Unlock development by quickly and deeply understanding 1) the real problem that your digital product or service needs to solve and 2) the exact customers who will pay for the solution. Learn techniques to rapidly and reliably gather data that enables the team to build the RIGHT product.

1. Webinar
01
July
2015
Martyn
Evans
Head
of
Product,
Unboxed
Consulting
@martynrevans
Speed up problem and
customer validation

2. Does the problem exist?
Will our solution solve it?
Will people pay for it?

3. Our approach to research
User-centred, Collaborative, Iterative
Build a shared understanding and empathy with the user through:
• Cross-functional teams out in the field
• Observation in context
• Interviews
• Prototyping and MVP’s
• Testing with users

6. Proto-Personas

7. Interviews

8. Tips and Tricks
One person at a time
Define interview team roles: lead/support
Know your goals ahead of time
Distinguish “What I do” from “what I think”
Look for things you don’t want to hear
Disarm politeness
Ask open ended questions
Listen, don’t talk
Encourage but don’t influence
Say it back
Ask for introductions

10. We believe [this customer]
has a problem achieving [this goal].
We’ll know that’s true [when]
Problem Hypothesis

11. Personas

12. Design Studio

13. MVPs and Experiments
What is an Minimum Viable Product?
• It has enough value that people are willing to use it or buy it
initially
• It demonstrates enough future benefit to retain early adopters
• It provides a feedback loop to guide future development

14. Types of MVP
What are the different types of MVP?
• Interview
• Sketch
• Ad
• Fake door
• Kickstarter
• Concierge
• Paper prototype
• Design prototype
• Code prototype

17. Paper Prototypes

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21. Problems
Responsible for bringing an
established physical business into
the digital age with little in-house
expertise.
Is new to the role and needs to
demonstrate value of innovation to
suspicious stakeholders.
“There so many digital
opportunities for this company
and I’m sure, with help, we
can find them”
Gale, Director of Innovation
Aspirations
Wants to make the most of her
new position and be recognised
for transforming the business.
Ubxd?
Looking for a team who can shake
things up and bring something
new without alienating people and
who focus on delivering value.
Uses social media heavily.
Knows Ubxd from a previous role.

22. Webinar
01
July
2015
Martyn
Evans
Head
of
Product,
Unboxed
Consulting
@martynrevans
Speed up problem and
customer validation