Matt Beaudet [email protected] Oct. 8, 2013 For fun and profit Customer Anthropology.
-
Upload
iris-berman -
Category
Documents
-
view
216 -
download
0
Transcript of Matt Beaudet [email protected] Oct. 8, 2013 For fun and profit Customer Anthropology.
![Page 2: Matt Beaudet Matt@cellfyre.com Oct. 8, 2013 For fun and profit Customer Anthropology.](https://reader035.fdocuments.us/reader035/viewer/2022062803/56649c7b5503460f9492edd4/html5/thumbnails/2.jpg)
What is customer Anthropology?
“Customer Anthropology is a set of tools that can allow you to understand your customer, test your assumptions, and
innovate”
User Centered Innovation
User Research
Customer Focused Innovation
User Centered Design
Participatory Design Field Study based Design
![Page 3: Matt Beaudet Matt@cellfyre.com Oct. 8, 2013 For fun and profit Customer Anthropology.](https://reader035.fdocuments.us/reader035/viewer/2022062803/56649c7b5503460f9492edd4/html5/thumbnails/3.jpg)
What I did beforeTali
HiredSYBR Gold
Oligo labeling kits
ULYSIS Labeling Kits
Panomer Products
Microarray Kits
SYBR Safe
Safe Imager
Qubit
Countess
Qubit 2.0
Realized the
customer mattered
![Page 4: Matt Beaudet Matt@cellfyre.com Oct. 8, 2013 For fun and profit Customer Anthropology.](https://reader035.fdocuments.us/reader035/viewer/2022062803/56649c7b5503460f9492edd4/html5/thumbnails/4.jpg)
IDEO
The Art of Innovation
Thoughtless Acts? Observations on Intuitive Design
ABC Nightline – IDEO Shopping Cart
![Page 5: Matt Beaudet Matt@cellfyre.com Oct. 8, 2013 For fun and profit Customer Anthropology.](https://reader035.fdocuments.us/reader035/viewer/2022062803/56649c7b5503460f9492edd4/html5/thumbnails/5.jpg)
- Early stage startup- Spin-out from UO- Disruptive drug
discover platform
- Tech Incubator- Eugene based
- IT, Gaming, Brewing, Biotechnology space
and equipment
- Customer Anthropology
- Innovation Guidance- Sales Support
What I do now
CEOBoard
PresidentConsultant
![Page 6: Matt Beaudet Matt@cellfyre.com Oct. 8, 2013 For fun and profit Customer Anthropology.](https://reader035.fdocuments.us/reader035/viewer/2022062803/56649c7b5503460f9492edd4/html5/thumbnails/6.jpg)
Today
• Understand you customer!
• Knowing your customer is a never ending iterative process
• Prototyping is the easiest (and cheapest) way to understand your customer
• Customer anthropology makes you faster and gives you a distinct edge
![Page 7: Matt Beaudet Matt@cellfyre.com Oct. 8, 2013 For fun and profit Customer Anthropology.](https://reader035.fdocuments.us/reader035/viewer/2022062803/56649c7b5503460f9492edd4/html5/thumbnails/7.jpg)
“Customer Anthropology is a set of tools that can allow you to understand your customer, test your assumptions, and
innovate”
Why is this important?
![Page 8: Matt Beaudet Matt@cellfyre.com Oct. 8, 2013 For fun and profit Customer Anthropology.](https://reader035.fdocuments.us/reader035/viewer/2022062803/56649c7b5503460f9492edd4/html5/thumbnails/8.jpg)
Why is this important?
![Page 9: Matt Beaudet Matt@cellfyre.com Oct. 8, 2013 For fun and profit Customer Anthropology.](https://reader035.fdocuments.us/reader035/viewer/2022062803/56649c7b5503460f9492edd4/html5/thumbnails/9.jpg)
Linear methodology
![Page 10: Matt Beaudet Matt@cellfyre.com Oct. 8, 2013 For fun and profit Customer Anthropology.](https://reader035.fdocuments.us/reader035/viewer/2022062803/56649c7b5503460f9492edd4/html5/thumbnails/10.jpg)
Linear methodology
![Page 11: Matt Beaudet Matt@cellfyre.com Oct. 8, 2013 For fun and profit Customer Anthropology.](https://reader035.fdocuments.us/reader035/viewer/2022062803/56649c7b5503460f9492edd4/html5/thumbnails/11.jpg)
Linear methodology
![Page 12: Matt Beaudet Matt@cellfyre.com Oct. 8, 2013 For fun and profit Customer Anthropology.](https://reader035.fdocuments.us/reader035/viewer/2022062803/56649c7b5503460f9492edd4/html5/thumbnails/12.jpg)
Linear methodology
![Page 13: Matt Beaudet Matt@cellfyre.com Oct. 8, 2013 For fun and profit Customer Anthropology.](https://reader035.fdocuments.us/reader035/viewer/2022062803/56649c7b5503460f9492edd4/html5/thumbnails/13.jpg)
Horror stories
![Page 14: Matt Beaudet Matt@cellfyre.com Oct. 8, 2013 For fun and profit Customer Anthropology.](https://reader035.fdocuments.us/reader035/viewer/2022062803/56649c7b5503460f9492edd4/html5/thumbnails/14.jpg)
Iterative methodology
![Page 15: Matt Beaudet Matt@cellfyre.com Oct. 8, 2013 For fun and profit Customer Anthropology.](https://reader035.fdocuments.us/reader035/viewer/2022062803/56649c7b5503460f9492edd4/html5/thumbnails/15.jpg)
Iterative methodology
![Page 16: Matt Beaudet Matt@cellfyre.com Oct. 8, 2013 For fun and profit Customer Anthropology.](https://reader035.fdocuments.us/reader035/viewer/2022062803/56649c7b5503460f9492edd4/html5/thumbnails/16.jpg)
Iterative methodology
![Page 17: Matt Beaudet Matt@cellfyre.com Oct. 8, 2013 For fun and profit Customer Anthropology.](https://reader035.fdocuments.us/reader035/viewer/2022062803/56649c7b5503460f9492edd4/html5/thumbnails/17.jpg)
“Customer Anthropology is a set of tools that can allow you to understand your customer, test your assumptions, and
innovate”
Who is the customer?
