book

The Customer-Driven Playbook

by Travis Lowdermilk, Jessica Rich

June 2017

Beginner to intermediate

251 pages

5h 24m

English

O'Reilly Media, Inc.

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Preface
Who Can Use the Customer-Driven Playbook?How Is This Different from Other User-Centered Methodologies?How This Book Is OrganizedWebsiteO’Reilly SafariHow to Contact Us
I. The Foundation
1. The Hypothesis Progression Framework and the Customer-Driven Cadence
What Is the Hypothesis Progression Framework?The Customer-Driven CadenceKey Points
2. Formulating
A Great Hypothesis Focuses on the Customer’s Limitations, Not Your OwnFormulating Assumptions into HypothesesThe Parameters of the Hypothesis Progression FrameworkType of CustomersJob-to-Be-DoneProblemFormulating a Discussion GuideFormulating IdeasKey Points
3. Experimenting
Conducting a Successful Customer InterviewCreate a ScreenerGive Time for ResponsesRemain PositiveIdentify Roles During the InterviewDebriefHow Many Customers Do I Need to Validate a Hypothesis?SurveysAdvantagesDisadvantagesAnalyticsAdvantagesDisadvantagesFocus GroupsAdvantagesDisadvantagesCustomer VisitsAdvantagesDisadvantagesUsability TestsAdvantagesDisadvantagesHow to Find CustomersGetting the Customer’s AttentionUpdate Your Online ProfileFavor Depth over BreadthReward Participation with “Exclusivity”Key Points
4. Sensemaking
The Sensemaking LoopData SourcesShoeboxesEvidence FilesSchemasStoriesKey Points
5. The Customer
Formulating a Customer HypothesisTypes of CustomersMotivationJob-to-Be-DoneKey Points
6. The Problem
Focusing on Customers’ LimitationsHow to Identify Customers’ ProblemsFormulating a Problem HypothesisAvoiding Problems Not Worth SolvingKey Points
7. The Concept
The Power of Problem FramingFormulating IdeasHow to Pick the Best Potential OpportunityFormulating a Concept HypothesisPlotting Events Using a StoryboardTesting Your Concepts with CustomersThe Concept Value TestUnique Value PropositionBenefitsLimitationsRatingsThings to Consider While Creating a Concept Value TestHave an OpinionRecognize That Concept Value Tests Are Not Usability TestsSharpen the Language Surrounding Your ConceptKey Points
8. The Feature
Formulating a Feature HypothesisTalking with Customers About Your FeaturesFormulating a Discussion Guide (with Tasks)Key Points

9. Using the Playbooks
Experiment TypesMaterialsRoles and Responsibilities
II. The Playbooks
10. The Customer Playbook
FormulatingFormulating Customer AssumptionsFormulating Customer HypothesesFormulating a Discussion GuideExperimentingPreparing for a Customer VisitConducting a Customer VisitDebriefing After Customer VisitsSensemakingSchematizing the DataUpdating the Evidence FileCreating and Sharing Your Stories
11. The Problem Playbook
FormulatingFormulating Problem AssumptionsFormulating Problem HypothesesFormulating a Discussion GuideExperimentingPreparing for the InterviewConducting the InterviewDebriefing After InterviewsSensemakingSchematizing the DataUpdating the Evidence FileCreating and Sharing Your Stories
12. The Concept Playbook
FormulatingFormulating Ideas Using “How Might We?”Prioritizing Your Ideas Using the Impact/Effort MatrixTurning Ideas into ConceptsFormulating the UVP, Benefits, and LimitationsPlotting Events Using StoryboardsFormulating a Discussion Guide for Talking with CustomersExperimentingPreparing for the Concept Value TestConducting the Concept Value TestDebriefing After the Concept Value TestSensemakingSchematizing the DataDetermining “Must Have” BenefitsUpdating the Evidence FileCreating and Sharing Your Stories
13. The Feature Playbook
FormulatingFormulating Benefits into FeaturesPrioritizing the Feature Work Using the Impact/Effort MatrixFormulating Feature HypothesesFormulating TasksFormulating a Testable PrototypeFormulating a Discussion GuideExperimentingPreparing for the Usability StudyConducting the Usability StudyDebriefing After Usability StudiesSensemakingSchematizing the DataUpdating the Evidence FileCreating and Sharing Your Stories
A. Afterword
B. References
Index

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Part II. The Playbooks

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The Customer-Driven Playbook

by Travis Lowdermilk, Jessica Rich

Part II. The Playbooks

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.