Download - KISSinsights Customer Development Tactics
Warning: This Talk Contains Actual Tactics
KISSinsights Case Study
Cindy AlvarezWeb 2.0 Expo • May 3, 2010
Where Do I Start?
• Get a Hypothesis (and write it down)
• 2-Pronged Validation• Figure Out What You Want to
Learn• Iterate on Your Interview• Just Build It• What will it take for someone to
pay you $?
Get A Hypothesis
My hypothesis is that ____________ people have a problem doing ____________.
Hypothesis for KISSinsights
My hypothesis is that product manager type people have a problem doing fast/effective/frequent customer research.
The 2 Big Questions
Is this a recognizable, interesting pain?
Where exactly is the pain?
2-Pronged Validation
BUY NOW
splash page
survey
“so, tell me about how you do _____...”
Interviews Are Features, Too
PLAN
DOASSESS
What Should You Be Learning?
• What are they doing now? (This is YOUR COMPETITION.)
• What are other tools leaving on the table?
• Who is involved?• How frequent / severe is the pain?• Whatever else your customer thinks
is IMPORTANT enough to COMPLAIN about
The customer is the expert, you’re just a notetaker.
If you could wave a magic wand, what would you be able to do?”
“
Iterating on the Interview
•What was interesting / surprising?
•Kill the yes/no questions•Don’t agree with the customer
•Silence is good•Validate or contradict
Learnings That Became KISSinsights
• What are they doing now? Mostly going without customer research.
• What are other tools leaving on the table? Privacy, targeting controls.
• Who is involved? Product manager, reluctant developer.
• How frequent / severe is the pain? Constant - “whenever we make decisions on what to build”
• IMPORTANT enough to COMPLAIN? Hate writing, don’t know where to start, hate having to ask developer to change site
The Numbers
• ~20 interviews (15-20 minute phone calls)
• 3 scrappy user tests (15-20 minute face-to-face with paper prototypes)
• 2 splash pages (Facebook Ads, StumbleUpon traffic)
• Hacky MVP on KISSmetrics.com• 8 “alpha testers”
Just Build It
“It’s a very ‘M’ MVP.” - Cindy Alvarez, to Hiten Shah
Internal MVP: 2 daysPublic MVP: 2 months1400+ signups (so far)
What Does It Take to Get Paid?
InterestInstallation
GratificationValue
Pay
Thank You!
@KISSmetrics @cindyalvarez