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How We Used Fast Customer Feedback to Build Product Insights - Michelle Huff, UserTesting

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How We Used Fast Customer Feedback to Build Product Insights - Michelle Huff, UserTesting

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Is it desirable? Is it viable? Is it feasible? These are the criteria every team should consider when building a product.

This was the mantra of UserTesting as we recently developed a product using fast customer feedback to build a product... for fast customer feedback.

When UserTesting builds products, they're constantly refining their understanding of three key questions: who is my customer? what is their problem? what is the best, lightest solution I can build for them? This drives rapid validation & iteration cycles as we build.

In this session, UserTesting CMO Michelle Huff will discuss their product development framework and discuss how they used customer feedback to (in)validate early ideas and build a shared understanding of the customer to avoid the second-guessing, and avoid debating and Monday-morning-quarterbacking that PMs often encounter when building products.

She will also share examples of how they shared their understanding of the three key questions throughout the product development lifecycle to bring stakeholders along.

Is it desirable? Is it viable? Is it feasible? These are the criteria every team should consider when building a product.

This was the mantra of UserTesting as we recently developed a product using fast customer feedback to build a product... for fast customer feedback.

When UserTesting builds products, they're constantly refining their understanding of three key questions: who is my customer? what is their problem? what is the best, lightest solution I can build for them? This drives rapid validation & iteration cycles as we build.

In this session, UserTesting CMO Michelle Huff will discuss their product development framework and discuss how they used customer feedback to (in)validate early ideas and build a shared understanding of the customer to avoid the second-guessing, and avoid debating and Monday-morning-quarterbacking that PMs often encounter when building products.

She will also share examples of how they shared their understanding of the three key questions throughout the product development lifecycle to bring stakeholders along.

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How We Used Fast Customer Feedback to Build Product Insights - Michelle Huff, UserTesting

  1. 1. How we used customer feedback to build Product Insight MICHELLE HUFF CMO UserTesting
  2. 2. Tactics to build shared understanding of your customer Framework for getting buy-in across your org Fast Winning Hearts & Minds What you get out of this talk….
  3. 3. Why this matters Maximizing time to customer value wins! Alignment around your vision & the value Avoid second- guessing, debating, HIPPOs
  4. 4. Our Venture Product Managers: A new target audience Strategic bet. Needed to validate the market, problem & solution
  5. 5. Shared Understanding of the Customer USERTESTING
  6. 6. Key Product Questions Solution What’s the best, lightest solution I can build for them? Customer Who is my customer? Problem What is their problem?
  7. 7. Key Stakeholder Groups Leaders Sales & Support Exec Sponsors Core XFN Team Get alignment within each group. Work your way from the inside, out. Company
  8. 8. Start with Your Core Team USERTESTING
  9. 9. Core Team Everyone builds customer empathy - Engage everyone on the team in gathering customer feedback Communicate & adjust/person - Slack, email, decks, meetings, notes - Research plan, recruiting, interviewing, note-taking, findings, actions Build a “shared understanding” - No one wants to build something they don’t understand or aren’t bought into Product Manager EngineerDesign Product Marketing Data Science User Research Squads @ UserTesting
  10. 10. Maximize Research Efficiency •  Key research questions •  Methodology •  Success / decision criteria Be Transparent Share Findings Evidence- Based Timebox Research •  Next, research •  And share findings out •  Constantly reinforce •  To move fast •  1-2 weeks
  11. 11. Radiate this Information Out Through Your Org USERTESTING
  12. 12. Key Stakeholder Groups Leaders Sales & Support Exec Sponsors Core XFN Team Get alignment within each group. Work your way from the inside, out. Company
  13. 13. Bring People Along on Your Journey Exec Sponsors: e.g. CEO, CMO, CRO, Founders - They will help push this down & through their orgs - Have to be bought in early. Leverage their expertise. Sales & Support (key front-line folks + leaders) - They will help realize this product Leaders & then the whole company Share Findings. Assert your POV Ask “How does this resonate with your experience?”
  14. 14. Find the Right Forum Company Brown Bags Exec Reviews 1:1 Team Meetings Recorded Trainings
  15. 15. 15 Who is your customer? What is their problem? USERTESTING
  16. 16. Needs Discovery Interview Questions Who is your customer? What is their problem? Tell me about your role? Goals for the year. Biggest challenges. What keeps you up at night? How & when do you get customer feedback / do research? Tell me about an experience. What made it easy? What made it frustrating / hard? What did you use to do it? How similar was your most recent experience (how you typically do it)? Want to show you some early sketches and get your feedback.
  17. 17. PMs Roles & Responsibilities Their Usage of Research & Data Their Pain Points & Use Cases Example: Findings Agenda for Stakeholders Their Reactions to Early Solutions & Ideas
  18. 18. 18 Customer + Problem Product teams, especially Product Managers, need a way to make faster, better product decisions based on customer feedback USERTESTING EXAMPLE CUSTOMER- PROBLEM STATEMENT
  19. 19. Who is the customer? What is their problem? Come back with solution ideas & timelines / milestones Show designs last Sharing: Phase it Out Phase 1: Phase 2: Phase 3: Remind them each time of what we learned last time You can never repeat this enough
  20. 20. 20 What is the best, lightest solution? USERTESTING
  21. 21. Core Team Brainstorm: Map Solutions to Needs Customer Needs Our Solution Bandwidth constraints Expert research guidance Insights for every stage of development •  Language & product orientation/functionality focused on fast problem- solving & what PMs want to accomplish •  Quick Answers: preformatted studies requiring minimal input from customer (task/question creation is handled by UT) & easy to consume reports with automatically extracted insights/highlights (built around their use cases). •  Live Conversation: same-day video interviews when PMs want to dig deeper
  22. 22. Prioritization Effort Impact Idea Idea Idea Idea Idea Idea
  23. 23. Template: Testing product ideas as a landing page Feature 1 1 - 2 sentence description Feature 2 1 - 2 sentence description Feature 3 1 - 2 sentence description Your 1-Line Value Prop Here
  24. 24. Sharing Your Solution 1.  Provide context on how you validated it 2.  Map customer needs directly to the feature set 3.  Share the value prop & feature list before designing & sharing designs 4.  Designs last!
  25. 25. Build Fast What can we stand up in 1 - 3 weeks to test our assumptions?
  26. 26. 26 Recap USERTESTING
  27. 27. Build a Shared Understanding Solution What’s the best, lightest solution I can build for them? Customer Who is my customer? Problem What is their problem?
  28. 28. Radiate it out Leaders Sales & Support Exec Sponsors Core XFN Team Get alignment within each group Company
  29. 29. Thank You! Michelle Huff CMO mhuff@usertesting.com @michelle_huff

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