GUIDE: Customer Development Process
How to do customer development when the product is running and seems to be more or less successful by a lot of indicators/KPIs, but still falls short of some goals or metrics? Here is the guide.
Customer development (also, cusdev) – is the process of studying, surveying, interacting with your users and forming product hypotheses and decisions based on the information you get from them
And it seems to be simple - you talk to users. They tell you what they miss in your product. But it's not that simple. Here's how it works in practice.
Before you start each cusdev, you usually set a goal for what it's being done.
"We want to better understand the value of our product," "We want to increase sales," "We want to increase user activity," etc.
It is the end goal for which it is done that lays the foundation for the way in which future actions will take place.
One of the frequent stages where there is confusion. What to ask?
I follow the approach of asking about two things:
a) the processes;
b) the product incorporated into the processes.
Defining the audience
The next step is to determine the audience of product users you will be communicating with. I usually take two opposing segments - those who already do what you want, and those who are not yet doing what you want (goals).
As a variation, poll only those users who are already paying or not paying.
Next comes the process of analyzing the information.
questions for users interview
What questions to ask on CusDev so that users answer with maximum honesty and without bias?
Here is a list of 10 common questions whose answers will give you useful food for product thinking.
Additional cusdev tips