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a.k.a. Rapid Customer Development

  • Mar 14, 2010

[ Work in Progress ] 

Design for Delight:

  • Experiment Early - Don't wait until the end of the cycle of a product. Start off as soon as possible.
  • Experiment Rough - If you spend too much time working on your mocks, you get wedded to the idea, making it hard to throw them away. If you have your customers do the rough mocks it is easier to throw them away. =)
  • Experiment Rapid - Learn from failures very quickly and improve very quickly

The Wallet Exercise
(via Standford D-School)

1. Draw your ideal wallet

2. Interview your customer (learn as much as you can about your partner's wallet experience)
 * Pull out your wallet and show it to your partner.
 * Tell the story of your life with your wallet.
 * Learn as much as you can about your partner's wallet experience.
 * What does their wallet mean to them?
 * What's important to your customer?
 * What are their pain points?

3. Sketch 3 New Ideas (These need to be substantively different from one another!)
Feedback: What is good about these for your customer?
Feedback: What is not good for your customer?

4. Draw your Customer's Ideal Wallet

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March 17, 2010
I hadn't heard of this before seeing your post, Thomas so I had to look up some ancillary info to understand. I found this link to visual examples and exercises that will help extract wallet information. Thought you or others might find it useful.
March 16, 2010
Whoa, that sounds really cool! I'll have to remember The Wallet Exercise.  What an interesting way to learn about your customers :)
About the reviewer
Thomas Knoll ()
Ranked #2
Thomas Knoll helps businesses discover and love their customers. Practicing the craft of community cultivation and customer development, he helps companies build better relationships with their customers, … more
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Event Description:
We all want to get products to market fast, build products that customers love. But - it's expensive, time-consuming and hard to know you're building what customers want. At Intuit, before we write code, or draw designs, we experiment with customers. We're using this technique to develop new user contribution experiences.

Panelists include:
Vidya Dinamani (

Ballroom E
Sunday, March 14 at 05:00 PM
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Type: Workshop
Location: Ballroom E
Date(s): Sunday March 14

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