This keynote presentation is all about validating your user's needs as early as possible in the product management process. You will gain experience in the basics of Customer Development, smart user interviews and how these methods apply to Mobile. Basic concepts, best practices and tools sum up this talk.
2. 0 What to Expect From This Talk
Audience:
people who deal with mobile app development
Content:
research & prototyping
basic concepts
best practices
examples & tools
2@mrclng #MAE2015
3. There are thousands of apps out there that nobody asked for.
How can we make sure we build something people actually need?
3@mrclng
?
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4. There are thousands of apps out there that nobody asked for.
How can we make sure we build something people actually need?
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?
…don’t waste our precious time & money?
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5. once upon a time…
…at a software company
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13. 1 Some Food For Thought
Some Unicorns Might
Be Overvalued, But All
Dinosaurs Gonna Die.
@mrclng
“
Dave McClure,
Founder, 500 Startups
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14. premature deployment
bad idea
lack of user validation
2 A Burning Question
14
Why does most of what we build fail?
lack of funding
bad timing
lack of competence
@mrclng #MAE2015
15. premature deployment
bad idea
lack of user validation
2 A Burning Question
15
Why does most of what we build fail?
lack of funding
bad timing
lack of competence
@mrclng #MAE2015
if you validate early enough, you can hardly waste any money
17. 17
Hi, I’m Marc
…and I am an efficiency advisor
@mrclng + startups, + multinationals…
18. 18
Marc C. Lange there’s supposed to be a video playing underneath this. if it doesn’t: blame keynote/adobe acrobat (;
Product Strategy, UX, Business Acceleration,
3x Founder, Google Expert & Google Design Sprint Master
@mrclng
19. 19
Hi, I’m Marc
…and I bring innovations to markets
@mrclng + startups, + multinationals…
no excuses: mobile is made for customer development
20. “I know the customer problem” and “I know the features to build”
are rarely true at the beginning of planning software
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!
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2
27. customer development
aka how to find out what to build and how to built it
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3
no excuses: mobile is made for customer development
29. The three phases of Customer Discovery:
1. Problem-Solution fit: validate with prospects that you solve their problem to the degree
that they will buy it
2. MVP: build an MVP/a product that achieves (1) above and have it validated with
prospects
3. Sales Funnel: establish the customer's buying process & what you have to do to move
your customer through the funnel
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3 Customer Development: Customer Discovery
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30. The scientific method:
1. observe and describe a phenomenon (pain)
2. formulate a causal hypothesis to explain the phenomenon
3. use a hypothesis to predict the results of new observations
4. measure prediction performance based on experimental tests
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observe -> formulate -> predict -> test -> learn -> repeat
3 Customer Development: Customer Discovery
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31. 3 Customer Development Works for Features, too
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what & who how onboarding
32. 3 Customer Development Works for Features, too
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what & who how onboarding
35. Customer interview dos & don’ts:
1. have a domain expert on your team
2. observe, study, then ask - avoid the lab
3. ask the right type of questions (H&W)
4. don’t ask wether they like your product
5. write it down & evaluate
6. no false opportunism
7. rinse & repeat continuously
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3.1 Customer Development: Customer Interviews
36. compared to your users
you know nothing about your users
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3.1
don’t ask them wether they like your product
40. 3.2 MVP
minimum viable product:
helps you test demand
does not have to be a feature, yet
does not have to be software
≠ your ‘final’ feature or app
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41. 3.2 MVP
A minimum viable product (MVP) is not necessarily the smallest
product imaginable, but whatever helps entrepreneurs start the
process of learning [from their customers] as quickly as possible.
#GoogleLaunchpad@mrclng
“
Eric Ries,
Author of „The Lean Startup“
42. 3.2 MVP
42
what to build before you test again
paper prototyping
digital prototyping
software prototyping
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observation
user interviews
market analysis
45. 4 New Setup
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Solutions
the
sweet
spot
know
ship
test
plan
interviews, design sprints, analytics, observation
engineering, UX QA + proposed funnels
analytics (track everything!), and interviews
paper prototyping, mock-ups, software, interview
know before you plan, ship only validated features, save a lot of time & money
46. 5 Appendix: Featuritis / Creeping Featurism / Bloatware…
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unnecessary
core
nice to have
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sort all features into these three categories according to your customer development
47. 5 Appendix: Tools, Tools, Tools…
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• qualitative research w/ 8-12 users
• extract what they NEED vs. want
• care about N00bs
• think beyond the words
• get out there
• informal interviews
• interview in teams
• don’t dominate
• OBSERVE
48. 5 Appendix: Tools, Tools, Tools…
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• open questions
• manage silence
• specific vs. wide-open questions
• important: warm-up questions
• have a script
• five „whys“
• don’t pitch!
• prototype vs. presentation
• provide alternatives
49. Thanks…
Ever tried. Ever failed.
No matter. Try again.
Fail again. Fail better.
@mrclng
“
Samuel Beckett,
Author, Nobel Prize winner
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