the customer discovery process in practice - … · the customer discovery process in practice ......
TRANSCRIPT
![Page 1: The Customer Discovery Process in practice - … · The Customer Discovery Process in practice ... 90+ smart energy projects core competencies UX ... sales model Iteration](https://reader031.vdocuments.net/reader031/viewer/2022030616/5ae1c5397f8b9ae74a8ba601/html5/thumbnails/1.jpg)
19 May 2014 | GreenPocket GmbH | slide 1
The Customer Discovery Process in practice
– 6 Key Learnings for Success –
Dr. Thomas Goette CEO GreenPocket Amsterdam, 5th November2014
![Page 2: The Customer Discovery Process in practice - … · The Customer Discovery Process in practice ... 90+ smart energy projects core competencies UX ... sales model Iteration](https://reader031.vdocuments.net/reader031/viewer/2022030616/5ae1c5397f8b9ae74a8ba601/html5/thumbnails/2.jpg)
2009
How it all started The Status Quo
Energy transparency is the buzz word of the year. A new market is in the making.
A young, innovative company called GreenPocket launches a smart meter portal
for household customers.
![Page 3: The Customer Discovery Process in practice - … · The Customer Discovery Process in practice ... 90+ smart energy projects core competencies UX ... sales model Iteration](https://reader031.vdocuments.net/reader031/viewer/2022030616/5ae1c5397f8b9ae74a8ba601/html5/thumbnails/3.jpg)
Market developments The Status Quo
Five years, 90 customer projects and a lot of learnings later, the market looks different:
![Page 4: The Customer Discovery Process in practice - … · The Customer Discovery Process in practice ... 90+ smart energy projects core competencies UX ... sales model Iteration](https://reader031.vdocuments.net/reader031/viewer/2022030616/5ae1c5397f8b9ae74a8ba601/html5/thumbnails/4.jpg)
smart home
Developments & challenges The 2014 market
cloud
data
statistics
analysis
new front-end
technologies
energy
smarter
big data complexity
social
design
Energiewende
mobile usage
new technology customer
experience
![Page 5: The Customer Discovery Process in practice - … · The Customer Discovery Process in practice ... 90+ smart energy projects core competencies UX ... sales model Iteration](https://reader031.vdocuments.net/reader031/viewer/2022030616/5ae1c5397f8b9ae74a8ba601/html5/thumbnails/5.jpg)
A chance to do it differently Going back to the „drawing board“
Question everything
![Page 6: The Customer Discovery Process in practice - … · The Customer Discovery Process in practice ... 90+ smart energy projects core competencies UX ... sales model Iteration](https://reader031.vdocuments.net/reader031/viewer/2022030616/5ae1c5397f8b9ae74a8ba601/html5/thumbnails/6.jpg)
… to turn everything GreenPocket: in the best position
UPSIDE DOWN
![Page 7: The Customer Discovery Process in practice - … · The Customer Discovery Process in practice ... 90+ smart energy projects core competencies UX ... sales model Iteration](https://reader031.vdocuments.net/reader031/viewer/2022030616/5ae1c5397f8b9ae74a8ba601/html5/thumbnails/7.jpg)
Advantages of cooperating with a software start-up GreenPocket: small, agile, innovative
usability technical knowhow niche player
design small
agile
different-minded
experienced
experts
90+ smart energy projects
core competencies
UX
quality management
innovative
@ pulse of the time
![Page 8: The Customer Discovery Process in practice - … · The Customer Discovery Process in practice ... 90+ smart energy projects core competencies UX ... sales model Iteration](https://reader031.vdocuments.net/reader031/viewer/2022030616/5ae1c5397f8b9ae74a8ba601/html5/thumbnails/8.jpg)
… needs a method But even chaos
Source: http://sidlaurea.files.wordpress.com/2012/11/mind-map.jpg
![Page 9: The Customer Discovery Process in practice - … · The Customer Discovery Process in practice ... 90+ smart energy projects core competencies UX ... sales model Iteration](https://reader031.vdocuments.net/reader031/viewer/2022030616/5ae1c5397f8b9ae74a8ba601/html5/thumbnails/9.jpg)
Customer development by Steve Blank Definition
Source: http://en.wikipedia.org/wiki/Steve_Blank
“Customer development details a scientific approach that can be applied by startups and entrepreneurs to improve their products success by developing a better understanding of their consumers. Primary to the concept is a balanced relationship between developing a product and understanding the customer.”
