The Customer-Driven Playbook. Converting Customer Feedback into Successful Products
- Autorzy:
- Travis Lowdermilk, Jessica Rich
- Ocena:
- Bądź pierwszym, który oceni tę książkę
- Stron:
- 254
- Dostępne formaty:
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ePubMobi
Opis ebooka: The Customer-Driven Playbook. Converting Customer Feedback into Successful Products
Despite the wide acceptance of Lean approaches and customer-development strategies, many product teams still have difficulty putting these principles into meaningful action. That’s where The Customer-Driven Playbook comes in. This practical guide provides a complete end-to-end process that will help you understand customers, identify their problems, conceptualize new ideas, and create fantastic products they’ll love.
To build successful products, you need to continually test your assumptions about your customers and the products you build. This book shows team leads, researchers, designers, and managers how to use the Hypothesis Progression Framework (HPF) to formulate, experiment with, and make sense of critical customer and product assumptions at every stage. With helpful tips, real-world examples, and complete guides, you’ll quickly learn how to turn Lean theory into action.
- Collect and formulate your assumptions into hypotheses that can be tested to unlock meaningful insights
- Conduct experiments to create a continual cadence of learning
- Derive patterns and meaning from the feedback you’ve collected from customers
- Improve your confidence when making strategic business and product decisions
- Track the progression of your assumptions, hypotheses, early ideas, concepts, and product features with step-by-step playbooks
- Improve customer satisfaction by creating a consistent feedback loop
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Szczegóły ebooka
- ISBN Ebooka:
- 978-14-919-8122-1, 9781491981221
- Data wydania ebooka:
- 2017-06-20 Data wydania ebooka często jest dniem wprowadzenia tytułu do sprzedaży i może nie być równoznaczna z datą wydania książki papierowej. Dodatkowe informacje możesz znaleźć w darmowym fragmencie. Jeśli masz wątpliwości skontaktuj się z nami sklep@ebookpoint.pl.
- Język publikacji:
- angielski
- Rozmiar pliku ePub:
- 9.9MB
- Rozmiar pliku Mobi:
- 16.9MB
Spis treści ebooka
- The Customer-Driven Playbook: Converting Customer Feedback into Successful Products
- Dedication
- Preface
- Who Can Use the Customer-Driven Playbook?
- How Is This Different from Other User-Centered Methodologies?
- How This Book Is Organized
- Website
- OReilly Safari
- How to Contact Us
- Endnote
- I. The Foundation
- 1. The Hypothesis Progression Framework and the Customer-Driven Cadence
- What Is the Hypothesis Progression Framework?
- The Customer-Driven Cadence
- Key Points
- Endnotes
- 1. The Hypothesis Progression Framework and the Customer-Driven Cadence
- 2. Formulating
- A Great Hypothesis Focuses on the Customers Limitations, Not Your Own
- Formulating Assumptions into Hypotheses
- The Parameters of the Hypothesis Progression Framework
- Type of Customers
- Job-to-Be-Done
- Problem
- A great hypothesis can be tested
- A great hypothesis reduces risk
- A great hypothesis is specific
- A great hypothesis separates the person from their behavior
- A great hypothesis can be measured
- Formulating a Discussion Guide
- Formulating Ideas
- Key Points
- Endnotes
- 3. Experimenting
- Conducting a Successful Customer Interview
- Create a Screener
- Give Time for Responses
- Remain Positive
- Identify Roles During the Interview
- Moderator
- Timekeeper and coordinator
- Note taker
- Debrief
- Conducting a Successful Customer Interview
- How Many Customers Do I Need to Validate a Hypothesis?
- Surveys
- Advantages
- Large sample size
- Easy administration
- Easy analysis
- Advantages
- Disadvantages
- Difficulty of writing questions
- More questions than answers
- Analytics
- Advantages
- Large sample size of actual customers
- A/B testing
- Advantages
- Disadvantages
- Difficulty of correlating usage with customer intent
- Focus Groups
- Advantages
- Interesting customer interaction
- More interviews in the same amount of time
- Advantages
- Disadvantages
- Difficulty of managing a group
- Influence of groupthink
- Challenging logistics
- Customer Visits
- Advantages
- Unique perspectives
- Observation of external factors
- Advantages
- Disadvantages
- Cost
- Difficulty of gaining access
- Usability Tests
- Advantages
- Precision
- Directness
- Advantages
- Disadvantages
- Narrowness
- Cost
- How to Find Customers
- Getting the Customers Attention
- Update Your Online Profile
- Favor Depth over Breadth
- Reward Participation with Exclusivity
- Key Points
- Endnotes
- 4. Sensemaking
- The Sensemaking Loop
- Data Sources
- Shoeboxes
- Evidence Files
- Schemas
- Stories
- The Sensemaking Loop
- Key Points
- Endnotes
- 5. The Customer
- Formulating a Customer Hypothesis
- Types of Customers
- Motivation
- Job-to-Be-Done
- Formulating a Customer Hypothesis
- Key Points
- Endnotes
- 6. The Problem
- Focusing on Customers Limitations
- How to Identify Customers Problems
- Formulating a Problem Hypothesis
- Avoiding Problems Not Worth Solving
- Key Points
- Endnotes
- 7. The Concept
- The Power of Problem Framing
- Formulating Ideas
- How to Pick the Best Potential Opportunity
- Formulating a Concept Hypothesis
- Plotting Events Using a Storyboard
- Testing Your Concepts with Customers
- The Concept Value Test
- Unique Value Proposition
- Benefits
- Limitations
- Ratings
- Would this concept solve a problem or fulfill a need for you?
