Continuous Discovery in Product-Led Companies

1. © 2019 | ALL RIGHTS RESERVED + PENDO + GLIDR JOINT WEBINAR Continuous Discovery in Product-Led Companies Tuesday, July 23, 2019 11AM PDT/2PM EDT Founder & Chief Evangelist Eric Boduch VP of Product Jonathan Wylie

3. © 2019 | ALL RIGHTS RESERVED + Product Led is not just about using your product to acquire and grow customers  Product Led is not just freemium, and it does not only work when the user and the buyer are the same  Being Product Led (and your product) is not a replacement for sales and marketing teams PRODUCT LED IS NOT… + Marketing Sales Customer Success Support & Services Sales Customer Success Support & ServicesMarketing Product & UX Trial Conversion Customer Advocacy Onboarding Education & Training Lead Generation Lead Generation Renewal Cross-sell / Up-sell Product   & UX

4. © 2019 | ALL RIGHTS RESERVED + It is using your product (and your product data) to convert prospects, retain users and expand customers PRODUCT LED IS… + Trial Conversion Customer Advocacy Onboarding Education & Training Lead Generation Lead Generation Renewal Cross-sell / Up-sell Product   & UX Marketing Sales Customer Success Support & Services Sales Customer Success Support & ServicesMarketing Product & UX

5. © 2019 | ALL RIGHTS RESERVED + A continuous learning loop that a product team runs alongside the agile build loop to develop knowledge and ensure that they are building the right thing for customers and the business CONTINUOUS DISCOVERY + Discovery Delivery

6. © 2019 | ALL RIGHTS RESERVED + • Important to capture as close to the source as possible (self-serve comments, Customer Success Team, etc.) • Categorize requests into speciﬁc ideas and themes so you can track the number of requests on each • Make sure customers feel heard by telling them when a problem has been solved CUSTOMER FEEDBACK + Discovery Delivery Customer Feedback

7. © 2019 | ALL RIGHTS RESERVED + • Dig into the product data to understand what is actually happening and recognize patterns • Identify users that interact with the relevant elements of your product so you can learn more DATA INQUIRY + Discovery DeliveryData inquiry

8. © 2019 | ALL RIGHTS RESERVED + • Generative interviews help your team understand what the data cannot explain • The goal is to understand the problem and map out the opportunity space • Get customers to share stories and provide the complete context • Don’t be too rigid in the conversation, but stay focused on the opportunity space GENERATIVE INTERVIEWS + Discovery Delivery Generative Interviews

9. © 2019 | ALL RIGHTS RESERVED + • What are all the possible actions to take, based on your understanding of the problem • Teresa Torres’ Opportunity-Solution Tree • Pull the challenges apart to get to the root cause • Don’t conﬂate things that are tangentially related • Come up with lots of solutions OPPORTUNITIES & SOLUTIONS + Discovery Delivery Opportunities & Solutions

10. © 2019 | ALL RIGHTS RESERVED + • Test multiple solutions in order to understand which best leads to the desired outcome • Start testing internally, then combine and/or eliminate down to a few possible solutions • Try different solutions with different segments to see if you are solving the problem in a desirable and usable way • Great testing methods in The Real Startup Book PROTOTYPE & TEST + Discovery Delivery Prototype & Test

11. © 2019 | ALL RIGHTS RESERVED + • Choose the best option by comparing and contrasting • Look at both Quantitative and Qualitative data • Does the solution solve a real problem? • Does it move the needle on our desired outcome? • Is it usable and discoverable in the product? CHOOSE THE BEST OPTION + Discovery Delivery Choose the best option

12. © 2019 | ALL RIGHTS RESERVED + • Make sure your product and dev workﬂows are integrated • Share the why with your dev team, not just the what so they can make decisions that align better with the customer need • Shift from one big spec handoff to lots of back and forth and small handoffs BUILD + Discovery Delivery Build

13. © 2019 | ALL RIGHTS RESERVED + • Small or simple improvements can release to everyone, but the more complex the feature, the more iterative the launch • Launch to small test groups ﬁrst to capture feedback and usage data • Each step of the launch process can be a complete run through the discovery- delivery loop, from feedback to testing LAUNCH TO TEST GROUPS + Discovery Delivery Launch to   test groups

14. © 2019 | ALL RIGHTS RESERVED + • As the release improves, release to additional test audiences • Make shorter and shorter feedback and iteration loops until the product/feature is effective enough for broad release EXPAND AUDIENCE + Discovery Delivery Expand audience

15. © 2019 | ALL RIGHTS RESERVED + • Broad release should be guided by what is best for your customers • How does this launch immediately impact users? • What can be packaged to increase the beneﬁt to users? • Avoid releasing too often or around critical times for your users (i.e. don’t update tax software on tax day) RELEASE TO EVERYONE + Discovery Delivery Release to   everyone

16. © 2019 | ALL RIGHTS RESERVED + Discovery Delivery Generative Interviews Opportunities & Solutions Prototype & Test Release to   everyone Expand audience Launch to   test groups Build Choose the best optionCustomer Feedback Data inquiry

17. © 2019 | ALL RIGHTS RESERVED + Stop trying to get discovery right and focus, instead, on   getting it started Continuous   discovery is actually continuous. Conduct discovery   as close to the   product as possible