leanconf 2014: customer development on a global scale by raven keller
DESCRIPTION
Customer development and research is often seen as a huge, expensive, time-consuming task relegating it all too often to the cutting room floor when budgets start to get squeezed. This perception is only magnified when the target audience is relatively small, broadly distributed and highly specialized. Of course, these are the situations when customer development is even more important. In this talk, Neo designer Raven Keller will discuss how she worked with a small team on a new platform for ICANN -- the internet governance organization. A global organization with multiple stakeholders, ICANN has a keen interest in ensuring it's constituency is well-represented in the tools they build for the community. However these folks are distributed across continents, countries, time zones and organizations both political and private. Raven will describe how she and the team worked to collect feedback and insight from ICANN's global audience in a way that allowed the team to maintain a brisk pace while continuously learning, experimenting and iterating.TRANSCRIPT
Customer Development
on a Global Scale
@ravejk
Customer Development
- Create an environment of transparency
- Discover customer needs
- Validate problems & collaborate on solutions
* Develop relationship
Creating an environment
of transparency
Public Comment
Discovering
Customer Needs
v
v
v
v#&@$!
End Customer
#&@$!
Major insights
1. UI “The site is frustrating and difficult to use.”
2. Behavioral/Process “I go through all the work of
writing a comment and posting it, but I never hear back
about its impact, or about the outcome of the
proposal.”
Internal customer
vvv
v
Validating problems &
Collaborating on solutions
Discussion Guide
Intro
Background
Experience with Public Comment
Validate Problems & Collaborate on Solutions
Conclusion
Web-based PDFs
“People wait until the last minute
to submit comments.”
Threaded commenting
“I don’t know which phase the
Public Comment is in.”
Policy Staff Summary
Report of Public Comments
Posted to PC main page
Email notification
Timeline
v
Timeline 2.0
Major insights (end customer)
1. “The site is frustrating and difficult to use.”
2. “I go through all the work of writing a comment
and posting it, but I never hear back about its
impact, or about the outcome of the proposal.”
In 4 months
Created an environment of transparency
Identified customer needs
Validated Problems & collaborated on solutions
Developed relationships with the community
“This is what I was hoping we
would make.”
“This is what I was hoping we
would make.”
Thank you!
@ravejk