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Product Research Rules! MtPCon London 2019

Product Research Rules! MtPCon London 2019

Product leaders are constantly asking if they are building the right features and products. One core reason is that there just isn't enough research conducted toensure that the identified solutions match the problems. This talk covers some rules to help guide you.

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C. Todd Lombardo

October 18, 2019
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Transcript

  1. Product Research C. Todd Lombardo — @iamctodd

  2. “Are we building the right thing?” @iamctodd — Martin Eriksson,

    earlier today
  3. Meet Bill

  4. Meet Bill Serial entrepreneur

  5. Meet Bill Serial entrepreneur Worked for Steve Jobs

  6. Meet Bill Serial entrepreneur Worked for Steve Jobs Fifteen years

    in Silicon Valley
  7. Meet Bill Serial entrepreneur Worked for Steve Jobs Fifteen years

    in Silicon Valley Sold a startup for $850 million… at age 29
  8. I literally don’t think there’s anything to be learned from

    other people’s stuff.” — Bill Nguyen “
  9. None
  10. “On first blush, there's almost zero chance we return to

    this app. Our friends aren't in it. It's confusing. Sharing photos isn't easy or intuitive. It's not very fun. — Business Insider
  11. Within 30 minutes I realized.. We totally fucked up. I

    thought we were going to build a better Facebook. My reaction was like putting your finger into a light socket. You know something went very wrong. — Bill Nguyen “
  12. Research Sprints 8

  13. 9

  14. KILLEDBYGOOGLE.COM

  15. GCEMETERY.CO

  16. None
  17. We’re Not Good at This… STANDISH GROUP Always 7 %

    Often 13 % Sometimes 16 % Rarely 19 % Never 45 %
  18. Why Products Fail No market need Ran out of cash

    Not the right team Got outcompeted Pricing/cost issue Poor product Lack a business model Poor marketing Ignore Customers entrepreneur.com & cbinsights.com
  19. Why Products Fail No market need Ran out of cash

    Not the right team Got outcompeted Pricing/cost issue Poor product Lack a business model Poor marketing Ignore Customers entrepreneur.com & cbinsights.com BAD PODUCT RESEARCH
  20. None
  21. Research is expensive!

  22. Research is expensive! We already know.

  23. Research is expensive! We already know. It will take too

    long!
  24. Do you want waste 45% of your resources?? No? Then

    do some f*cking research!! @iamctodd
  25. Product” Research?! “

  26. None
  27. Studious inquiry or examination; especially investigation or experimentation aimed at

    the discovery and interpretation of facts, revision of accepted theories or laws in the light of new facts, or practical application of such new or revised theories or laws. — Merriam Webster
  28. None
  29. What people do? Qualitative Understanding User Research

  30. Market Research What markets do? Quantitative Framing

  31. Product Analytics Usage of a product Quantitative Trends & Patterns

  32. User Research Market Research Product Analytics Product Research

  33. User Research Market Research Product Analytics Generative Exploratory Descriptive Descriptive

    Descriptive Evaluative Causal Diagnostic Predictive Predictive Prescriptive
  34. None
  35. Start with a beginner’s mind @iamctodd

  36. Meet C. Todd

  37. Meet C. Todd Serial product guy

  38. Meet C. Todd Serial product guy Did not work for

    Steve Jobs
  39. Meet C. Todd Serial product guy Did not work for

    Steve Jobs Fifteen years in startups & enterprises
  40. Meet C. Todd Serial product guy Did not work for

    Steve Jobs Fifteen years in startups & enterprises Grew product from $5M to $36M.. in 30 months
  41. None
  42. Prepare to be wrong # 1 Because you will be.

    Humans prefer to be right than do right. Check your ego. Check your assumptions. @iamctodd
  43. I was totally wrong. I was just wrong. See, I

    don’t have a problem being wrong.” — Bill Nguyen “
  44. In order to be wrong, you need an understanding of

    what you already know. @iamctodd
  45. Meet Catt

  46. Meet Catt Ace designer & developer

  47. Meet Catt Ace designer & developer Works for large marketplace

    platform
  48. Meet Catt Ace designer & developer Works for large marketplace

    platform Fourteen years in gaming, design, and tech
  49. Meet Catt Ace designer & developer Works for large marketplace

    platform Fourteen years in gaming, design, and tech Learned to code when she was 10
  50. Available Data Annual surveys, social media, customer forums, customer emails,

    product analytics, interviews
  51. Available Data Annual surveys, social media, customer forums, customer emails,

    product analytics, interviews I can't find my listing and search in the rankings and results! Did they change the search algorithm?
  52. Identified Problem Marketplace sellers didn't understand how they were being

    discovered by buyers Available Data Annual surveys, social media, customer forums, customer emails, product analytics, interviews I can't find my listing and search in the rankings and results! Did they change the search algorithm?
  53. Identified Problem Marketplace sellers didn't understand how they were being

    discovered by buyers Available Data Annual surveys, social media, customer forums, customer emails, product analytics, interviews Research Question How do sellers learn how to market themselves? I can't find my listing and search in the rankings and results! Did they change the search algorithm?
  54. # 2 Get Curious with Your Data Start with the

    data you have. Generate questions to answer. Settle on a research question to answer. @iamctodd
  55. What you ask and how you speak matters. @iamctodd

