Telstra Labs Professional Development Day 2

Day 2 started with a review of the Lean Canvas with Guy Franklin. It was great as the Lean Canvas that I generated had 3 different problems. One of the first thing that Guy identified was that each of the 3 problem statements can be explored further in its own Lean Canvas. This led to narrowing down the problem statement and better identify the customer segments and value propositions.

The one I chose to work on for the next 4 days is the problem :

"Its hard to drive down to a pharmacy to get your prescription medication if you sick"

From this I identified the various customer segments and understood my target market better. The next step was to explore the user story for each customer segment. And one of the ways to better understand your users is to ask them.

Customer Interviews

So I had a session with Wriddhi who is heavily involved with customer interviews for any new products at Telstra and it was great to be able to talk to her to understand how to do them, what is the structure around them and what are some of the Gotcha's.


  • Clearly identify assumptions that you are basing your problem/solution statement on. These should be validated during the interviews.

  • Identify the customer segment

  • What does your ideal customer look like ?

  • Work out a T-diagram and draw the range of your customers across and go in depth with each of them.

  • Prepare a script for different interview lengths. These can be around 5, 15 or 30 minutes.

  • 30 minute interviews can be achieved at cafes where you buy someone a cup of coffee for their time and insights.

A rough script for the interviews:

  • Intro/Rapport

  • Niceties

  • Proof of Concept

  • Structure

  • Tell me about yourself

  • ​age groups

  • employment/education/family

  • what does your day look like ?

  • Guage the Tech Savvyness

  • ask the about the apps they currently use

  • Discuss the problem

  • Solution

  • Pitch the solution

  • Probe

  • Don't lead the users to the answers you are expecting from them. Instead Probe so you get their insights. This is to make sure that your questions are not influencing their answers.

  • Quantifying the solution

  • How many people would use this ?

  • Conclusion

  • Thank you note

  • Questions

  • Signups

  • ​Ask if they would be interested to stay in touch and know more once the app is released

  • Recommendations

  • Is there anyone else they know that would benefit from this ?

Day 2 Highlights:

Powered with all that knowledge, its time to do some customer interviews tomorrow on the streets or at a cafe . This is going to be interesting :)

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