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Are	
  You	
  Ready	
  to	
  GOOB?	
  

       Lean	
  Startup	
  Machine	
  LA	
  
       January	
  19,	
  2013	
  
How	
  do	
  you	
  make	
  a	
  	
  
      product	
  people	
  want?	
  


License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  	
     www.lanehalley.com	
     2	
  
Focus	
  on	
  the	
  problem,	
  not	
  the	
  soluMon	
  




Flickr	
  |	
  woodleywonderworks	
                     3	
  
PEOPLE	
  




License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  	
     www.lanehalley.com	
     4	
  
PEOPLE	
  


                                             NEEDS	
  




License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  	
     www.lanehalley.com	
     5	
  
PEOPLE	
  


                                             NEEDS	
  
           Business	
  vision	
  




License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  	
     www.lanehalley.com	
     6	
  
PEOPLE	
  


                                             NEEDS	
  
           Business	
  vision	
  

                                                USES	
  




License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  	
     www.lanehalley.com	
     7	
  
PEOPLE	
  


                                              NEEDS	
  
           Business	
  vision	
  

                                                 USES	
  


                                             FEATURES	
  

License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  	
      www.lanehalley.com	
     8	
  
PEOPLE	
  


                                              NEEDS	
  
           Business	
  vision	
  

                                                 USES	
                UI	
  design,	
  
                                                                       wireframes,	
  
                                                                       visual	
  design	
  
                                             FEATURES	
  

License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  	
      www.lanehalley.com	
                            9	
  
The	
  Lean	
  Startup	
  cycle	
  




                                                             Lean	
  Startup	
  cycle	
  by	
  Eric	
  Ries	
  |	
  drawn	
  by	
  @thinknow	
  

License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  	
     www.lanehalley.com	
                                                                          10	
  
The	
  Lean	
  Startup	
  (UX)	
  cycle	
  	
  
                                              Personas,	
  needs	
  
                                              and	
  uses	
  


                           Customer	
  
                                                                            Prototypes	
  &	
  
                           ConversaMons	
  
                                                                            Experiments	
  




                                                QualitaMve	
  
                                                evaluaMon	
  	
  
                                                               Lean	
  Startup	
  cycle	
  by	
  Eric	
  Ries	
  |	
  drawn	
  by	
  @thinknow	
  

License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  	
       www.lanehalley.com	
                                                                          11	
  
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	
  



License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  	
            www.lanehalley.com	
                              12	
  
In	
  other	
  words…	
  
                                             “Go	
  speak	
  (in	
  person	
  if	
  possible)	
  
                                             with	
  living,	
  breathing	
  customers	
  to	
  
                                             determine	
  the	
  validity	
  of	
  your	
  
                                             assumpMons.”	
  

                                             “The	
  Entrepreneurs	
  Guide	
  to	
  Customer	
  
                                             Development,”	
  Cooper	
  &	
  Vlaskovits	
  




License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  	
             www.lanehalley.com	
                           13	
  
Before	
  you	
  get	
  out	
  of	
  the	
  building	
  
            Who	
  do	
  you	
  want	
  to	
  talk	
  to?	
  
            What	
  do	
  you	
  want	
  to	
  learn?	
  
            Where	
  do	
  you	
  find	
  these	
  people?	
  




License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  	
     www.lanehalley.com	
     14	
  
Micro	
  segments	
  
            Share	
  pain	
  
            Speak	
  the	
  same	
  language	
  
            Communicate	
  with	
  each	
  other	
  

            Cooper	
  &	
  Vlaskovits	
  




License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  	
     www.lanehalley.com	
     15	
  
How	
  do	
  you	
  find	
  (the	
  right)	
  people?	
  

            Social	
  media	
  (Facebook,	
  Twiker)	
  
            Special	
  interest	
  groups	
  (Meetups)	
  
            Online	
  communiMes	
  (Stack	
  Overflow)	
  
            (friends	
  of)	
  Friends	
  and	
  Family	
  
            Coffee	
  shops,	
  malls….wherever	
  they	
  are	
  

License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  	
     www.lanehalley.com	
     16	
  
You’re	
  not	
  SELLING,	
  you’re	
  LEARNING	
  




License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  	
     www.lanehalley.com	
     17	
  
What’s	
  your	
  objecMve?	
  

