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
Kate Rutter
Co-Founderwww.luxr.co
TWEET!
@katerutter
@luxrco
Luxr makes tools to help startups
deliver products that people want,
need & love to buy.
8/13/2019 SFFI Customer Development: Kate Rutter
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@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...
8/13/2019 SFFI Customer Development: Kate Rutter
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@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
8/13/2019 SFFI Customer Development: Kate Rutter
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@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
F A I L
8/13/2019 SFFI Customer Development: Kate Rutter
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@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
w a s t e
8/13/2019 SFFI Customer Development: Kate Rutter
http://slidepdf.com/reader/full/sffi-customer-development-kate-rutter 7/26
@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
Lean Startup
Agile & UX
Customer Development
New approaches
8/13/2019 SFFI Customer Development: Kate Rutter
http://slidepdf.com/reader/full/sffi-customer-development-kate-rutter 8/26
@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
The big idea...
Get outof the
building!
8/13/2019 SFFI Customer Development: Kate Rutter
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8/13/2019 SFFI Customer Development: Kate Rutter
http://slidepdf.com/reader/full/sffi-customer-development-kate-rutter 10/26
@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
How do I
know itdoesn’t suck?
so...
I have aproduct.
8/13/2019 SFFI Customer Development: Kate Rutter
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@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
W h o w i l l u s e t h i s
?
cold-sweat questions
W h y w i l l t h e y c a r e ?
W ha t can i t
do
t ha t peop le w i l l pa y for?
W h a t f e
a t u r e s
a r e m o s t
i m p o r t
a n t ?How doeseverythingfit together ?
8/13/2019 SFFI Customer Development: Kate Rutter
http://slidepdf.com/reader/full/sffi-customer-development-kate-rutter 12/26
@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
W h o w i l l u s e t h i s
?
cold-sweat questions
W h y w i l l t h e y c a r e ?
W ha t can i t
do
t ha t peop le w i l l pa y for?
W h a t f e
a t u r e s
a r e m o s t
i m p o r t
a n t ?How doeseverythingfit together ?
8/13/2019 SFFI Customer Development: Kate Rutter
http://slidepdf.com/reader/full/sffi-customer-development-kate-rutter 13/26
@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
W h o w i l l u s e t h i s
?
with a bit of tweaking...
W h y w i l l t h e y c a r e ?
W ha t can i t
do
t ha t peop le w i l l pa y for?
W h a t f
e a t u r e s
a r e m o s t
i m p o r t a
n t ?How doeseverything fit together ?
8/13/2019 SFFI Customer Development: Kate Rutter
http://slidepdf.com/reader/full/sffi-customer-development-kate-rutter 14/26
8/13/2019 SFFI Customer Development: Kate Rutter
http://slidepdf.com/reader/full/sffi-customer-development-kate-rutter 15/26
@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
Who is it for?
Questions == Stack
Why does it matterto them?
What can they do thatthey couldn!t do before?
What features do theyneed to do that?
How do those limitedfeatures fit together?
users needs &
goals
uses
features product,brand & voice
8/13/2019 SFFI Customer Development: Kate Rutter
http://slidepdf.com/reader/full/sffi-customer-development-kate-rutter 16/26
@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
Who is it for?
Questions == Stack
Why does it matterto them?
What can they do thatthey couldn!t do before?
What features do theyneed to do that?
How do those limitedfeatures fit together?
users needs &
goals
uses
features product,brand & voice
8/13/2019 SFFI Customer Development: Kate Rutter
http://slidepdf.com/reader/full/sffi-customer-development-kate-rutter 17/26
@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
Who is it for?
Questions => Activities
Why does it matterto them?
What can they do thatthey couldn!t do before?
What features do theyneed to do that?
How do those limitedfeatures fit together?
Customerdevelopmentor...user research
Sketches &prototypesbefore UI. Before code.
Experiments,MVPs, Metricsand...usability testing
8/13/2019 SFFI Customer Development: Kate Rutter
http://slidepdf.com/reader/full/sffi-customer-development-kate-rutter 18/26
@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
Who is it for?
Questions => Activities
Why does it matterto them?
What can they do thatthey couldn!t do before?
What features do theyneed to do that?
How do those limitedfeatures fit together?
Customerdevelopmentor...user research
Sketches &prototypesbefore UI. Before code.
Experiments,MVPs, Metricsand...usability testing
Interviews
8/13/2019 SFFI Customer Development: Kate Rutter
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@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!
8/13/2019 SFFI Customer Development: Kate Rutter
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@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
8/13/2019 SFFI Customer Development: Kate Rutter
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8/13/2019 SFFI Customer Development: Kate Rutter
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@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
8/13/2019 SFFI Customer Development: Kate Rutter
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@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
8/13/2019 SFFI Customer Development: Kate Rutter
http://slidepdf.com/reader/full/sffi-customer-development-kate-rutter 24/26
@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
8/13/2019 SFFI Customer Development: Kate Rutter
http://slidepdf.com/reader/full/sffi-customer-development-kate-rutter 25/26
@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
Q&A + Discussion
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@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
Core Curriculum
Online Workshops
7-week path to greatness for startupentrepreneurs.
Actionable workshops for your most urgentand important problems.
LUXr delivers practical tools to
entrepreneurs worldwide, helping
early-stage entrepreneurs deliverproducts that customers want,
need and love to buy.
http://luxr.co @luxrco