Matt Beaudet Matt@cellfyre.com Oct. 8, 2013

1. Customer Anthropology For fun and profit Matt Beaudet Matt@cellfyre.com Oct. 8, 2013

2. What is customer Anthropology? User Centered Innovation Customer Focused Innovation User Research User Centered Design Participatory Design Field Study based Design “Customer Anthropology is a set of tools that can allow you to understand your customer, test your assumptions, and innovate”

3. What I did before Tali Qubit 2.0 Countess Qubit Safe Imager SYBR Safe Realized the customer mattered Microarray Kits Panomer Products ULYSIS Labeling Kits Oligo labeling kits SYBR Gold Hired

4. IDEO Thoughtless Acts? Observations on Intuitive Design ABC Nightline – IDEO Shopping Cart The Art of Innovation

5. What I do now CEO Board President Consultant • Tech Incubator • Eugene based • IT, Gaming, Brewing, Biotechnology space and equipment • Early stage startup • Spin-out from UO • Disruptive drug discover platform • Customer Anthropology • Innovation Guidance • Sales Support FertiLab Thinkubator

6. 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

7. Why is this important? “Customer Anthropology is a set of tools that can allow you to understand your customer, test your assumptions, and innovate”

8. Why is this important?

9. Linear methodology

10. Linear methodology

11. Linear methodology

12. Linear methodology

13. Horror stories

14. Iterative methodology

15. Iterative methodology

16. Iterative methodology

17. Who is the customer? “Customer Anthropology is a set of tools that can allow you to understand your customer, test your assumptions, and innovate” • Have a clear understanding of who your customer is and what you want to get/understand from them

18. Customer persona framework Public Institutions • Trust their gut • Rely on scientific meetings for education • Bold and Brash • Trust data • Rely on scientific journals for education • Somewhat snobby Unknown Potential Peer recommendations Competitive Advantage Established Protocols “Hot Shots” “Altruists” Science Driven Ego Driven “Lab Rats” “Climbers” • Will try something new if it will give them an advantage • Relies on 1:1 meetings for education • Aggressive • Trust process • Rely on training for education • 9-5 worker Private Institutions

19. What are the tools?

20. Observational Tools

21. Prototype Tools

22. This can (and should) be applied everywhere • Bossman • Straightforward • Scientific Vision hemocytometer • Corporate Man • Strategy • Product line placement iCounter • “Real customer” • Branding savvy • Value of cognitive dissonance Countess Duchess

23. What are the tools?

24. Iterative prototyping

25. Interview/Survey Tools

26. 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 the biggest way to screw up customer anthropology? • Are some people better at this than others? • What is cognitive dissonance again? FertiLab Thinkubator • Incubator space and community mentoring • Tuesday open night 4-7 • 48hr crash coarse in startups • UO Student - $39/weekend

27. Memoto / Narrative

28. What are the tools?