Odessa PM Day Product Management

1. CUSTOMER DISCOVERY
First Step For Turning an Idea Into a
Successful Product

2. Product Management @Readdle.
I work on helping people manage their inbox
and focus on work that matters.
About Me

3. Customer Discovery 101
Customer Discovery is a process of idea validation through dialog with an
end user and discussion of challenges they have with current solutions.
“72% of new products and services innovations fail to
deliver on customer expectations and fail as a result.”
*Source: Simon-Kucher & Partners, 2014

4. Doing Customer Discovery
Email
Interview
Phone/Video
Calls
Customer
Visits
(150-200) (30-50) (up to 10)

5. Practical Tip #1
FOCUS ON THE SPECIFIC CASE
DURING INTERVIEW WITH A
POTENTIAL CUSTOMER.
Dive deep into specific customer problems. Ask clarifying questions
and try to understand how they work.

6. Practical Tip #2
DO NOT SUMMARIZE
WHAT PEOPLE SAY EVEN AFTER
40 INTERVIEWS
Write down all of the details that customers share in one document.
Outline patterns and use cases in a separate document.

7. Practical Tip #3
DO NOT USE
GOOGLE FORMS.
Do not use forms at all. Talk to each customer individually and do not
treat them like a bunch of contacts that need to fill out the form.

8. Spark 2

9. Discuss email together

10. Create email together

11. Create links to email

12. Denys Kulyk
Readdle
linkedin.com/kulyk.denysdkulyk@readdle.com facebook.com/KulykDenys••