- Assuming this concept was available today, would you try it?
- How likely is it that you would recommend this concept to a friend, family member, or colleague?
- How believable is this concept as a solution?
- How different is this concept from other solutions currently available?
- Things to Consider While Creating a Concept Value Test
- Have an Opinion
- Recognize That Concept Value Tests Are Not Usability Tests
- Sharpen the Language Surrounding Your Concept
- Key Points
- Endnotes
- 8. The Feature
- Formulating a Feature Hypothesis
- Talking with Customers About Your Features
- Formulating a Discussion Guide (with Tasks)
- Key Points
- Endnotes
- 9. Using the Playbooks
- Experiment Types
- Materials
- Roles and Responsibilities
- II. The Playbooks
- 10. The Customer Playbook: Conducting Customer Visits to Learn More About Your Customers
- Formulating
- Formulating Customer Assumptions
- 1. Capture assumptions.
- 2. Organize assumptions.
- 3. Document assumptions.
- Formulating Customer Assumptions
- Formulating Customer Hypotheses
- 1. Formulate hypotheses.
- 2. Capture the [type of customers].
- 3. Capture the [motivation].
- 4. Capture the [job-to-be-done].
- 5. Discuss.
- 6. Repeat.
- 7. Record.
- Formulating
- Formulating a Discussion Guide
- 1. Formulate questions that validate [types of customers].
- 2. Formulate questions that validate [job-to-be-done].
- 3. Formulate questions that validate [motivation].
- 4. Formulate questions that expand your customer feedback loop.
- 5. Document your Discussion Guide.
- 10. The Customer Playbook: Conducting Customer Visits to Learn More About Your Customers
- Experimenting
- Preparing for a Customer Visit
- 1. Find customers.
- 2. Sort out the logistics.
- 3. Identify roles.
- 4. Have a planning meeting.
- 5. Gather your materials.
- Preparing for a Customer Visit
- Conducting a Customer Visit
- 1. Set up.
- 2. Make the introductions.
- 3. Conduct the interview.
- 4. Observe.
- 5. Wrap up.
- Debriefing After Customer Visits
- Sensemaking
- Schematizing the Data
- 1. Print out all your interview notes.
- 2. Capture anything meaningful.
- 3. Tag the data.
- 4. Discuss the data.
- 5. Organize and group the data.
- Schematizing the Data
- Updating the Evidence File
- Creating and Sharing Your Stories
- Tell individual customer stories
- Create a synopsis of customer stories
- Share the story
- Endnote
- 11. The Problem Playbook: Interviewing Customers About Their Problems and Frustrations
- Formulating
- Formulating Problem Assumptions
- 1. Capture assumptions.
- 2. Organize assumptions.
- 3. Document assumptions.
- Formulating Problem Assumptions
- Formulating Problem Hypotheses
- 1. Formulate hypotheses.
- 2. Capture the [type of customers].
- 3. Capture the [job-to-be-done].
- 4. Capture the [problem].
- 5. Discuss.
- 6. Repeat.
- 7. Record.
- Formulating
- Formulating a Discussion Guide
- 1. Formulate questions that validate [types of customers].
- 2. Formulate questions that validate [job-to-be-done].
- 3. Formulate questions that validate [problem].
- 4. Formulate questions that expand your customer feedback loop.
- 5. Document your Discussion Guide.
- Experimenting
- Preparing for the Interview
- 1. Create a screener.
- 2. Prepare a schedule.
- 3. Find customers.
- 4. Identify roles.
- 5. Conduct a mock interview.
- Preparing for the Interview
- Conducting the Interview
- 1. Set up (before interview begins).
- 2. Make the introductions (approximately 5 minutes).
- 3. Break the ice (approximately 5 minutes).
- 4. Discuss (approximately 15 minutes).
- 5. Wrap up (approximately 5 minutes).
- Debriefing After Interviews
- Sensemaking
- Schematizing the Data
- 1. Print out all your interview notes.
- 2. Capture anything meaningful.
- 3. Tag the data.
