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Building Products Customers Will Buy

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What's customer development and why should you practice it? Where does it create positive business impact?

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Building Products Customers Will Buy

  1. 1. Building Products that Customers Will Buy CindyAlvarez UXatMicrosoft&Author,LeanCustomerDevelopment 2016
  2. 2. CONFIDENTIAL. COPYRIGHT © 2016 GODADDY INC. ALL RIGHTS RESERVED. 2 Product development = building product
  3. 3. CONFIDENTIAL. COPYRIGHT © 2016 GODADDY INC. ALL RIGHTS RESERVED. 3 Customer development = building customers (people who want to buy your product) understanding customer behaviors gaining customer empathy building customer relationships
  4. 4. CONFIDENTIAL. COPYRIGHT © 2016 GODADDY INC. ALL RIGHTS RESERVED. 4 Why? understanding customer behaviors gaining customer empathy building customer relationships If we know what they’re already doing, we can build a product that helps them do it better If we know their frustrations and constraints, we can build a product that doesn’t run into those walls If we know how they are rewarded, we can build a product that rewards them If we’ve offered value, we can ask for favors in return: - Beta testing - Referrals - Case studies = more sales
  5. 5. CONFIDENTIAL. COPYRIGHT © 2016 GODADDY INC. ALL RIGHTS RESERVED. 5 How? 1)Form a hypothesis 2)Try to disprove it (you may remember this from school as “the scientific method”)
  6. 6. CONFIDENTIAL. COPYRIGHT © 2016 GODADDY INC. ALL RIGHTS RESERVED. 6 What’s a hypothesis? Why do you think this new product/feature will be successful? A hypothesis is NOT “I believe we need to support syntax highlighting on our mobile apps”. That is a feature, not a hypothesis. A hypothesis involves people – problems they have and value they accrue. All parts of the hypothesis are assumptions. You must be able to invalidate any/all parts of it.
  7. 7. CONFIDENTIAL. COPYRIGHT © 2016 GODADDY INC. ALL RIGHTS RESERVED. 7 A good hypothesis template I believe ____________________________________ Needs to solve ______________________________________________ Which happens while ________________________________ Which will allow them to ____________________________________ Problem, i.e. “takes too much time to manually book appointments” Type of person, i.e. ”busy small business owner” Situation, i.e. “reception is answering phones” Get value, i.e. “book more customers, make more $”
  8. 8. CONFIDENTIAL. COPYRIGHT © 2016 GODADDY INC. ALL RIGHTS RESERVED. 8 Try to disprove ourselves by… • Practicing neutral observation • Asking open-ended questions • ”5 Whys” style pursuit of truth beyond surface answers • Understanding problem before solution
  9. 9. CONFIDENTIAL. COPYRIGHT © 2016 GODADDY INC. ALL RIGHTS RESERVED. 9 Avoided Overbuilding an MVP
  10. 10. CONFIDENTIAL. COPYRIGHT © 2016 GODADDY INC. ALL RIGHTS RESERVED. 10 Real Reason for Attrition
  11. 11. CONFIDENTIAL. COPYRIGHT © 2016 GODADDY INC. ALL RIGHTS RESERVED. 11 Identified New Product Opportunity
  12. 12. CONFIDENTIAL. COPYRIGHT © 2016 GODADDY INC. ALL RIGHTS RESERVED. 12 Avoided Building Wrong Solution
  13. 13. CONFIDENTIAL. COPYRIGHT © 2016 GODADDY INC. ALL RIGHTS RESERVED. 13 Misleading Quantitative Data
  14. 14. CONFIDENTIAL. COPYRIGHT © 2016 GODADDY INC. ALL RIGHTS RESERVED. 14 What can we do starting tomorrow to start learning?
  15. 15. CONFIDENTIAL. COPYRIGHT © 2016 GODADDY INC. ALL RIGHTS RESERVED. 15 We can… • Observe • Ask why • Follow up • Take a step back

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