![Page 10: The Customer Discovery Process in practice - … · The Customer Discovery Process in practice ... 90+ smart energy projects core competencies UX ... sales model Iteration](https://reader031.vdocuments.net/reader031/viewer/2022030616/5ae1c5397f8b9ae74a8ba601/html5/thumbnails/10.jpg)
The 4 steps to the Epiphany Getting to product-market fit
Source: http://steveblank.com/tag/customer-discovery/
Customer Discovery
Customer Validation
= Turn hypotheses
into facts
= Identify scalable
sales model
Iteration
Product-market fit
Customer Creation
Company Building
Execution
![Page 11: The Customer Discovery Process in practice - … · The Customer Discovery Process in practice ... 90+ smart energy projects core competencies UX ... sales model Iteration](https://reader031.vdocuments.net/reader031/viewer/2022030616/5ae1c5397f8b9ae74a8ba601/html5/thumbnails/11.jpg)
Why customer development? The benefits
Move faster Reduce risk
Bring process to chaos
Replace opinions with data
Stay in tune with customers
Discover the best market opportunities
![Page 12: The Customer Discovery Process in practice - … · The Customer Discovery Process in practice ... 90+ smart energy projects core competencies UX ... sales model Iteration](https://reader031.vdocuments.net/reader031/viewer/2022030616/5ae1c5397f8b9ae74a8ba601/html5/thumbnails/12.jpg)
So, let‘s get to work
![Page 13: The Customer Discovery Process in practice - … · The Customer Discovery Process in practice ... 90+ smart energy projects core competencies UX ... sales model Iteration](https://reader031.vdocuments.net/reader031/viewer/2022030616/5ae1c5397f8b9ae74a8ba601/html5/thumbnails/13.jpg)
Our software‘s past 2009: launch of two separate product lines: website & app
& Question: Which device would you use?
![Page 14: The Customer Discovery Process in practice - … · The Customer Discovery Process in practice ... 90+ smart energy projects core competencies UX ... sales model Iteration](https://reader031.vdocuments.net/reader031/viewer/2022030616/5ae1c5397f8b9ae74a8ba601/html5/thumbnails/14.jpg)
Learning #1 2009 to 2014: global mobile penetration
7% 8%
10%
14% 15%
16%
18% 19%
20% 20%
1%
3% 4%
5%
7%
11%
16%
22%
2% 3%
6%
0%
5%
10%
15%
20%
25%
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Source: BI Intelligence, Gartner, IDC, Strategy Analytics, World Bank 2013
Glo
bal d
evic
e pe
netr
atio
n pe
r ca
pita
PC
tablets
smartphones Mobile first!!!
![Page 15: The Customer Discovery Process in practice - … · The Customer Discovery Process in practice ... 90+ smart energy projects core competencies UX ... sales model Iteration](https://reader031.vdocuments.net/reader031/viewer/2022030616/5ae1c5397f8b9ae74a8ba601/html5/thumbnails/15.jpg)
Learning #1 2014: thanks to HTML5: one product for all devices
& HTML5
CSS3
Responsive design
![Page 16: The Customer Discovery Process in practice - … · The Customer Discovery Process in practice ... 90+ smart energy projects core competencies UX ... sales model Iteration](https://reader031.vdocuments.net/reader031/viewer/2022030616/5ae1c5397f8b9ae74a8ba601/html5/thumbnails/16.jpg)
Our software‘s past 2009 product design: cost vs consumption
Consumption data and associated costs
Question: Do we need to show costs, kWh?
