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Valider(la(pertinence(du(concept

Problem/%solution%Fit

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Premiers%clients

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Lean Canvas

IterationBuild-Measure-Learn

Test the riskiest

things first

Customer & problem

? ?

Innovation diffusion process

Source: the diffusion process, by Joe M. Bohlen, George M. Beal and Everett M. Rogers, 1957

Customer Discovery:

Find a problem worth solvingfor a specific type of customer

Dont:● Survey● Questionnaire● Focus group● Market Study● Your personal experience● Conversation with friends

Customers DiscoveryDo:● Observation● Interview● Role play● Games

> Behaviours

Question: “I like the idea of having one portable device to fulfill all my needs”

Sources: http://universalmccann.bitecp.com/um_report_pttp_lr3.pdfhttp://www.gsb.stanford.edu/news/headlines/itamar-simonson-emanuel-rosen-how-digital-age-rewriting-rule-book-consumer-behavior

Market study found no need for iPhones in 2007

“Users would not be motivated to replace their existing digital cameras, cellphones and MP3 players with one device that did everything.”

“There is no real need for a convergent product in the U.S., Germany and Japan”

It’s really hard to design products by focus groups.

A lot of times, people don’t know what they want until you show it to

them.

If I had asked people what they wanted, they would have said

faster horses

what people actually

do

what people think

they do

what peoplesay

they do

Franck Debane @fdebane

GET OUT OF THE

BUILDING

Problem Interview

YOU

Understand problem importance & frequency

Discover:➢ bigger problems➢ alternative solution➢ how much the problem cost➢ how the customer look for solution➢ the root causes of the problem or need➢ key insights to design a solution

Problem Interview: Goals

has the problem

aware of having the problem

looking for a solution

hacked a solution

pay for a solution

frequency

DO NOT talk about your idea

Listen: The customer is the expert

Search for facts not opinions

Ask about past events

Why?

Why?

Why?Why?

Why?

Why?

Why?

Why?Why?

Why?

“The better you know your customers the better you can help them”

- Iain Wallace

1. What do you do when you have this problem?

2. Would a buy a product that does this?3. What else did you try?4. Tell me the last time you had this

problem...5. How much would you pay for this?6. What would do next time it happens?7. Does it happen to you often?8. How much does it cost you?

Good or bad questions?

Watch for biased questions

Do you get headaches frequentlyif so how often?

Do you get headaches occasionallyif so how often?

Watch for biased questions

Do you get headaches frequentlyif so how often?

Do you get headaches occasionallyif so how often?

Source: John Hayes, Interpersonal Skills at work. Routledge 2002 referencing Loftus, 1975

2.2 / week

0.7 / week