1. Step 6: Full Life Cycle Use Case

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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

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

16. 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

17. 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

18. 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

19. 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

20. 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

21. 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

22. 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