Problem Validation
Problem Validation
Embedded Files
Do you understand what potential customers need?
Do you understand what potential customers need?
Instructions
Instructions
If you've created your problem statement from a previous section, you should be able to make a clear hypothesis of [WHO] has what [PROBLEM].
Once you have a clear hypothesis, you can test the hypothesis through PROBLEM VALIDATION.
Use the resources below to better understand what this means - read ahead and we will discuss in class. The videos provide examples and case studies to help you understand.
You are encouraged to find additional resources about problem validation as part of your research.
Outcomes
Outcomes
- Understand problem validation purpose and process
- Understand difference between problem validation and product pitching, and why it's important
- Develop interviewing and customer discovery skills to identify business insights
Tasks
Tasks
- Develop your own customer and problem hypotheses for your business (in preparation for the validation process)
- Prepare your interview plan to test your hypotheses
- Complete your interviews - each team member must interview at least three people who fit the "customer hypothesis" profile
What is the "job" that a customer needs to do?
What is the "job" that a customer needs to do?
To better understand customers and their problems, you need to talk to them!!
This means taking time to understand their experiences, frustrations and what they are doing about them... it is not asking them if they like your idea.
These slides provide an example of how to understand the "job" that a product is "hired" to do. Just like the saying we have used in class:
"don't need a drill, need a hole"The important thing to understand is that you need to understand the problem, need or "job" that the person is trying to get done. Later on, you can work out how to create the solution!
How do you interview customers?
How do you interview customers?
These videos provide an overview of what you should ask customers. Remember, it is a learning process where you try to understand the experiences of your potential customers.
Importantly, you should try to understand:
- What frustrations are people experiencing?
- Have they tried to solve these frustrations?
- What's wrong with current solutions?
If they haven't tried to solve the problem, then it is not that big a problem and there may not be a market for any solutions that you come up with.
Before talking with customers, you need to have a clear picture of:
- the problem (that you have identified)
- the customers (that experience this problem)
This allows you to be very targeted with your customer interviewing, so that you can actually validate the problem.
above: LaunchX Customer Interviewing Tipsabove: CustomerDevLabs "What to Ask"Important...
Important...
You should not be coming up with solutions until after you have spoken to customers about their needs and problems. Understand the customer's problem first... and then find a way to solve it.
Validating Your Problem
Validating Your Problem
Once you have a hypothesis (problem and customer group), then you can use customer interviewing to find out whether it is a real problem.
This video explains how you can use the problem validation board to test your problem hypothesis. It provides a structured approach to your interviewing process, and outlines more about:
- Customer Hypothesis
- Problem Hypothesis
Task: Complete Problem Validation Interviews
Task: Complete Problem Validation Interviews
Using the information above, complete at least three interviews (per team member) with people who fit within your customer hypothesis profile.
You will need to take detailed notes and really dig in to understand how the customer experiences the problem and how big a problem it is for them.
The image to the right provides a reminder about some of the core things you should try to discover.
source: slideshare - fdebane There are many templates available to help with your interviews. I've provided one here, but you may find your own. Just remember that you are LEARNING about your customer NOT SELLING to them.
Customer Interview Template.pdfReal Example?
Real Example?
This article explains how the founders of Away (a billion dollar luggage company) spoke directly with 800 potential users of their product, even visiting them at home to watch them pack their luggage for trips.
More Resources About Problem Validation
More Resources About Problem Validation
In this video, Trevor Owens explains how he applied this same thinking and discovery approach in his own business.
Here, the founders of Fashion Metric also discuss how they used this problem validation approach.
This is that same Trevor Owens more directly explaining the problem validation process he applied in his business.
And if you're really excited, here's a co-founder of Javelin explaining the approach in another way.
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