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How customer-centric product
teams synthesize customer insight
to diagnose and solve product
problems with quant + qual data
Stephen M. Walker II
Understanding
the people using
your product
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SOURCE: @VISUALIZEVALUE
TRUTH TRUTH TRUTH
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DELIVERY TESTING FEEDBACK METRICS DISCOVERY
POPULATION
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CUSTOMER CENTRIC DELIVERY FOCUSED
EARLY ADOPTERS LAGGARDS
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DATA
DIKW PYRAMID
INFORMATION
KNOWLEDGE
WISDOM
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INSIGHT PYRAMID
DATA
UNDERSTANDING
ACTION
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SIGNALS
DISCOVERY
SHIP
OUTCOME
VIRTUOUS CYCLE
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CUSTOMER SIGNAL LAYERS
BEHAVIORS
REACTIONS
DEMAND
NEEDS
MORE PEOPLE & DATA
FEWER PEOPLE & DATA
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BEHAVIOR
What people are actually doing
in the product you build
WEB / PRODUCT METRICS
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REACTION
What you could have done
better if you had a time machine
REVIEWS / CUSTOMER SUPPORT / FEEDBACK & SURVEYS
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The gaps between the current product
and what new segments need
MARKET RESEARCH / SALES GAPS / EXPANSION GAPS
DEMAND
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NEEDS
Dedicated learning to get a deep
understanding of a need and solution
CUSTOMER DISCOVERY / PROTOTYPE & USABILITY TESTING
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New products succeed not because of the
features and functionality they offer but
because of the experiences they enable.
Clayton Christensen
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PRODUCT VIEW JOBS TO BE DONE VIEW
The handheld wireless
device market
Use small snippets
of time productively
MARKET DEFINITION MARKET DEFINITION
Blackberry, Palm Pilot,
wireless phones
Doing nothing, boring
meetings, the news,
wireless phones
ALTERNATIVES ALTERNATIVES
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NEED
OUTCOMES
EMOTIONS
When trying to... In this situation...
People struggle to...
And want to feel and be perceived as...
While currently using...
JTBD STACK
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Demand Adoption Retention Delight
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DEMAND
DISCOVERY, SALES &
EXPANSION GAPS,
MARKET RESEARCH
No traffic, bad
positioning, not
a real need
ADOPTION RETENTION DELIGHT
PRODUCT METRICS,
USABILITY TESTING
Unclear val
prop, hidden
affordance
PRODUCT METRICS,
FEEDBACK, USER
INTERVIEWS
Difficult UX,
doesn't solve
need
SURVEYS, REVIEWS,
USER INTERVIEWS
Difficult UX, not
easier than
alternative
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DEMAND
Volume of
traffic
QUANTITATIVE
Discovery,
Sales, CSMs
QUALITATIVE
ADOPTION
% that Used
Feature
QUANTITATIVE
Setup & Aha
Moments
QUALITATIVE
RETENTION
% that Repeat
Using Feature
QUANTITATIVE
Reviews,
Feedback
QUALITATIVE
DELIGHT
80th Percentile
of Higher
QUANTITATIVE
PMF, CSAT,
NPS Surveys
QUALITATIVE
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When the anecdotes and the metrics
disagree, there's something wrong
with the way you are measuring it.
Jeff Bezos
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