Step 6: Full Life Cycle Use Case

What to include in Full Life Cycle Use Case Workshop Outline Overview What to include in Full Life Cycle Use Case Workshop January 15, 2019

This step: describe, in detail, how Persona: Finds out about product Overview This step: describe, in detail, how Persona: Finds out about product Acquires it Uses it Gets Value from it Pays for it Buys more Tells other January 15, 2019

But more than traditional use case.. Overview Have Persona, need specific details of how person will use your product But more than traditional use case.. Must determine how product fits into Persona’s value chain January 15, 2019

How product fits into Persona’s value chain Overview How product fits into Persona’s value chain What are key interface points? Why (exactly) would customers want to acquire your product? What barriers to adoption are there? January 15, 2019

Full Life Cycle Use Case NOT just how customer will use product Also: Overview Full Life Cycle Use Case NOT just how customer will use product Also: Acquisition Post-installation support Understanding if/when user would purchase again January 15, 2019

Don’t just describe how Persona will use product Overview Don’t just describe how Persona will use product Must also describe how end user will determine they have a need for your product Also specify how customer will acquire it (and how they’ll pay) January 15, 2019

You’ll map the process from beginning to end for Persona Overview You’ll map the process from beginning to end for Persona Easiest way: start w/ how Persona will use product (once acquired) Then map out acquisition and post-acquisition support January 15, 2019

Must use primary market research Get out of the building Overview Must use primary market research Get out of the building See product from customer’s perspective, not your own Entrepreneurs tend to overestimate things: Overestimate enthusiasm for product Overconfident what customer will gain from using product Overconfident of how easy product will be to use January 15, 2019

What to include in Full Life Cycle Use Case Workshop Outline Overview What to include in Full Life Cycle Use Case Workshop January 15, 2019

What to Include in Full Life Cycle Use Case Explain how Persona determines their existing needs aren’t being met by existing products How Persona would find out about your product Helpful to outline customer’s current workflow Easier to integrate your product into their operation January 15, 2019

What to Include in Full Life Cycle Use Case Essential parts of Full Life Cycle Use Case: How end users will determine they have a need and/or opportunity to do something different How they will find out about your product. How they will analyze your product January 15, 2019

What to Include in Full Life Cycle Use Case Essential parts of Full Life Cycle Use Case: How they will acquire your product How they will install your product How they will use your product (in detail)  January 15, 2019

What to Include in Full Life Cycle Use Case Essential parts of Full Life Cycle Use Case: How they will determine the value gained from product  How they will pay for your product How they will receive support for your product How they will buy more product and/or spread awareness (positive) about your product January 15, 2019

What to Include in Full Life Cycle Use Case Full Life Cycle Use Case should be visual Diagrams Flowcharts Other methods January 15, 2019

What to include in Full Life Cycle Use Case Workshop Outline Overview What to include in Full Life Cycle Use Case Workshop January 15, 2019

What to Include in Full Life Cycle Use Case Have Persona- shouldn’t you simply ask what person thinks about product idea? NO!!! Don’t have enough early information to start advocating for customer to purchase product January 15, 2019

What to Include in Full Life Cycle Use Case What about design? (Soon enough..) Need to focus on overall context and where product will fit High-quality products often fail because too much time is spent on technology or features Too little time spent on how end users would integrate new product into their lives! January 15, 2019

What to Include in Full Life Cycle Use Case This step is a draft! Can revisit later Keep using primary market research Get out of the building Do not guess!! January 15, 2019

What to Include in Full Life Cycle Use Case Worksheet #1: How End User Currently Solves Problem (or doesn’t) Diagram / flowchart of how customer solves pain or process that results in pain Without knowing this workflow, will be hard getting new product into their hands People are resistant to change Biggest competitor is status quo January 15, 2019

What to Include in Full Life Cycle Use Case Worksheet #2: Full Life Cycle Use Case Map out everything related to discovery, acquisition, and use of product 10 stages to consider: At each stage, consider: Who? When? Where? How? Etc. January 15, 2019

What to Include in Full Life Cycle Use Case Worksheet #3: How End User will Use Your Product Detailed diagram / flowchart that shows the Full Life Cycle of your product… NOTE: you will likely feel uncomfortable with some aspect of this flowchart… Keep moving forward Can always revisit January 15, 2019