My presentation on Customer Discovery and Lean Startup basics for Lean Startup Helsiniki meetup.

1. Talk to the Humans!
Customer Discovery Workshop
@leancircle
#leanstartup

2. Tristan Kromer
LUXr.co
@TriKro

3. About LUXr
LUXr’s mission is to educate early-stage entrepreneurs on
effective practices to deliver products that customers want,
need and love to buy.
Residency Core Workshops Advising
Curriculum
8 weeks to Learning products Core concepts and Coaching &
awesome for for accelerators & hands-on activities guidance for teams
early-stage teams. startup teams. for everyone. going at lightspeed.
LUXr • 3435 Cesar Chavez
San Francisco, CA • 94110
info@luxr.co • http://luxr.co • twitter: @luxrco
Janice Fraser, Founder & CEO [janice@luxr.co • @clevergirl ]
Jason Fraser, Co-Founder & Operations Lead [jason@luxr.co ]
Kate Rutter, Co-Founder & Designer [kate@luxr.co • @katerutter ]
LUXR.CO AUGUST 2012

4. Disclaimer
I am not an expert in your business.
Only you can be the expert
in your business.
My job is:
• to ask the unasked questions;
• to challenge assumptions;
• and give you tools to succeed.

5. Don’t go to market,!
maximize learning"
Learn" Execute"
P/MF"
Steve Blank Eric Ries

6. Don’t go to market,!
maximize learning"
Learn" Execute"
P/MF"
Steve Blank Eric Ries

7. Don’t go to market,!
maximize learning"
Learn" Execute"
P/MF"

8. Don’t go to market,!
maximize learning"
Learn" Execute"
P/MF"

9. Don’t go to market,!
maximize learning"
Learn" Execute"
P/MF"

10. Don’t go to market,!
maximize learning"
Learn" Execute"
P/MF"

17. Talk to the humans!

18. Why bother?

19. I have data!

24. Clicks ≠ Engagement

25. Data ≠ Information

26. Qualitative Data makes
Quantitative Data
ACTIONABLE

27. Janice Fraser
LUXr.co

34. product

35. product UI

36. product UI

37. Type of User Research
quant qual
Generative
Evaluative

38. Type of User Research
quant qual
Generative
Optimizely•
Analytics•
Evaluative A/B Testing•
Key Metrics•

39. Type of User Research
quant qual
Generative
Optimizely•
Analytics•
Evaluative A/B Testing•
Key Metrics•

40. Type of User Research
quant qual
Generative
Optimizely•
Analytics•
Evaluative A/B Testing•
Usability
Key Metrics•

41. Type of User Research
quant qual
Generative
Optimizely• •Hallway usability
Analytics• •remote
Evaluative A/B Testing•
Usability
Key Metrics•

42. Type of User Research
quant qual
Generative surveys
Optimizely• •Hallway usability
Analytics• •remote
Evaluative A/B Testing•
Usability
Key Metrics•

43. Type of User Research
quant qual
Generative surveys
Optimizely• •Hallway usability
Analytics• •remote
Evaluative A/B Testing•
Usability
Key Metrics•

44. Type of User Research
quant qual
• Contextual Inquiry
(Byer & Holzblatt)
• Mental Models (Indi Young)
Generative surveys
•Interviews
•Starbucks
Optimizely• •Hallway usability
Analytics• •remote
Evaluative A/B Testing•
Usability
Key Metrics•

45. Quantitative vs. Qualitative
Do people use it? How should I design the new one?
Which is better? Why won’t people use it?
Did we do the right thing? What’s wrong with this?
Are these results good? How could I make this better?
Are we making progress? Why do people do that?
What do people love about it?
How can I improve conversion?
Why is there dropoff?
What do they think this should do?
CLOSED questions OPEN questions

46. Tools Landscape
ANALYTICS CONVERSION TESTING UNMODERATED TESTS
Google Analytics Unbounce WITH VIDEO
KISS Metrics Optimizely Usertesting.com
Mixpanel TryMyUI
Flurry Userlytics
LocalLytics WhatUsersDo
Stats Mix Loop11
HEAT MAPPING MESSAGE RECALL MICRO USABILITY
Crazy Egg ClueApp Navflow
Click Tale FiveSecondTest Usabilia
Clicktest
Verify
Intuition HQ
UserZoom

51. #1

52. #2

53. #3

62. DEMOGRAPHICS

63. DEMOGRAPHICS
Married, 2 kids
Working mom
Household income is $15k / year
34 years old
Lives in Walnut Creek,
works in San Jose

64. BEHAVIORS
DEMOGRAPHICS
Married, 2 kids
Working mom
Household income is $15k / year
34 years old
Lives in Walnut Creek,
works in San Jose

65. BEHAVIORS
Gets SMS from kids “Pick me up!”
Has a housekeeper once a week
Complains “I feel overwhelmed”
Orders take-out 3 nights/wk
Calls to remind husband for errands
DEMOGRAPHICS
Married, 2 kids
Working mom
Household income is $15k / year
34 years old
Lives in Walnut Creek,
works in San Jose

66. BEHAVIORS
Gets SMS from kids “Pick me up!”
Has a housekeeper once a week
Complains “I feel overwhelmed”
Orders take-out 3 nights/wk
Calls to remind husband for errands
DEMOGRAPHICS NEEDS & GOALS
Married, 2 kids
Working mom
Household income is $15k / year
34 years old
Lives in Walnut Creek,
works in San Jose

67. BEHAVIORS
Gets SMS from kids “Pick me up!”
Has a housekeeper once a week
Complains “I feel overwhelmed”
Orders take-out 3 nights/wk
Calls to remind husband for errands
DEMOGRAPHICS NEEDS & GOALS
Married, 2 kids Help coordinating errands, manage
kids, keep things running
Working mom
Have time for herself
Household income is $15k / year Feel like she has life under control
34 years old
“to clone herself”
Lives in Walnut Creek,
works in San Jose

75. Tristan Kromer
LUXr.co
@TriKro

76. About LUXr
LUXr’s mission is to educate early-stage entrepreneurs on
effective practices to deliver products that customers want,
need and love to buy.
Residency Core Workshops Advising
Curriculum
8 weeks to Learning products Core concepts and Coaching &
awesome for for accelerators & hands-on activities guidance for teams
early-stage teams. startup teams. for everyone. going at lightspeed.
LUXr • 3435 Cesar Chavez
San Francisco, CA • 94110
info@luxr.co • http://luxr.co • twitter: @luxrco
Janice Fraser, Founder & CEO [janice@luxr.co • @clevergirl ]
Jason Fraser, Co-Founder & Operations Lead [jason@luxr.co ]
Kate Rutter, Co-Founder & Designer [kate@luxr.co • @katerutter ]
LUXR.CO AUGUST 2012