design your way to product/market fit by christina wodtke - the lean startup conference 12/10/14
DESCRIPTION
Finding product/market fit is the key to success for new ventures. But it's often elusive, and understanding the needs and desires of your potential customers is harder than many of us expect. Christina Wodtke, of Wodtke Consulting, shares design techniques to help you glean meaningful insights about your target market.TRANSCRIPT
Design Your Way to Product/Market Fit
@cwodtkewww.eleganthack.com
Rachleff's Corollary of Startup Success via pmarca.com
The only thing that matters is getting to product/market fit.
Could you get to product/market fit
in one week?
IMG COPENHAGEN
16 week Lean Launchpad class
in 1 week
THEY DID IT
A PLAN FOR TUITION
What makes designers effective?
DESIGNERSTHINK WITH…
HANDS
POST-ITS
WALLS
•Frees up memory•Allows you to see connections•Share insights & understanding
You can get insights for
product/market fit with 3 techniques
1. FRAGMENTING
AND FREELISTING
Why?Make information modular in order to recombine
EXERCISE•Get out your post its• List everything you like
about travel• 1 item per post-it
EXERCISE•Get out your post its• List everything you HATE
about travel• 1 item per post-it
2. CHUNKINGINTO AFFINITY GROUPS
How?•Put idea with like ideas•No rules, just seek
patterns• remix
Play with possible models
Relationship to other data
Credit: Steve Portigal
Example: PAIN/GAIN matrix• Get out the pain/gain matrix• TOGETHER with a neighbor,
map post-its against the matrix
Why?Discover unexpected insights in the data
Photo credit Eirik Newth
3. MAPPING TO FRAMEWORKS
What is a framework?A scaffold for thinking about a problem
How?• Select a framework•Map post-its against it•Do more
research/freelisting to fill in blanks
PATTERNS?
OPPORTUNITIES?
Discover hidden patterns
Why Frameworks?
Photo credit Marc Phu
Why Frameworks?
Find missing areas of inquiry and fill them in.
Photo credit Marc Phu
EMPATHY MAP
Adrian Howard https://www.flickr.com/photos/adrianhoward/8710477211/in/photolist-9zsm7U-9zsoeo-9zsmo3-9zpnNe-aKVQVM-ob4zF5-5wrz1p-egHtpz-9zpqGM-9zsooJ-9zspTN-9zpqa2-9zspL9-9zskPA-9zskZd-bJ5qVx-opHAHj-psEPoY-c3gTjN-ebVuVA-9H7uru-ebPQrT-egHuq4-77aN2N-brpNWc
MORE FRAMEWORKS
FOR YOU
MENTAL MODELS
User needs go here
Offerings goes here Opportunities!
Photo credit: Indi Young
Photo credit: Indi Young
PARTICIPATORY ROADMAP
You know this one…
Freelist your points
Chunk them into themes
Map them to a story arc!
Photo taken at Duarte Workshop
Your meeting?
Get up! Use the walls!
Remember
1. Fragmenting +
2. Chunking +
3. Mapping
= INSIGHTS!
Learn More:Classes Books
THE CREATIVE FOUNDER
At Stanford CE. & General Assemb.lyhttp://www.eleganthack.com/category/speaking/ for more info
THANK YOU@CWODTKE
WWW.ELEGANTHACK.COM