User Research within Product Management by Ketan Nayak
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These are the slides for the talk that I gave on User Research at ProductCon in March 2018. The talk primarily covered how one can build better products by amplifying the value of user research, which is to empower people by inspiring empathy and uncovering truths.
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All too often, products are brought to market with a feature-first approach. A list of functions that are needed to meet business goals such as sign-ups or downloads, views or shares. There’s little thought that’s gone into who the user of the product will be, what their goals are, and what it will take to provide meaningful value to them.
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OBJECTIVE
To understand that no great product began with a list of features. It’s the experience that engages users and drives adoption, so it’s the experience that you need to focus on when bringing a product to market.
TARGET AUDIENCE
Product Owners, Developers, Founders, UX/UI Designers.
ASSUMED AUDIENCE KNOWLEDGE
This should be a great introduction for folks who are thinking of bringing a product to market or are working on a product which isn’t quite connecting with its intended audience.
FIVE THINGS AUDIENCE MEMBERS WILL LEARN
Great digital products do just one thing really well.
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You need to deliver a focused MVP to market.
Then learn from that MVP and continue to refine the experience for your users, and your business.
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- نصائح و أدوات تساعدك على كتابة المحتوى
- تقويم محتوى شهري وخطط أسبوعية
- قوالب جاهزة لتدوين أبرز النتائج الشهرية والأهداف المستقبلية وكيفية تحقيقها
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- Invited for presentation at SoCal PLS ‘16.
- Invited for poster presentation at PLDI SRC ‘16.
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User Research within Product Management by Ketan Nayak
- 2. @KetanNayak
- 4. Image from Boston Burger Company
- 8. @KetanNayak
- 9. JTBD USER STORY I’m coming to [product] because I need [JTBD] When I [context], I want to [goal] so I can [success criteria] FOCUS; PRODUCT LEVEL SPECIFICITY; FEATURE LEVEL Table from Cristen Torrey @KetanNayak
- 10. INDIVIDUAL BUSINESS JTBD #1 JTBD #2 JTBD #1 JTBD #2 Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature Feature @KetanNayak
- 11. What’s your product hired for? EMPOWER
- 14. RESEARCH PROBLEM DEFINITION SOLUTION INSIGHT IDEATION PROTOTYPE @KetanNayak
- 15. Phase 0 0 - Why? 1 - How? 2 - What? @KetanNayak
- 16. EMPATHIZE Start with the WHY
- 19. @ketannayak Image from TechCrunch Image from Facebook
- 21. @KetanNayak
- 22. UNCOVER Supplement with unbiased data
- 23. EMPOWER EMPATHIZE UNCOVER Jobs to be done Power of the WHY Quantified and unbiased