Customer Development Hacked: How to find and interview 10,000 customers in one day

If you’re creating a new product, a question might be lingering in your mind: How do you find the right customers to interview?

Here is one of the traditional methods for conducting customer interviews:

1. Make an educated guess about your target audience’s demographics

2. Look in your contact list and social network for people who might match your criteria

3. Create an online survey and send them to these people. (better, ask them for a phone interview)

4. Ask for more recommendations and introductions.

The biggest flaw with this method is the assumption that your contacts provide a valid sample of your target audience; At best, you might get few answers that help you refine your questions, and your criteria for interviewing future, and at worst, you might end up believing the wrong answers because they happen to support your idea.

So what’s a better strategy?

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My four steps to the epiphany: Lessons learned from creating a minimally viable research product

In the summer of 2004, I had my first entrepreneurship experience in an unlikely place. I was still working on my PhD, when I received an invitation to spend the summer at Microsoft Research. Some of the finest researchers there have been working my topic of interest, and I was eager to see what they’d been working on, and to contribute to it. So I took the blue pill.

After the first day orientation, I went to my mentor’s office to find out which project I’d be working on. When I sat across the desk, he peeked at me through the stacks of research papers and notes, and said with a big smile: “Well, here you are. You’ve got 12 weeks to spend with us, so come up with something useful and exciting!” I looked at him waiting for a specific task, and he proceeded ” You’ve got access to hundreds of researchers and thousands of employees. Make good use of it. Good luck!”. He then introduced me to the rest of the team members, and showed me the way to my office where I would spend the next 12 weeks coming up with the next big thing. Or at least, that’s how I felt back then.

On the following morning, other interns were already printing out research papers, looking at source code, and discussing tasks among their teams.  I didn’t even know where to start. I was scared and excited.

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Which moment does your product own?

During a pitch practice at the Founder Institute, I heard something that really captured my attention and  inspired me to think about product stories in a new way. After describing a scenario, the founder in the hot seat said:

“… I want to own that moment.”

I started thinking about which successful products own which moments in my daily life. Here are some examples:

  • ” I want to share some files with my team”. DropBox owns that moment
  • “I’d like to show you how I am imagining this interface”. Balsamiq owns that moment
  • “I want to embed a form in my blog”. Wufoo owns that moment
  • “I want to create a cool slideshow for my website”. Animoto owns that moment
  • “I am starting a new client project”. BaseCamp owns that moment
  • “I’d like to know what my friends have been up to lately”. Facebook owns that moment
  • “I’d like capture some thoughts.”, Evernote owns that moment.

You get the point. Read More

The User Journey – How to Design for Ecstasy

Yesterday, I read a post on Derek Sivers’ blog about how drama can be mapped on a two-dimensional charts, and I was inspired to think about the user’s journey through a product in a similar fashion.

One of the most useful design practices to create good landing pages is to visualize each website visit as a journey that leads users to a destination. That destination is not just a goal that the user needs to accomplish, but also an emotional state that the user would like to experience.

It’s important to understand that the journey doesn’t typically start when the user reaches a product’s homepage. It starts earlier, when she identifies a need to have or accomplish something, or when she finds a recommendation from a friend or blogger to try a new product. When she comes to the site, she will have many questions in her head that she wants answered.

There is a wide range of emotions that users experience during a website visit, including: indifference, boredom, confusion, disappointment, curiosity, engagement, and ecstasy.

Let’s look at how a good design can create an ecstatic user experience:

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From corporate design to startup design: A love story

This is a story about a designer who left his corporate wife and fell in love with a startup chick.

View more presentations on SlideShare.

The eagle who lived as a chicken

One day a young eagle fell off the nest and was picked up by a farmer. The farmer was kind enough to bring the small bird to his barnyard so that it doesn’t perish. The young eagle found a good home with the chicken and grew up believing he is a chicken. He waited for the farmer to bring food, he quacked when a chicken laid an egg, and he enjoyed running around and sitting in a hole in the ground on sunny days. Life was good and comfortable, and the eagle’s wildest adventure was to run under the fence with his friends to that cliff where they looked at the mountains and wondered what lied on their other side. Read More

Don’t violate fundamental design laws – even when you are Apple

When the iPhone O/S update brought a voice recording feature to the device, I was happily surprised because I love using recorders to take voice notes on the go then transcribe them later on.

When I started using the application, I liked the visual skin of the application but was frustrated by its usability: the application, as shown below, dedicated the largest screen real-estate to a giant microphone icon, and placed the functional buttons of the app in the two bottom corners, occupying less than 5% of the screen space.

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If you love something, give it away

There is very little for me to say after watching this.

The Day Death Spared Me

Based on a true story

Traffic on the freeway slowed down to a halt that Friday evening. Everyone was coming from the same direction and going to the same destination. After a long sunny week, clouds were starting to gather, looking down at the streets in sarcasm, and preparing the town for another rainy weekend.

He stops his car few inches away from the one ahead of him. He glances at the infinite line of cars that disappears in the horizon and realizes that the week won’t let go that easily. He turns on the radio in search for some distraction from this moment. The same songs that were playing last week are playing again. He turns it off and glances up at the sky. Read More

The monkey trap

There is a popular method used in the East to capture monkeys. The hunters place a bunch of bananas in a bowl with a narrow opening at the top, and they fix the bowl somewhere in the jungle. A monkey passes by and notices the smell of banana coming from the bowl. He inserts his small arm through the narrow hole, grabs a banana and pulls his hand out. But the hole in the bowl is too narrow for his fist holding banana to pass through. The monkey tries pulling harder but he only hurts his wrist against the sharp edges of the bowl. In the meantime the hunters are approaching slowly and confidently. They see the monkey struggling frantically and they smile at the sight they’ve witnessed hundreds of times before. The monkey is holding on to the banana so hard that it’s impossible for him to realize that it is the one thing that is standing between him and his own freedom. Read More

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