1 00:00:00.000 --> 00:00:01.350 Welcome back 2 00:00:01.850 --> 00:00:03.350 In this session, 3 00:00:04.050 --> 00:00:07.800 we are going to go through the consumer's discovery 4 00:00:09.200 --> 00:00:13.350 So if you do not want to waste your time and energy and money 5 00:00:13.750 --> 00:00:18.150 to address a non-existing problem or in the wrong timing, 6 00:00:18.450 --> 00:00:20.900 you should go through this process very well 7 00:00:22.300 --> 00:00:24.150 So what is the consumer discovery? 8 00:00:24.750 --> 00:00:26.400 Let's define this concept 9 00:00:26.400 --> 00:00:29.100 Consumer discovery 10 00:00:29.100 --> 00:00:31.750 refers to the process of identifying your target consumers 11 00:00:31.850 --> 00:00:36.600 and understanding their problems, their needs, their behavior 12 00:00:36.750 --> 00:00:39.150 before you build your product actually 13 00:00:39.400 --> 00:00:40.500 You know what I mean? 14 00:00:40.650 --> 00:00:43.150 The purpose of the consumer discovery 15 00:00:43.250 --> 00:00:48.350 is not to sell your product or services but to learn from your consumers 16 00:00:49.550 --> 00:00:51.800 So from this process, 17 00:00:52.450 --> 00:00:57.800 you can understand if your startup truly addresses consumers' needs 18 00:00:58.600 --> 00:01:00.000 That is very important 19 00:01:00.050 --> 00:01:03.500 And also you can check out your assumption about consumers' needs 20 00:01:04.950 --> 00:01:08.950 And by doing so, you are able to minimize your risk, 21 00:01:09.000 --> 00:01:11.650 minimize the risk of the building product no one wants 22 00:01:12.600 --> 00:01:14.450 If you skip this process, 23 00:01:14.450 --> 00:01:17.650 then probably you can build your product and services 24 00:01:17.650 --> 00:01:20.400 Provide your services with your consumers 25 00:01:20.750 --> 00:01:24.000 but no one wants your services. Then you fail 26 00:01:25.300 --> 00:01:29.450 So how to do, how to conduct the consumer discovery? 27 00:01:29.600 --> 00:01:31.550 The first one you need to understand, 28 00:01:31.700 --> 00:01:35.750 consumer discovery process is kind of cyclical 29 00:01:35.750 --> 00:01:39.850 Cyclical means you need to define your hypothesis 30 00:01:39.850 --> 00:01:42.150 and receive the feedback from the consumer 31 00:01:42.150 --> 00:01:46.500 and you redefine your hypothesis again and again 32 00:01:46.500 --> 00:01:49.700 And anyway, so you go through this process back and forth 33 00:01:50.750 --> 00:01:54.800 And then you need to focus on your problems, not the solution 34 00:01:55.500 --> 00:01:57.600 So you just forget about your solution 35 00:01:57.600 --> 00:02:02.000 You just focus on your problem that you found 36 00:02:02.900 --> 00:02:06.100 Then you just check your assumption is right or wrong 37 00:02:07.250 --> 00:02:11.600 And also, you prioritize earlyvangelists 38 00:02:11.800 --> 00:02:15.450 Have you heard about the term of earlyvangelists? 39 00:02:15.450 --> 00:02:16.850 It's a complicated term 40 00:02:17.400 --> 00:02:21.250 Earlyvangelists refers to an early adopter 41 00:02:21.300 --> 00:02:23.850 But it's not just a simple early adopter 42 00:02:24.950 --> 00:02:29.000 Those early adopters are not only using your product early 43 00:02:29.300 --> 00:02:35.100 but also actively promote and provide the feedback to yourself 44 00:02:35.100 --> 00:02:37.000 That is a very, how can I say, 45 00:02:37.000 --> 00:02:40.700 they are very active, very active early adopters 46 00:02:40.900 --> 00:02:44.700 Among the early adopters, there are very active early adopters 47 00:02:44.750 --> 00:02:46.650 So it's a very specialized group 48 00:02:46.650 --> 00:02:48.500 This group is called as what? 49 00:02:48.900 --> 00:02:50.200 Earlyvangelists 50 00:02:50.900 --> 00:02:53.900 So where does the term of early adopters come from? 51 00:02:54.000 --> 00:02:58.150 Early adopters, the term of the early adopters has a long history 52 00:02:58.250 --> 00:02:59.250 Look at this 53 00:02:59.400 --> 00:03:05.550 Professor Eve Rogers created this term in 1960s 54 00:03:05.600 --> 00:03:08.800 and he published the book, Diffusion of Innovation 55 00:03:09.000 --> 00:03:12.400 And this book became a steady seller book 56 00:03:13.000 --> 00:03:17.050 And then in his seminal 1962 book, 57 00:03:18.000 --> 00:03:21.850 he suggests the new concept of early adopter 58 00:03:21.850 --> 00:03:25.800 Early adopter is kind of people who begin using new product, 59 00:03:26.000 --> 00:03:29.400 technology, or ideas soon after your introduction 60 00:03:30.950 --> 00:03:33.400 As you can see in the picture, 61 00:03:34.750 --> 00:03:38.150 Dr. Rogers proposed that 62 00:03:40.050 --> 00:03:45.000 the users of the new idea or new product 63 00:03:45.350 --> 00:03:48.650 can be categorized as several different subgroups, 64 00:03:49.000 --> 00:03:53.100 which is the innovator, early adopter, or early majority, 65 00:03:53.100 --> 00:03:56.950 and late majority, and laggards 66 00:03:57.800 --> 00:04:00.700 So the early adopters, I think the early adopters 67 00:04:02.000 --> 00:04:07.100 Early adopter account for around 13.5% 68 00:04:07.300 --> 00:04:10.200 among 100% of the consumer's group 69 00:04:10.550 --> 00:04:13.050 So which category are you belong to? 70 00:04:13.050 --> 00:04:14.950 What do you think? Me? 71 00:04:15.900 --> 00:04:20.750 Personally, I belong to around the late majority or laggards 72 00:04:22.250 --> 00:04:25.850 I never accept any new idea or new product 73 00:04:25.850 --> 00:04:26.750 I never accept it 74 00:04:26.850 --> 00:04:28.450 Okay, this is me 75 00:04:28.450 --> 00:04:29.250 Think about you 76 00:04:29.550 --> 00:04:31.100 So this is early adopter 77 00:04:31.900 --> 00:04:35.000 And what about earlyvangelist? 