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What is Customer Validation

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In today's competitive landscape, your product must exceed expectations and create a compelling customer experience. Here, we discuss how to leverage real customers in real environments to evaluate the stability, satisfaction, and adoption of your product before release and achieve Customer Validation.

Publicado en: Tecnología
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What is Customer Validation

  1. 1. 2 What You'll Learn Today Whatexactly is Customer Validation? Whyis it critical to the success of your product? Whodoes it apply to in the industry? Wheredoes it fit within your organization? Whendoes it take place within the product life-cycle? Howdoes it actually work (high level)?
  2. 2. the speaker and Centercode is Customer Validation (CV)? is CV critical to the success of your product? does CV apply to? does CV belong within your organization? does CV occur in PLM? does CV actually work? and next steps About What Why Who Where When How Q&A
  3. 3. 4 About Me Luke Freiler CEO + Co-founder Centercode Engineering & UX Background Previously with Samsung & Ericsson Hardware & Software • Consumer & Business luke@centercode.com linkedin.com/in/freiler/
  4. 4. 5 "Technology is a word that describes something that doesn't work yet" - Douglas Adams Centercode Mission We help companies leverage their customers to build better products.
  5. 5. ASSETS Centercode Overview Customer Validation (CV) is our core competency • Founded in 2001 • Industry leader Tester Panel 180k+ deeply profiled global test candidates Framework Scalable and adaptable Customer Validation process Platform End-to-end cross-platform Customer Validation platform OFFERINGS Managed CV Programs1 CV Platform Subscription2 Customer Research3
  6. 6. Industry Leading Customers WE SERVICE AMAZING HIGH-GROWTH TECHNOLOGY AND MODERN ENTERPRISE COMPANIES
  7. 7. the speaker and Centercode is Customer Validation (CV)? is CV critical to the success of your product? does CV apply to? does CV belong within your organization? does CV occur in PLM? does CV actually work? and next steps About What Why Who Where When How Q&A
  8. 8. Customer Validation? What is Lower Case Customers testing real unreleased products in real environments. AKA Beta testing Upper Case A distinct discipline for gathering and synthesizing representative customer feedback to produce a more successful product. Specific proven research and testing methodologies utilized to capture unique actionable insight about the customer experience of actual products throughout their development, from targeted users in their true environments.
  9. 9. Beta Testing Charter Program Client Validation Controlled Release Customer Acceptance Testing (CAT) Customer Development Program Customer Experience Trials Customer Feedback Sessions Customer Integration Customer Satisfaction Customer Tech Preview Customer Technology Preview Customer Validation Design Validation Test Early Acceptance Early Adopter Program (EAP) Early Preview Early Release Early Visibility End User Validation Field Test Friendly User Trials (FUT) Labs Let the Customer Bang on It Limited Availability Limited Release Market Readiness Testing (MRT) Pilot Test Play Test POC Pre-Release RA Release Ramp Up Soft Launch Soft Release Trusted Testers User Acceptance Testing (UAT) User Test User Validation Voice of the Customer The Need for "Upper Case" Customer Validation
  10. 10. Defining Attributes of CV 11 Targeted Users • recruited based on demographic and technical characteristics that are representative of your true audience Actual Products • tangible pre-production products beyond the prototype stage of development Real Environments • the actual homes, workplaces, vehicles, and lives of the representative customers Over Time • extended study of actual real-world product usage by over weeks or months
  11. 11. Customer Validation Test Stages 12 Field Evaluate Adoption Targeted customers focused on the real-world customer experience Beta Evaluate Satisfaction Targeted customers guided through a comprehensive product tour Alpha Evaluate Stability Technical users identifying quality issues in real environments
