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Lean Product Playbook
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Lean Product Process

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2. Identify Underserved Customer Needs

Importance vs Satisfaction Framework
Kano Model

“The goal is to build and validate your knowledge of the problem space before your set out to design a solution.”


Guidelines for interview

Customer can tell what they want but you need to identify the need.
Customer maynot explicitly tell their needs During interview UNKNOWN needs might arise, about which the user might not have never thought about. Listen carefully to what customer say, repeat the statement back to ensure understanding, ask additional probing questions.
Customer needs are like layes of onions: they have multiple layers , each with a deeper layer just below it.
List the customer benefits explicitly. Each benefit starts with a verb.: help, check, reduce etc..
Write down Customer Benefit Hypothesis in the language of the customer like Help me prepare my tax, Check the accuracy of my tax return etc..
Share your customer benefit hyphotheses with the customer during the intreviews:
What does this statement mean to you?
How might this help you?
If a product delivered this benefit, how valuable would that be to you?
Laddering: “5 why” technique to drill deep and understand the higher level benefits
Customer needs can have hierarchies. similar to Maslow’s Hierarchy of Human needs. If the basic needs of customer are not met then the other benefits doesn’t matter Example: if Benefit A is at a lower level then the Benefit B doesn’t matter


Hierarchy of Web User Needs - Olsen’s

If we don’t address the basics related to “Decreasing Dissatisfaction” then whatever is done on UI/UX doesn’t matter.
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