Lessons Learned #5 6th October 2014 Group #4 Lean Entrepreneurship Project S4 Diana Moreira Jan Otta Hugo Stevens JuditKalmár
Client Segments Empathy Map Persona
Client Segments • Empathy Map • Provides insight into key stakeholders or clients who are necessary for your company’s success. • See, Hear, Think & Feel, Say & Do, Pain, Gain A day in the life Provides a better user understanding bylearning our clients dayly basis.
Client Segments • Persona • “Personas are fictional characters created to represent the different user types within a targeted demographic, attitude and/or behavior set that might use a site, brand or product in a similar way." • As many as our customers segments. • Interviews • Provides insight about specific topics regarding our customer segments. • Hypothesis Validation • Other Options: • Focus Group • Surveys
Interviews 1- Introduction 2- Customer Segmentation Questions (M/F; Age; What do you do?) 3- Problem Questions: Do you wear socks? Do you wear quality socks? Do you deal with the laundry (washing, drying, stocking)? Problems? Problems during stocking? Is this an important problem for you? And in the future? 4- Hypothesis Questions: Are you willing to buy socks that attach together instead of regular socks? Do you perceive socks with features with more added value? How much? Do you perceive socks with quality with more added value? How much? Would you be willing to buy socks online? How many socks brands do you know? Which ones? Do you know any store specialized in socks? Which one? How often do you buy socks? 5- Conclusion (Suggestions)
Feedback 1- Missing Questions Would you buy “Sock It” instead of regular socks? Who buys your socks? 2- Get to know Persona’s routines better 3- Explain both Problems better Main problem is not losing socks, but stocking them. 4- Mothers are clearly our main target (relevant need and influencer) Second, Business People! Last, Young People… 5- Focus: Mothers (Need); Business People (Innovation) 6- Good Structure