The Customer-driven Playbook: Converting Customer Feedback Into Successful Products

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Despite the wide acceptance of Lean approaches and customer-development strategies, many product teams still have difficulty putting these principles into meaningful action. That's where The Customer-Driven Playbook comes in. This practical guide provides a complete end-to-end process that will help you understand customers, identify their problems, conceptualize new ideas, and create fantastic products they'll love. To build successful products, you need to continually test your assumptions about your customers and the products you build. This book shows team leads, researchers, designers, and managers how to use the Hypothesis Progression Framework (HPF) to formulate, experiment with, and make sense of critical customer and product assumptions at every stage. With helpful tips, real-world examples, and complete guides, you'll quickly learn how to turn Lean theory into action. Collect and formulate your assumptions into hypotheses that can be tested to unlock meaningful insights Conduct experiments to create a continual cadence of learning Derive patterns and meaning from the feedback you've collected from customers Improve your confidence when making strategic business and product decisions Track the progression of your assumptions, hypotheses, early ideas, concepts, and product features with step-by-step playbooks Improve customer satisfaction by creating a consistent feedback loop

E-Book Content

The CustomerDriven Playbook Converting Customer Feedback into Successful Products Travis Lowdermilk & Jessica Rich The Customer-Driven Playbook Converting Customer Feedback into Successful Products Travis Lowdermilk and Jessica Rich Beijing Boston Farnham Sebastopol Tokyo The Customer-Driven Playbook by Travis Lowdermilk and Jessica Rich Copyright © 2017 Travis Lowdermilk and Jessica Rich. All rights reserved. Printed in the United States of America. Published by O’Reilly Media, Inc., 1005 Gravenstein Highway North, Sebastopol, CA 95472. O’Reilly books may be purchased for educational, business, or sales promotional use. Online editions are also available for most titles (https://oreilly.com/safari). For more information, contact our corporate/ institutional sales department: 800-998-9938 or [email protected] Development Editor: Angela Rufino Indexer: Lucie Haskins Acquisitions Editor: Mary Treseler Interior Designer: David Futato Production Editor: Colleen Cole Cover Designer: Karen Montgomery Copyeditor: Rachel Monaghan Illustrator: Rebecca Demarest Proofreader: Sonia Saruba June 2017: First Edition Revision History for the First Edition 2017-06-09: First Release The O’Reilly logo is a registered trademark of O’Reilly Media, Inc. The Customer-Driven Playbook, the cover image, and related trade dress are trademarks of O’Reilly Media, Inc. While the publisher and the authors have used good faith efforts to ensure that the information and instructions contained in this work are accurate, the publisher and the authors disclaim all responsibility for errors or omissions, including without limitation responsibility for damages resulting from the use of or reliance on this work. Use of the information and instructions contained in this work is at your own risk. If any code samples or other technology this work contains or describes is subject to open source licenses or the intellectual property rights of others, it is your responsibility to ensure that your use thereof complies with such licenses and/or rights. 978-1-491-98127-6 [LSI] This book belongs to Dr. Monty Hammontree, our team, and all our friends at Microsoft. Without them, this
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