Presented at the Lean User Experience Residency (LUXr) San Francisco and New York, November 2011.

1. A
LEAN
UX
PERSPECTIVE
ON
CUSTOMER
DEVELOPMENT
Lean
UX
Residency
(LUXr)
November
1,
2011

2. Get
out
of
the
building
“Customer
Development
is
the
process
of
how
you
get
out
of
the
building
and
search
for
the
model.
Customer
Development
is
designed
so
that
you
the
founder(s)
gather
first
hand
experience
about
customer
and
market
needs.”
SteveBlank.com,
5/13/2010
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3. In
other
words…
“Go
speak
(in
person
if
possible)
with
living,
breathing
customers
to
determine
the
validity
of
your
assumpXons.”
“The
Entrepreneurs
Guide
to
Customer
Development,”
Cooper
&
Vlaskovits
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4. What
assumpXons
are
we
making?
 Who
is
the
user?
Who
is
the
customer?
 Where
does
our
product
fit
in
their
work
or
life?
 What
problems
does
our
product
solve?
 When
and
how
is
our
product
used?
 What
features
are
important?
 How
should
our
product
look
and
behave?
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5. What’s
a
user?
“There
are
only
two
industries
that
refer
to
their
customers
as
‘users’:
computer
design
and
drug
dealing.”
Edward
Tude
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6. What’s
a
user?
User
=
“person
who
uses
the
product”
 Consumer
products,
customer
=
user
 Enterprise
products,
customer
≠
user
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7. Why
don’t
we
talk
to
users?
 We’re
users
 We
know
a
lot
of
users
 We’re
smarter
than
our
users
 We’ve
got
a
lot
of
other
important
things
to
do
 Users
don’t
want
to
be
bothered
 We
don’t
know
how
to
talk
to
users
 We
fear
rejecXon
;(
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8. Remember,
it
starts
with
you!
People
who
are
good
at
Customer
Discovery
know
how
to:
 Put
themselves
in
the
customers’
shoes
 Understand
the
problems
they
have
 Listen
well
(less
talking!)
 Understand
what
you
hear
(not
what
you
want
to
hear)
 Deal
with
constant
change
Paraphrased
from
“ The
Four
Steps
to
the
Epiphany”
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9. Lean
UX
feedback
loop
THINK
MAKE
CHECK
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10. Some
consideraXons
for
beYer
learning
 Who
is
your
customer?
 What
do
you
want
to
learn?
 Where
will
you
find
people
to
talk
to?
 Whole
team
or
just
some
people?
 How
do
you
use
what
you
learn?
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11. Who
is
your
customer?
 A
persona
defines
your
user
hypothesis
 Shared
visual
arXfact
 Evolves
over
Xme
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12. Provisional
personas
before
interviews
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13. Provisional
personas
ader
interviews
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14. What
do
you
want
to
learn?
 Team
discusses
what
they
want
to
learn
 Prepare
interview
“guide”
 PracXce
asking
quesXons,
listening
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15. Interview
planning
session
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16. Interview
guides
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17. Where
will
you
find
people
to
talk
to?
 In-­‐line
Web
recruiXng
 Conferences
and
industry
events
 Special
interest
groups/user
groups
 Market
research
firms
 Craigslist
 Friends
and
Family
 Coffee
shops,
malls,
wherever
they
are
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18. In-­‐line
Web
recruiXng
 Ethnio
(www.ethnio.net)
Recruit
people
from
your
website
via
triggers
 “Talk
to
us”
buYon
Start
live
chat
session
 Remote
viewing
(Morae
from
TechSmith)
Screen
sharing
and
recording
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19. Conferences,
industry
events,
user
groups
 Master
the
“quick
hit”
interview
(1-­‐2
quesXons)
 Divide
and
conquer,
debrief
as
a
group
 Use
a
green
room,
designated
area
for
interviews
 Collect
names
for
later
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20. Market
research
firms
 Easier
for
“consumer”
than
“professional”
 Can
save
you
Xme
finding
and
scheduling
 Good
for
out
of
state
or
internaXonal
recruiXng
 You
can
use
their
faciliXes
 You
don’t
have
to
adverXse
your
idenXty
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21. Craigslist
 Place
ad
in
“gigs”
or
“jobs”
area
 Direct
people
to
an
online
survey
(SurveyMonkey)
 Survey
results
can
be
valuable
in
themselves
 Scheduling
is
hard,
pre-­‐screen
for
availability
 Experiment
with
different
levels
of
compensaXon
 Going
rate
varies,
check
similar
ads
for
guides
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22. Friends
and
Family
 You
already
know
their
context
 Good
for
quick
impressions
 Great
to
pracXce
on
“friendlies”
 Beware
you
don’t
talk
to
same
people
too
much
 Don’t
forget
to
use
F&F
for
more
introducXons
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23. Tips
for
effecXve
interviews
 Pair
up
when
possible
 Use
open-­‐ended
quesXons
 Listen
for
needs
and
goals
 Use
the
Xme
for
mulXple
purposes
(context
first,
then
show
the
product)
 Collect
arXfacts,
debrief
and
share
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24. Pair
interviewing
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25. MulXple
note-­‐takers
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26. Tips
for
effecXve
interviews
Use
open-­‐ended
quesXons
to
encourage
conversaXon
Closed:
“Did
you
eat
breakfast
today?”
Open:
“What
did
you
have
for
breakfast
today?”
Don’t
be
afraid
to
ask
“why”
a
lot.
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27. Tips
for
effecXve
interviews
IdenXfy
the
need
behind
a
feature
request
“If
you
HAD
feature
x,
what
would
that
allow
you
to
do?”
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28. One
session,
mulXple
acXviXes
 Collect
context
 Do
a
collaboraXve
acXvity
(opXonal)
 Get
feedback
on
product
or
prototype
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29. Sample
interview
flow
 Warm-­‐up
quesXons
to
set
context
“Tell
me
a
li)le
about
yourself…”
 Talk
about
real
events,
avoid
conjecture
“Tell
me
about
a
recent
6me
when
you…”
 Show
demos/sketches
later
in
meeXng
“Show
me
how
you
would
use
this
to…”
 Express
appreciaXon
“ Thanks
for
your
6me!”
 If
the
interview
went
well,
it’s
OK
to
ask
if
you
can
contact
them
again
later
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30. Paper
prototype
feedback
session
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31. Interview
notes
on
cards
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32. Interview
photos
and
sXckies
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33. Grouping
observaXons
by
category
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34. Interview
sketchboard
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35. CollaboraXve
acXvity
posters
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36. Collect
arXfacts
of
first
hand
experiences
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37. Create
diagrams
and
models
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38. ConXnuous
engagement
 Five
users
every
Friday
(Three
on
Thursday)
 “Talk
to
us”
buYon
 Just-­‐in-­‐Xme
recruiXng
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39. Lane
Halley
twiYer:
@thinknow