What is more important?
![Page 17: The Customer Discovery Process in practice - … · The Customer Discovery Process in practice ... 90+ smart energy projects core competencies UX ... sales model Iteration](https://reader031.vdocuments.net/reader031/viewer/2022030616/5ae1c5397f8b9ae74a8ba601/html5/thumbnails/17.jpg)
Out of the remaining participants:
12% are not interested 4% are indifferent
61% know how much they spend yearly on energy
Costs are more prominent in consumers‘ minds
Learning #2 Product design: costs vs consumption
![Page 18: The Customer Discovery Process in practice - … · The Customer Discovery Process in practice ... 90+ smart energy projects core competencies UX ... sales model Iteration](https://reader031.vdocuments.net/reader031/viewer/2022030616/5ae1c5397f8b9ae74a8ba601/html5/thumbnails/18.jpg)
Costs remain prominently displayed
Learning #2 2014 product design: costs vs consumption
![Page 19: The Customer Discovery Process in practice - … · The Customer Discovery Process in practice ... 90+ smart energy projects core competencies UX ... sales model Iteration](https://reader031.vdocuments.net/reader031/viewer/2022030616/5ae1c5397f8b9ae74a8ba601/html5/thumbnails/19.jpg)
Use of larger font sizes, simplified, better structured layout
Learning #2 2014 product design: costs vs consumption
![Page 20: The Customer Discovery Process in practice - … · The Customer Discovery Process in practice ... 90+ smart energy projects core competencies UX ... sales model Iteration](https://reader031.vdocuments.net/reader031/viewer/2022030616/5ae1c5397f8b9ae74a8ba601/html5/thumbnails/20.jpg)
Our software‘s past 2009 product feature: budget manager
Budget manager focuses on monthly data
Question: Is the budget manager actually
useful?
![Page 21: The Customer Discovery Process in practice - … · The Customer Discovery Process in practice ... 90+ smart energy projects core competencies UX ... sales model Iteration](https://reader031.vdocuments.net/reader031/viewer/2022030616/5ae1c5397f8b9ae74a8ba601/html5/thumbnails/21.jpg)
Out of the remaining participants:
13% are not interested 6% are indifferent
81% want to know what to expect at the end of the year
Learning #3 Product feature: budget manager & annual cost projection
The ever important factor of costs!
![Page 22: The Customer Discovery Process in practice - … · The Customer Discovery Process in practice ... 90+ smart energy projects core competencies UX ... sales model Iteration](https://reader031.vdocuments.net/reader031/viewer/2022030616/5ae1c5397f8b9ae74a8ba601/html5/thumbnails/22.jpg)
Budget manager forecasts annual consumption instead of monthly
projection
Learning #3 2014 product feature: budget manager vs annual cost projection
![Page 23: The Customer Discovery Process in practice - … · The Customer Discovery Process in practice ... 90+ smart energy projects core competencies UX ... sales model Iteration](https://reader031.vdocuments.net/reader031/viewer/2022030616/5ae1c5397f8b9ae74a8ba601/html5/thumbnails/23.jpg)
Forecasting the end-of-year balance
Learning #3 2014 product feature: budget manager vs annual cost projection
![Page 24: The Customer Discovery Process in practice - … · The Customer Discovery Process in practice ... 90+ smart energy projects core competencies UX ... sales model Iteration](https://reader031.vdocuments.net/reader031/viewer/2022030616/5ae1c5397f8b9ae74a8ba601/html5/thumbnails/24.jpg)
Our software‘s past 2009 product design: information on CO2 emissions
Hat einen CO2-Ausstoß von 236 kg verursacht.
Conversion of energy consumption into kg of CO2 emissions
Question: Does anybody care about CO2
emissions?