  56. So, what do you think of this feature? Would you

    use this new feature? How would you design this? How likely are you to recommend this…
  57. None
  58. CREDIT: MASS CHALLENGE

  59. I See You Have A Coffee Cup. We Make Coffee.

    Would You Like To Buy A Coffee? CREDIT: MASS CHALLENGE
  60. Transactional I See You Have A Coffee Cup. We Make

    Coffee. Would You Like To Buy A Coffee? CREDIT: MASS CHALLENGE
  61. Transactional I See You Have A Coffee Cup. We Make

    Coffee. Would You Like To Buy A Coffee? Wouldn´t It Be Cool If You Had A Premium Cold- Brew Coffee To Fill That Cup? CREDIT: MASS CHALLENGE
  62. Transactional I See You Have A Coffee Cup. We Make

    Coffee. Would You Like To Buy A Coffee? Confirmational Wouldn´t It Be Cool If You Had A Premium Cold- Brew Coffee To Fill That Cup? CREDIT: MASS CHALLENGE
  63. Transactional I See You Have A Coffee Cup. We Make

    Coffee. Would You Like To Buy A Coffee? Confirmational Wouldn´t It Be Cool If You Had A Premium Cold- Brew Coffee To Fill That Cup? Tell Me More About That Cup. What Do You Usually Drink Out Of It? CREDIT: MASS CHALLENGE
  64. Transactional I See You Have A Coffee Cup. We Make

    Coffee. Would You Like To Buy A Coffee? Confirmational Wouldn´t It Be Cool If You Had A Premium Cold- Brew Coffee To Fill That Cup? Diagnostic Tell Me More About That Cup. What Do You Usually Drink Out Of It? CREDIT: MASS CHALLENGE
  65. CREDIT: MASS CHALLENGE

  66. Transactional Confirmational Diagnostic CREDIT: MASS CHALLENGE

  67. Interviews, Not Interrogations # 5 Put your journalist cap on.

    Ask “Tell me about…” questions. STFU and listen. @iamctodd
  68. What people say is not as telling as what people

    do. Humans are unreliable. @iamctodd
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  70. Go Beyond Interviews # 6 Interviews only tell so much.

    Walk in their shoes. Literally. Learn by participation, your and/or theirs. @iamctodd
  71. Share what you learnt. @iamctodd

  72. Move the search bar from bottom left to the top

    right
  73. Research Findings Hi Perry, Please find our research report attached.

    You can view the prototype showing our suggestions at the following link. http://prototype.link/dkJd2ao Regards, C. Todd User research report 13-11-2016.docx [Auto-saved]
  74. None
  75. Inspire Actions thru Insights # 8 Don’t just write a

    report! Facts don’t move people. Stories and co-creation do. Focus on insights that inspire actions. @iamctodd
  76. You’re only as good as your last performance. @iamctodd

  77. Meet Jeff

  78. Meet Jeff Works at AppCues

  79. Meet Jeff Works at AppCues Cut teeth as Wistia's Director

    of Customer Happiness
  80. Meet Jeff Works at AppCues Cut teeth as Wistia's Director

    of Customer Happiness Runs user sessions last Wednesday of every month
  81. Meet Jeff Works at AppCues Cut teeth as Wistia's Director

    of Customer Happiness Runs user sessions last Wednesday of every month Be like Jeff
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  84. “When a user asked, ´What’s this button for?´ an engineer

    responded with a perfect non- leading follow up: ´I’m not sure. What would you think it’s for?´ I nearly fell out of my chair. — Tristan Howard, Former Designer at AppCues
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  87. Make it a Habit # 9 Continuous delivery discovery! Employ

    a more frequent cadence. Each question answered uncovers more questions. @iamctodd
  88. Prepare to be Wrong Get Curious with Data Match Method

    to Outcome Prepare then Improvise Interviews, Not Interrogations Go Beyond Interviews Analyze Together Inspire Action with Insights Make it a Habit
  89. LEARN BUILD MEASURE PRODUCT DATA IDEAS THE LEAN STARTUP What

    we think happens
  90. LEARN BUILD MEASURE PRODUCT PRODUCT PRODUCT CREDIT: WOLF BREUNING BUILD

    BUILD What actually happens
  91. None
  92. Live ‘em Learn ‘em Smash ‘em

  93. ProductResearchRules.com @iamctodd Q & A @ 2:15pm