  12. 12. Customer Validation Stage Details ALPHA TEST BETA TEST FIELD TEST Evaluate Stability Evaluate Satisfaction Evaluate AdoptionTest Objective Does it work? Do they like it? How will they use it?Topic Question Bug Hunt Guided Evaluation Natural UsageStrategy Test Ready (60-80%) Near/Feature Complete (80-90%) Release Candidate (90%+) Product State 2 Weeks (per cycle) 3-6 Weeks (1-2 cycles) 6+ Weeks (1 cycle) Typical Test Length 25-50 25-200 100+Typical Testers
  13. 13. the speaker and Centercode is Customer Validation (CV)? is CV critical to the success of your product? does CV apply to? does CV belong within your organization? does CV occur in PLM? does CV actually work? and next steps About What Why Who Where When How Q&A
  14. 14. Relevant Technology Product Trends 15 Products have become far more complex1 2 3 The audience has changed; higher expectations Fewer channels severely increase risk
  15. 15. 16 IoT ("Internet of Things") products are a model example of this: 1. They're deeply complex (SW + HW + Services) 2. They're highly interconnected 3. They never stop evolving (OTA) 4. They're hyper competitive Example: IoT Products
  16. 16. PROFIT Customer Validation Impact and ROI QUALITY COST DEV TIME INT. BIAS TIME TO MARKET RETURNS SUPPORT COST QUALITY UX REVIEWS CUST SAT PLANNING SALES 17
  17. 17. the speaker and Centercode is Customer Validation (CV)? is CV critical to the success of your product? does CV apply to? does CV belong within your organization? does CV occur in PLM? does CV actually work? and next steps About What Why Who Where When How Q&A
  18. 18. Product Type Product Audience 19 What Products Benefit from Customer Validation Short Answer: Any product with a customer Hardware Software Services Consumer Business Enterprise
  19. 19. the speaker and Centercode is Customer Validation (CV)? is CV critical to the success of your product? does CV apply to? does CV belong within your organization? does CV occur in PLM? does CV actually work? and next steps About What Why Who Where When How Q&A
  20. 20. 21 Customer Validation Within an Organization Quality UX/CX Market Research Customer Validation
  21. 21. 22 Customer Validation Within an Organization Quality UX/CX Market Research Customer Validation Technology . . . Customer Business Product Management
  22. 22. the speaker and Centercode is Customer Validation (CV)? is CV critical to the success of your product? does CV apply to? does CV belong within your organization? does CV occur in PLM? does CV actually work? and next steps About What Why Who Where When How Q&A
  23. 23. 24 When does CV occur?
  24. 24. 25 CV within Product Life-cycle Quality Alpha Beta Field Release Core Customer Validation Continuous Customer Validation (next time)
  25. 25. the speaker and Centercode is Customer Validation (CV)? is CV critical to the success of your product? does CV apply to? does CV belong within your organization? does CV occur in PLM? does CV actually work? and next steps About What Why Who Where When How Q&A
  26. 26. 27 Typical Legacy Process (aka "beta testing") 1. Beg engineering for a beta release 2. Scavenge for people willing to be testers 3. Send out the beta product (with minimal context) 4. Beg testers for feedback (via email) 5. Shotgun distribution of results 6. Pray nothing fell through the cracks
  27. 27. 28 The Source of the Problem PROCESS PEOPLE TECHNOLOGY
  28. 28. Key Customer Validation Challenges 29 Project design and scoping Allocating qualified resources Recruiting ideal testers Persistent user engagement Collecting useful feedback Deriving actionable recommendations
  29. 29. 30 Legacy vs. Customer Validation Objectives Data e.g. Exports Information e.g. Charts Insight e.g. Facts Recommendation e.g Actions CV Effort PO Effort Platform CVF Problems Solutions
  30. 30. 31 Ongoing Feedback Directed Research Analysis and Recommendation Customer Validation Process Overview Test Scoping and Product MappingPlanning Recruitment and SelectionPrep Weekly Tester Support Engagement Management Collection and Wrap-upClosure
  31. 31. Test Scoping and Product Topic Mapping Topics represent the individual features, functions, and experiences you want tested. Product Setup The process of connecting the product for first time use. Find a spot to plug the device into both the network and wall. 1.8 M Account Creation The process of creating a personal account to customize the product. Log into www.xyz.com and create a new user account. 1.2 S Topic Out of the Box Onboarding Description The initial experience opening the product package. Activity Receive and unbox the product. Impact 1.2 Size S