78 00:04:35.950 --> 00:04:38.150 Steve Blank, do you know Steve Blank? 79 00:04:38.150 --> 00:04:42.000 Steve Blank is a very famous businessman in Silicon Valley, 80 00:04:42.000 --> 00:04:44.800 and he started many businesses successfully, 81 00:04:45.000 --> 00:04:49.200 and then he's really good at writing and speaking 82 00:04:49.350 --> 00:04:51.950 So many startups in Silicon Valley were 83 00:04:51.950 --> 00:04:55.550 influenced by his concept about entrepreneurship 84 00:04:55.700 --> 00:04:58.250 Then he published many best-selling books, 85 00:04:58.550 --> 00:05:02.450 and this is one of his books, right, in 2005 86 00:05:02.550 --> 00:05:08.300 In 2005, he published this book, which is Four Steps to Epiphany 87 00:05:08.300 --> 00:05:10.500 Have you heard the name of the Epiphany? 88 00:05:10.500 --> 00:05:12.450 That is a kind of complicated word 89 00:05:12.800 --> 00:05:16.550 Epiphany means kind of emergence, emergence 90 00:05:16.550 --> 00:05:19.400 So there are four steps to emergence 91 00:05:20.200 --> 00:05:21.450 Look at the picture 92 00:05:21.650 --> 00:05:23.750 It's a kind of emergence of the human being 93 00:05:24.350 --> 00:05:30.300 Anyway, so in this book, he created the term of earlyvangelist 94 00:05:30.300 --> 00:05:36.550 Earlyvangelist is a combination of early and the evangelist 95 00:05:37.100 --> 00:05:39.000 Have you heard about the evangelist? 96 00:05:39.250 --> 00:05:40.950 If you are Christian, 97 00:05:41.550 --> 00:05:45.150 you may be familiar with the term of evangelist 98 00:05:45.150 --> 00:05:46.650 Evangelist means 99 00:05:47.050 --> 00:05:51.250 there is someone who spread out the idea to somebody else 100 00:05:51.550 --> 00:05:54.000 So if you are Christian, then 101 00:05:54.650 --> 00:05:58.400 evangelist means you are the person who spread out 102 00:05:58.400 --> 00:06:01.050 the Christianity to the other people 103 00:06:01.350 --> 00:06:04.800 Christian kind of mission, idea to other people, something like that 104 00:06:04.800 --> 00:06:06.500 This is evangelist 105 00:06:06.850 --> 00:06:10.150 Anyway, so he created the new term from 106 00:06:10.150 --> 00:06:13.600 the combination of early adopter and evangelist 107 00:06:14.000 --> 00:06:16.000 So the earlyvangelist means, 108 00:06:16.100 --> 00:06:20.650 earlyvangelist means the special types of early adopter 109 00:06:21.400 --> 00:06:25.750 It means this, earlyvangelist 110 00:06:26.400 --> 00:06:29.700 not only adopt a new product like an early adopter, 111 00:06:29.800 --> 00:06:33.000 but also willing to take a risk, 112 00:06:33.000 --> 00:06:35.500 actively promote the product 113 00:06:36.650 --> 00:06:41.050 and help validate and improve your product and service 114 00:06:41.100 --> 00:06:46.450 So if you target to the earlyvangelist, they will be really great helper 115 00:06:46.650 --> 00:06:48.300 Because they validate your idea 116 00:06:49.050 --> 00:06:50.750 It's good 117 00:06:50.750 --> 00:06:55.900 So you can easily check out whether your idea is validated or not 118 00:06:57.150 --> 00:06:58.150 Let's move on 119 00:06:58.500 --> 00:07:00.050 Have we heard about the Slack? 120 00:07:00.050 --> 00:07:04.700 Slack is, global, the team communication tool 121 00:07:04.700 --> 00:07:06.650 This is a very successful tool 122 00:07:06.650 --> 00:07:10.150 We will talk about how Slack started later 123 00:07:10.150 --> 00:07:15.200 Anyway, the Slack at the first time, focused on earlyvangelist 124 00:07:15.450 --> 00:07:18.250 And then who would be earlyvangelist of the Slack? 125 00:07:18.450 --> 00:07:21.950 The early evangelist has several, characteristics 126 00:07:21.950 --> 00:07:24.600 Earlyvangelist should have a problem 127 00:07:24.750 --> 00:07:28.600 And also earlyvangelist are aware of having a problem 128 00:07:29.450 --> 00:07:32.900 And also earlyvangelist have been actively 129 00:07:32.900 --> 00:07:34.950 looking for a solution by themselves 130 00:07:35.050 --> 00:07:39.250 And earlyvangelist, try to assemble a solution by themselves 131 00:07:39.900 --> 00:07:42.900 And also earlyvangelist has acquired the budget, 132 00:07:42.900 --> 00:07:45.450 to provide their own solution 133 00:07:45.650 --> 00:07:50.300 But those characteristics made earlyvangelist 134 00:07:50.300 --> 00:07:52.600 So the earlyvangelist, 135 00:07:52.600 --> 00:07:56.050 Slack's earlyvangelist are kind of tech savvy teams 136 00:07:56.200 --> 00:08:01.050 Mostly in startup or mostly in small company, tech company 137 00:08:01.850 --> 00:08:05.250 And they are actively looking for some 138 00:08:05.250 --> 00:08:07.500 better solution for their teamwork 139 00:08:08.250 --> 00:08:15.450 And also they already did the experiment for their problems 140 00:08:16.500 --> 00:08:19.100 So the major problem that they face 141 00:08:19.100 --> 00:08:22.000 when they work together inside the team is that, 142 00:08:22.300 --> 00:08:25.950 They don't want to rely on email communication 143 00:08:25.950 --> 00:08:28.700 or they don't want to rely on the other message service 144 00:08:29.000 --> 00:08:31.000 They want to share their file 145 00:08:31.000 --> 00:08:35.000 They want to report their task very quickly to their boss 146 00:08:35.000 --> 00:08:37.050 And then they want to collaborate together 147 00:08:37.050 --> 00:08:39.000 in and out of the company 148 00:08:39.000 --> 00:08:40.000 Something