matt beaudet [email protected] oct. 8, 2013 for fun and profit customer anthropology
TRANSCRIPT
What is customer Anthropology?
“Customer Anthropology is a set of tools that can allow you to understand your customer, test your assumptions, and
innovate”
User Centered Innovation
User Research
Customer Focused Innovation
User Centered Design
Participatory Design Field Study based Design
What I did beforeTali
HiredSYBR Gold
Oligo labeling kits
ULYSIS Labeling Kits
Panomer Products
Microarray Kits
SYBR Safe
Safe Imager
Qubit
Countess
Qubit 2.0
Realized the
customer mattered
IDEO
The Art of Innovation
Thoughtless Acts? Observations on Intuitive Design
ABC Nightline – IDEO Shopping Cart
- Early stage startup- Spin-out from UO- Disruptive drug
discover platform
- Tech Incubator- Eugene based
- IT, Gaming, Brewing, Biotechnology space
and equipment
- Customer Anthropology
- Innovation Guidance- Sales Support
What I do now
CEOBoard
PresidentConsultant
Today
• Understand you customer!
• Knowing your customer is a never ending iterative process
• Prototyping is the easiest (and cheapest) way to understand your customer
• Customer anthropology makes you faster and gives you a distinct edge
“Customer Anthropology is a set of tools that can allow you to understand your customer, test your assumptions, and
innovate”
Why is this important?
Why is this important?
Linear methodology
Linear methodology
Linear methodology
Linear methodology
Horror stories
Iterative methodology
Iterative methodology
Iterative methodology
“Customer Anthropology is a set of tools that can allow you to understand your customer, test your assumptions, and
innovate”
Who is the customer?
• Have a clear understanding of who your customer is and what you want to get/understand from them
Customer persona frameworkPublic Institutions
Private Institutions
ScienceDriven
EgoDriven
“Altruists”
“Lab Rats” “Climbers”
“Hot Shots”
• Trust data• Rely on scientific
journals for education• Somewhat snobby
• Trust process• Rely on training for
education• 9-5 worker
• Will try something new if it will give them an advantage
• Relies on 1:1 meetings for education
• Aggressive
• Trust their gut• Rely on scientific
meetings for education• Bold and BrashPeer
recommendationsUnknown
Potential
Competitive
AdvantageEstablished
Protocols
What are the tools?
Observational Tools
Prototype Tools
This can (and should) be applied everywhere
Vision hemocytometer
iCounter
Countess
Duchess
• Bossman• Straightforward• Scientific
• Corporate Man• Strategy• Product line placement
• “Real customer”• Branding savvy• Value of cognitive dissonance
What are the tools?
Iterative prototyping
Interview/Survey Tools
•What is the biggest way to screw up customer anthropology?
Q&A?•What is the best way to prototype my
product/project?•How can I make time for this when I am
running flat-out already?• Is IDEO as cool as everyone says it is?
•What is cognitive dissonance again?
•Are some people better at this than others?
• 48hr crash coarse in startups• UO Student - $39/weekend
• Incubator space and community mentoring
• Tuesday open night 4-7
Memoto / Narrative
What are the tools?