Lean Canvas


Agile Project Management


Test Cards + Lean Experiments




Empathy Mapping


Choosing a CRM


Journey Mapping


One Page Websites


Social Media Strategy


Customer Interviews


Social Enterprise


Good digital


Social Impact Canvas


Legal Setup


Social Outcomes Reporting


Business Model Canvas

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Customer Discovery template

Google doc


The Mom Test: I love this easy to read, giggle-inducing and actionable guide by Rob Fitz. He’s learnt the hard way how to NOT do customer research and turned those learnings into exercises. Sneaky Bonus His blog The StartupToolkit is also full of business model and startup life wisdom.

Blogs & Videos:

CustomerDev Labs: Consistent videos and posts around the nuts n bolts of customer interviews. Has a tech focus but do not be put off the mindest can be applied to anything.

Farnam Street Blog: A blog on Behavioural Economics and insights on how people make decisions. This isn’t directly related to just Customer Experience but I have picked up a lot of fundamental ideas around cognitive biases and mental models that have helped my interview skills.

Jobs to Be Done: Another Customer Experience framework based around conceptualising your product/service being used to achieve a ‘job’. For example, someone buys a toaster to do the job of breakfast. I find this framework useful for understanding and improving existing products/services better.


What I Learned Talking to 500 Customers in 4 Weeks: I find it helpful to get case studies from people who actually did the often time consuming and emotional stretching process of customer interviewing. Here is how one founder did 500 interviews in 4 weeks. Sneaky bonus he shares the Google spreadsheet he uses to record his interview data.

The Two Main Challenges of Customer Dev Research: This article actually mentions more than two, I like it mainly for the list of further readings at the end.

I will keep adding to these resources - and if you have any that helped you please tweet them at me! @victoriacullenq

- Victoria.

Ed's note: The Mom test completely changed the way I do startup stuff. If you read one book, then ... well, get over it and read many more books. But start with this one.



I'm an empathy design researcher. This means I explore approaches that figure out what people really do rather than what we would like them to do. This helps us make stuff that people are likely to buy, use and love.

I do Inception-style meta-research on how to design empathy design approaches. That's the PHD bit. Then I translate it into these videos and articles on Linkedin. That's the useful-to-you bit.

You can hire me for a workshop if you'd like your whole team to skill up on empathic design superpowers.

I also research, advocate and run a consultancy for sexual re-navigation within healthcare... that's another story.

More of all that on my website. Please get in touch if you would like to chat or nominate me for 'best wearing of leather jacket in Fitzroy Academy' : [email protected]

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