Empathic Validation

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

Transcript

1. Empathic Product Validation Traversing the problem and solution space
2. Empathy, the ability to understand and share the feelings of another.
4. Hi, I’m Noble Alumni Board GLASSHOLE
5. “Make something you understand that delights and addresses unmet needs.” You DON’T HAVE to change the world. [http://www.paulgraham.com/good.html]
6. “Start with the customer experience and work backwards to the tech.” Steve Jobs
7. Market Product Problem & Solution space Hypothesis Rework reduction
8. Suffer through the pain What users see, feel, and experience, is human & builds domain expertise
9. Validating a self driving robot butler empathically
10. Meet Pennyworth The adorable Golf concierge You can summon with an app. Rover credit: Starship [starship.xyz] Thats me!
11. An actual Delivery rover called Starship. Competition Image credit www.starship.xyz
12. 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
13. Finding your target persona through user research screenings, user interviews. Tip • Golf/Country Clubs • Hospitality Managers • Golfers • Craigslist* • Your network* Problem Space
14. Users make ideas evolve, they fuel your product market fit. The environment is always changing Let go, to learn. Problem Space
15. Our Persona We’ve found our persona, mission accomplished? Rover credit: Starship [starship.xyz] Problem Space
16. 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
17. 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
18. Visualizing Value max growth 50 100 100 Satisfaction Importance Problem Space
19. Credit: Google Ventures Problem Space
20. The landscape Unmet needs of a resort manager? Unmet needs of a golfer? Rover credit: Starship [starship.xyz] Problem Space
21. 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
22. 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
23. 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
24. 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
25. Low > Medium Fidelity Prototypes Solution Space
26. Golden Path Stock Rover Receive Order Dispatch Rover Confirm sale ❤ See Move Communicate Software Hardware Solution Space
27. Reality. Tip • Medium/High Fidelity Prototype • Focuses on solving problem, not on polish...yet Solution Space
28. 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
29. “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
30. 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
31. Measuring user satisfaction and delight after launch with empathic feature validation Solution Space
32. Empathic Product Validation in the real world. Slack and Do Not Disturb
33. Empathic Product Validation in the real world. iPhone Camera and Black Skin
34. Let be more empathic in our problem and solution space phases to understand and address real human needs.
35. Tech Entrepreneurship Courses
36. MVP ≠ Minimum Viable Prototype M❤P === “Minimum Loveable Product” Solution Space
37. +nobleackerson @nobleackerson /founder-in-the-trenches /c/nobleackerson Lost Explorers Tech Talks
38. 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