sffi customer development: kate rutter

8/13/2019 SFFI Customer Development: Kate Rutter

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@katerutter | luxr.co | Founder Institute SF | NOV 25, 2013

From cold-sweat questions

to hot validated learning

{or, Customer Development

= awesome}

MONDAY, NOV 25, 2013




Kate Rutter

Co-Founderwww.luxr.co

TWEET!

@katerutter

@luxrco

Luxr makes tools to help startups

deliver products that people want,

need & love to buy.




I am not an expert on your business.

You are.

My goal is to help you explorewhat ideas solve real

problems for humans...

so you can validate them andmove them forward.

What to expect...




“But the code validated!”

“The design was brilliant.

It just never launched.”

“We made an amazing thing.

But nobody wanted it.”

Recognizing Startup Failure










F A I L










w a s t e




Lean Startup

Agile & UX

Customer Development

New approaches




The big idea...

Get outof the

building!




How do I

know itdoesn’t suck?

so...

I have aproduct.




W h o w i l l u s e t h i s

?

cold-sweat questions

W h y w i l l t h e y c a r e ?

W ha t can i t

do

t ha t peop le w i l l pa y for?

W h a t f e

a t u r e s

a r e m o s t

i m p o r t

a n t ?How doeseverythingfit together ?





?

cold-sweat questions


W ha t can i t

do


W h a t f e

a t u r e s

a r e m o s t

i m p o r t

a n t ?How doeseverythingfit together ?





?

with a bit of tweaking...


W ha t can i t

do


W h a t f

e a t u r e s

a r e m o s t

i m p o r t a

n t ?How doeseverything fit together ?




Who is it for?

Questions == Stack

Why does it matterto them?

What can they do thatthey couldn!t do before?

What features do theyneed to do that?

How do those limitedfeatures fit together?

users needs &

goals

uses

features product,brand & voice




Who is it for?

Questions == Stack





users needs &

goals

uses

features product,brand & voice




Who is it for?

Questions => Activities





Customerdevelopmentor...user research

Sketches &prototypesbefore UI. Before code.

Experiments,MVPs, Metricsand...usability testing




Who is it for?

Questions => Activities





Customerdevelopmentor...user research

Sketches &prototypesbefore UI. Before code.

Experiments,MVPs, Metricsand...usability testing

Interviews




SSCI

(Super Simplified Customer Interviews)

• Identify who you want to talk to.

• Articulate your hypotheses.

• Jot down conversation prompts.

• Have the conversation

• Debrief!




“Have you ever had ________ experience?”

“Can you tell me the story about that?”

“And then what happened?”

“Why [or how] did you do that?”

“What did you love [or hate] about that?”

“If you could wave a magic wand,

what would it be like?”

Conversation Prompts




After the Interview: Debrief

DUMP (5min, solo)1 idea per sticky

“What I heard”“What I saw”

“What stood out”

SORT (10min, team)

• Collect similar items• Label groups

• Stack duplicates• Note trends and exceptionsValidate or invalidate your hypothesis




Q&A + Discussion




Core Curriculum

Online Workshops

7-week path to greatness for startupentrepreneurs.

Actionable workshops for your most urgentand important problems.

LUXr delivers practical tools to

entrepreneurs worldwide, helping

early-stage entrepreneurs deliverproducts that customers want,

need and love to buy.

http://luxr.co @luxrco

sffi customer development: kate rutter

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