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
   

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3. SOURCE: @VISUALIZEVALUE
   TRUTH TRUTH TRUTH
   

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4. DELIVERY TESTING FEEDBACK METRICS DISCOVERY
   POPULATION
   

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5. CUSTOMER CENTRIC DELIVERY FOCUSED
   EARLY ADOPTERS LAGGARDS
   

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8. DATA
   DIKW PYRAMID
   INFORMATION
   KNOWLEDGE
   WISDOM
   

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9. INSIGHT PYRAMID
   DATA
   UNDERSTANDING
   ACTION
   

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10. SIGNALS
    DISCOVERY
    SHIP
    OUTCOME
    VIRTUOUS CYCLE
    

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11. CUSTOMER SIGNAL LAYERS
    BEHAVIORS
    REACTIONS
    DEMAND
    NEEDS
    MORE PEOPLE & DATA
    FEWER PEOPLE & DATA
    

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12. BEHAVIOR
    What people are actually doing
    in the product you build
    WEB / PRODUCT METRICS
    

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13. REACTION
    What you could have done
    better if you had a time machine
    REVIEWS / CUSTOMER SUPPORT / FEEDBACK & SURVEYS
    

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14. The gaps between the current product
    and what new segments need
    MARKET RESEARCH / SALES GAPS / EXPANSION GAPS
    DEMAND
    

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15. NEEDS
    Dedicated learning to get a deep
    understanding of a need and solution
    CUSTOMER DISCOVERY / PROTOTYPE & USABILITY TESTING
    

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16. 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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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
    

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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
    

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19. Demand Adoption Retention Delight
    

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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
    

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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
    

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22. When the anecdotes and the metrics
    disagree, there's something wrong
    with the way you are measuring it.
    Jeff Bezos
    

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