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2011 dec 10 lsm 12 tips for interviewing plus making sense of custdev data

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Joshua Seiden
Joshua Seiden

Tips for doing customer development interviews, presented at Lean Startup Machine in NYC, Dec 10, 2011

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HOW TO TO A CUST DEV INTERVIEW + MAKING SENSE OF CUST DEV DATA Lean Startup Machine Dec 10, 2011 Josh Seiden, @jseiden
Focus your learning: high risk assumptions What assumptions do you have? …about your customers? …that if proven false, will cause you to fail? License: Creative Commons Attribution- Share Alike 3.0 United States
Drilling into our assumptions ... § Who is the user? Who is the customer? § Where does our product fit in their work or life? § What problems does our product solve? § When and how is our product used? § What features are important? § How should our product look and behave? License: Creative Commons Attribution- 3 Share Alike 3.0 United States
Get out of the building § Identify who do you want to talk to and what you want to learn In other words, what assumptions will you test? § Plan your interview themes as a team § Collect artifacts, debrief and share § Use your visits for multiple purposes License: Creative Commons Attribution- 4 Share Alike 3.0 United States
Sample interview flow § Warm-up questions to set context “Tell me a little about yourself…” § Talk about real events, avoid conjecture “Tell me about a recent time when you…” § Show demos/sketches later in meeting “Show me how you would use this to…” § Express appreciation “Thanks for your time!” § If the interview went well, it’s OK to ask if you can contact them again later License: Creative Commons Attribution- 5 Share Alike 3.0 United States
(Giff’s) 12 Tips for Interviews 1. What do you want to know? 2. One at a time. 3. Use the funnel. 4. Get psyched to hear things you don’t want to hear. 5. People will be polite. Help them be rude. 6. Open ended questions. 7. Stories are golden. 8. Listen, don’t talk. 9. Encourage, don’t influence. 10. Follow your nose and drill down. 11. Say it back. 12. Ask for introductions. License: Creative Commons Attribution- Share Alike 3.0 United States
Making sense of what you’ve heard Dump and sort synthesis § Whole team activity § What did we observe? § One observation per sticky note § Group into themes § You’re looking for patterns relating to your business model. § What assumptions did we confirm? Which ones did we disprove? License: Creative Commons Attribution- Share Alike 3.0 United States
If it gets confusing, make a model What do you know about people? Make personas. What do you know about how they work? Make workflow diagrams. Put this together: write a scenario. License: Creative Commons Attribution- Share Alike 3.0 United States
For more details 12 Tips for Interviewing § Thanks to Giff Constable § http://giffconstable.com/2011/07/12-tips-for-customer-development-interviews-revised/ Check out... § Slideshare: “I’m out of the Building, Now What?” § by Lane Halley @thinknow License: Creative Commons Attribution- Share Alike 3.0 United States

More Related Content

2011 dec 10 lsm 12 tips for interviewing plus making sense of custdev data

  • 1. HOW TO TO A CUST DEV INTERVIEW + MAKING SENSE OF CUST DEV DATA Lean Startup Machine Dec 10, 2011 Josh Seiden, @jseiden
  • 2. Focus your learning: high risk assumptions What assumptions do you have? …about your customers? …that if proven false, will cause you to fail? License: Creative Commons Attribution- Share Alike 3.0 United States
  • 3. Drilling into our assumptions ... § Who is the user? Who is the customer? § Where does our product fit in their work or life? § What problems does our product solve? § When and how is our product used? § What features are important? § How should our product look and behave? License: Creative Commons Attribution- 3 Share Alike 3.0 United States
  • 4. Get out of the building § Identify who do you want to talk to and what you want to learn In other words, what assumptions will you test? § Plan your interview themes as a team § Collect artifacts, debrief and share § Use your visits for multiple purposes License: Creative Commons Attribution- 4 Share Alike 3.0 United States
  • 5. Sample interview flow § Warm-up questions to set context “Tell me a little about yourself…” § Talk about real events, avoid conjecture “Tell me about a recent time when you…” § Show demos/sketches later in meeting “Show me how you would use this to…” § Express appreciation “Thanks for your time!” § If the interview went well, it’s OK to ask if you can contact them again later License: Creative Commons Attribution- 5 Share Alike 3.0 United States
  • 6. (Giff’s) 12 Tips for Interviews 1. What do you want to know? 2. One at a time. 3. Use the funnel. 4. Get psyched to hear things you don’t want to hear. 5. People will be polite. Help them be rude. 6. Open ended questions. 7. Stories are golden. 8. Listen, don’t talk. 9. Encourage, don’t influence. 10. Follow your nose and drill down. 11. Say it back. 12. Ask for introductions. License: Creative Commons Attribution- Share Alike 3.0 United States
  • 7. Making sense of what you’ve heard Dump and sort synthesis § Whole team activity § What did we observe? § One observation per sticky note § Group into themes § You’re looking for patterns relating to your business model. § What assumptions did we confirm? Which ones did we disprove? License: Creative Commons Attribution- Share Alike 3.0 United States
  • 8. If it gets confusing, make a model What do you know about people? Make personas. What do you know about how they work? Make workflow diagrams. Put this together: write a scenario. License: Creative Commons Attribution- Share Alike 3.0 United States
  • 9. For more details 12 Tips for Interviewing § Thanks to Giff Constable § http://giffconstable.com/2011/07/12-tips-for-customer-development-interviews-revised/ Check out... § Slideshare: “I’m out of the Building, Now What?” § by Lane Halley @thinknow License: Creative Commons Attribution- Share Alike 3.0 United States