Stop Building and Talk to People

Building production-quality software is the most expensive way to validate your ideas. This workshop covers the essentials of customer discovery - validating problems and opportunities through customer interviews so that you can focus on the right problems that really matter to your customers.

Transcript

1. regan davis regandavis.com stop building (and talk to people)
2. regan davis product leader from chicago, il HISTORY Director of Product @ SpotHero VP of Product @ Jellyvision VP of Product @ info.com regandavis.com
3. inconvenient truths (credit: Marty Cagan) regandavis.com
4. inconvenient truths (not Marty Cagan) (credit: Marty Cagan) regandavis.com
5. truth #1 At least half of our ideas are just not going to work. regandavis.com (credit: Marty Cagan)
6. truth #1 At least half of our ideas are just not going to work. valuable usable feasible viable not regandavis.com (credit: Marty Cagan)
7. truth #1 At least half of our ideas are just not going to work. truth #2 It takes 5-7 iterations to achieve the expected value. regandavis.com (credit: Marty Cagan)
8. FAILURE 42% of startups’ no market need (credit: CB Insights) regandavis.com is due to
9. (credit: Lean Startup) regandavis.com
10. is the most expensive way to test your idea. regandavis.com building production-quality software
11. is the most expensive way to test your idea. regandavis.com building production-quality software cheap by comparison research is
12. (credit: Design Thinking, British Design Council) regandavis.com double diamond Problems Solutions
13. how to talk to people regandavis.com
14. people are liars* *(but, like, nice liars)
15. (credit: Teresa Torres, Product Talk) regandavis.com ladder of evidence Time and Effort Value of Learning
16. (credit: Teresa Torres, Product Talk) regandavis.com ladder of evidence Time and Effort Value of Learning listen specific stories of the past what they’ve done in the past what they would do
17. (credit: Teresa Torres, Product Talk) regandavis.com ladder of evidence Time and Effort Value of Learning listen specific stories of the past what they’ve done in the past what they would do watch observe them in a real-life instance ask to show you what they did
18. is better than the future regandavis.com past
19. is better than the future regandavis.com past
20. is better than the future regandavis.com past Accurate & Predictive
21. is better than the future regandavis.com past “Would you be interested in this product?” (credit: Teresa Torres, Product Talk)
22. is better than the future regandavis.com past “Would you be interested in this product?” “Have you ever paid for a service like this? (credit: Teresa Torres, Product Talk)
23. tell me a story
24. research what we need to learn into what we ask to elicit stories that illustrate what we need to learn interview questions (credit: Teresa Torres, Product Talk) regandavis.com research questions interview questions translate
25. (credit: Teresa Torres, Product Talk) regandavis.com Outcome: Increase Engagement What keeps people engaging in Netflix today? What prevents people from engaging? research questions
26. What keeps people engaging in Netflix today? What prevents people from engaging? (credit: Teresa Torres, Product Talk) regandavis.com research questions interview questions Outcome: Increase Engagement Tell me about the last time you watched Netflix.
27. (credit: Teresa Torres, Product Talk) regandavis.com Learnings: • People stop watching bc they run out of things to watch. Goal for this round: • You want to learn how other people choose what to watch next.
28. (credit: Teresa Torres, Product Talk) regandavis.com research questions interview questions Learnings: • People stop watching bc they run out of things to watch. listen for…
29. b2b techniques
30. user buyer
31. tips and tricks regandavis.com
32. don’t explain don’t speak regandavis.com
33. don’t explain regandavis.com
34. bring a friend regandavis.com
35. sourcing interviews regandavis.com
36. regandavis.com Remote ethn.io Quaraloo Usabilia UserInterviews.com
37. regandavis.com Remote ethn.io Quaraloo Usabilia UserInterviews.com In-Person Craigslist Starbucks, street corners, waiting in line for a concert
38. people are liars*
39. regandavis.com ask multiple-choice questions try not to lead to one “right” answer target behaviors, not just demographics screener (credit: userinterviews.com)
40. be upfront, honest, & kind. regandavis.com
41. recording requires consent regandavis.com (app: otter.ai) “Are you comfortable with me recording this conversation so that we can refer to it later? We won’t plan on sharing any of your statements outside of [our company].”
42. develop themes regandavis.com
43. regandavis.com rainbow report
44. regandavis.com Barrier Themes How Might We…? MVP Priority? People finish a series, have nothing new to watch • Transition them to another series seamlessly? • Recommend something they’ll love next? No Prospect customers overwhelmed by plan options • Simplify the decision to get started? • Remove the fear of making a wrong decision? Yes New customers don’t know where to start • Start them with a great series they’ll love? • Teach them how to use the system? • Make it easy to stop something and choose something different? Yes affinity clusters
45. recap regandavis.com
46. (credit: Design Thinking, British Design Council) regandavis.com double diamond Problems Solutions
47. (credit: Teresa Torres, Product Talk) regandavis.com ladder of evidence Time and Effort Value of Learning listen specific stories of the past what they’ve done in the past what they would do watch observe them in a real-life instance ask to show you what they did
48. tell me a story
49. regandavis.com Remote ethn.io Quaraloo Usabilia UserInterviews.com In-Person Craigslist Starbucks, street corners, waiting in line for a concert
50. be upfront, honest, & kind. regandavis.com
51. regandavis.com
52. questions? NEXT STEPS regandavis.com/speaker regandavis.com/feedback regan@regandavis.com regandavis.com download feedback contact