Step	
  1:	
  Validate	
  the	
  problem	
  
      	
  Find	
  a	
  “Cookie	
  Monster”	
  problem	
  

Step	
  2:	
  Validate	
  the	
  solu@on	
  
      	
  Show	
  enough	
  value	
  to	
  collect	
  currency	
  


License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  	
     www.lanehalley.com	
     18	
  
Validate	
  the	
  problem	
  
      3-­‐point	
  interview	
  for	
  problem	
  explora@on	
  
      1.  Have	
  you	
  experienced	
  <problem?>	
  
      2.  Tell	
  me	
  a	
  story	
  about	
  the	
  last	
  Mme	
  you	
  had	
  
          <problem.>	
  
      3.  For	
  you,	
  what	
  would	
  be	
  the	
  ideal	
  soluMon	
  for	
  
          that	
  situaMon?	
  
      Ask	
  for	
  referrals	
  and	
  permission	
  to	
  follow	
  up	
  

License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  	
     www.lanehalley.com	
                     19	
  
Validate	
  the	
  soluMon	
  
      Product	
  pitch	
  conversa@on	
  
      1.  Have	
  you	
  experienced	
  <problem?>	
  
      2.  What	
  are	
  you	
  doing	
  now	
  to	
  address	
  <problem?>	
  
      3.  Show	
  demos/sketches	
  later	
  in	
  the	
  meeMng	
  
      4.  Ask	
  for	
  currency	
  (Mme,	
  money,	
  work)	
  
      Ask	
  for	
  referrals	
  and	
  permission	
  to	
  follow	
  up	
  


License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  	
     www.lanehalley.com	
              20	
  
ConversaMon,	
  not	
  interrogaMon	
  

            Breathe!	
  Smile!	
  
            Encouragers	
  
            Open	
  ended	
  quesMons	
  
            Paraphrasing	
  



License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  	
     www.lanehalley.com	
     21	
  
The	
  word	
  LISTEN	
  has	
  the	
  same	
  	
  	
  
            	
  lekers	
  as	
  SILENT	
  




License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  	
     www.lanehalley.com	
     22	
  
Avoid	
  conjecture	
  

            NO!	
  “Would	
  you	
  use	
  this	
  product?”	
  

            YES!	
  “What	
  are	
  you	
  doing	
  now	
  to	
  
            solve	
  this	
  problem?”	
  



License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  	
     www.lanehalley.com	
     23	
  
Focus	
  on	
  NEEDS	
  and	
  GOALS	
  

            “I’d	
  like	
  a	
  product	
  with	
  <	
  feature>”	
  

            “If	
  you	
  had	
  <feature>,	
  what	
  would	
  it	
  
            allow	
  you	
  to	
  do?”	
  


License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  	
     www.lanehalley.com	
        24	
  
PracMce	
  interview	
  




License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  	
     www.lanehalley.com	
     25	
  
PracMce	
  Interview	
  
GreeMng	
  &	
  brief	
  introducMon	
  
       	
  1.	
   	
  Have	
  you	
  <experienced	
  situaMon/problem>?	
  
         2.	
   	
  Tell	
  me	
  about	
  the	
  last	
  Mme	
  you	
  <experienced	
  
                    situaMon/problem>	
  
       	
  3.	
   	
  For	
  you,	
  what	
  would	
  be	
  the	
  ideal	
  soluMon?	
  
Ask	
  for	
  referrals	
  and	
  permission	
  to	
  follow	
  up.	
  
Create	
  conversa6on!	
  Smile!	
  Take	
  notes!	
  

License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  	
     www.lanehalley.com	
                          26	
  
Thank	
  you!	
  




     @thinknow	
  
      Lane	
  Halley	
  
      www.lanehalley.com	
  



License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  	
     www.lanehalley.com	
     27	
  
www.carbonfive.com	
  


                                               Lean	
  Design	
  &	
  
                                             Agile	
  Development	
  	
  
                                             for	
  Web	
  &	
  Mobile	
  

License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  	
             www.lanehalley.com	
     28	
  

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Are You Ready to GOOB? LSM Jan '13

