Đối tượng mà người làm Marketing luôn quan tâm tìm hiểu đó chính là khách hàng hay cụ thể hơn là người tiêu dùng. Trong Marketing có một thuật ngữ cực kì quan trọng: CUSTOMER INSIGHT – Sự thật ngầm hiểu. Nói một cách đơn giản, đó là những mong muốn, nhu cầu ẩn sâu bên trong đối tượng khách hàng mà doanh nghiệp nhắm đến. Hiểu được customer insight chính là thấu hiểu người tiêu dùng, và có thể đưa doanh nghiệp của bạn đi đến thành công trong dài hạn. Hơn thế nữa, trong quá trình thực hiện Growth Hacking (kỹ thuật online marketing tăng trưởng đột phá) không phải ai cũng có thể "tỉnh táo" đặt nhu cầu của khách hàng - Customer Insights - vào trung tâm của doanh nghiệp.

1. ESSENTAIL CUSTOMER INSIGHTS
FROM SUCCESSFUL PRODUCT MANAGERS

2. At Scott, we use a holistic, user-focused
approach to craft unique product and service
solutions for businesses.

3. What was Growth team and what did we do?
Build fast - test on REAL user -
track it - scale it.

4. Grow the user base
What was Growth team and what did we do?

5. Engage the existing
user base better
What was Growth team and what did we do?

7. Over exposed
album of 24 photos

9. Over exposed
album of 24 photos

11. Over exposed
album of 24 photos

12. product meetup
/ HOW CONFLUENCE USE CUSTOMER INSIGHTS TO IMPROVE OUR PRODUCT
target result
To increase total
engagement time by 25%
during the !rst 10 days after
a new user signed up.
28% of engagement time in only
5 months

13. Product
life
cycle

14. Requirement
Product
life
cycle

15. Research
Ideas
Design
Review
Production
QC
Launch
Requirement
Product
life
cycle

16. Research
Ideas
Design
Review
Production
QC
Launch
Requirement
PM
PM + Designer
PM + Designer
Designer/PM
PM
Engineers
QA
Product
life
cycle
Team

17. Research
Ideas
Design
Review
Production
QC
Launch
Requirement
PM
PM + Designer
PM + Designer
Designer/PM
PM
Engineers
QA
Product
life
cycle
Team

18. Product
life
cycle

19. Product
life
cycle

20. Product
life
cycle
UX - enhanced

21. Get findings
Product
life
cycle
UX - enhanced

22. Ideation
workshop
End to end journey
Identify success
metrics
Get feedbacks
Fix design
Hack/
Develop
QA
Run
experiments
Analyse key
metrics
Get findings
Product
life
cycle
UX - enhanced

23. Ideation
workshop
End to end journey
Identify success
metrics
Get feedbacks
Fix design
Hack/
Develop
QA
Run
experiments
Analyse key
metrics
Get findings
Product
life
cycle
UX - enhanced
Team
Team
Team
Team
Team
Team
Team
Team
Team
Team

24. The CX-enabled
development cycle
Personas
customer interviews,
surveys and contextual
inquiries.
User diaries
In depth day to day
feedbacks of how they
use Con"uence in their
!rst 10 days.

25. 10 shifts in mindset
phân

26. product meetup
/ WHAT I LEARN DURING MY YEAR IN THE TEAM
What we think as obvious results may turn
out obviously... wrong to users.

