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Customer  Insights  for  Product  Strategy

Johanna  Kollmann  ~  @johannakoll  WebExpo  2014,  Prague

 “product/UX/technical/delivery  person”

 “product  architect”

Photo  by  Shahar  Nechmad

!

“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.

Customer  Insights  

Generative

Evaluative

Contextual  inquiry  Mental  models  Interviews  Diary  studies

Quantitative Qualitative

Adapted  from  Eigures  by  Janice  Fraser,  Nate  Bolt,  Christian  Rohrer

Automated  card  sort  Surveys  Automated  studies  Analytics  A/B  Testing  Multi-­‐variant  testing

Surveys  Interviews

Usability  testing  Moderated  card  sort  Wizard  of  Oz

Product  Strategy??

https://flic.kr/p/nEao4R

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

1)  Challenges  

2)  Skills  

3)  Opportunity  

1)  Challenges  

2)  Skills  

3)  Opportunity  

https://flic.kr/p/cfkUz7

Customer  Development??Lean  Startup

Agile  Lean  Product  Innovation  Consulting

!Often a lot at stake for the owner/instigator. Hard to determine scope. Hard to plan. New tech/data structure/processes. Change (management).

New  =  risky

!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.

Research  =  tricky

1)  Challenges  

2)  Skills  

3)  Opportunity  

Generative

Evaluative

Contextual  inquiry  Mental  models  Interviews  Diary  studies

Quantitative Qualitative

Adapted  from  Eigures  by  Janice  Fraser,  Nate  Bolt,  Christian  Rohrer

Automated  card  sort  Surveys  Automated  studies  Analytics  A/B  Testing  Multi-­‐variant  testing

Surveys  Interviews

Usability  testing  Moderated  card  sort  Wizard  of  Oz

Know  research  techniques  !

Pick  up  new  ones

!What we saw What it means Why it matters

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? ….

Product-­relevant  insights

by  @lukew

Set  your  product  up  for  insights    from  day  one

1)  Challenges  

2)  Skills  

3)  Opportunity  

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Thank  you!  😻  !

Say  hi:  @johannakoll  !

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