like that 149 00:08:40.900 --> 00:08:45.250 The other alternative solutions cannot satisfy their need 150 00:08:45.250 --> 00:08:50.650 So that's why, Slack's earlyvangelist try to fix them by themselves 151 00:08:51.600 --> 00:08:57.250 Then finally Slack provide greater solution for them 152 00:08:57.300 --> 00:09:02.850 So that's why they adopted the Slack, very early as an early adopter 153 00:09:03.300 --> 00:09:08.000 And also they spread out the Slack service to somebody else 154 00:09:08.000 --> 00:09:12.350 and try to provide, the constructive feedback to the Slack team 155 00:09:12.750 --> 00:09:18.000 So that's why, Slack was very successful because of the earlyvangelist 156 00:09:18.200 --> 00:09:21.300 This is the power of earlyvangelist 157 00:09:22.000 --> 00:09:28.550 So there are basically two very important methods for your consumer discovery 158 00:09:28.700 --> 00:09:33.150 Other than these two methods, there are several methods, but they are minor 159 00:09:33.150 --> 00:09:37.650 And we are going to talk about major methods for the consumer discovery 160 00:09:37.750 --> 00:09:40.150 The first one is problem interview 161 00:09:40.150 --> 00:09:41.350 Interview is pretty simple 162 00:09:41.350 --> 00:09:44.950 You just ask several questions to your potential consumers 163 00:09:44.950 --> 00:09:46.850 and you receive the opinion 164 00:09:47.350 --> 00:09:48.550 Then you can use the opinion 165 00:09:48.650 --> 00:09:51.750 Then, considering the consumer's opinion, 166 00:09:52.000 --> 00:09:55.400 you just redefine your hypothesis again and again 167 00:09:55.550 --> 00:09:57.350 This is a pretty simple process 168 00:09:57.350 --> 00:10:00.250 And second thing is, consumer journey map 169 00:10:00.450 --> 00:10:03.200 Consumer journey map, it looks complicated 170 00:10:03.200 --> 00:10:05.650 We are going to talk about what it is 171 00:10:05.800 --> 00:10:09.250 Let's begin with the problem interview first 172 00:10:09.550 --> 00:10:10.850 What is interview? 173 00:10:11.250 --> 00:10:15.400 You just discover consumer's pain point before you 174 00:10:15.550 --> 00:10:18.150 pitch your solution to the consumers 175 00:10:18.300 --> 00:10:22.150 And simply just ask, simply ask the open-end questions 176 00:10:22.450 --> 00:10:27.050 and focus on consumer's past behavior, not future guess 177 00:10:27.150 --> 00:10:30.050 You do not ask, what happened later 178 00:10:30.400 --> 00:10:33.350 You just ask, what did you do? 179 00:10:33.400 --> 00:10:37.000 What did you do the past three months? 180 00:10:37.000 --> 00:10:37.800 Something like that 181 00:10:38.750 --> 00:10:41.800 So, luckily, there is a template 182 00:10:42.500 --> 00:10:46.700 The problem interview template provided by Steve Blank 183 00:10:47.550 --> 00:10:51.300 He already prepared for the interview template as well 184 00:10:51.750 --> 00:10:53.500 I just introduced his template 185 00:10:53.600 --> 00:10:57.800 The first one, when you go to interview your consumers 186 00:10:57.800 --> 00:10:59.300 and you prepare for the introduction 187 00:10:59.600 --> 00:11:02.850 Introduction is one or two minutes about yourself 188 00:11:03.050 --> 00:11:07.100 and you just tell them who you are and the purpose of the interview 189 00:11:07.750 --> 00:11:12.100 I conducted this interview because of ABC reason 190 00:11:12.500 --> 00:11:14.400 It takes one or two minutes 191 00:11:14.650 --> 00:11:20.350 And second stage is, you provide contextualized background 192 00:11:20.550 --> 00:11:24.400 such as, you just ask the person and their environment 193 00:11:24.750 --> 00:11:27.700 Then you share the idea together 194 00:11:28.450 --> 00:11:32.350 For example, what tools or what process do you 195 00:11:32.500 --> 00:11:36.250 currently use to kind of do it 196 00:11:36.400 --> 00:11:40.850 or to fix it, to solve this problem, something like that 197 00:11:41.800 --> 00:11:46.900 And third step, problem exploration 198 00:11:47.450 --> 00:11:52.000 So, in this stage, you dig into the real problem and pain point 199 00:11:52.250 --> 00:11:55.400 You just simply ask your potential consumers 200 00:11:55.650 --> 00:11:57.400 What is the hardest part? 201 00:11:57.700 --> 00:12:01.500 What is the difficult part about this task or this problem? 202 00:12:02.600 --> 00:12:06.350 And third, the fourth step is 203 00:12:06.500 --> 00:12:08.950 you just ask your consumers 204 00:12:08.950 --> 00:12:12.500 about existing alternatives or behaviors 205 00:12:15.050 --> 00:12:19.350 From this stage, you can understand what they are doing now 206 00:12:19.650 --> 00:12:21.950 For example, you just simply ask them, 207 00:12:22.100 --> 00:12:24.850 what are the tools or service have you tried? 208 00:12:24.850 --> 00:12:26.950 What are the tools? What could be your alternatives? 209 00:12:27.400 --> 00:12:31.200 Then you're done and you just close your interview 210 00:12:31.400 --> 00:12:34.000 with a closing ment or follow up 211 00:12:34.300 --> 00:12:37.950 For example, you ask if they are like to be 212 00:12:38.350 --> 00:12:41.200 notified when you launch your services 213 00:12:41.650 --> 00:12:44.700 For example, you just add up like this 214 00:12:44.950 --> 00:12:48.300 Can I reach out, with the follow up questions? 