Customer insights for product strategy
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The document discusses the importance of customer insights in product strategy, emphasizing the use of various research techniques to understand customer behavior. It highlights the challenges and opportunities in product development, particularly in agile and lean startup contexts. Key insights include the significance of qualitative data in identifying customer needs and how to align product features with these insights.
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Customer insights for product strategy
- 1. Customer Insights for Product Strategy h"ps://www.flickr.com/photos/pagedooley/10225205296/ Johanna Kollmann ~ @johannakoll WebExpo 2014, Prague
- 2. “product architect” “product/UX/technical/delivery person” Photo by Shahar Nechmad
- 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. 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
- 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. 1) Challenges 2) Skills 3) Opportunity
- 8. 1) Challenges 2) Skills 3) Opportunity
- 9. Lean Startup https://flic.kr/p/cfkUz7 Customer Development??
- 11. Agile Lean Product Innovation Consulting
- 12. 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).
- 13. 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.
- 14. 1) Challenges 2) Skills 3) Opportunity
- 15. 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
- 18. Product-relevant insights ! What we saw What it means Why it matters
- 19. 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? ….
- 20. by @lukew Set your product up for insights from day one
- 21. 1) Challenges 2) Skills 3) Opportunity
- 22.
- 23. Thank you! ! Say hi: @johannakoll !