28. Click here to write a story

29. Popular way to onboard users

30. Popular way to onboard users
but
probably
not your
users

31. Don't chase a shadow. De!ne success
carefully before we start, no matter
how promising the project is.
product meetup
/ WHAT I LEARN DURING MY YEAR IN THE TEAM

32. Product meetup
/ DEFINE SUCCESS CAREFULLY
An animal to help with
transportation.

33. Product meetup
/ DEFINE SUCCESS CAREFULLY
An animal to help with
transportation.
Heavy duty

34. Product meetup
/ DEFINE SUCCESS CAREFULLY
An animal to help with
transportation.
Heavy duty
Fast + Energy efficient

35. Product meetup
/ DEFINE SUCCESS CAREFULLY
An animal to help with
transportation.
Heavy duty
Fast + Energy efficientFast + Elegant

36. Product meetup
/ DEFINE SUCCESS CAREFULLY
An animal to help with
transportation.
Fast + Energy efficientFast + Elegant

37. Product meetup
/ DEFINE SUCCESS CAREFULLY
An animal to help with
transportation.
Fast + Elegant

38. Product meetup
/ DEFINE SUCCESS CAREFULLY
An animal to help with
transportation.

39. If something went unexpected, don't get to
excited. Stop and ask why.
product meetup
/ WHAT I LEARN DURING MY YEAR IN THE TEAM

40. Don't play safe, we can learn more from
our users when building strange
experiments than safe ones.
product meetup
/ WHAT I LEARN DURING MY YEAR IN THE TEAM

41. product meetup
/ WHAT I LEARN DURING MY YEAR IN THE TEAM
Roll as fast as we can, if an
experiment show signs of potentials,
push and push till it break. We will
get the optimal point.

42. Measure one thing at a time so you know
what's improving and what's not.
product meetup
/ WHAT I LEARN DURING MY YEAR IN THE TEAM

43. Quantitative and qualitative researches
are both important.
product meetup
/ WHAT I LEARN DURING MY YEAR IN THE TEAM

44. Read between the lines of the results.
Di#erent metrics going together
means di#erent things.
product meetup
/ WHAT I LEARN DURING MY YEAR IN THE TEAM

45. Be wild but be mindful about your system
requirement.
product meetup
/ WHAT I LEARN DURING MY YEAR IN THE TEAM

46. product meetup
/ WHAT I LEARN DURING MY YEAR IN THE TEAM
A bad experiment will feed to a better
one, growth hacking requires a few
experiments to fail until we get closer
to what we want.

47. product meetup
/ WHAT I LEARN DURING MY YEAR IN THE TEAM
your opinions, though interesting are as
equally invalid as my opinions
Again,

48. Product
life
cycle

49. Get findings
Product
life
cycle

50. Ideation
workshop
End to end journey
Identify success
metrics
Get feedbacks
Fix design
Hack/
Develop
QA
Run
experiments
Analyse key
metrics
Get findings
Product
life
cycle

51. product meetup
/ WHAT I LEARN DURING MY YEAR IN THE TEAM
But Atlassian is a big corporation with unlimited resource,
but our team don't have that luxury...
Testable - Trackable - Scalable

52. product meetup
/ CX IN PRODUCT/MARKET FIT
Groups
Secondary
media
Personas
Review
Data
Sample
Improve
Repeat

53. product meetup
/ CX IN PRODUCT/MARKET FIT
CX in Growth

54. product meetup
/ CX IN PRODUCT/MARKET FIT
CX in Growth
Apply the market analytics

55. product meetup
/ CX IN PRODUCT/MARKET FIT
CX in Growth
Apply the market analytics
Identify actionable goals

56. product meetup
/ CX IN PRODUCT/MARKET FIT
CX in Growth
Apply the market analytics
Identify actionable goals
Prioritise what’s most crutual

57. product meetup
/ CX IN PRODUCT/MARKET FIT
CX in Growth
Apply the market analytics
Identify actionable goals
Prioritise what’s most crutual
Optimize model

58. product meetup
/ CX IN PRODUCT/MARKET FIT
CX in Growth
Apply the market analytics
Identify actionable goals
Prioritise what’s most crutual
Optimize model
Build a growth team

59. scottexperience.design
PRODUCT DESIGN STUDIO
TRAINNING WORKSHOP
LABORATORY
E: consult-us@scottexperience.design
T: (+84)9 3930 91 01
211a nam ky khoi nghia,ward 7,
district 3, hcmc.
thank you
/ Q&A