215 00:12:48.300 --> 00:12:50.250 Or are you willing to 216 00:12:51.350 --> 00:12:56.900 are you willing to use my new service or not? 217 00:12:57.550 --> 00:12:59.200 At last comment 218 00:13:00.950 --> 00:13:04.400 I will give you the real startup example 219 00:13:04.700 --> 00:13:06.400 This startup is Quanda 220 00:13:06.800 --> 00:13:11.100 Quanda simply stands for question and answer 221 00:13:11.250 --> 00:13:12.450 Question and answer 222 00:13:12.800 --> 00:13:16.300 So we make a simplified, the Quanda 223 00:13:16.750 --> 00:13:22.150 So the Quanda, was started by these two, the college students 224 00:13:22.250 --> 00:13:24.650 One of them graduated from Hanyang University 225 00:13:24.900 --> 00:13:27.450 They met together in high school, 226 00:13:27.550 --> 00:13:31.500 which is the science specific high school, 227 00:13:31.950 --> 00:13:37.200 which is a very great high school in Incheon 228 00:13:37.200 --> 00:13:40.150 They met together in this high school in Incheon 229 00:13:40.450 --> 00:13:43.500 And then one guy entered the Seoul National University 230 00:13:43.750 --> 00:13:48.100 and the other guy entered Hanyang University majoring in, of course, engineering 231 00:13:48.350 --> 00:13:51.400 And then they started their businesses 232 00:13:52.400 --> 00:13:54.100 The business was pretty simple 233 00:13:54.200 --> 00:13:59.050 Iif you have complicated math questions 234 00:13:59.250 --> 00:14:01.550 Mathematics, math question 235 00:14:01.650 --> 00:14:03.450 Then you try to solve this question 236 00:14:03.600 --> 00:14:08.000 Sometimes, you don't know how to solve this question properly 237 00:14:08.000 --> 00:14:10.200 So probably you are stuck 238 00:14:10.850 --> 00:14:13.250 when you meet a very difficult question 239 00:14:13.650 --> 00:14:16.000 Then there is no solution 240 00:14:16.250 --> 00:14:18.400 You don't know how to fix this problem 241 00:14:18.800 --> 00:14:21.100 And you spend tons of time 242 00:14:21.300 --> 00:14:24.450 You put tons of energy, but you cannot solve this problem 243 00:14:25.100 --> 00:14:28.850 So is there any alternatives to solve this problem? 244 00:14:29.000 --> 00:14:31.300 So that's why they provide 245 00:14:31.550 --> 00:14:34.700 the mobile-based very unique solution, 246 00:14:34.850 --> 00:14:36.550 which is a Qanda service 247 00:14:36.850 --> 00:14:39.700 You just simply open up your mobile application 248 00:14:40.000 --> 00:14:42.000 And if you have a difficult math problem, 249 00:14:42.200 --> 00:14:44.200 and you just simply take a picture 250 00:14:44.600 --> 00:14:48.150 of this simple, this complicated math problem 251 00:14:48.250 --> 00:14:49.500 Then later what happens? 252 00:14:49.750 --> 00:14:53.550 Your mobile phone shows you the right answer immediately, 253 00:14:53.550 --> 00:14:55.000 just one or two seconds later 254 00:14:55.250 --> 00:14:57.200 Wow, it looks like magic 255 00:14:57.800 --> 00:14:59.000 It's magic 256 00:14:59.250 --> 00:15:01.100 There are many technologies in it 257 00:15:01.300 --> 00:15:02.100 Anyway 258 00:15:03.750 --> 00:15:06.300 These guys created this 259 00:15:06.300 --> 00:15:09.700 leading AI-powered education startup 260 00:15:10.000 --> 00:15:12.950 developed by Matpresso 261 00:15:13.000 --> 00:15:15.000 Matpresso is the company name 262 00:15:15.000 --> 00:15:17.000 Qanda is kind of a service name 263 00:15:18.000 --> 00:15:23.000 And this service is AI-based optical character recognition 264 00:15:23.300 --> 00:15:27.400 They used AI-based OCR technology 265 00:15:27.400 --> 00:15:29.150 to solve this problem 266 00:15:29.350 --> 00:15:32.750 Again, take a picture and just show the solutions 267 00:15:34.000 --> 00:15:36.300 This app simply scans the problem 268 00:15:36.300 --> 00:15:40.350 and provides a step-by-step solution within seconds, like magic 269 00:15:41.000 --> 00:15:44.800 Anyway, so before they actually started this business, 270 00:15:44.950 --> 00:15:50.250 probably they might conduct a consumer interview 271 00:15:51.000 --> 00:15:56.650 So without proving the consumer needs, 272 00:15:56.900 --> 00:15:59.450 nobody can start the right startup 273 00:16:00.400 --> 00:16:03.400 So that's why probably they already conducted 274 00:16:03.550 --> 00:16:05.900 the problem interview like this 275 00:16:06.050 --> 00:16:09.900 So I made some kind of situation 276 00:16:10.100 --> 00:16:12.850 hypothetically through the AI webtoon style 277 00:16:14.700 --> 00:16:17.950 Before we look at the problem interview, 278 00:16:18.050 --> 00:16:23.000 I would like you guys to watch the Qanda service introduction 279 00:16:23.000 --> 00:16:24.300 This is a short video clip, 280 00:16:24.450 --> 00:16:27.400 and it will be very helpful for you to understand 281 00:16:27.550 --> 00:16:29.700 what Qanda is and how it works 282 00:16:30.250 --> 00:16:32.000 Let's watch together 283 00:16:38.100 --> 00:16:39.600 So what do you think? 284 00:16:39.700 --> 00:16:44.750 Now you understand what Qanda is and how it works 285 00:16:45.750 --> 00:16:47.800 Let's move to the problem interview 286 00:16:49.550 --> 00:16:51.300 There are two Qanda teams 287 00:16:51.650 --> 00:16:53.700 So Qanda team are the founders, 288 00:16:53.700 --> 00:16:56.850 and probably they met one of the end users 289 00:16:57.250 --> 00:17:00.600 Let's say he is a high school student, 290 00:17:00.850 --> 00:17:05.900 and he was studying at the library 291 00:17:06.850 --> 00:17:10.000 So Qanda team visited him in the library, 292 00:17:10.050 --> 00:17:12.600 and they said that as an introduction, 293 00:17:12.900 --> 00:17:16.600 Hi, we are Qanda team doing research 294 00:17:16.900 --> 00:17:22.150 to better understand how people like you deal with math question 295 00:17:22.550 --> 00:17:24.000 Wow, that is a purpose 296 00:17:24.300 --> 00:17:27.500 And we are not trying to sell anything, but just 297 00:17:27.500 --> 00:17:31.900 we are looking to learn from your experience 298 00:17:32.100 --> 00:17:33.550 That is a good introduction 299 00:17:33.800 --> 00:17:36.350 Then later probably they asked this question, 300 00:17:36.750 --> 00:17:38.400 what is the hardest part? 301 00:17:38.500 --> 00:17:42.650 What is the hardest part about something related to the math question? 