  32. 32. 33 Recruitment and Selection (Beta Example) US Resident, Own 2+ Smart Home ProductsCore Requirements Android iOS .Technical Segmentations Smart Home Interest + ExperienceAdditional Traits Demographic Segmentations Age 18-25 Age 26-35 Age 36-50 . Targeted Enthusiastic Strangers Profiled Panel +
  33. 33. 34 Ongoing Feedback Management All Feedback must be Filtered, Categorized, and Prioritized based on your objectives (Topics and concerns) Bug Reports Test quality, interoperability, and real-world performance Measure acceptance, prioritize backlog, generate new ideasSuggestions Gather user insight and sentiment; study user experiencePrivate Journals Emulate real-world discussion; drive focused collaborationOpen Discussions
  34. 34. Assign Topic Activities Directed Research Management Centercode Analysis Weekly Presentation including Recommendation Scorecards (FIPs) 35 Engage and Support Testers Customer Acceptance Survey
  35. 35. Results Overview(Beta Sample) 4.0 out of 5 Recommendations to FIX 3 TOPIC: UNBOXING Customer Acceptance Score This score is AVERAGE. Recommendations to IMPROVE 5 Recommendations to PROMOTE 1 RecommendationsUnboxing Task TASK Review the packaging of the product DESCRIPTION Review the product packaging and information without opening the box. Get to know the product as if you were considering it prior to purchase. 36
  36. 36. Fix Recommendation Sample Tester Quotes RELATED FEEDBACK BUG-0015 Antenna broke pulling it out of the box SUG-0013 Better packaging for the antenna Reinforce the Antenna in Packaging Some testers reported frustration with the antenna breaking while attempting to remove it from the packaging. A broken antenna can lead to a poor perception of product quality as well as performance issues. “While trying to remove the product from the box the antenna snapped off. I did not even apply that much pressure.” “I did not realize that the antenna was broken off until I heard it banging around in the box. Very cheaply made. Plus the packaging was so hard to remove, it is no wonder it broke off." 15% RESPONDENTS P1 PRIORITY Major SEVERITY FIX RECOMMENDATION 37
  37. 37. Improve Recommendations Sample Tester Quotes RELATED FEEDBACK BUG-0041 Twist Ties Were Broken SUG-0013 Needs Better Twist Ties or Restraints “Everything was going great as I pulled stuff out of the box, except the twist ties that held the ethernet cord together were already broken.” “I enjoyed pulling everything out of the box. Things were neat and easily accessible. But, the twist ties around the cords looked like twist ties on bread and took the feel of quality out of most the experience.” 20% RESPONDENTS P4 PRIORITY Minor SEVERITY IMPROVE RECOMMENDATION Provide Higher Quality Twist Ties Testers feel that the twist ties are very cheap compared to the rest of the contents in the packaging. Some testers reported that twist ties were broken upon first inspection. This gives testers the mindset of a product of lesser quality and can result in a poor display. 38
  38. 38. Promote Recommendation Sample Tester Quotes RELATED FEEDBACK DIS-0100 Everything is nicely stored “WOW! This thing is clean, the packaging felt very orderly making it simple to unbox. I wish all the products I purchased came like this." 30% RESPONDENTS P3 PRIORITY PROMOTE RECOMMENDATION Packaging Contents are Neat and Orderly Testers felt like, overall, everything was very well organized within the box. The hub and the light were very nicely stored and made it easy to pull them out. This should be promoted to your project teams or other members that can benefit from positive feedback. "Very impressed by the packaging. I'm going to end up holding onto it just in case I move and need to store all of the components again. Everything fit into its nice little compartment, for some reason I even felt compelled to take a picture of it. Got me in the mood to organize some stuff at home." “Packaging rocks. The box feels awesome and the contents are neatly stored. I was amazed with how neatly things were stored." 39
  39. 39. the speaker and Centercode is Customer Validation (CV)? is CV critical to the success of your product? does CV apply to? does CV belong within your organization? does CV occur in PLM? does CV actually work? and next steps About What Why Who Where When How Q&A
  40. 40. 41 Open Q&A Luke Freiler CEO @ Centercode Thank You!
  41. 41. Thank You

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