Заняття #3. Customer Development UA Online Product Management School 2022 Website: https://lembs.com/pdmonline Youtube: https://www.youtube.com/startuplviv FB: https://www.facebook.com/pmdayconference

1. Customer Development
Ross Chayka
linkedin.com/in/rchayka

2. Agenda
● What is Customer Development?
● The Four Types of Interviews
● Key Differences in Customer Development
● Who You Should Talk To?
● Finding Interviewees
● How to Get Them to Talk?
● Good Questions, Bad Questions
● Building User Personas Off Your Interviews
● The Product Manager & The Data Diet
● Q&A
● HomeWork

3. Online master-class code of conduct
● Duration - 2 hours
● Video ON, Audio OFF
● Registration with NAME
● One person speaking
● Sounds
● Short break if needed
● Questions

4. Reading Questions

5. Home Work

6. Home Work
● 5 Customers Interviews

7. Customer Development

9. The Four Types of Interviews
● Exploratory Interview
● Validation Interview
● Satisfaction Interview
● Efficiency Interview

10. Exploratory Interview
● Goal: Discover Pain Points
● Goal: Discover Openness to Solution
● Exploring, looking for Insight, ask open questions
● They do not know you
● Offer “magic” solution to all pains
● Discover pain points
● Alternative solutions
● Interest in solution
● Price of solving
● Wait List
● Offer Discounts or personal service

11. Validation Interview
● Goal: Validate idea
● Hyper sensitive to bias
● Do not start with idea

12. Satisfaction Interview
● Goal: Understand what features are good and bad
● What should we stop doing?
● What can we do to do this better for you?

13. Efficiency Interview
● Goal: Improve product to give more value
● When they use it and where it is most helpful
● Are they using x-y-z feature and what for ?

19. Home Work

20. Group Fantasy Product
● Create User Personas
● Define Customer Pains & Gains

21. Group Social Product
● Define Market
● 10 Customer Interviews

22. Your Product

24. Questions ?

25. Contacts
linkedin.com/in/rchayka
fb.com/rostyslav.chayka
rchayka@gmail.com