the customer discovery process in practice - … · the customer discovery process in practice ......
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19 May 2014 | GreenPocket GmbH | slide 1
The Customer Discovery Process in practice
– 6 Key Learnings for Success –
Dr. Thomas Goette CEO GreenPocket Amsterdam, 5th November2014
2009
How it all started The Status Quo
Energy transparency is the buzz word of the year. A new market is in the making.
A young, innovative company called GreenPocket launches a smart meter portal
for household customers.
Market developments The Status Quo
Five years, 90 customer projects and a lot of learnings later, the market looks different:
smart home
Developments & challenges The 2014 market
cloud
data
statistics
analysis
new front-end
technologies
energy
smarter
big data complexity
social
design
Energiewende
mobile usage
new technology customer
experience
A chance to do it differently Going back to the „drawing board“
Question everything
… to turn everything GreenPocket: in the best position
UPSIDE DOWN
Advantages of cooperating with a software start-up GreenPocket: small, agile, innovative
usability technical knowhow niche player
design small
agile
different-minded
experienced
experts
90+ smart energy projects
core competencies
UX
quality management
innovative
@ pulse of the time
… needs a method But even chaos
Source: http://sidlaurea.files.wordpress.com/2012/11/mind-map.jpg
Customer development by Steve Blank Definition
Source: http://en.wikipedia.org/wiki/Steve_Blank
“Customer development details a scientific approach that can be applied by startups and entrepreneurs to improve their products success by developing a better understanding of their consumers. Primary to the concept is a balanced relationship between developing a product and understanding the customer.”
The 4 steps to the Epiphany Getting to product-market fit
Source: http://steveblank.com/tag/customer-discovery/
Customer Discovery
Customer Validation
= Turn hypotheses
into facts
= Identify scalable
sales model
Iteration
Product-market fit
Customer Creation
Company Building
Execution
Why customer development? The benefits
Move faster Reduce risk
Bring process to chaos
Replace opinions with data
Stay in tune with customers
Discover the best market opportunities
So, let‘s get to work
Our software‘s past 2009: launch of two separate product lines: website & app
& Question: Which device would you use?
Learning #1 2009 to 2014: global mobile penetration
7% 8%
10%
14% 15%
16%
18% 19%
20% 20%
1%
3% 4%
5%
7%
11%
16%
22%
2% 3%
6%
0%
5%
10%
15%
20%
25%
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Source: BI Intelligence, Gartner, IDC, Strategy Analytics, World Bank 2013
Glo
bal d
evic
e pe
netr
atio
n pe
r ca
pita
PC
tablets
smartphones Mobile first!!!
Learning #1 2014: thanks to HTML5: one product for all devices
& HTML5
CSS3
Responsive design
Our software‘s past 2009 product design: cost vs consumption
Consumption data and associated costs
Question: Do we need to show costs, kWh?
What is more important?
Out of the remaining participants:
12% are not interested 4% are indifferent
61% know how much they spend yearly on energy
Costs are more prominent in consumers‘ minds
Learning #2 Product design: costs vs consumption
Costs remain prominently displayed
Learning #2 2014 product design: costs vs consumption
Use of larger font sizes, simplified, better structured layout
Learning #2 2014 product design: costs vs consumption
Our software‘s past 2009 product feature: budget manager
Budget manager focuses on monthly data
Question: Is the budget manager actually
useful?
Out of the remaining participants:
13% are not interested 6% are indifferent
81% want to know what to expect at the end of the year
Learning #3 Product feature: budget manager & annual cost projection
The ever important factor of costs!
Budget manager forecasts annual consumption instead of monthly
projection
Learning #3 2014 product feature: budget manager vs annual cost projection
Forecasting the end-of-year balance
Learning #3 2014 product feature: budget manager vs annual cost projection
Our software‘s past 2009 product design: information on CO2 emissions
Hat einen CO2-Ausstoß von 236 kg verursacht.
Conversion of energy consumption into kg of CO2 emissions
Question: Does anybody care about CO2
emissions?
Learning #4 Product design: necessary information
Out of the remaining participants:
12% are not interested 4% are indifferent
84% care about the environmental impact of their consumption
People do care and are curious to know
Learning #4 2014 product development implication
CO2 emission data remain
Learning #4 2014 product development implication
Conversion into tangible numbers
Learning #4 2014 product development implication
With as much detail as everything else
Our software‘s past 2009: data display
Day is the default data value
Question: Do they want or need that much
detail?
Learning #5 Product design: data display
Out of the remaining participants:
7% want daily data 15% want weekly
40% want either monthly or yearly data
„Month or year“ is good!
Monthly meter data instead of daily
Learning #5 2014 product design: data display
Month is default data value rather than day
Learning #5 2014 product design: data display
2012
2013
Decision for relaunch
2015 Roadmap
2014
Customer discovery ò
Major product redesign
2011
Cost-Check for gas, water and heat
Administration area for energy supplier
More detailed generation analysis
Houshold comparisons
Fit for the future
2015 Our product goes live!
with two of the Top 10 European utilities
