The Customer-Driven Playbook. Converting Customer Feedback into Successful Products Travis Lowdermilk, Jessica Rich

Spis treści książki

• 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
  • 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
    • How Many Customers Do I Need to Validate a Hypothesis?
    • Surveys
      • Advantages
        • Large sample size
        • Easy administration
        • Easy analysis
      • Disadvantages
        • Difficulty of writing questions
        • More questions than answers
    • Analytics
      • Advantages
        • Large sample size of actual customers
        • A/B testing
      • Disadvantages
        • Difficulty of correlating usage with customer intent
    • Focus Groups
      • Advantages
        • Interesting customer interaction
        • More interviews in the same amount of time
      • Disadvantages
        • Difficulty of managing a group
        • Influence of groupthink
        • Challenging logistics
    • Customer Visits
      • Advantages
        • Unique perspectives
        • Observation of external factors
      • Disadvantages
        • Cost
        • Difficulty of gaining access
    • Usability Tests
      • Advantages
        • Precision
        • Directness
      • 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
    • Key Points
      • Endnotes
  • 5. The Customer
    • Formulating a Customer Hypothesis
      • Types of Customers
      • Motivation
      • Job-to-Be-Done
    • 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 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 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.
    • 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.
      • 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.
      • 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 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 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.
      • 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.
      • 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.
      • Prioritizing Your Ideas Using the Impact/Effort Matrix
        • 1. Create the Impact/Effort Matrix.
        • 2. Select an idea.
        • 3. Repeat.
        • 4. Discuss.
        • 5. Record.
      • 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.
      • 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.
      • 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.
      • 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 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.
      • 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.
      • 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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