There are so many great tools out there for Product Managers, but are you making the most out of them? Not only that but are you using the right ones? Join Julia, Product Leader at UXCam as she shares how UXCam works for her, and learn how you can use it in your day-to-day too. Being a Product Manager requires structured and organized thinking. Frameworks and toolkits are a handy and effective way to approach problems. Product Managers learn about many and develop their own throughout their product careers and share some of those with you today.

1. Validating Feature Decisions in Mobile
Apps with UXCam
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5. Validating Product
Feature Decisions in
Mobile Apps
Julia Rabkin, Director of Product Marketing

6. Introduction
PREVIOUS ROLES
Director of Product Marketing & Innovation at Zageno
Senior Product Manager at Caresyntax
Marketing Strategist at AccentHealth
Product Manager at Zocdoc
Julia Rabkin
Director of Product Marketing at UXCam

7. UXCam is a collaborative analytics
platform for mobile app teams,
enabling them with actionable
qualitative, quantitative, and technical
insights from real user behavior across
the full product experience.

8. * Dictionary.com
What is validation & Why does it matter?
Validation the act of
confirming something as
true or correct

9. Validation is the process by which we vet
product ideas & features for market viability
and value-add for the end user
Product ideas come
from everywhere!
What is validation & Why does it matter?

10. Validation is
the core of
the Scientific
Method
Question
Research
Hypothesize
Experiment
Analyze
Conclude
Repeat
What is validation & Why does it matter?

11. Release cycle is more dependent on the end user
● User has to download the update/new version of app: makes getting it “right”/fixing issues harder
Testing is cumbersome & cost per feature is higher
● Mobile Device Emulators exist, but they’re not 100%
● QA inconsistency with actual use: Lack of touch screens, mobile processors, and real push notification
interference from other apps
● Lots of compatibility permutations (device size, type, etc.)
Mobile users are less patient:
● Age range factors (US smartphone owners: 96% age 18-29 vs 61% age 65+)
● Ease of uninstalling if time to “Aha Moment!” is too long*
● Technological affinity
Validation in Mobile Apps is Extra Important!
Demographics of Mobile Phone Ownership
Speed is key: Optimize your mobile experience
Mobile vs Desktop Usage Statistics for 2020/2021

12. When to Validate Product Decisions?
1. Before the decision is made:
to test whether it makes sense
2. While building / in MVP & beta:
to monitor whether it is directionally aligned and usable
3. After release / rollout:
to ensure it was built for the desired business outcomes

13. Does it make
sense to
pursue?
Validation BEFORE:
Product ideas can come from
anywhere, but sometimes you
don’t necessarily have a
concrete idea for a new or
optimized feature: Use UXCam to
identify existing points of friction,
by looking into Frustration Signals
automatically collected within
the app.

14. Validation BEFORE:
Does it make
sense to
pursue?
When the product/feature idea
comes from someone else,
before sending the team into
ideation, test the assumptions for
demand and viability by
investigating the related data
and potentially conducting a
small A/B test with a sub-set of
users.

15. Validation DURING:
Is it doing
what we
hypothesized?
Once there is an MVP, UXCam can
be used to identify PowerUsers
that meet specific criteria for
testing, and then with one click,
they can all receive a Push
Notification allowing them to
opt-in.

16. Validation DURING:
Is it doing
what we
hypothesized?
Once in the hands of select
customers, UXCam can be used to
conduct usability testing at scale.
We can observe how the new
feature looks and performs across
different device types and screen
sizes, and see how often certain
events of interest are completed.
From every stat, drill down to the
individual sessions to understand
the microinteractions as they
occur naturally.

17. Validation AFTER:
Is this moving
the needle?
Now that the feature is released
to a wider audience, you want to
track that the assumptions you
tested and the early outcomes
you observed are actually moving
the needle for business outcomes
at scale. Configure metrics of
interest with the UXCam
Customizable Dashboard, to track
performance, activity, and
engagement of specific features,
screens, or other segments of
interest.

18. Validation AFTER:
Is this moving
the needle?
Part of the balancing act of
making great product decisions is
knowing when to be quantitative
and when to be qualitative.
Filter for Sessions that meet
specific criteria, and use UXCam’s
core functionality, Session Replay,
to uncover insights that are not
apparent in quantitative and
technical data.

19. Conclusions
1
Validating product feature decisions is even more important in mobile
apps, across every stage of the development life cycle.

20. Conclusions
2
To build products that deliver value, REAL user behavior needs to be
observed in a non-controlled environment. UXCam provides
quantitative and technical insights, but also qualitative behavioral
insights from real users in real settings.

21. The process of validation requires observation and insight sharing from
multiple perspectives. UXCam is a cross-functional tool that can be
used to make business cases, improve data flow across teams, and
bridge the understanding of customer experience between squads.
3
Conclusions

22. Julia Rabkin
Director of Product Marketing at UXCam
LET’S CONNECT
Thank you.
julia.rabkin@uxcam.com

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