302 00:17:42.650 --> 00:17:44.000 What is the hardest part? 303 00:17:44.450 --> 00:17:48.150 To understand the real pain point from the consumers 304 00:17:49.500 --> 00:17:51.000 And then the consumer said that, 305 00:17:51.600 --> 00:17:55.350 The high school student probably replied to the answer 306 00:17:55.850 --> 00:17:59.250 Yeah, I often face the frustration 307 00:17:59.350 --> 00:18:02.250 when I stuck on difficult math question 308 00:18:02.450 --> 00:18:05.900 Then Qanda team said that what about tutoring service? 309 00:18:06.050 --> 00:18:08.400 There is a tutoring service available out there 310 00:18:08.900 --> 00:18:10.650 So you can use alternative service 311 00:18:10.650 --> 00:18:12.100 You can use a great solution 312 00:18:14.050 --> 00:18:18.550 So why you don't solve this problem? 313 00:18:18.700 --> 00:18:19.900 This is kind of question 314 00:18:20.250 --> 00:18:25.000 Then the high school student probably replied this way 315 00:18:25.250 --> 00:18:28.800 Traditional, tutoring service is expensive 316 00:18:28.900 --> 00:18:30.150 Of course, expensive 317 00:18:30.350 --> 00:18:33.350 And also the location bounded, location bound 318 00:18:33.400 --> 00:18:35.750 I lived in the suburban area, 319 00:18:35.950 --> 00:18:40.300 but qualified tutors lived in metropolitan area 320 00:18:40.400 --> 00:18:42.100 There is a huge distance 321 00:18:42.150 --> 00:18:44.100 I cannot drive my car, something like that 322 00:18:44.350 --> 00:18:49.200 And also, it is the tutoring service is limited to the schedule 323 00:18:49.800 --> 00:18:53.250 So we should meet together on the promise 324 00:18:54.200 --> 00:18:55.500 It's not easy 325 00:18:56.700 --> 00:18:59.100 So the Qanda team asked again 326 00:18:59.200 --> 00:19:01.900 what other tools or service have you tried? 327 00:19:01.950 --> 00:19:03.250 What are tools or services? 328 00:19:03.550 --> 00:19:06.400 And then probably the student replied, 329 00:19:06.750 --> 00:19:11.350 I joined the online community to solve this same problem 330 00:19:11.850 --> 00:19:14.000 and to share the experience together, 331 00:19:14.200 --> 00:19:15.900 the other guys, the other student 332 00:19:16.200 --> 00:19:19.350 But it was not quite helpful because it will take time 333 00:19:19.950 --> 00:19:21.800 I need immediate solution 334 00:19:21.800 --> 00:19:24.500 But if I go to the online community 335 00:19:24.500 --> 00:19:26.000 to get the right answer, 336 00:19:26.400 --> 00:19:29.800 probably you should wait for a long time 337 00:19:30.000 --> 00:19:33.500 And another problem is nobody knows how to solve this problem 338 00:19:34.700 --> 00:19:37.450 Because all of them are kind of students 339 00:19:38.550 --> 00:19:42.200 So the Qanda team closed this interview 340 00:19:42.200 --> 00:19:44.650 So would you be open to seeing 341 00:19:45.600 --> 00:19:48.400 something we are working on down the line? 342 00:19:48.700 --> 00:19:49.400 Why not? 343 00:19:50.750 --> 00:19:55.000 I think this is a great hypothetical 344 00:19:55.600 --> 00:20:00.900 hypothetical situation about the problem interview 345 00:20:01.950 --> 00:20:04.550 So please report to this kind of situation 346 00:20:04.750 --> 00:20:08.800 Then you can use this situation, this Webtoon style process, 347 00:20:09.000 --> 00:20:14.250 apply this problem interview to your real situation, your case 348 00:20:15.150 --> 00:20:17.500 I hope it will be very helpful for you 349 00:20:18.200 --> 00:20:22.100 Let's move on to another method, which is very important 350 00:20:22.100 --> 00:20:23.650 A little bit complicated, though 351 00:20:23.800 --> 00:20:28.050 But, please remember the name of Consumer Journey Mapping 352 00:20:28.100 --> 00:20:29.050 Consumer Journey Map 353 00:20:29.250 --> 00:20:32.100 And people said that it is a CGM 354 00:20:32.100 --> 00:20:33.100 Consumer Journey Map 355 00:20:34.550 --> 00:20:35.900 So the Consumer Journey Map, 356 00:20:36.700 --> 00:20:39.450 we use the Consumer Journey Map in order to understand 357 00:20:39.450 --> 00:20:42.050 the full experience consumers go through 358 00:20:42.150 --> 00:20:45.250 when trying to solve their problem 359 00:20:46.750 --> 00:20:52.000 So basically, we treat ourselves as consumers 360 00:20:52.550 --> 00:20:54.850 To solve their problem 361 00:20:56.600 --> 00:21:00.000 So the Consumer Journey Map visualizes the consumers' 362 00:21:00.200 --> 00:21:04.450 step-by-step experience across all touch points 363 00:21:05.650 --> 00:21:10.550 So basically, you walk a mile in your consumers' shoes 364 00:21:11.050 --> 00:21:13.500 Put yourself into consumers' shoes 365 00:21:13.750 --> 00:21:15.600 Now you understand what it is 366 00:21:16.550 --> 00:21:19.000 Basically, there are instructions 367 00:21:19.850 --> 00:21:23.800 The first step is you need to define user persona 368 00:21:24.000 --> 00:21:25.900 Have you heard about the user persona? 369 00:21:26.000 --> 00:21:30.650 User persona is kind of hypothetical, your ideal consumers 370 00:21:30.750 --> 00:21:32.750 Who are they? You just imagine them 371 00:21:33.250 --> 00:21:35.600 Who would be my consumers? 