Synthesizing Insights

PUSH Discovery Conference

Understanding the people using your product

How customer-centric product teams synthesize customer insight to diagnose and solve product problems with quant + qual data

1. The importance of customer insights in product development
2. The different types of customer insights available to product teams
3. The benefits of using the Jobs to be Done framework to frame customer needs
4. The most common product problems and how to solve them
5. The importance of continuing to innovate to maintain customer delight

Article here: https://productstrategy.co/synthesizing-insights/

Transcript

1. 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
3. SOURCE: @VISUALIZEVALUE TRUTH TRUTH TRUTH
4. DELIVERY TESTING FEEDBACK METRICS DISCOVERY POPULATION
5. CUSTOMER CENTRIC DELIVERY FOCUSED EARLY ADOPTERS LAGGARDS
8. DATA DIKW PYRAMID INFORMATION KNOWLEDGE WISDOM
9. INSIGHT PYRAMID DATA UNDERSTANDING ACTION
10. SIGNALS DISCOVERY SHIP OUTCOME VIRTUOUS CYCLE
11. CUSTOMER SIGNAL LAYERS BEHAVIORS REACTIONS DEMAND NEEDS MORE PEOPLE & DATA FEWER PEOPLE & DATA
12. BEHAVIOR What people are actually doing in the product you build WEB / PRODUCT METRICS
13. REACTION What you could have done better if you had a time machine REVIEWS / CUSTOMER SUPPORT / FEEDBACK & SURVEYS
14. The gaps between the current product and what new segments need MARKET RESEARCH / SALES GAPS / EXPANSION GAPS DEMAND
15. NEEDS Dedicated learning to get a deep understanding of a need and solution CUSTOMER DISCOVERY / PROTOTYPE & USABILITY TESTING
16. New products succeed not because of the features and functionality they offer but because of the experiences they enable. Clayton Christensen
17. 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
18. 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
19. Demand Adoption Retention Delight
20. 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
21. 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
22. When the anecdotes and the metrics disagree, there's something wrong with the way you are measuring it. Jeff Bezos