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Tear Up Your Roadmap and Get Out of the Building

Tear Up Your Roadmap and Get Out of the Building

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You’d never knowingly ship something to your customers that didn’t deliver value, would you? Would you still stand your ground if you were under pressure to get a team of developers working on something?

You probably know that one of Atlassian’s most well-known values is “Don’t f*** the customer”, so learn what happened when a lean product team decided to tear up the roadmap because they were brave enough to admit they didn’t understand their customers well enough.

Join Janel Blattler, as she shares how her team used research to unveil a new plan in just a few weeks. You’ll be able to practice some techniques and walk away with a bucket load of inspiration.

Come along if you’d like to run research, but worry that you don’t have enough time or lack the skills to do so – you don’t need to be a researcher on your team. This session is for you if you’re looking for ways to drive customer empathy closer in the team, or you’d like to up your game and discover some new techniques for delivering lean research with actionable insights.

You’d never knowingly ship something to your customers that didn’t deliver value, would you? Would you still stand your ground if you were under pressure to get a team of developers working on something?

You probably know that one of Atlassian’s most well-known values is “Don’t f*** the customer”, so learn what happened when a lean product team decided to tear up the roadmap because they were brave enough to admit they didn’t understand their customers well enough.

Join Janel Blattler, as she shares how her team used research to unveil a new plan in just a few weeks. You’ll be able to practice some techniques and walk away with a bucket load of inspiration.

Come along if you’d like to run research, but worry that you don’t have enough time or lack the skills to do so – you don’t need to be a researcher on your team. This session is for you if you’re looking for ways to drive customer empathy closer in the team, or you’d like to up your game and discover some new techniques for delivering lean research with actionable insights.

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Tear Up Your Roadmap and Get Out of the Building

  1. 1. JANEL BLATTLER | DESIGN MANAGER | ATLASSIAN | @JBLATTZ Tear Up Your Roadmap And Get Out of the Building
  2. 2. IMAGINE REVIEWING YOUR ROADMAP BUT YOU DOUBTED IT ADDED ANY CUSTOMER VALUE.
  3. 3. WHY DID I DOUBT IT? Shipping random features doesn’t guarantee customer value.
  4. 4. WHY DID I DOUBT IT? Shipping random features doesn’t guarantee customer value.
  5. 5. What would you do?
  6. 6. What would you do? A. Sit back and do nothing. B. Plot how you’ll throw your team under the bus later when this doesn’t work. C. Run a research spike with your team.
  7. 7. Great, how do I start?
  8. 8. TYPICAL RESEARCH PLAN Define what you want to learn Today
  9. 9. TYPICAL RESEARCH PLAN Define what you want to learn Recruit & run research Run more research Analyse your research Share with stakeholders Today Week 1 Week 4Week 2 Week 3 Run a retro! Week 5
  10. 10. Participants are all around you
  11. 11. Support Experience customer pain on a daily basis. Participants are all around you Community A highly engaged audience of power users. Sales teams Understand the context of the customer’s environment.
  12. 12. Self-service booking Tools like Calendly or Ethnio enable customers to book your time. Time zones Remember to block out times you don’t want scheduled. Scheduling pro tips
  13. 13. What happens in a customer interview?
  14. 14. Customer Interviews Discussion Guide Roles Prep before the interview Who's facilitating the interview? Who's taking notes? Make sure your research team has talking points ready before each interview. Introduce yourself Start off the call by introducing the team and the purpose for the chat. Explain how you'll use the data you collect. Always get consent if you're recording. Say thank you Acknowledge that the customer has taken time out of their day to give you valuable feedback.
  15. 15. Customer Interviews Agenda Roles Pick a role There are two roles you can have during the interview: scribe or interviewer Role #1: Scribe Takes detailed notes verbatim. Your team will reference them later during analysis and discussion. Always capture quotes, rather than paraphrase. Role #2: Interviewer Leads the conversation and asks open-ended questions so the customer can share their perspective. They listen more than they speak.
  16. 16. Make an interview template
  17. 17. DURING THE SESSION Have a peer transcribe the session. This saves time later!
  18. 18. Imagine you are a scribe: Listen to this audio clip and take notes ACTIVITY TIME! - ACTIVITY #1
  19. 19. Imagine you are a scribe: Listen to this audio clip and take notes ACTIVITY TIME! - ACTIVITY #1
  20. 20. VERBATIM NOTES ARE
  21. 21. VERBATIM NOTES ARE POWERFUL
  22. 22. Imagine you are an interviewer: 
 Listen to these 
 real-life questions. ACTIVITY TIME! - ACTIVITY #2
  23. 23. Part 1: Ask a question. Part 2: Ask a follow-up question. ACTIVITY TIME! - ACTIVITY #2
  24. 24. Part 1: Ask a question. Part 2: Ask a follow-up question. ACTIVITY TIME! - ACTIVITY #2
  25. 25. Part 1: Ask a question. Part 2: Ask a follow-up question. ACTIVITY TIME! - ACTIVITY #2
  26. 26. DON’T BE TEMPTED TO FILL THE SILENCE.
  27. 27. Imagine you are an interviewer: 
 What questions would you ask? ACTIVITY TIME! - ACTIVITY #3
  28. 28. What happens after an interview?
  29. 29. Analyse your interviews
  30. 30. Get peers involved It’s a plus if they didn’t attend the research. Hard copies Print out multiples, have people highlight and scan for themes. Consolidate themes Use sticky notes or a digital tool like Mural. Analyse your interviews Do you have transcripts? You need them to code for themes.
  31. 31. Highlight what stands out to you in the transcript. ACTIVITY TIME! - ACTIVITY #4
  32. 32. FINDING MULTIPLE THEMES
  33. 33. FINDING MULTIPLE THEMES IS EXPECTED
  34. 34. Our research analysis looked like this
  35. 35. Group your analysis into themes and identify patterns. ACTIVITY TIME! - ACTIVITY #5
  36. 36. Journeys, not features We learned how customers use collaboration tools in their day-to-day work, about our power users and more about our competitors. Research as a team sport Getting the entire team involved in the entire process. Everyone benefits from exposure to customers. Overwhelmed with demand Hundreds of customers responded to our request for research. We selected from a variety of organizations sizes and locations. Did we succeed?
  37. 37. Journeys, not features We learned how customers use collaboration tools in their day-to-day work, about our power users and more about our competitors. Research as a team sport Getting the entire team involved in the entire process. Everyone benefits from exposure to customers. Overwhelmed with demand Hundreds of customers responded to our request for research. We selected from a variety of organizations sizes and locations. Did we succeed?
  38. 38. Journeys, not features We learned how customers use collaboration tools in their day-to-day work, about our power users and more about our competitors. Research as a team sport Getting the entire team involved in the entire process. Everyone benefits from exposure to customers. Overwhelmed with demand Hundreds of customers responded to our request for research. We selected from a variety of organizations sizes and locations. Did we succeed?
  39. 39. Journeys, not features We learned how customers use collaboration tools in their day-to- day work, about our power users and more about our competitors. Research as a team sport Getting the entire team involved in the entire process. Everyone benefits from exposure to customers. Overwhelmed with demand Hundreds of customers responded to our request for research. We selected from a variety of organizations sizes and locations. Did we succeed?
  40. 40. Could you run a research spike? If not, why not? BE HONEST
  41. 41. JANEL BLATTLER | DESIGN MANAGER | ATLASSIAN | @JBLATTZ Thank you!

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