The document discusses customer development and its importance in building products people want. It describes customer development as getting real user feedback through testing prototypes and minimum viable products, rather than just asking people what they want. This allows for evidence-based learning through iterative design and helps ensure only minimal resources are wasted. An example is given of how Skype adapted its education product based on observing teacher beta users. The benefits of this continuous learning process are said to outweigh the challenges.

2. THE LEAN AGENCY

3. HOW WE GOT HERE

4. CONOR

5. CATH

6. OUR
ROLES

7. BEING A
DESIGNER
AT MxM

8. BEING A
STRATEGIST
AT MxM

9. CUSTOMER DEVELOPMENT

10. WHY DO WE DO
CUSTOMER DEVELOPMENT?

11. “Life’s too short to build
something nobody wants”
- Ash Maurya

12. CUSTOMER DEVELOPMENT
OTHER FORMS OF QUALITATIVE
& ETHNOGRAPHIC RESEARCH

13. IT’S NOT ABOUT

14. SHADOWING OTHER PEOPLE
CURRENT BEHAVIOUR
ASKING PEOPLE WHAT THEY WANT
PROVING ONE IDEA RIGHT
AND ANOTHER THING WRONG

15. THIS IS VALID RESEARCH BUT
CUTOMER DEVELOPMENT IS ABOUT

16. GETTING PEOPLE’S RESPONSES
TO REAL ARTEFACTS

18. GETTING PEOPLE TO
USE THINGS

20. TESTING HYPOTHESES

21. EVIDENCE BASED LEARNING

22. INTUITION ITERATION

23. YOU HAVE TO DO IT YOURSELF
YOU’RE THE ONE LEARNING

24. BUILDING SOMETHING PEOPLE WANT
WITH MINIMAL WASTE

25. DESIGN’S ROLE IN
CUSTOMER DEVELOPMENT

26. “Indifference towards people
and the reality in which they
live is actually the one and
only cardinal sin in design”
- Dieter Rams

27. INSIGHT INFORMED DESIGN
RESEARCH DRIVEN DESIGN

28. IT’S NOT ABOUT PROOF

29. YOU CAN’T BE PRECIOUS

30. YOU MUST ITERATE

31. CASE STUDY
SKYPE IN THE CLASSROOM

33. SKYPE CAME TO US WITH
A COMMUNICATIONS BRIEF

36. WE GOT IT
WRONG

37. SO WE GOT
OUT OF THE BUILDING

42. WE LAUNCHED
A BETA IN 4 WEEKS

46. WE WATCHED WHAT
TEACHERS WERE DOING

49. IT’S ABOUT
CONTINUOUS LEARNING

50. THERE ARE CHALLENGES
TO THIS WAY OF WORKING

51. BUT THE BENEFITS OUTWEIGH
THE CHALLENGES

52. @OHRWORM
@CONORDELAHUNTY