372 00:21:36.900 --> 00:21:40.000 And what kind of motivation do they have? 373 00:21:40.700 --> 00:21:42.700 What kind of goal do they have? 374 00:21:42.750 --> 00:21:44.750 What is their habit? 375 00:21:44.750 --> 00:21:46.200 What is their behavior? 376 00:21:46.350 --> 00:21:48.550 What is their kind of personality? 377 00:21:48.550 --> 00:21:50.150 Something like that. You just imagine 378 00:21:50.950 --> 00:21:55.150 For example, I don't know what is your startup, 379 00:21:55.150 --> 00:21:56.650 but you can imagine like this 380 00:21:57.000 --> 00:22:00.000 Our user persona would be Olivia 381 00:22:00.400 --> 00:22:01.400 Olivia 382 00:22:01.400 --> 00:22:05.350 She is 29 years old, and she is a freelancer, 383 00:22:06.050 --> 00:22:10.200 and she wants to provide invoice 384 00:22:10.600 --> 00:22:12.550 to her client very fast 385 00:22:12.600 --> 00:22:17.850 because her client asked her to provide this invoice paper very fast 386 00:22:18.750 --> 00:22:21.950 That is kind of her motivation 387 00:22:22.100 --> 00:22:24.350 to search for the solution about that 388 00:22:24.500 --> 00:22:27.000 This is a kind of persona 389 00:22:27.950 --> 00:22:30.300 So you know how to create a user persona 390 00:22:30.450 --> 00:22:31.550 Just imagine them 391 00:22:32.500 --> 00:22:34.500 And second step is 392 00:22:34.700 --> 00:22:38.750 you list the journey stage of the consumers 393 00:22:39.750 --> 00:22:40.750 Like this 394 00:22:40.750 --> 00:22:45.850 From awareness, consideration, purchase, retention, and advocacy 395 00:22:46.600 --> 00:22:49.700 Kind of those five. Those five steps 396 00:22:49.850 --> 00:22:55.200 Those five stages are kind of the traditional stage of the consumers 397 00:22:56.600 --> 00:22:59.700 So third, of course, you need to collect the data 398 00:22:59.700 --> 00:23:04.000 from the interview or from the reviews 399 00:23:04.500 --> 00:23:11.050 or from the kind of blog or paper or opinion, or post 400 00:23:11.050 --> 00:23:12.350 You collect all of the data 401 00:23:12.600 --> 00:23:15.850 In order to understand your consumer's journey map, 402 00:23:15.900 --> 00:23:18.050 your consumer's journey stage 403 00:23:19.400 --> 00:23:24.400 Then later, you fill in actions, thoughts, 404 00:23:24.800 --> 00:23:29.550 emotions, and figure out consumer's pain point 405 00:23:32.750 --> 00:23:36.000 You can use your kind of a simple post-it card 406 00:23:36.150 --> 00:23:37.050 That's it 407 00:23:38.650 --> 00:23:41.850 And your messaging, your quote, 408 00:23:41.850 --> 00:23:46.300 your quote should be aligned with direct quote from real consumers 409 00:23:46.400 --> 00:23:48.700 It could be very helpful 410 00:23:51.200 --> 00:23:54.500 And the last one, you highlight insight 411 00:23:55.500 --> 00:24:00.300 and you just come up with your opportunities based on this process 412 00:24:01.050 --> 00:24:04.200 I want to give you an example about the consumer journey map 413 00:24:04.200 --> 00:24:06.450 It looks complicated, but just follow me 414 00:24:06.700 --> 00:24:08.450 It can be very easy 415 00:24:08.450 --> 00:24:11.450 The first one, do you remember the first step? 416 00:24:11.500 --> 00:24:15.850 Yes, you need to identify your user persona 417 00:24:16.950 --> 00:24:21.250 You define your user persona and his or her goal 418 00:24:22.900 --> 00:24:27.450 Let's imagine who is your consumers for Airbnb service 419 00:24:27.850 --> 00:24:29.300 Let's say Sarah 420 00:24:30.100 --> 00:24:34.350 She is a sales manager, and she is right now 34 years old 421 00:24:35.000 --> 00:24:37.800 And she lives in kind of metropolitan area, 422 00:24:38.000 --> 00:24:40.450 and she uses a mobile phone a lot 423 00:24:42.000 --> 00:24:44.650 And she loves using kind of a new technology 424 00:24:46.200 --> 00:24:49.800 She is an active user of Instagram or something like that 425 00:24:51.850 --> 00:24:52.800 She is Sarah 426 00:24:54.000 --> 00:24:55.350 And what is her favorite? 427 00:24:55.750 --> 00:24:57.500 Her favorite is traveling 428 00:24:58.950 --> 00:25:01.800 When she has time and money, 429 00:25:02.000 --> 00:25:04.700 then she loves traveling 430 00:25:05.250 --> 00:25:08.050 kind of big cities like New York City 431 00:25:08.400 --> 00:25:09.300 Think about it 432 00:25:09.550 --> 00:25:10.750 This is Sarah 433 00:25:11.500 --> 00:25:13.200 It's your user persona 434 00:25:14.000 --> 00:25:18.300 Second step is you list the journey stage of Sarah 435 00:25:19.000 --> 00:25:22.000 Journey stage started from 436 00:25:22.050 --> 00:25:26.100 awareness, consideration, and the purchase 437 00:25:26.500 --> 00:25:28.500 And after purchase, what happened? 438 00:25:28.750 --> 00:25:30.850 You keep using this service 439 00:25:31.000 --> 00:25:33.350 And then later, what happened? 