13 - The business wants to avoid losing customers. A new feature to address that could be placed in which category?

• New business
• Operational efficiency
• Up-sell
• Retainment

14 - When dealing with a complex product, a secondary persona could be best defined as what?

• Another user of the primary interface who can be accommodated as long as the targeted persona's experience is not compromised
• Someone the product is explicitly not going to satisfy
• The consumer that can heavily influence all other persona types and should be understood to drive the requirements of the product development process
• A persona that must be satisfied for the product such that the goals should drive the design process

15 - What is an example of a measurement that can be used to help drive value stream innovation and improvements?

• Number of customers added during the quarter
• Iteration velocity measured on a quarterly basis
• Average customer acquisition costs
• Percentage of customers activating the product