3. Success is Adaptation Agile: use customer stories to guide product Good: solving specific problems. Bad: presumes specific uses. Lean: okay to be surprised at uses / users. Itâs a continuous learning experience! So pivot â adapt to new uses / users. (you heard this earlier!)
5. Collecting User Feedback Support email Monthly sales pings In-product TEXTAREAs Phone calls UserTesting.com Onsite usability tests In-person visits
6. Key Learning Your experiments provide an oracle function. Good for testing hypotheses. But what hypotheses do you test? Study your users for hypothesis + inspiration.
7. Science or Art? From âWhat About Designâ Panel⊠Science is an art. (Experiments rarely inform which hypotheses to test!)
8. Feature Pivot Being rightand $1 gets you on the bus. Make sure customers are empowered to succeed. WYSIWYG: didnât offer it on purpose! WikiText: performant, robust, easy-to-learn. âŠbut kept people from spreading it. (afraid their coworkers wouldnât grok it!) Didnât learn this until talking with them. So I ate my hat and delivered a WYSIWYG editor.
9. Demographic Pivot Sometimes youâll be surprised at who actually shows up. So ask who they are! âWe loved your presentation in Chicago!â Hunch: 5% educators? Interstitial => 45% educators. Jeebus. Surprise! We had made an educational product.
10. Pricing Pivot Duh = Align pricing with value. Crappy renewal rates from $/wiki. Accenture call, PeopleMaps interview Whoops, wikis = projects & Projects < year. Ok, so $/user and â wikis = wiser. Didnât realize this until we talked w/people about why they werenât renewing. So we changed our pricing and design.
11. âŠand many other pivots! Ads = only beer $. Oops. âWikiâ = commodity. Oops. Folders & networks to organize & permission! Talk with your users. What theyâre doing and who they are may surprise you.
12. The Good News Went from ASPs of $50 to $50,000+ by listening to customers and delivering value. We grew the product as customers grew their deploy â coevolution! You can succeed by continuing to better understand your customer. ï Go do it!