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Empathic Validation

Noble Ackerson
September 25, 2016

Empathic Validation

Empathic Product Validation & Design.
How experiencing and feeling your users pain empowers you to create lovable things.

Noble Ackerson

September 25, 2016
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  1. Empathic Product
    Validation
    Traversing the problem and solution space

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  2. Empathy, the ability to
    understand and share the
    feelings of another.

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  3. Hi, I’m Noble
    Alumni Board
    GLASSHOLE

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  4. “Make something you
    understand that delights and
    addresses unmet needs.”
    You DON’T HAVE to change the world.
    [http://www.paulgraham.com/good.html]

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  5. “Start with the customer
    experience and work
    backwards to the tech.”
    Steve Jobs

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  6. Market Product
    Problem & Solution space
    Hypothesis Rework reduction

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  7. Suffer through the pain
    What users see, feel, and
    experience, is human &
    builds domain expertise

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  8. Validating a self
    driving robot butler
    empathically

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  9. Meet Pennyworth
    The adorable Golf concierge
    You can summon with an app.
    Rover credit: Starship [starship.xyz]
    Thats me!

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  10. An actual
    Delivery
    rover called
    Starship.
    Competition
    Image credit www.starship.xyz

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  11. Problem Space
    Now for some fun:
    ➔ Let’s find our target audience
    Trust your intuitions about people
    ➔ Meeting underserved needs
    Ideas are cheap, execution is scarce
    ➔ Value Proposition
    Insights inform value statement
    ➔ Start with the Golden Path
    Focusing the key user journey
    ➔ Build > Learn > Measure
    Testing and improving the Golden Path

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  12. Finding your target
    persona through user
    research screenings,
    user interviews.
    Tip
    ● Golf/Country Clubs
    ● Hospitality Managers
    ● Golfers
    ● Craigslist*
    ● Your network*
    Problem Space

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  13. Users make ideas
    evolve, they fuel
    your product market
    fit. The environment is
    always changing
    Let go, to
    learn.
    Problem Space

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  14. Our Persona
    We’ve found our persona,
    mission accomplished?
    Rover credit: Starship [starship.xyz]
    Problem Space

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  15. Problem Space
    Now for some fun:
    ➔ Let’s find our target audience
    Trust your intuitions about people
    ➔ Meeting underserved needs
    Ideas mostly suck, research...research
    ➔ Value Proposition
    Insights inform value statement
    ➔ Start with the Golden Path
    Focusing the key user journey
    ➔ Build > Learn > Measure
    Testing and improving the Golden Path

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  16. Importance vs Satisfaction
    What business are we in?
    Plot this with logistic regression ML algorithms or the Kano model
    Tip
    ● Don’t be led astray
    by not identifying
    the right customer
    ● Discover addl value
    (Manager: Better
    service for example)
    Problem Space

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  17. Visualizing Value
    max growth
    50
    100
    100
    Satisfaction
    Importance
    Problem Space

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  18. Credit: Google Ventures
    Problem Space

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  19. The landscape
    Unmet needs of a resort manager?
    Unmet needs of a golfer?
    Rover credit: Starship [starship.xyz]
    Problem Space

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  20. Solution Space
    Now for some fun:
    ➔ Let’s find our target audience
    Trust your intuitions about people
    ➔ Meeting underserved needs
    Ideas are cheap, execution is scarce
    ➔ Value Proposition
    Insights inform value statement
    ➔ Start with the Golden Path
    Focusing the key user journey
    ➔ Build > Learn > Measure
    Testing and improving the Golden Path

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  21. Value position “user story”
    For (target customer) who
    (problem) our (name) is (solution)
    that provides (benefit). Unlike
    (competition), our product
    (competitive differentiation)
    Credit: Geoffrey Moore
    Solution Space

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  22. Value Statement Framework
    For golf club managers who want
    to reduce cost of concessionaires,
    Pennyworth is a robot that delivers
    goods to resort patrons. Unlike
    Starship ...
    Solution Space

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  23. Solution Space
    Now for some fun:
    ➔ Let’s find our target audience
    Trust your intuitions about people
    ➔ Meeting underserved needs
    Ideas are cheap, execution is scarce
    ➔ Value Proposition
    Insights inform value statement
    ➔ Start with the Golden Path
    Focusing the key user journey
    ➔ Build > Learn > Measure
    Testing and improving the Golden Path

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  24. Low > Medium Fidelity Prototypes
    Solution Space

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  25. Golden Path
    Stock Rover Receive Order Dispatch Rover Confirm sale

    See Move Communicate
    Software Hardware
    Solution Space

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  26. Reality.
    Tip
    ● Medium/High
    Fidelity Prototype
    ● Focuses on solving
    problem, not on
    polish...yet
    Solution Space

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  27. Reality.
    Tip
    ● Medium/High
    Fidelity Prototype
    ● Focuses on solving
    problem, not on
    polish...yet
    Image credit: dailydot.com/unclick/8-year-old-golfer-drone-video

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  28. “Don’t make something unless it is
    both necessary and useful; but if
    it is both necessary and useful,
    don’t hesitate to make it
    beautiful”
    Shaker Design Philosophy

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  29. Solution Space
    Now for some fun:
    ➔ Let’s find our target audience
    Trust your intuitions about people
    ➔ Meeting underserved needs
    Ideas are cheap, execution is scarce
    ➔ Value Proposition
    Insights inform value statement
    ➔ Start with the Golden Path
    Focusing the key user journey
    ➔ Build > Learn > Measure
    Testing and improving the Golden Path

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  30. Measuring user satisfaction
    and delight after launch
    with empathic feature
    validation
    Solution Space

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  31. Empathic Product
    Validation in the real
    world.
    Slack and Do Not
    Disturb

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  32. Empathic Product
    Validation in the real
    world.
    iPhone Camera and
    Black Skin

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  33. Let be more empathic in our
    problem and solution space
    phases to understand and address
    real human needs.

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  34. Tech Entrepreneurship Courses

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  35. MVP ≠ Minimum Viable Prototype
    M❤P === “Minimum Loveable Product”
    Solution Space

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  36. +nobleackerson
    @nobleackerson
    /founder-in-the-trenches
    /c/nobleackerson
    Lost Explorers Tech Talks

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  37. Good luck!
    ➔ HEART Framework
    https://goo.gl/qxZH2m
    ➔ Kano Model
    https://goo.gl/181lEi
    ➔ Slack DND
    https://goo.gl/14Co03
    ➔ Kodak Camera & Racial Bias
    http://goo.gl/o3T1He
    ➔ Original Medium Post
    https://goo.gl/jWG0j9

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