So you’re building a new product, eh? You’re all ready to hit the terminal and get coding? But how do you know what you’re building is something your users actually want to buy? In this product development-themed presentation, we’ll go through a three-part process called The Hook that allows you to: Target a specific customer-set. Learn how to design a product that will solve their problem Make the product a habitual part of your new users’ lives. Based on Nir Eyal's (http://nirandfar.com) Hooked model.

1. Lean Product
Development
Building Something UsersWant
to Buy
Asking
the
Right
Ques.ons
Aus.n
W.
Gunter
Aus$n
W.
Gunter
Content
+
Community
@aus.ngunter
email:
aus.n@wpengine.com
Monday, August 12, 13

2. Aus$n
W.
Gunter
Content
+
Community
@aus.ngunter
email:
aus.n@wpengine.com
Monday, August 12, 13

3. INTRODUCTION
As
a
WordPress
entrepreneur,
your
goal
is
to
build
amazing
things
that
will
make
the
world
a
beDer
place
or
change
people’s
lives,
and
hopefully,
that
means
they’ll
want
to
pay
you
for
the
experience.
There’s
a
way
to
analyze
customer
behavior
before
you
ever
write
a
line
of
code
to
make
sure
your
customers
want
what
you’re
building.
The
goal
of
this
talk
is
to
challenge
your
assump5ons.
We’ll
cover
a
four-­‐part
process
developed
to
understand
why
people
use
soKware
products,
and
how
they
become
deeply
ingrained
in
people’s
lives.
Aus$n
W.
Gunter
Content
+
Community
@aus.ngunter
email:
aus.n@wpengine.com
Monday, August 12, 13

4. Aus$n
W.
Gunter
Content
+
Community
@aus.ngunter
email:
aus.n@wpengine.com
Monday, August 12, 13

5. Aus$n
W.
Gunter
Content
+
Community
@aus.ngunter
email:
aus.n@wpengine.com
Monday, August 12, 13

6. Aus$n
W.
Gunter
Content
+
Community
@aus.ngunter
email:
aus.n@wpengine.com
Monday, August 12, 13

7. Aus$n
W.
Gunter
Content
+
Community
@aus.ngunter
email:
aus.n@wpengine.com
Monday, August 12, 13

8. Aus$n
W.
Gunter
Content
+
Community
@aus.ngunter
email:
aus.n@wpengine.com
• Target a specific customer-set
• Design a product that will solve
their problem
• Become habit-forming
Monday, August 12, 13

9. Aus$n
W.
Gunter
Content
+
Community
@aus.ngunter
email:
aus.n@wpengine.com
• Target a specific customer-set
• Design a product that will solve
their problem
• Become habit-forming
A Repeatable Process
Monday, August 12, 13

10. STEP 1
What’s
the
Trigger?
STEP 2
What
Ac.on
is
required?
STEP 3
How
does
the
product
Reward?
Aus$n
W.
Gunter
Content
+
Community
@aus.ngunter
email:
aus.n@wpengine.com
STEP 4
What’s
the
Commitment
or
Investment?
Monday, August 12, 13

11. Hooked Process
STEP 1
What’s
the
Trigger?
STEP 2
What
Ac.on
is
required?
STEP 3
How
does
the
product
Reward?
Aus$n
W.
Gunter
Content
+
Community
@aus.ngunter
email:
aus.n@wpengine.com
STEP 4
What’s
the
Commitment
or
Investment?
Monday, August 12, 13

12. Aus$n
W.
Gunter
Content
+
Community
@aus.ngunter
email:
aus.n@wpengine.com
Monday, August 12, 13

13. Aus$n
W.
Gunter
Content
+
Community
@aus.ngunter
email:
aus.n@wpengine.com
Monday, August 12, 13

14. Aus$n
W.
Gunter
Content
+
Community
@aus.ngunter
email:
aus.n@wpengine.com
A d d i c t i o n s v s . H a b i t s
Monday, August 12, 13

15. Aus$n
W.
Gunter
Content
+
Community
@aus.ngunter
email:
aus.n@wpengine.com
External or Internal
Step One:The Trigger
Monday, August 12, 13

16. Aus$n
W.
Gunter
Content
+
Community
@aus.ngunter
email:
aus.n@wpengine.com
•The Tribe
•The Hunt
•Sex
Monday, August 12, 13

17. Aus$n
W.
Gunter
Content
+
Community
@aus.ngunter
email:
aus.n@wpengine.com
Step Two:The Action
Interacting with the Product
Monday, August 12, 13

