You're working on your product and getting feedback from people about your idea and/or site. But you are getting conflicting/mixed feedback, feature requests, subjective likes and dislikes, from so many people and you don't know who to listen to! This class will help you explore and identify who you should be designing for and who your target customers are. Followed by another exercise to construct a set of interview questions that will generate actionable insights to improve your product. These content application exercises are designed for you to leave with actionable self-realizations of how the process applies to your life. Who it's for. This is the first step to creating great products and user experiences. You will leave this class knowing: The initial persona of your target user How to validate your personas The actual tactics you should use during a live customer interview Identifying the right user to design for as you build out your business

1. Identifying & Learning from
Your Target Customers
Singularity University
#LSMSU
Friday, July 27, 12
Monday, September 24, 12

2. Who Are
They?
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Monday, September 24, 12

3. What is Exploration?
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Tuesday, June 12, 2012
Monday, September 24, 12

4. Find the
Pattern
Look for a Pattern
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Tuesday, June 12, 2012
Monday, September 24, 12

5. My customer is anyone who...
Todd!
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Monday, September 24, 12

6. “Customers don't care about your solution.
They care about their problems.”
- Dave McClure
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Monday, September 24, 12

7. Customer psychology is the
gem of a successful startup
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Monday, September 24, 12

8. Persona Development
Project Name: Team Leader Name: Experiment #:
Facts
Person Pain
Factual information State the problem you believe
about your target customer. your target customers have,
that your solution solves for.
Behavior Goals
Existing behavior they exhibit now, What goals are they trying to accomplish
because they don’t have your solution. through the behavior, that your solution will do better?
Friday, July 27, 12
Monday, September 24, 12

9. Get Out of the Building
“No business plan survives
first contact with customers.”
- Steve Blank
Friday, July 27, 12
Monday, September 24, 12

10. What’s the point?
• Uncovers how users think and behave
• Validates assumptions/removes bias
• Shows difference between intent and reality
• Provides direction and data instead of
opinion or speculation
• Provides the ability to inform design
Friday, July 27, 12
Monday, September 24, 12

11. It is NOT
• Multiple Choice Surveys
• Focus Groups
• Your Personal (Biased!) Experience
• Conversations with Friends
Friday, July 27, 12
Monday, September 24, 12

12. Effective Interviewing
Friday, July 27, 12
Monday, September 24, 12

13. Go in with 2 to 3 objectives
and have a real conversation.
Brant Cooper
Know your goals and questions.
Giff Constable
Use a script.
Ash Maurya
Friday, July 27, 12
Monday, September 24, 12

14. Persona Development
Project Name: Team Leader Name: Experiment #:
Facts
Person Pain
Factual information State the problem you believe
about your target customer. your target customers have,
that your solution solves for.
Behavior Goals
Existing behavior they exhibit now, What goals are they trying to accomplish
because they don’t have your solution. through the behavior, that your solution will do better?
Friday, July 27, 12
Monday, September 24, 12

15. Friday, July 27, 12
Monday, September 24, 12

16. Talking to Customers
Exploration
• Who, What, When, Where, Why, How
• Avoid Would
• The more you ask someone to imagine
something, the less you can trust their data
Friday, July 27, 12
Monday, September 24, 12

17. No Selling Allowed
Friday, July 27, 12
Monday, September 24, 12

18. 3 POINT INTERVIEW
1. Do you have [insert specific
problem]? (context)
2. Tell me about the time you dealt with
this problem? (story)
3. What’s your ideal solution for this?
(solution)
Friday, July 27, 12
Tuesday, June 12, 2012
Monday, September 24, 12

19. How To Find Customers
1. Interview Strangers on Street
2.Shopping Mall & StarBucks
3.Bored People
4.Craigslist
5.LinkedIn
6.Cold Calls
7.Surveys (For Lead-Gen)
Friday, July 27, 12
Tuesday, June 12, 2012
Monday, September 24, 12

20. EARLY ADOPTERS
“FOAMING AT THE MOUTH”
1. Have the problem
2. Know they have the problem
3. Searched for solution
4. Hacked a solution
5. Paid for a solution
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Tuesday, June 12, 2012
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21. Record Data
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Tuesday, June 12, 2012
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22. How to Record Date
Tuesday, June 12, 2012
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23. How to Record Date
Tuesday, June 12, 2012
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24. Friday, July 27, 12
Monday, September 24, 12

25. Questions?
grace@leanstartupmachine.com
@uxceo
Friday, July 27, 12
Monday, September 24, 12