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Customer insights for product strategy

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The talk I gave at WebExpo 2014 in Prague! Slides only.

Here is the abstract:

Usability testing, focus groups, interviews, contextual inquiry, customer development - there are many names and techniques for gathering insights from your users, your customers. In recent years, agile software development and lean startup have changed how research is conducted, and have raised awareness of how important it is to understand who you are building your products for.
In this talk, Johanna will cover best practices for gathering insights in the context of product development. Her session will address questions such as:


* What techniques are best at the early stage of a product?

* What exactly is customer development and how is it different?

* What are the skills you need to turn research results into actionable insights that inform your product strategy?


Johanna will share her own story of being a researcher and product manager, how and why her practice has changed, and provide actionable advice on embedding research in your process.

Veröffentlicht in: Business

Customer insights for product strategy

  1. 1. Customer Insights for Product Strategy h"ps://www.flickr.com/photos/pagedooley/10225205296/ Johanna Kollmann ~ @johannakoll WebExpo 2014, Prague
  2. 2. “product architect” “product/UX/technical/delivery person” Photo by Shahar Nechmad
  3. 3. Customer Insights ! “Customer insight is an oft-­‐used buzz-­‐word covering the process of using internal or external data to describe and predict customer behaviour.” Deloitte website business pitch speak.
  4. 4. Generative Evaluative Quantitative Qualitative Contextual inquiry Mental models Interviews Diary studies Adapted from Eigures by Janice Fraser, Nate Bolt, Christian Rohrer Surveys Interviews Automated card sort Surveys Automated studies Analytics A/B Testing Multi-­‐variant testing Usability testing Moderated card sort Wizard of Oz
  5. 5. Product Strategy?? https://flic.kr/p/nEao4R
  6. 6. Existing product New product Quant data to find out WHAT ! Qual data to investigate WHY Limited quant data ! (Contextual) qual insight to observe WHAT and understand WHY data mission
  7. 7. 1) Challenges 2) Skills 3) Opportunity
  8. 8. 1) Challenges 2) Skills 3) Opportunity
  9. 9. Lean Startup https://flic.kr/p/cfkUz7 Customer Development??
  10. 10. Agile Lean Product Innovation Consulting
  11. 11. New = risky ! Often a lot at stake for the owner/instigator. Hard to determine scope. Hard to plan. New tech/data structure/processes. Change (management).
  12. 12. Research = tricky ! Customers can be hard to find/access. Lack of data. What to test with? Can’t be planned as well (no ‘agile recipe’). Research as a safety net, a crutch for making decisions.
  13. 13. 1) Challenges 2) Skills 3) Opportunity
  14. 14. Generative Evaluative Quantitative Qualitative Contextual inquiry Mental models Interviews Diary studies Adapted from Eigures by Janice Fraser, Nate Bolt, Christian Rohrer Surveys Interviews Automated card sort Surveys Automated studies Analytics A/B Testing Multi-­‐variant testing Usability testing Moderated card sort Wizard of Oz Know research techniques ! Pick up new ones
  15. 15. Product-­relevant insights ! What we saw What it means Why it matters
  16. 16. Product-­relevant insights ! What are they doing now? What mental models do we have to be aware of? What competitors do we have to be aware of? What is of value to them about the competitors? What are their needs and how do our value proposition and features match these? Which attitudes and needs are standing out across all people we’ve seen? What are we worried about now? ….
  17. 17. by @lukew Set your product up for insights from day one
  18. 18. 1) Challenges 2) Skills 3) Opportunity
  19. 19.         
  20. 20. Thank you!  ! Say hi: @johannakoll ! 

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