440 00:25:33.400 --> 00:25:36.950 You just introduced this service to your friend 441 00:25:36.950 --> 00:25:38.100 This is advocacy 442 00:25:38.850 --> 00:25:41.550 So from the awareness to the advocacy 443 00:25:41.950 --> 00:25:46.400 Those five stages would be typical consumer journey stages 444 00:25:48.150 --> 00:25:50.550 You list the consumer journey stages 445 00:25:50.650 --> 00:25:51.950 Then later you collect data 446 00:25:52.000 --> 00:25:56.850 Probably you go outside and meet a person like Sarah 447 00:25:57.000 --> 00:25:58.950 and just conduct the interview 448 00:25:59.200 --> 00:26:01.450 and then understand her pain point 449 00:26:02.000 --> 00:26:05.400 Or you just Google it 450 00:26:05.600 --> 00:26:09.300 and just use the review or read the review 451 00:26:09.300 --> 00:26:12.800 or read the opinion or read the article, something like that 452 00:26:13.114 --> 00:26:17.464 You collect all the data, quantitative and qualitative, anything, anything fine 453 00:26:17.614 --> 00:26:21.864 Then later, you feed in the actions, the thought, the emotions, and the pain point 454 00:26:22.994 --> 00:26:23.904 Like this 455 00:26:23.904 --> 00:26:28.784 The first one, you list the consumer journey from awareness to the advocacy 456 00:26:28.884 --> 00:26:30.484 So the first one, action, 457 00:26:30.484 --> 00:26:33.823 you feel in the action based on the consumer stage 458 00:26:33.823 --> 00:26:35.473 Awareness, what happened 459 00:26:35.823 --> 00:26:39.483 Sara has a plan to travel New York City 460 00:26:41.283 --> 00:26:42.604 It's doable 461 00:26:42.704 --> 00:26:46.104 Then in the awareness stage, 462 00:26:46.204 --> 00:26:50.773 Sarah opened up the Google, 463 00:26:50.873 --> 00:26:54.524 then later probably searched for the relevant hotels 464 00:26:54.924 --> 00:26:57.894 She searched, kind of a cheap hotel is in New York City 465 00:26:57.944 --> 00:27:00.434 because the hotel fee is very expensive in New York, 466 00:27:00.434 --> 00:27:04.824 so probably she searched the cheap hotels in New York City 467 00:27:05.024 --> 00:27:10.294 Then later, she will compare three or four hotels in the consideration stage 468 00:27:10.544 --> 00:27:14.684 She opened three or four hotel websites, compared them 469 00:27:15.244 --> 00:27:18.944 Compared the location, compared the prices, 470 00:27:18.994 --> 00:27:21.034 compared the services 471 00:27:21.184 --> 00:27:23.684 Then later, she made a purchase 472 00:27:23.784 --> 00:27:27.774 She tried to pay online through the mobile phone 473 00:27:28.174 --> 00:27:30.324 Because she used the mobile phone a lot 474 00:27:30.674 --> 00:27:31.664 Then later, what happened? 475 00:27:33.164 --> 00:27:34.114 So payment done 476 00:27:34.114 --> 00:27:35.124 Then what happened? 477 00:27:35.124 --> 00:27:39.364 Probably she received a confirmation email from the hotel 478 00:27:39.364 --> 00:27:41.184 or from some of the websites 479 00:27:42.134 --> 00:27:45.623 So the email included some of the check-in dates 480 00:27:45.823 --> 00:27:48.903 and the service details, something like that 481 00:27:49.103 --> 00:27:50.703 Then later, 482 00:27:51.653 --> 00:27:56.383 she will leave the review on the website, 483 00:27:56.883 --> 00:28:00.513 After finishing traveling 484 00:28:00.513 --> 00:28:03.164 This is kind of the advocacy stage 485 00:28:03.823 --> 00:28:09.034 Then later, you write down kind of Sarah's thought 486 00:28:10.224 --> 00:28:13.674 You assume you are Sarah, and then 487 00:28:14.074 --> 00:28:17.034 you put yourself into Sarah's shoes 488 00:28:17.184 --> 00:28:20.294 Then you write down Sarah's thought 489 00:28:20.544 --> 00:28:22.494 In the awareness stage, 490 00:28:22.794 --> 00:28:26.673 probably Sarah thought that many options 491 00:28:26.923 --> 00:28:30.304 Wow, there are many options, but expensive 492 00:28:30.384 --> 00:28:34.184 And also, the hotel services 493 00:28:34.184 --> 00:28:36.004 are divided by two groups 494 00:28:36.204 --> 00:28:40.624 Very expensive hotels and very ugly motels 495 00:28:41.344 --> 00:28:44.243 Wow, there's nothing normal 496 00:28:44.543 --> 00:28:46.773 Or nothing between 497 00:28:47.423 --> 00:28:49.023 This is kind of Sarah's thought 498 00:28:49.423 --> 00:28:53.184 And what about Sarah's thought in the consideration stage? 499 00:28:53.434 --> 00:28:58.424 Yeah, when I compare the prices and service between the hotels, 500 00:28:58.983 --> 00:29:03.963 I notice that there are different formats and different websites, different styles 501 00:29:03.963 --> 00:29:05.563 it's really a little bit 502 00:29:06.763 --> 00:29:12.154 not comfortable to compare each hotel 503 00:29:12.254 --> 00:29:14.554 And in the purchase stage, 504 00:29:15.004 --> 00:29:19.773 Sarah tried to pay through the mobile phone, 505 00:29:20.063 --> 00:29:23.384 but is the mobile phone working properly? 506 00:29:23.584 --> 00:29:24.783 Let's try 507 00:29:24.783 --> 00:29:26.464 This is kind of Sarah's thought 508 00:29:26.464 --> 00:29:28.364 And what about the retention stage? 509 00:29:28.664 --> 00:29:33.274 When Sarah received the email from the hotel and Sarah thought that, 510 00:29:34.514 --> 00:29:37.493 My reservation is properly done 511 00:29:37.543 --> 00:29:39.234 Why not? Is it working? 512 00:29:39.634 --> 00:29:40.823 Okay, fine 513 00:29:41.864 --> 00:29:44.964 And then the advocacy stage, Sarah thought that, 514 00:29:44.964 --> 00:29:49.343 oh my god, I just forgot to leave the review 515 00:29:49.343 --> 00:29:51.903 because there is no benefit 516 00:29:54.503 --> 00:29:55.564 It's done 517 00:29:57.324 --> 00:29:59.924 This is kind of a typical process of 518 00:30:01.274 --> 00:30:03.994 Sarah's journey to the hotel 519 00:30:05.104 --> 00:30:08.764 Then later, you think Sarah's feeling 520 00:30:10.184 --> 00:30:12.584 You just imagine, 521 00:30:13.484 --> 00:30:16.774 Sarah's feeling in this stage. Each stages 522 00:30:17.324 --> 00:30:22.253 The first one in the awareness stage is Sarah's feeling hopeful 523 00:30:23.653 --> 00:30:25.713 so I will go to New York City 524 00:30:25.713 --> 00:30:27.853 Oh my god, I'm really happy 525 00:30:29.054 --> 00:30:31.573 she tried to search the cheaper hotels 526 00:30:31.673 --> 00:30:32.584 Hopeful 527 00:30:32.934 --> 00:30:34.874 And what about consideration stage? 