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Lean UX Customer Exploration

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Grace Ng
Grace Ng

The document discusses the importance of customer exploration methods like conducting interviews to validate assumptions and better understand customer needs and problems. It provides guidance on effective interviewing techniques like having clear objectives and using scripts. The document also outlines how to find early adopter customers, ask the right questions during interviews, and properly record collected data. The overall goal is to get out of the building and learn directly from customers to inform product design and business model ideas.

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Failing Fast and Saving Time Customer Exploration Method Wednesday, September 26, 12
Who Are They? Friday, July 27, 12 Wednesday, September 26, 12
What is Exploration? Friday, July 27, 12 Tuesday, June 12, 2012 Wednesday, September 26, 12
Find the Pattern Look for a Pattern Friday, July 27, 12 Tuesday, June 12, 2012 Wednesday, September 26, 12
My customer is anyone who... Todd! Friday, July 27, 12 Wednesday, September 26, 12
“Customers don't care about your solution. They care about their problems.” - Dave McClure Friday, July 27, 12 Wednesday, September 26, 12
Customer psychology is the gem of a successful startup Friday, July 27, 12 Wednesday, September 26, 12
Persona Development Project Name: Team Leader Name: Experiment #: Facts Person Pain Factual information State the problem you believe about your target customer. your target customers have, that your solution solves for. Behavior Goals Existing behavior they exhibit now, What goals are they trying to accomplish because they don’t have your solution. through the behavior, that your solution will do better? Friday, July 27, 12 Wednesday, September 26, 12
Get Out of the Building “No business plan survives first contact with customers.” - Steve Blank Friday, July 27, 12 Wednesday, September 26, 12
What’s the point? • Uncovers how users think and behave • Validates assumptions/removes bias • Shows difference between intent and reality • Provides direction and data instead of opinion or speculation • Provides the ability to inform design Friday, July 27, 12 Wednesday, September 26, 12
It is NOT • Multiple Choice Surveys • Focus Groups • Your Personal (Biased!) Experience • Conversations with Friends Friday, July 27, 12 Wednesday, September 26, 12
Effective Interviewing Friday, July 27, 12 Wednesday, September 26, 12
Go in with 2 to 3 objectives and have a real conversation. Brant Cooper Know your goals and questions. Giff Constable Use a script. Ash Maurya Friday, July 27, 12 Wednesday, September 26, 12
Persona Development Project Name: Team Leader Name: Experiment #: Facts Person Pain Factual information State the problem you believe about your target customer. your target customers have, that your solution solves for. Behavior Goals Existing behavior they exhibit now, What goals are they trying to accomplish because they don’t have your solution. through the behavior, that your solution will do better? Friday, July 27, 12 Wednesday, September 26, 12
Friday, July 27, 12 Wednesday, September 26, 12
Talking to Customers Exploration • Who, What, When, Where, Why, How • Avoid Would • The more you ask someone to imagine something, the less you can trust their data Friday, July 27, 12 Wednesday, September 26, 12
No Selling Allowed Friday, July 27, 12 Wednesday, September 26, 12
3 POINT INTERVIEW 1. Do you have [insert specific problem]? (context) 2. Tell me about the time you dealt with this problem? (story) 3. What’s your ideal solution for this? (solution) Friday, July 27, 12 Tuesday, June 12, 2012 Wednesday, September 26, 12
How To Find Customers 1. Interview Strangers on Street 2.Shopping Mall & StarBucks 3.Bored People 4.Craigslist 5.LinkedIn 6.Cold Calls 7.Surveys (For Lead-Gen) Friday, July 27, 12 Tuesday, June 12, 2012 Wednesday, September 26, 12
EARLY ADOPTERS “FOAMING AT THE MOUTH” 1. Have the problem 2. Know they have the problem 3. Searched for solution 4. Hacked a solution 5. Paid for a solution Friday, July 27, 12 Tuesday, June 12, 2012 Wednesday, September 26, 12
Record Data Friday, July 27, 12 Tuesday, June 12, 2012 Wednesday, September 26, 12
How to Record Date Tuesday, June 12, 2012 Friday, July 27, 12 Wednesday, September 26, 12
How to Record Date Tuesday, June 12, 2012 Friday, July 27, 12 Wednesday, September 26, 12
Friday, July 27, 12 Wednesday, September 26, 12
Questions? grace@leanstartupmachine.com @uxceo Friday, July 27, 12 Wednesday, September 26, 12

