Every choice we make right now can make or break us. If we want our products to grow we need to practice rapid, continuous product discovery to understand and adapt to the changes in our customer’s lives. Join Holly Hester-Reilly as she shares her knowledge from years of experience teaching product managers and researchers on how to make evidence-based product decisions with rapid research.

1. Rapid Product Research
During Uncertain Times
Holly Hester-Reilly Rebecca Komathy
With: Moderated by:
TO USE YOUR COMPUTER'S AUDIO:
When the webinar begins, you will be connected to audio using
your computer's microphone and speakers (VoIP). A headset is
recommended.
Webinar will begin:
11:00 am, PDT
TO USE YOUR TELEPHONE:
If you prefer to use your phone, you must select "Use Telephone"
after joining the webinar and call in using the numbers below.
United States: +1 (415) 655-0052
Access Code: 492-884-001
Audio PIN: Shown after joining the webinar
--OR-
-
The New Normal: Product Management
During Challenging Times

2. 2The New Normal: Product Management During
Challenging Times
2
Revenera helps software companies build better products, monetize what
matters and accelerate their time to market. We also help technology
companies to use open source solutions more effectively, by finding and
mitigating security and license compliance issues. We help them
understand how their products are being used so they can make better
decisions. We are the enabler for modern business models, and the
effective enforcement of these models.
2

3. 3The New Normal: Product Management During
Challenging Times
Click on the Questions panel to
interact with the presenters
https://www.productmanagementtoday.com/webinar-series/10912/the-new-normal-c
olon--product-management-during-challenging-times

4. 4The New Normal: Product Management During
Challenging Times
4
About Holly Hester-Reilly
Holly Hester-Reilly is the Founder and CEO of H2R Product Science, a product management coaching and consulting firm that
teaches the science of high-growth product development. Holly is a former Columbia University research scientist and has led
over a dozen successful digital product initiatives at startups, high-growth companies, and enterprises like MediaMath,
Shutterstock, The Lean Startup Co, and Weight Watchers. With those experiences she has developed the Product Science
Method, a framework to discover the strongest product opportunities and lay the foundations for high-growth products, teams,
and businesses. Her team at H2R Product Science partners with startup founders and product leaders to share this framework,
helping them to figure out which product growth opportunities they should pursue and build the product management skill to
deliver on their goals. Holly also teaches public and private workshops and has spoken about building high-growth products for
events such as Lean Startup Summit Europe, growth equity firm General Atlantic's CIO summit, top boutique design and
development agency Thoughtbot's employee summit, ProductTankNYC, Parsons School of Design, and the Product School.
About Rebecca Komathy
Rebecca attended California State University, Long Beach, where she earned her M.F.A. in Creative Writing with a concentration in
Fiction. After working in the publishing and English education fields, she became more interested in the information science and
business aspects. She is attending SJSU for her second Master’s, this time in Library and Information Science so she can learn
more about digital curation. She currently works at Aggregage as a Webinar Coordinator. When she’s not working, she is probably
snuggling with her French bulldog named Kira.
4

5. @h2rproductsci Rapid Product Research for Uncertain Times 5
Our user’s lives are changing fast.

6. @h2rproductsci Rapid Product Research for Uncertain Times 6
“The first principle is that
you must not fool yourself –
and you are the easiest
person to fool.”
Richard Feynman, Nobel
Prize winning Physicist

7. @h2rproductsci Rapid Product Research for Uncertain Times 7
Rapid product discovery
will help us help them

8. @h2rproductsci
Recruit the Right
Participants for
Remote Discovery
Research
Rapid Product Research for Uncertain Times 8

9. @h2rproductsci Rapid Product Research for Uncertain Times 9

10. @h2rproductsci Rapid Product Research for Uncertain Times 10
Recruiting can start wide and get smaller
1. Start with people who recently took the
action you are interested in exploring
2. Notice interesting characteristics that
emerge
3. Refine recruitment criteria as you learn
more

11. @h2rproductsci Rapid Product Research for Uncertain Times 11
Demographics

12. @h2rproductsci Rapid Product Research for Uncertain Times 12

13. @h2rproductsci Rapid Product Research for Uncertain Times 13

14. @h2rproductsci Rapid Product Research for Uncertain Times 14

15. @h2rproductsci Rapid Product Research for Uncertain Times 15

16. @h2rproductsci Rapid Product Research for Uncertain Times 16

17. @h2rproductsci Rapid Product Research for Uncertain Times 17

18. @h2rproductsci Rapid Product Research for Uncertain Times 18

19. @h2rproductsci
Plan and Conduct
Compassionate
Interviews During
Difficult Times
Rapid Product Research for Uncertain Times 19

20. @h2rproductsci Rapid Product Research for Uncertain Times 20

21. @h2rproductsci Rapid Product Research for Uncertain Times 21

22. @h2rproductsci
Research Goals
Rapid Product Research for Uncertain Times 22

23. How do we know:
Users will act on this pain?
Users want this outcome?
Users can use this solution?

24. @h2rproductsci
Goal: Understand unmet needs in the market
How to Make Evidence-Based Product Decisions 24
Qualitative Research
Answers WHY and HOW
● Listen
● Ask questions
Better understand user’s pains and past behavior
Quantitative Research
Answers HOW MUCH and HOW MANY
● Validate qualitative observations
● Gather data from larger groups
Understand how many people in the market share the
same behaviors and pains

25. @h2rproductsci
Research Overview
Behavioral
Customer Interviews
Identify Differences
in Desired Outcomes
Identify Differences
in Pains and
Challenges
Identify Differences
in Habits and
Behavioral Triggers
Map Customer Dimensions
What are the differences that make a difference in how they perceive,
experience, and value our product?
Feature A Feature CCore Functions Feature B
No Motivation Low Motivation Mid Motivation High Motivation
Explore Potential Solutions
Generative Research Evaluative Research

26. @h2rproductsci
Know when you've
got enough data to
make a decision
Rapid Product Research for Uncertain Times 26

27. @h2rproductsci Rapid Product Research for Uncertain Times 27

28. @h2rproductsci Rapid Product Research for Uncertain Times 28
Do Research
Continuously

29. @h2rproductsci Rapid Product Research for Uncertain Times 29
It’s not enough to be
right. You also have to
be persuasive.

30. @h2rproductsci
How do you get started doing more discovery?
Remember the value.
• You want to build a product people will love.
• Research is cheaper than building a product.
• The most successful tech teams are the ones that pivot
quickly.
Start small and show the value.
• A one question intercept quiz.
• An informal user interview.
• Gathering data from existing sources.
Prioritize the riskiest questions for research.
View Research
as a Continuous
Process
Rapid Product Research for Uncertain Times 30

31. 31The New Normal: Product Management During
Challenging Times
Q&A
Rebecca Komathy
With:
Moderated by:
Founder and Product Management Coach,
H2R Product Science
Linkedin page: /in/hollyhesterreilly/
Twitter ID: @H2RProductSci
Website: h2rproductscience.com
Holly Hester-Reilly
Webinar Coordinator, Product Management Today
Linkedin page: /in/rebeccakomathy/
Twitter ID: @prodmgmttoday
Website: productmanagementtoday.com
https://www.productmanagementtoday.com/webinar-series/10912/the-new-normal-
colon--product-management-during-challenging-times
Make sure to check out the 2020
Product Management Today MVP Awards!
To participate and learn more, go here:
https://bit.ly/3ifA9kz