- 4. Discuss the data.
- 5. Organize and group the data.
- Schematizing the Data
- Updating the Evidence File
- Creating and Sharing Your Stories
- Share the story
- 12. The Concept Playbook: Exploring Your Ideas Using a Concept Value Test
- Formulating
- Formulating Ideas Using How Might We?
- 1. Select your main problem.
- 2. Uncover and reframe underlying problems.
- 3. Uncover smaller, underlying problems.
- 4. Generate ideas.
- 5. Record.
- Formulating Ideas Using How Might We?
- Prioritizing Your Ideas Using the Impact/Effort Matrix
- 1. Create the Impact/Effort Matrix.
- 2. Select an idea.
- 3. Repeat.
- 4. Discuss.
- 5. Record.
- Formulating
- Turning Ideas into Concepts
- 1. Formulate hypotheses.
- 2. Select a [concept].
- 3. Define [criteria].
- Formulating the UVP, Benefits, and Limitations
- 1. Formulate the unique value proposition.
- 2. Formulate concept benefits.
- 3. Converge on benefits.
- 4. Formulate concept limitations.
- 5. Converge on limitations.
- 6. Record.
- Plotting Events Using Storyboards
- 1. Define the keyframes.
- 2. Sketch the keyframes.
- 3. Discuss.
- 4. Record.
- Formulating a Discussion Guide for Talking with Customers
- 1. Formulate questions that validate [types of customers].
- 2. Formulate questions that validate [job-to-be-done].
- 3. Formulate questions that validate [problem].
- 4. Formulate questions that validate [concept].
- 5. Document your questions.
- Experimenting
- Preparing for the Concept Value Test
- 1. Create a screener.
- 2. Prepare a schedule.
- 3. Find customers.
- 4. Identify roles.
- 5. Organize your materials.
- Preparing for the Concept Value Test
- Conducting the Concept Value Test
- 1. Set up (before the CVT begins).
- 2. Make the introductions(approximately 5 minutes).
- 3. Break the ice (approximately 10 minutes).
- 4. Conduct the Concept Value Test (approximately 40 minutes).
- 5. Present the benefits.
- 6. Present the limitations.
- 7. Present the rating scales.
- 8. Wrap up (approximately 5 minutes).
- Debriefing After the Concept Value Test
- Sensemaking
- Schematizing the Data
- 1. Calculate and qualify rating scores.
- 2. Capture qualitative feedback.
- 3. Calculate benefit rankings.
- 4. Calculate limitation rankings.
- Schematizing the Data
- Determining Must Have Benefits
- 1. Organize the data.
- 2. Categorize the benefits.
- 3. Categorize the limitations.
- 4. Turn your must haves into design principles.
- Updating the Evidence File
- Creating and Sharing Your Stories
- Share the story
- 13. The Feature Playbook: Testing Your Features Using a Usability Study
- Formulating
- Formulating Benefits into Features
- 1. Select your must have concept benefits.
- 2. Generate features that deliver on the benefits.
- Formulating Benefits into Features
- Prioritizing the Feature Work Using the Impact/Effort Matrix
- 1. Prepare the Impact/Effort Matrix.
- 2. Select a feature.
- 3. Repeat.
- 4. Discuss.
- 5. Record.
- Formulating
- Formulating Feature Hypotheses
- 1. Formulate hypotheses.
- 2. Select a [feature].
- 3. Define the [criteria].
- 4. Repeat.
- 5. Record.
- Formulating Tasks
- Formulating a Testable Prototype
- Formulating a Discussion Guide
- 1. Formulate questions that validate [types of customers].
- 2. Formulate questions that validate [job-to-be-done].
- 3. Formulate questions that validate [problem].
- 4. Formulate questions that validate [feature].
- 5. Formulate questions that validate usability (USE questionnaireabbreviated).
- 6. Document your questions.
- Experimenting
- Preparing for the Usability Study
- 1. Create a screener.
- 2. Prepare a schedule.
- 3. Find customers.
- 4. Identify roles.
- 5. Conduct a mock usability study.
- Preparing for the Usability Study
- Conducting the Usability Study
- 1. Set up (before the usability study begins).
- 2. Make the introductions (approximately 5 minutes).
- 3. Break the ice (approximately 10 minutes).
- 4. Conduct the task-based portion of the study (approximately 4070 minutes).
- 5. Wrap up (approximately 5 minutes).
- Debriefing After Usability Studies
- Sensemaking
- Schematizing the Data
- 1. Label your tasks with an ID.
- 2. Tag the customers feedback.
- 3. Identify patterns of success and improvement.
- 4. Assess the entirety of the experience.
- Schematizing the Data
- Updating the Evidence File
- Creating and Sharing Your Stories
- Share the story
- A. Afterword
- B. References
- C. About the Authors
- Index
- About the Authors
- Copyright
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