As a researcher, you spend your days understanding the customer—who are they? What problems are they solving? How do they behave today? How are they making decisions? How do you get that knowledge from your head into everyone else's heads?
You can't be in every meeting, you can't rely on everyone to read research reports, and—to make things even more challenging—you're often the bearer of bad news. Nope, the customer doesn't need this; sorry, the customer acts in totally unexpected ways.
In this talk, I'll share my tactics for spreading customer insights through an organization (even when they're not popular). You'll walk away with templates and some ideas to put into practice ASAP!
What You’ll Learn
- How to identify your customers—and their needs
- Ways to define the experience that will get those customers to buy—or use—your product
- How context is critical in building the most relevant UX
- Biological principles that assist in the design of products for the human state, not the tech state
What You’ll Learn
- How to identify your customers’ basic expectations
- How adding features today creates more work for teams downstream
- How to focus the team on real customer problems, avoiding the problem of experience rot
Des Traynor cares about the details. He has to—he’s responsible for customer happiness! He’s consulted with over 100 growing companies to help them shape a product strategy around their core features. He co-founded Exceptional (now part of Rackspace) and Intercom, where is currently VP of Customer Success.
Customers have opinions about how a product should evolve. It’s tricky to know when to go for it and when to draw the line. Without a strategy, products are forced into a feature matrix to win imaginary comparison wars. It’s a vicious cycle that hatches the biggest product, but rarely the best.
Strong product management requires frequent hard decisions and compromises, based on a healthy balance of data and intuition. Join Des to plan a product roadmap that focuses on growing the value—not the feature list—of your product.