  • 1. Are  You  Ready  to  GOOB?   Lean  Startup  Machine  LA   January  19,  2013  
  • 2. How  do  you  make  a     product  people  want?   License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   2  
  • 3. Focus  on  the  problem,  not  the  soluMon   Flickr  |  woodleywonderworks   3  
  • 4. PEOPLE   License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   4  
  • 5. PEOPLE   NEEDS   License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   5  
  • 6. PEOPLE   NEEDS   Business  vision   License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   6  
  • 7. PEOPLE   NEEDS   Business  vision   USES   License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   7  
  • 8. PEOPLE   NEEDS   Business  vision   USES   FEATURES   License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   8  
  • 9. PEOPLE   NEEDS   Business  vision   USES   UI  design,   wireframes,   visual  design   FEATURES   License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   9  
  • 10. The  Lean  Startup  cycle   Lean  Startup  cycle  by  Eric  Ries  |  drawn  by  @thinknow   License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   10  
  • 11. The  Lean  Startup  (UX)  cycle     Personas,  needs   and  uses   Customer   Prototypes  &   ConversaMons   Experiments   QualitaMve   evaluaMon     Lean  Startup  cycle  by  Eric  Ries  |  drawn  by  @thinknow   License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   11  
  • 12. 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   License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   12  
  • 13. In  other  words…   “Go  speak  (in  person  if  possible)   with  living,  breathing  customers  to   determine  the  validity  of  your   assumpMons.”   “The  Entrepreneurs  Guide  to  Customer   Development,”  Cooper  &  Vlaskovits   License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   13  
  • 14. Before  you  get  out  of  the  building   Who  do  you  want  to  talk  to?   What  do  you  want  to  learn?   Where  do  you  find  these  people?   License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   14  
  • 15. Micro  segments   Share  pain   Speak  the  same  language   Communicate  with  each  other   Cooper  &  Vlaskovits   License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   15  
  • 16. How  do  you  find  (the  right)  people?   Social  media  (Facebook,  Twiker)   Special  interest  groups  (Meetups)   Online  communiMes  (Stack  Overflow)   (friends  of)  Friends  and  Family   Coffee  shops,  malls….wherever  they  are   License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   16  
  • 17. You’re  not  SELLING,  you’re  LEARNING   License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   17  
  • 18. What’s  your  objecMve?   Step  1:  Validate  the  problem    Find  a  “Cookie  Monster”  problem   Step  2:  Validate  the  solu@on    Show  enough  value  to  collect  currency   License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   18  
  • 19. Validate  the  problem   3-­‐point  interview  for  problem  explora@on   1.  Have  you  experienced  <problem?>   2.  Tell  me  a  story  about  the  last  Mme  you  had   <problem.>   3.  For  you,  what  would  be  the  ideal  soluMon  for   that  situaMon?   Ask  for  referrals  and  permission  to  follow  up   License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   19  
  • 20. Validate  the  soluMon   Product  pitch  conversa@on   1.  Have  you  experienced  <problem?>   2.  What  are  you  doing  now  to  address  <problem?>   3.  Show  demos/sketches  later  in  the  meeMng   4.  Ask  for  currency  (Mme,  money,  work)   Ask  for  referrals  and  permission  to  follow  up   License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   20  
  • 21. ConversaMon,  not  interrogaMon   Breathe!  Smile!   Encouragers   Open  ended  quesMons   Paraphrasing   License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   21  
  • 22. The  word  LISTEN  has  the  same        lekers  as  SILENT   License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   22  
  • 23. Avoid  conjecture   NO!  “Would  you  use  this  product?”   YES!  “What  are  you  doing  now  to   solve  this  problem?”   License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   23  
  • 24. Focus  on  NEEDS  and  GOALS   “I’d  like  a  product  with  <  feature>”   “If  you  had  <feature>,  what  would  it   allow  you  to  do?”   License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   24  
  • 25. PracMce  interview   License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   25  
  • 26. PracMce  Interview   GreeMng  &  brief  introducMon    1.    Have  you  <experienced  situaMon/problem>?   2.    Tell  me  about  the  last  Mme  you  <experienced   situaMon/problem>    3.    For  you,  what  would  be  the  ideal  soluMon?   Ask  for  referrals  and  permission  to  follow  up.   Create  conversa6on!  Smile!  Take  notes!   License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   26  
  • 27. Thank  you!   @thinknow   Lane  Halley   www.lanehalley.com   License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   27  
  • 28. www.carbonfive.com   Lean  Design  &   Agile  Development     for  Web  &  Mobile   License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   28