40. Recommended
reading
The
Lean
Startup
Eric
Ries
The
Four
Steps
to
the
Epiphany
Steve
Blank
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41. Recommended
reading
Inspired:
How
To
Create
Products
Customers
Love
Marty
Cagan
Designing
for
the
Digital
Age:
How
to
Create
Human-­‐Centered
Products
and
Services
Kim
Goodwin
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42. Recommended
reading
Prototyping,
A
PracGGoner’s
Guide
Todd
Zaki
Warfel
The
Back
of
the
Napkin
Dan
Roam
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43. Recommended
reading
InnovaGon
Games:
CreaGng
Breakthrough
Products
Through
CollaboraGve
Play
Luke
Hohmann
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44. Acknowledgements
and
credits
All
photos
by
Lane
Halley
unless
otherwise
credited
“What’s
a
user?”
hYp://www.edwardtude.com/tude/advocate_1099
(slide
5)
Provisional
persona
posters
by
Jeff
PaYon
(slide
13)
Flickr:
jazzmasterson/275800917
(photo
slide
37)
Paper
on
“Five
Users
Every
Friday”
by
Tom
Ilmensee,
Alyson
Muff
(slide
38)
hYp://www.computer.org/portal/web/csdl/doi/10.1109/AGILE.2009.45
Thanks
Atomic
Object,
SkillSlate,
Lean
Startup
Machine
and
DomainMatcher!
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