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Lean UX Customer Exploration

  • 1. Failing Fast and Saving Time Customer Exploration Method Wednesday, September 26, 12
  • 2. Who Are They? Friday, July 27, 12 Wednesday, September 26, 12
  • 3. What is Exploration? Friday, July 27, 12 Tuesday, June 12, 2012 Wednesday, September 26, 12
  • 4. Find the Pattern Look for a Pattern Friday, July 27, 12 Tuesday, June 12, 2012 Wednesday, September 26, 12
  • 5. My customer is anyone who... Todd! Friday, July 27, 12 Wednesday, September 26, 12
  • 6. “Customers don't care about your solution. They care about their problems.” - Dave McClure Friday, July 27, 12 Wednesday, September 26, 12
  • 7. Customer psychology is the gem of a successful startup Friday, July 27, 12 Wednesday, September 26, 12
  • 8. Persona Development Project Name: Team Leader Name: Experiment #: Facts Person Pain Factual information State the problem you believe about your target customer. your target customers have, that your solution solves for. Behavior Goals Existing behavior they exhibit now, What goals are they trying to accomplish because they don’t have your solution. through the behavior, that your solution will do better? Friday, July 27, 12 Wednesday, September 26, 12
  • 9. Get Out of the Building “No business plan survives first contact with customers.” - Steve Blank Friday, July 27, 12 Wednesday, September 26, 12
  • 10. What’s the point? • Uncovers how users think and behave • Validates assumptions/removes bias • Shows difference between intent and reality • Provides direction and data instead of opinion or speculation • Provides the ability to inform design Friday, July 27, 12 Wednesday, September 26, 12
  • 11. It is NOT • Multiple Choice Surveys • Focus Groups • Your Personal (Biased!) Experience • Conversations with Friends Friday, July 27, 12 Wednesday, September 26, 12
  • 12. Effective Interviewing Friday, July 27, 12 Wednesday, September 26, 12
  • 13. Go in with 2 to 3 objectives and have a real conversation. Brant Cooper Know your goals and questions. Giff Constable Use a script. Ash Maurya Friday, July 27, 12 Wednesday, September 26, 12
  • 14. Persona Development Project Name: Team Leader Name: Experiment #: Facts Person Pain Factual information State the problem you believe about your target customer. your target customers have, that your solution solves for. Behavior Goals Existing behavior they exhibit now, What goals are they trying to accomplish because they don’t have your solution. through the behavior, that your solution will do better? Friday, July 27, 12 Wednesday, September 26, 12
  • 15. Friday, July 27, 12 Wednesday, September 26, 12
  • 16. Talking to Customers Exploration • Who, What, When, Where, Why, How • Avoid Would • The more you ask someone to imagine something, the less you can trust their data Friday, July 27, 12 Wednesday, September 26, 12
  • 17. No Selling Allowed Friday, July 27, 12 Wednesday, September 26, 12
  • 18. 3 POINT INTERVIEW 1. Do you have [insert specific problem]? (context) 2. Tell me about the time you dealt with this problem? (story) 3. What’s your ideal solution for this? (solution) Friday, July 27, 12 Tuesday, June 12, 2012 Wednesday, September 26, 12
  • 19. How To Find Customers 1. Interview Strangers on Street 2.Shopping Mall & StarBucks 3.Bored People 4.Craigslist 5.LinkedIn 6.Cold Calls 7.Surveys (For Lead-Gen) Friday, July 27, 12 Tuesday, June 12, 2012 Wednesday, September 26, 12
  • 20. EARLY ADOPTERS “FOAMING AT THE MOUTH” 1. Have the problem 2. Know they have the problem 3. Searched for solution 4. Hacked a solution 5. Paid for a solution Friday, July 27, 12 Tuesday, June 12, 2012 Wednesday, September 26, 12
  • 21. Record Data Friday, July 27, 12 Tuesday, June 12, 2012 Wednesday, September 26, 12
  • 22. How to Record Date Tuesday, June 12, 2012 Friday, July 27, 12 Wednesday, September 26, 12
  • 23. How to Record Date Tuesday, June 12, 2012 Friday, July 27, 12 Wednesday, September 26, 12
  • 24. Friday, July 27, 12 Wednesday, September 26, 12
  • 25. Questions? grace@leanstartupmachine.com @uxceo Friday, July 27, 12 Wednesday, September 26, 12