![Page 25: The Customer Discovery Process in practice - … · The Customer Discovery Process in practice ... 90+ smart energy projects core competencies UX ... sales model Iteration](https://reader031.vdocuments.net/reader031/viewer/2022030616/5ae1c5397f8b9ae74a8ba601/html5/thumbnails/25.jpg)
Learning #4 Product design: necessary information
Out of the remaining participants:
12% are not interested 4% are indifferent
84% care about the environmental impact of their consumption
People do care and are curious to know
![Page 26: The Customer Discovery Process in practice - … · The Customer Discovery Process in practice ... 90+ smart energy projects core competencies UX ... sales model Iteration](https://reader031.vdocuments.net/reader031/viewer/2022030616/5ae1c5397f8b9ae74a8ba601/html5/thumbnails/26.jpg)
Learning #4 2014 product development implication
CO2 emission data remain
![Page 27: The Customer Discovery Process in practice - … · The Customer Discovery Process in practice ... 90+ smart energy projects core competencies UX ... sales model Iteration](https://reader031.vdocuments.net/reader031/viewer/2022030616/5ae1c5397f8b9ae74a8ba601/html5/thumbnails/27.jpg)
Learning #4 2014 product development implication
Conversion into tangible numbers
![Page 28: The Customer Discovery Process in practice - … · The Customer Discovery Process in practice ... 90+ smart energy projects core competencies UX ... sales model Iteration](https://reader031.vdocuments.net/reader031/viewer/2022030616/5ae1c5397f8b9ae74a8ba601/html5/thumbnails/28.jpg)
Learning #4 2014 product development implication
With as much detail as everything else
![Page 29: The Customer Discovery Process in practice - … · The Customer Discovery Process in practice ... 90+ smart energy projects core competencies UX ... sales model Iteration](https://reader031.vdocuments.net/reader031/viewer/2022030616/5ae1c5397f8b9ae74a8ba601/html5/thumbnails/29.jpg)
Our software‘s past 2009: data display
Day is the default data value
Question: Do they want or need that much
detail?
![Page 30: The Customer Discovery Process in practice - … · The Customer Discovery Process in practice ... 90+ smart energy projects core competencies UX ... sales model Iteration](https://reader031.vdocuments.net/reader031/viewer/2022030616/5ae1c5397f8b9ae74a8ba601/html5/thumbnails/30.jpg)
Learning #5 Product design: data display
Out of the remaining participants:
7% want daily data 15% want weekly
40% want either monthly or yearly data
„Month or year“ is good!
![Page 31: The Customer Discovery Process in practice - … · The Customer Discovery Process in practice ... 90+ smart energy projects core competencies UX ... sales model Iteration](https://reader031.vdocuments.net/reader031/viewer/2022030616/5ae1c5397f8b9ae74a8ba601/html5/thumbnails/31.jpg)
Monthly meter data instead of daily
Learning #5 2014 product design: data display
![Page 32: The Customer Discovery Process in practice - … · The Customer Discovery Process in practice ... 90+ smart energy projects core competencies UX ... sales model Iteration](https://reader031.vdocuments.net/reader031/viewer/2022030616/5ae1c5397f8b9ae74a8ba601/html5/thumbnails/32.jpg)
Month is default data value rather than day
Learning #5 2014 product design: data display
![Page 33: The Customer Discovery Process in practice - … · The Customer Discovery Process in practice ... 90+ smart energy projects core competencies UX ... sales model Iteration](https://reader031.vdocuments.net/reader031/viewer/2022030616/5ae1c5397f8b9ae74a8ba601/html5/thumbnails/33.jpg)
2012
2013
Decision for relaunch
2015 Roadmap
2014
Customer discovery ò
Major product redesign
2011
Cost-Check for gas, water and heat
Administration area for energy supplier
More detailed generation analysis
Houshold comparisons
Fit for the future
![Page 34: The Customer Discovery Process in practice - … · The Customer Discovery Process in practice ... 90+ smart energy projects core competencies UX ... sales model Iteration](https://reader031.vdocuments.net/reader031/viewer/2022030616/5ae1c5397f8b9ae74a8ba601/html5/thumbnails/34.jpg)
2015 Our product goes live!
with two of the Top 10 European utilities