The Customer Driven Playbook Converting Customer Feedback into Successful Products 1st Edition by Travis Lowdermilk, Jessica Rich ISBN 149198127X 9781491981276

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Product details:

ISBN 10: 149198127X 
ISBN 13: 9781491981276
Author: Travis Lowdermilk, Jessica Rich

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.

The Customer Driven Playbook Converting Customer Feedback into Successful Products 1st Table of contents:

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
2. Formulating
A Great Hypothesis Focuses on the Customer’s Limitations, Not Your Own
Formulating Assumptions into Hypotheses
The Parameters of the Hypothesis Progression Framework
Type of Customers
Job-to-Be-Done
Problem
Formulating a Discussion Guide
Formulating Ideas
Key Points
3. Experimenting
Conducting a Successful Customer Interview
Create a Screener
Give Time for Responses
Remain Positive
Identify Roles During the Interview
Debrief
How Many Customers Do I Need to Validate a Hypothesis?
Surveys
Advantages
Disadvantages
Analytics
Advantages
Disadvantages
Focus Groups
Advantages
Disadvantages
Customer Visits
Advantages
Disadvantages
Usability Tests
Advantages
Disadvantages
How to Find Customers
Getting the Customer’s Attention
Update Your Online Profile
Favor Depth over Breadth
Reward Participation with “Exclusivity”
Key Points
4. Sensemaking
The Sensemaking Loop
Data Sources
Shoeboxes
Evidence Files
Schemas
Stories
Key Points
5. The Customer
Formulating a Customer Hypothesis
Types of Customers
Motivation
Job-to-Be-Done
Key Points
6. The Problem
Focusing on Customers’ Limitations
How to Identify Customers’ Problems
Formulating a Problem Hypothesis
Avoiding Problems Not Worth Solving
Key Points
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
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
8. The Feature
Formulating a Feature Hypothesis
Talking with Customers About Your Features
Formulating a Discussion Guide (with Tasks)
Key Points
9. Using the Playbooks
Experiment Types
Materials
Roles and Responsibilities
II. The Playbooks
10. The Customer Playbook
Formulating
Formulating Customer Assumptions
Formulating Customer Hypotheses
Formulating a Discussion Guide
Experimenting
Preparing for a Customer Visit
Conducting a Customer Visit
Debriefing After Customer Visits
Sensemaking
Schematizing the Data
Updating the Evidence File
Creating and Sharing Your Stories
11. The Problem Playbook
Formulating
Formulating Problem Assumptions
Formulating Problem Hypotheses
Formulating a Discussion Guide
Experimenting
Preparing for the Interview
Conducting the Interview
Debriefing After Interviews
Sensemaking
Schematizing the Data
Updating the Evidence File
Creating and Sharing Your Stories
12. The Concept Playbook
Formulating
Formulating Ideas Using “How Might We?”
Prioritizing Your Ideas Using the Impact/Effort Matrix
Turning Ideas into Concepts
Formulating the UVP, Benefits, and Limitations
Plotting Events Using Storyboards
Formulating a Discussion Guide for Talking with Customers
Experimenting
Preparing for the Concept Value Test
Conducting the Concept Value Test
Debriefing After the Concept Value Test
Sensemaking
Schematizing the Data
Determining “Must Have” Benefits
Updating the Evidence File
Creating and Sharing Your Stories
13. The Feature Playbook
Formulating
Formulating Benefits into Features
Prioritizing the Feature Work Using the Impact/Effort Matrix
Formulating Feature Hypotheses
Formulating Tasks
Formulating a Testable Prototype
Formulating a Discussion Guide
Experimenting
Preparing for the Usability Study
Conducting the Usability Study
Debriefing After Usability Studies
Sensemaking
Schematizing the Data
Updating the Evidence File
Creating and Sharing Your Stories

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Travis Lowdermilk,Jessica Rich,Customer Driven,Successful Products