18. Aus$n
W.
Gunter
Content
+
Community
@aus.ngunter
email:
aus.n@wpengine.com
Motivation and Ability
Monday, August 12, 13

19. Aus$n
W.
Gunter
Content
+
Community
@aus.ngunter
email:
aus.n@wpengine.com
Step Three: Commitment
Monday, August 12, 13

20. Aus$n
W.
Gunter
Content
+
Community
@aus.ngunter
email:
aus.n@wpengine.com
Monday, August 12, 13

21. Aus$n
W.
Gunter
Content
+
Community
@aus.ngunter
email:
aus.n@wpengine.com
Step Four:Variable Rewards
Monday, August 12, 13

22. Aus$n
W.
Gunter
Content
+
Community
@aus.ngunter
email:
aus.n@wpengine.com
Step Four:Variable Rewards
Monday, August 12, 13

23. 18
Monday, August 12, 13

24. Aus$n
W.
Gunter
Content
+
Community
@aus.ngunter
email:
aus.n@wpengine.com
•The Tribe
•The Hunt
•Sex
Monday, August 12, 13

25. Aus$n
W.
Gunter
Content
+
Community
@aus.ngunter
email:
aus.n@wpengine.com
Interviewing Customers
Monday, August 12, 13

26. AustinW. Gunter
Content + Community
@austingunter
email: austin@wpengine.com
The Audience: Who Are they?
• 30-50 Potential Customers
• 8-10 Questions
• A Spreadsheet
Monday, August 12, 13

27. Aus$n
W.
Gunter
Content
+
Community
@aus.ngunter
email:
aus.n@wpengine.com
External or Internal
Step One:The Trigger
Monday, August 12, 13

28. Aus$n
W.
Gunter
Content
+
Community
@aus.ngunter
email:
aus.n@wpengine.com
Trigger Questions
• When would you use this?
• How does this solve a problem
for you?
• Are there times you wish you
had something that solved this
problem?
Monday, August 12, 13

29. Aus$n
W.
Gunter
Content
+
Community
@aus.ngunter
email:
aus.n@wpengine.com
Step Two:The Action
Interacting with the Product
Monday, August 12, 13

30. Aus$n
W.
Gunter
Content
+
Community
@aus.ngunter
email:
aus.n@wpengine.com
Action Questions
• How hard was it to use the
product for the first time?
• Did you have to search on
Google for anything before
it worked?
• Did the product do what you
expected it to?
Monday, August 12, 13

31. Aus$n
W.
Gunter
Content
+
Community
@aus.ngunter
email:
aus.n@wpengine.com
Step Three: Commitment
Monday, August 12, 13

32. Aus$n
W.
Gunter
Content
+
Community
@aus.ngunter
email:
aus.n@wpengine.com
Commitment Questions
• Would you recommend this
to your friends?
• What was the part you hated
the most about the product?
• If this product were free
would you use it?Would you
pay $10 per month for it?
Monday, August 12, 13

33. Aus$n
W.
Gunter
Content
+
Community
@aus.ngunter
email:
aus.n@wpengine.com
Step Four:Variable Rewards
Monday, August 12, 13

34. Aus$n
W.
Gunter
Content
+
Community
@aus.ngunter
email:
aus.n@wpengine.com
Step Four:Variable Rewards
Monday, August 12, 13

35. Aus$n
W.
Gunter
Content
+
Community
@aus.ngunter
email:
aus.n@wpengine.com
Variable Reward Questions
Monday, August 12, 13

36. Aus$n
W.
Gunter
Content
+
Community
@aus.ngunter
email:
aus.n@wpengine.com
Variable Reward Questions
•What did you expect from
using the product?
•How did the product live up to
your expectations?
•When you had finished, did
you achieve what you
intended to?
Monday, August 12, 13

37. 30
Aus$n
W.
Gunter
Content
+
Community
@aus.ngunter
email:
aus.n@wpengine.com
Monday, August 12, 13

38. Aus$n
W.
Gunter
Content
+
Community
@aus.ngunter
email:
aus.n@wpengine.com
Monday, August 12, 13

39. THANKYOU
Aus$n
W.
Gunter
Content
+
Community
@aus.ngunter
email:
aus.n@wpengine.com
Monday, August 12, 13

40. Aus$n
W.
Gunter
Content
+
Community
@aus.ngunter
email:
aus.n@wpengine.com
Monday, August 12, 13