Product teams are continuously under tight deadlines to quickly validate new ideas, features, and offerings to innovate successfully, ensure product-market fit, and avoid rework. Without the customer’s perspective, these teams often end up wasting time and resources building features that customers don’t use. This webinar will highlight the critical areas during the design and development process when reaching out to customers, as understanding their needs, testing hypotheses, and refining your approach are imperative.

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5. Today, we’ll cover
The value of human insights in product
development
Strategies PMs can use to
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6. LET’S TAKE IT TO
THE POLLS

7. Customer Value
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In relation to highly satisfied customers
“Fully connected
customers are
52% more valuable
than those who are just
highly satisfied.”
Harvard Business Review, The New Science of Customer Emotions
Not emotionally
connected
Highly satisfied
but not fully
connected
Perceive brand
differentiation
and satisfied,
but not fully
connected
Full connected
and satisfied,
and able to
perceive brand
differentiation
-18%
Baseline
+13%
+52%

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“Emotion has a bigger influence
on customer loyalty than
effectiveness or ease”
- Forrester Research

9. Three pillars of great customer experience
Effectiveness
The experience
delivers value to customers
Ease
It’s not difficult
for customers to get value from
the experience
Emotion
Customers feel
good about their experience
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Source: Capgemini
N=125 companies and their 3372 consumers. Both questions had a scale of 1-7.
Consumers or executives rating a company 4.5 or more were considered to be in favor of high customer centricity.

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Design Thinking
The Loop by IBM
Combined Frameworks

13. Understand & Define

14. The Opportunity

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Culture Action

16. Guiding Ride Share Drivers to better $$ opportunities
Driver Dispatch
Mobile App
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2 Sided
Marketplace
Complex Legal
Environment
Millions of
Customers
Ethical AI/ML

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Empathy Interviews
Understand customer needs, behaviors, and how
they interact with existing solutions.

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If drivers believe
we’re not helping
them, they will
leave
Short time window to build trust
Complexity around earnings and incentives
Meaning behind words is critical
Goal-driven incentives very popular
Drivers rely on themselves and others

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What people say What people do
+70% of drivers
said they would use our
planning tools
< 10% of drivers actually
used planning tools

20. Needs of groups of users may significantly differ
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21. Churn
Application Review Onboarding Drive At Risk
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The needs of drivers evolve through their user journey

22. Churn
Application Review Onboarding Drive At Risk
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Picking the right cohort depends on several factors
- TAM
- Sensitivity
- Correlation
- Reasoning

23. Hypothesis: By providing drivers actionable insights to
at risk drivers, we can:
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Provide clarity around earning capabilities
Demonstrate to the driver that we are there to support
them, and therefore...
Drivers will act on these recommendations, ultimately,
reducing churn

24. Engagement with insights
Drivers show willingness to engage and act on
insights (total driving time goes up, etc)
P0
Driver and Business are benefiting
Drivers are earning more (driving in lucrative
positions) and the business is also benefiting from
marketplace balance
P1
Guardrails
Don’t lose sight of the big picture. What is driver
satisfaction like? What are marketplace conditions
like? Is retention actually improving?
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User success will translate to business success

25. Ideate

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Embed feedback into the Agile development process
Requirements Deploy
Develop
Test
Design
Identify, understand, and
quantify unmet needs
Ensure designs deliver easy to use
and efficient experiences
Generate concepts, get
feedback on solutions, &
choose the best path
Prioritise
Solution
Design
Observation, interviews, competitive
Qual
Quant Surveys, analytics, CRM data
Concept, prototype and preference
testing, formative usability testing
Quant usability testing
Summative usability testing, before/after A/B
testing, benchmarking
Surveys, analytics, CRM data

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Concept Testing
Gauge initial reactions to understand value or usefulness

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Wizard of Oz Testing
Mock interactions test expectations

30. Preference Testing
Understand which option or direction is most compelling

31. Prototype & Test

32. Tested and launched a weekly email digest as a
prototype to learn driver perceptions
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Provide context
Integrate steps into driver planning behavior
Meaning behind words is critical

33. Understand & Define
Ideate
Prototype & Test

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Usability and User Acceptance Testing
Validate design approaches with real users, stress testing, and quality
assurance.

35. Continued optimization
Continuously test, tweak, and improve to drive KPIs
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Launched in-app recommendation feature with great
success…. initially.

37. But we dove deeper..
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A/B Tests showed
strong results...
Was there a novelty effect?
What was the impact to guardrail metrics?
How can we refine our persona?

38. PMs need to use all tools in the kit
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Synthesize and Share Research
Drink your own champagne
Quant and Qual
Start with a Base Model (ML)

39. UserTesting Human Insight Platform
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Ask Any
Question
Target
Anyone
Engage &
Empathize
Discover &
Analyze
Share
Insights
Get fast feedback on
wireframes,
prototypes, content
and more
Target the
UserTesting panel or
your own audiences
Create self-guided
video tests or live
conversations
Get automatic
highlight reels and AI
powered insights
Download, export or
share clips with other
stakeholders
With UserTesting, 80%+ tests returned in less than a few hours
Fast customer feedback and human insight made easy

40. Don’t get stuck spinning
your wheels during
development.
Learn how fast feedback loops can guide
your focus.
FREE PRODUCT LEADERS GUIDE
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usertesting.com/PMT

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42. Thank you