• Have a clear understanding of who your customer is and what you want to get/understand from them
![Page 18: Matt Beaudet Matt@cellfyre.com Oct. 8, 2013 For fun and profit Customer Anthropology.](https://reader035.fdocuments.us/reader035/viewer/2022062803/56649c7b5503460f9492edd4/html5/thumbnails/18.jpg)
Customer persona frameworkPublic Institutions
Private Institutions
ScienceDriven
EgoDriven
“Altruists”
“Lab Rats” “Climbers”
“Hot Shots”
• Trust data• Rely on scientific
journals for education• Somewhat snobby
• Trust process• Rely on training for
education• 9-5 worker
• Will try something new if it will give them an advantage
• Relies on 1:1 meetings for education
• Aggressive
• Trust their gut• Rely on scientific
meetings for education• Bold and BrashPeer
recommendationsUnknown
Potential
Competitive
AdvantageEstablished
Protocols
![Page 19: Matt Beaudet Matt@cellfyre.com Oct. 8, 2013 For fun and profit Customer Anthropology.](https://reader035.fdocuments.us/reader035/viewer/2022062803/56649c7b5503460f9492edd4/html5/thumbnails/19.jpg)
What are the tools?
![Page 20: Matt Beaudet Matt@cellfyre.com Oct. 8, 2013 For fun and profit Customer Anthropology.](https://reader035.fdocuments.us/reader035/viewer/2022062803/56649c7b5503460f9492edd4/html5/thumbnails/20.jpg)
Observational Tools
![Page 21: Matt Beaudet Matt@cellfyre.com Oct. 8, 2013 For fun and profit Customer Anthropology.](https://reader035.fdocuments.us/reader035/viewer/2022062803/56649c7b5503460f9492edd4/html5/thumbnails/21.jpg)
Prototype Tools
![Page 22: Matt Beaudet Matt@cellfyre.com Oct. 8, 2013 For fun and profit Customer Anthropology.](https://reader035.fdocuments.us/reader035/viewer/2022062803/56649c7b5503460f9492edd4/html5/thumbnails/22.jpg)
This can (and should) be applied everywhere
Vision hemocytometer
iCounter
Countess
Duchess
• Bossman• Straightforward• Scientific
• Corporate Man• Strategy• Product line placement
• “Real customer”• Branding savvy• Value of cognitive dissonance
![Page 23: Matt Beaudet Matt@cellfyre.com Oct. 8, 2013 For fun and profit Customer Anthropology.](https://reader035.fdocuments.us/reader035/viewer/2022062803/56649c7b5503460f9492edd4/html5/thumbnails/23.jpg)
What are the tools?
![Page 24: Matt Beaudet Matt@cellfyre.com Oct. 8, 2013 For fun and profit Customer Anthropology.](https://reader035.fdocuments.us/reader035/viewer/2022062803/56649c7b5503460f9492edd4/html5/thumbnails/24.jpg)
Iterative prototyping
![Page 25: Matt Beaudet Matt@cellfyre.com Oct. 8, 2013 For fun and profit Customer Anthropology.](https://reader035.fdocuments.us/reader035/viewer/2022062803/56649c7b5503460f9492edd4/html5/thumbnails/25.jpg)
Interview/Survey Tools
![Page 26: Matt Beaudet Matt@cellfyre.com Oct. 8, 2013 For fun and profit Customer Anthropology.](https://reader035.fdocuments.us/reader035/viewer/2022062803/56649c7b5503460f9492edd4/html5/thumbnails/26.jpg)
•What is the biggest way to screw up customer anthropology?
Q&A?•What is the best way to prototype my
product/project?•How can I make time for this when I am
running flat-out already?• Is IDEO as cool as everyone says it is?
•What is cognitive dissonance again?
•Are some people better at this than others?
• 48hr crash coarse in startups• UO Student - $39/weekend
• Incubator space and community mentoring
• Tuesday open night 4-7
![Page 27: Matt Beaudet Matt@cellfyre.com Oct. 8, 2013 For fun and profit Customer Anthropology.](https://reader035.fdocuments.us/reader035/viewer/2022062803/56649c7b5503460f9492edd4/html5/thumbnails/27.jpg)
Memoto / Narrative
![Page 28: Matt Beaudet Matt@cellfyre.com Oct. 8, 2013 For fun and profit Customer Anthropology.](https://reader035.fdocuments.us/reader035/viewer/2022062803/56649c7b5503460f9492edd4/html5/thumbnails/28.jpg)
What are the tools?