nyu itp lean launchpad customer development deep dive

9
[email protected] ITP / LeanLaunchPad 2014 Customer Development Photos Pain People Place Map Persona MVP Tools to connect customer insights MVP conversions Ajay Revels Design Researcher

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A template for developing personas through to features for MVP, by Advisor Ajay Revels.

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Page 1: NYU ITP Lean LaunchPad Customer Development Deep Dive

[email protected]

ITP / LeanLaunchPad 2014Customer Development

Photos

Pain

People

Place

Map

Persona

MVP

Tools to connect customer insights MVP conversions

Ajay RevelsDesign Researcher

Page 2: NYU ITP Lean LaunchPad Customer Development Deep Dive

[email protected]

ITP / LeanLaunchPad 2014Photos

Pain- kind

- strength

- workarounds

People- interactions

- activities

- tools / devices

Place- home

- public

- work

Explore the activities of People who might be your target.

[email protected]

Page 3: NYU ITP Lean LaunchPad Customer Development Deep Dive

[email protected]

ITP / LeanLaunchPad 2014Pain What is their Pain or Problem?

Page 4: NYU ITP Lean LaunchPad Customer Development Deep Dive

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ITP / LeanLaunchPad 2014People Who has the problem, need or goal?

Role: Type- Task:

- Task:

- Goal:

- Fear:

- Solution:

Role: Type- Task: raise infants, toddlers

- Task: help kids with lessons

- Goal: raise smart kids

- Fear: failure in school.

- Solution: read to kids, flash cards

ITP / LeanLaunchPad 2014

Role: Type- Task:

- Task

- Goal:

- Fear:

-Solution:

PeopleWho has the problem and how bad is it? Project Name

Pain statement

Picture Picture

Page 5: NYU ITP Lean LaunchPad Customer Development Deep Dive

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ITP / LeanLaunchPad 2014Place Where is their problem felt or experienced?

Place: Location- Task: what is taking place?

- Actors: who is participating?

- Tools: what objects are used?

- Time:- when is this place used?

Place: Location- Task:

- Actors:

- Tools:

- Time:-

-

Place: Location- Task:

- Actors:

- Tools:

-Time:-

-

Picture Picture

Project Name

Pain statement

Page 6: NYU ITP Lean LaunchPad Customer Development Deep Dive

[email protected]

Map ITP / LeanLaunchPad 2014

I

PainDescribe the key Pain that

your target audience is

experiencing written from

their POV…”I am not able

to…”. Keep the description

short – one or two

sentences.

personperson

person

person

person

place

person

place

place

place

place

place

place

place

place

place

place

place

1. Fill in

the Pain, the People

you’re exploring and the

Places where they might

experience the Pain.

2. Eliminate

the Places and

People that are

not well connected

to the Pain.

person

Page 7: NYU ITP Lean LaunchPad Customer Development Deep Dive

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ITP / LeanLaunchPad 2014Target Persona (example)Who are we building for?

Business Problem or Observation:

We noticed that when people visit new cities, they

like to find hidden communities who can provide

access to authentic, unique, adventures. Hotel

concierges can provide tours but not local insiders.

Our Hypothesis is:

We believe that [ business travelers ? ]

Have this problem [ can’t find local insiders ]

Which can be solved with [ Insider Finder tool ? ]

And measured by [ # of insider matches? ]

What I do (when I travel)

- Visit NY, Chicago, London monthly

- Book 2-weeks in advance

- Stay at hotels near the client office

- .In meetings all day. Have ½ day free

- Sometimes bring my spouse

What I need / My goals:

Age: 30 + , single or married

Income: $60k / year

Work: I sell copy machines

We’re looking for local mahjong players

in the area. Do you know of any?

- Have fun , not get ripped off

- meet interesting new people

- Play in Mahjong match back home

- Improve my Chinese skills

- Find name, location, expertise, bio

- Read testimonials, reviews

- See costs, availability

Find insiders

Search function

Schedule a tour Communicate with insiders

Insider profile Message dialog

TA

SK

S

FE

AT

UR

ES

M

etr

ic

Tour Scheduler Calendar module

- Ask a question

- Confirm booking and payment

- Exchange info securely

- Review available time slots

- Select from offerings, sign up

- Send item to my calendar

With (product name) Local Insider, (persona name) Jules Eckhart is able to…

# searches / day/ user # clicks / day / user # messages / day / user # selected / day / user # selected / day / user

Page 8: NYU ITP Lean LaunchPad Customer Development Deep Dive

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ITP / LeanLaunchPad 2014Initial Idea (MVP)What should we build first?

- Find name, location, expertise, bio

- Read testimonials, reviews

- See costs, availability

Find “Insiders”

Communicate with “Insiders”

- Ask a question

- Confirm booking and payment

- Exchange info securely

Schedule a tour

- Review available time slots

- Select from offerings, sign up

- Send item to my calendar

- Watch video or demo

- Sign up for a newsletter or email

- Take a survey and provide email

Indicate my interest in service Landing page

Service prototype

Jules Eckhart need Jules Eckhart Tasks MVP Feature

Message mock up

New MVP idea

Conversion

• CAC through lo

fi marketing test

• % uniques to

conversion

New Task

- describe what Jules would do

- text

Age: 30 + , single or married

Income: $60k / year

Work: I sell copy machines

We’re looking for local mahjong players

in the area. Do you know of any?

• Engagement

rates

• % uniques to

conversion

• % sign up vs.

uniques

• % sign up vs.

video/demo

Page 9: NYU ITP Lean LaunchPad Customer Development Deep Dive

[email protected]

Strategic design researcher with 14 years expertise in

leading fieldwork to uncover business & customer insights

and translating them into holistic digital experiences across

mobile devices, kiosks, web and offline services.

[email protected]

Bio: Ajay Revels

Airports, universities,

hospitals, trading floors,

banks, hedge funds,

consumer trade shows,

news rooms and private

homes in the US, Britain

and Japan.

Where I workEthnographic observations,

interviews, process mapping,

sketching, games, experience

modeling, participatory

design, iterative LeanUX

experiments, Agile stories and

design validation.

What I doWho I work withProduct owners, user

experience designers,

developers, data analysts,

market researchers and

other stakeholders in

enterprises, non-profits

and startups.