528 00:30:36.964 --> 00:30:38.044 I'm confused 529 00:30:38.044 --> 00:30:40.824 There are so many options and also it's difficult to compare 530 00:30:41.504 --> 00:30:43.463 And what about the purchase stage? 531 00:30:45.843 --> 00:30:49.093 so I tried to pay through the mobile phone 532 00:30:49.093 --> 00:30:52.784 but I failed one time, I failed two times 533 00:30:52.814 --> 00:30:54.564 Oh my god, I feel frustrated 534 00:30:55.344 --> 00:30:56.444 And retention, 535 00:30:57.644 --> 00:31:01.663 I'm not sure whether my booking is well done or not 536 00:31:01.863 --> 00:31:03.504 It's anxious 537 00:31:03.654 --> 00:31:05.454 And then advocacy stage, 538 00:31:05.654 --> 00:31:07.054 I don't have any feeling 539 00:31:07.254 --> 00:31:08.243 Neutral 540 00:31:08.693 --> 00:31:12.834 Right now, you got the Sarah's feeling, hypothetical Sarah's feeling 541 00:31:12.834 --> 00:31:13.834 You imagine that 542 00:31:14.383 --> 00:31:16.343 Then, based on these feelings 543 00:31:16.543 --> 00:31:17.693 These feelings, 544 00:31:18.743 --> 00:31:22.314 you think about Sarah's real pain point 545 00:31:22.464 --> 00:31:23.274 What it is? 546 00:31:23.663 --> 00:31:28.134 In the awareness stage, Sarah feels hopeful 547 00:31:28.784 --> 00:31:30.143 But there is a pain point 548 00:31:30.143 --> 00:31:30.943 What is that? 549 00:31:31.043 --> 00:31:32.543 There are too many options 550 00:31:32.693 --> 00:31:36.734 and to divide the group of hotels and unclear prices 551 00:31:37.584 --> 00:31:39.673 And this is kind of the pain point 552 00:31:39.873 --> 00:31:42.373 In the consideration stage, probably 553 00:31:42.973 --> 00:31:47.864 Sarah's worry about the hidden fees and poor user interface 554 00:31:48.703 --> 00:31:53.693 In the purchase stage, mobile phone crashed 555 00:31:54.543 --> 00:31:55.773 This is a pain point 556 00:31:55.773 --> 00:31:59.763 Mobile payment crashed many times 557 00:32:00.383 --> 00:32:02.333 And the retention stage, 558 00:32:04.333 --> 00:32:06.333 the retention stage pain point is that 559 00:32:06.333 --> 00:32:09.263 Sarah never received any proper service 560 00:32:09.563 --> 00:32:11.634 proper information from the hotel 561 00:32:11.634 --> 00:32:13.043 This is a kind of pain point 562 00:32:13.093 --> 00:32:16.743 Advocacy stage, there's no benefit 563 00:32:16.743 --> 00:32:18.304 So, why should I leave the messaging? 564 00:32:18.304 --> 00:32:19.663 Why should I leave the review? 565 00:32:19.663 --> 00:32:21.024 I'm sorry, leave the review 566 00:32:21.024 --> 00:32:22.133 No benefit 567 00:32:23.584 --> 00:32:26.304 Basically, no time to leave the review 568 00:32:26.454 --> 00:32:27.992 This is Sarah's pain point 569 00:32:29.344 --> 00:32:32.444 Then, if you have a pain point, 570 00:32:32.844 --> 00:32:35.344 then right now, it is a good time for you 571 00:32:35.344 --> 00:32:39.243 to identify opportunity out of pain point 572 00:32:39.593 --> 00:32:40.543 What it is 573 00:32:40.793 --> 00:32:42.393 In the awareness stage, 574 00:32:43.543 --> 00:32:45.343 you may simplify pricing 575 00:32:45.893 --> 00:32:49.293 or you may simplify review process or filtering 576 00:32:49.293 --> 00:32:52.993 And if you provide some kind of filtering function 577 00:32:53.543 --> 00:32:55.963 to make a simple process, 578 00:32:56.213 --> 00:32:59.444 then you can satisfy Sarah's need 579 00:32:59.644 --> 00:33:03.394 You can reserve Sarah's pain point in this stage 580 00:33:03.394 --> 00:33:05.203 What about consideration stage? 581 00:33:05.453 --> 00:33:08.953 You can use some kind of transparent pricing 582 00:33:08.953 --> 00:33:12.284 and you can provide clean UI or user friendly UI 583 00:33:13.454 --> 00:33:15.354 Then with this effort, 584 00:33:15.754 --> 00:33:18.354 you can reserve Sarah's pain point 585 00:33:18.454 --> 00:33:19.854 What about purchase stage? 586 00:33:20.204 --> 00:33:22.904 Sarah's pain point in the purchase stage is that 587 00:33:22.904 --> 00:33:25.423 mobile payment crashed a lot 588 00:33:25.573 --> 00:33:30.423 So, you provide mobile first design, and avoid this crash 589 00:33:30.864 --> 00:33:34.314 Then you can reserve Sarah's pain point in this stage 590 00:33:34.514 --> 00:33:36.143 What about retention stage? 591 00:33:36.443 --> 00:33:37.793 Retention stage, 592 00:33:37.793 --> 00:33:41.623 Sarah never received any support email, support information 593 00:33:41.623 --> 00:33:43.484 So you have opportunity 594 00:33:44.484 --> 00:33:48.084 We can send out the SMS, short message, 595 00:33:48.084 --> 00:33:51.043 and also we can provide the chatbot to support 596 00:33:51.043 --> 00:33:52.443 Sarah's concern 597 00:33:53.423 --> 00:33:56.923 And the last one in last stage, 598 00:33:56.923 --> 00:33:59.254 Sarah doesn't have any incentive, any benefit 599 00:33:59.604 --> 00:34:01.503 when she leave the message 600 00:34:01.503 --> 00:34:04.624 So, that's why she didn't leave the message, didn't leave the review 601 00:34:04.874 --> 00:34:07.174 So, in this area, 602 00:34:07.174 --> 00:34:10.633 we can provide relevant incentive for her 603 00:34:10.934 --> 00:34:13.144 Then, she will leave the review 604 00:34:13.844 --> 00:34:15.734 So, the kind of a review incentive 605 00:34:16.784 --> 00:34:17.573 What do you think? 606 00:34:18.783 --> 00:34:21.954 I think this process is very systematic 607 00:34:22.154 --> 00:34:24.954 And you can go through this process, 608 00:34:25.104 --> 00:34:28.553 then you can easily find out the consumer discovery 609 00:34:28.703 --> 00:34:31.393 So, you avoid some problems 610 00:34:33.103 --> 00:34:34.573 What do you think? It's good?