"Insights are all around us. We just need to be curious and observe" Run quick experiments. And run fast. Arindam beautifully explains how you can use data to answer the what but not the why, for which you need to talk to users and understand their mental models. ___ Do let me know if I could help you on your Product and Growth journey > www.suhasmotwani.com

1. Unearthing insights
@amukho
/arindammukho
Arindam Mukherjee
Product & Growth guy at Flipkart

6. Insights are all around us. We just need to be
curious and observe.
Here are a few tips to get you started..

8. Main job
to be
done
Related
jobs to
be done
Functional
aspects
Emotional
aspects
Personal Social
Functional
aspects
Emotional
aspects
Personal Social
The Jobs to be done framework

9. Action Object Context
Click amazing photos with my mobile phone
in low light
What are the “jobs” that your users are seeking to
get done?

10. Run quick experiments to learn and not just to
validate your hypotheses

11. Meet your new friend: Data

12. Users
Usage
Cohort 1
Task A
Cohort N
Task Z
Identify Barriers for each different cohort to
perform each task through
- Qualitative data (user research insights)
- Quantitative data (usage/performance data)
The user-usage model

13. Data can answer the What but not the Why.

14. Talk to your users to understand their mental
models. You are likely to get an answer to the
Why

15. A good PM focuses more on the Why and the
What vs the How
Understanding the right problem to solve for is the harder part, solving is the easier
part.

16. In summary
● Be curious and observant
● Identify the jobs customers are trying to get done
● Experiment to learn about user behaviour
● Data can be a rich source of insights to answer what is happening
● Talk to your users to understand the why : mental models are important
● Focus on the Why and What more than the How

17. Since I urged you to be curious, any questions?