1. Ten minutes & four ideas on
Customer development

2. Start with a question. How many people have visited their website with a specific goal in mind?
How many people have used their website to donate money?

3. We need to…
update our website
a new mobile app
get social….
Before you start on a digital journey, don’t start with what you want to build or how you are going to implement it,
start by understanding the person-problem you are trying to solve. Why does anyone but you care?

4. Discovery Validation
Customer development is all about starting with people who have problems: customers. Discover those problems,
come up with hypotheses / solutions and test / validate them. Quickly.

5. Learn Confirm
More simply put, learn and confirm. Learn about people, their problems, hopes, wants, needs, desires. From this
identify opportunities and test them with those people…

6. Learn Confirm
1. Know your audience 3. Develop your ideas in rough
2. Get out of the building 4. Continuous testing
Better still, learn and fail fast. Here are four tips to get you thinking how to do this…

7. Tell me about you
So you’re a charity. Tell me about yourself.

8. We are a fully integrated,
passionate, driven charity who
are dedicated by all lawful
means, to increase awareness,
promote kindness to and
alleviate suffering of all blah
blah blah blah
Now what does your website say about yourself?

9. So what? Who cares?
Your digital presence is how people see you. It’s how they interact with you. Stop pushing your ideas and hoping they
will stick. Find out what it is about your BIG IDEA that people care about and build upon that

10. Sally.
Potential donor
As a charity, there are lots of people who could care about you. All different…

11. Roger.
Legacy leaver
Different people have different aspirations, different goals…

12. Dan.
Philanthropist
Different problems, different needs that you could address

13. George.
Trustee
Who is most important?

14. Sarah.
Corporate
Who is most valuable?

15. Olivia.
Potential
volunteer
What do they need?

16. Michelle.
Activist
How should you communicate with them?

17. Angela.
Head of CSR
How should you interact with them?

18. All these people have
Goals
Know your audience. Know their goals. Prioritize.

19. 1. Know your audience
know their goals
Recipients Donors
Supporting Doing Communicating & engaging
Receiving Counseling Operating Training Advocating Donating Feeling Knowing
Here’s a spectrum of visitor types. Each have discrete goals, discrete problems. Who are you going to address? Get
this framed then put some flesh on them…

20. Develop personas to describe
them
Pen portrait
Knowledge of you
Attitudes to giving
Digital life
Their needs, wants, desires: goals
How can our digital presence support them?
Go google design personas for more…

21. 2. Get out of the building
Now you know who is important to you, who you think has the most pressing problem you could solve, or represents
the most valuable opportunity you could realize, go find them and talk to them…

22. “The future of fundraising is to
stop interrupting what people are
interested in and be what people
are interested in”
-Bryan Miller
http://givinginadigitalworld.org/category/online-advocacy/page/2/
And seek to understand them. Can you validate your assumptions with them? Do they have the problems you
thought? Are they interested in you? Could they ever be interested in you? What do they need?

23. be what people are interested in
Go find out
Find out what they are interested in and how you can be relevant.

24. Go where the
Have a hypothesis
fishes swim
Open ended Bring back &
questions share
When you talk to them, have these four points in mind. Return to my blog –www.dancingmango.com/blog for more
insights into these.

25. Person – Problem - Solution
You’ve found the people. You understand their problems. Now work up the solution. See how much time and money
you’ve saved by not diving into the solution straight away! You’ve learned some great insights. Now apply them.

26. 3. Develop ideas in rough
Scribble ideas on paper. Draw sketches of screens, explore flows and interactions on the whiteboard, develop ideas in
rough before committing to a solution.

27. “The wall is the new desk”
Dave Gray
See how it works…

28. Sketch your journeys
Aha! That works!

29. 4. Continuously test
Now test it…

30. Watch people interact
http://www.flickr.com/photos/lucamascaro/4641680255
Test those sketches, get your target audience interacting with your prototype. Watch them explore other charity
websites. Observe and learn.

31. Watch people interact
Get a minimum viable product live as soon as possible. That means something that works, something that has quality
but maybe not fully-featured. Stick google analytics or crazyegg on it and use those insights to continuously improve

32. Discovery Validation
1. Know your audience 3. Develop your ideas in rough
2. Get out of the building 4. Continuous testing
Get a minimum viable product live as soon as possible. That means something that works, something that has quality
but maybe not fully-featured. Stick google analytics or crazyegg on it and watch real people interacting for real

33. Learn Confirm
1. Know your audience 3. Develop your ideas in rough
2. Get out of the building 4. Continuous testing
Learn. Confirm.

34. Talk.
www.dancingmango.com/blog
Four tips in ten minutes. But talking is better.