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Fortify Your UX - Web Unleashed 2018

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Slides from Web Unleashed 2018 presentation.
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Brands and products today, more than ever, differentiate themselves in the market through delivering better user experiences than their competition. Most frequently, the entire burden of user research falls within the product or design orgs where a relatively small number of UX researchers are tasked with talking to as many users as possible and synthesizing their learnings for the rest of the company. But does this approach to UX research and product development leave tons of valuable knowledge about users locked within other parts of the organization?

At Atlassian, Zuzana helped pilot a program in which a pre-sales helped product teams learn more about their users, faster. The pre-sales team captured key insights that influenced users’ product selection, purchase decisions, and their in-product activation. In this talk, you’ll get an inside look at the why and how of capturing product feedback using your existing customer-facing teams as well as lessons learned from implementing this program.

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Fortify Your UX - Web Unleashed 2018

  1. 1. ZUZANA SEKEROVA PRODUCT / PROGRAM MANAGER @SEKEROVA Fortify Your UX #WEBU18
  2. 2. @SEKEROVA#WEBU18 2000 & 2004 © 2004 Sing Lo @zusjourney Product / Program Management quan. data analysis conversion optimization customer experience strategy qualitative research process improvement interactive design and dev. About me…
  3. 3. Fight Club @SEKEROVA#WEBU18
  4. 4. AdvocatesProduct @SEKEROVA#WEBU18
  5. 5. @SEKEROVA#WEBU18 3% 97% SELF-SERVICE ADVOCATES
  6. 6. @SEKEROVA Example: Trial length #WEBU18
  7. 7. @SEKEROVA#WEBU18
  8. 8. @SEKEROVA#WEBU18
  9. 9. Challenges1 @SEKEROVA Tools & Processes3Opportunities2 #WEBU18
  10. 10. “Fight Club” / Orgs siloed globally Data-driven focus Goals alignment Challenges1 #WEBU18 @SEKEROVA
  11. 11. Proactive Proactive chat engagements Nurture Emails Reactive Contact form
  12. 12. @SEKEROVA#WEBU18
  13. 13. Challenges1 #WEBU18 Opportunities2 @SEKEROVA Short term gains
  14. 14. @SEKEROVA#WEBU18
  15. 15. @SEKEROVA#WEBU18 EMAIL
  16. 16. @SEKEROVA#WEBU18 +$$$ EMAIL
  17. 17. @SEKEROVA#WEBU18 +$$$ +$ +$$$ EMAIL
  18. 18. @SEKEROVA#WEBU18
  19. 19. Challenges1 #WEBU18 Opportunities2 @SEKEROVA Quick wins (weeks to quarter) Direct attribution Cost scales proportionately with return Short term gains 👍 👎 👍
  20. 20. @SEKEROVA#WEBU18 +$$$ +$ +$$$ EMAIL ?
  21. 21. Challenges1 #WEBU18 Opportunities2 Quick wins (weeks to quarter) Direct attribution Cost scales proportionately with return Short term gains Long term strategy @SEKEROVA 👍 👎 👍
  22. 22. @SEKEROVA#WEBU18
  23. 23. @SEKEROVA#WEBU18
  24. 24. @SEKEROVA#WEBU18
  25. 25. Challenges1 #WEBU18 Opportunities2 Quick wins (weeks to quarter) Direct attribution Cost scales proportionately with return Short term gains 👎 Stronger brand, product strategy, and market positioning (1-3 year) Complex attribution models *No additional cost to gain user insights Long term strategy 👍 👍 @SEKEROVA 👍 👎 👍
  26. 26. Challenges1 #WEBU18 Opportunities2 @SEKEROVA Tools and Processes 3 SalesForce Zoho Freshservice Olark BoldChat LiveChat ExactTarget ConnectWise Confluence Jira Service Desk SpiceWorks HubSpot Zendesk Kayako HelpScout Intercom Many tools: *I haven’t tested all these tools personally
  27. 27. @SEKEROVA#WEBU18 ALIGN with teams internally
  28. 28. @SEKEROVA ENGAGE with customers #WEBU18 ALIGN with teams internally
  29. 29. @SEKEROVA#WEBU18
  30. 30. @SEKEROVA CAPTURE feedback and context ENGAGE with customers #WEBU18 ALIGN with teams internally
  31. 31. @SEKEROVA#WEBU18
  32. 32. @SEKEROVA#WEBU18
  33. 33. @SEKEROVA#WEBU18
  34. 34. @SEKEROVA Example: Context Matters #WEBU18
  35. 35. @SEKEROVA#WEBU18
  36. 36. @SEKEROVA CAPTURE feedback and context SHARE with product teams ENGAGE with customers #WEBU18 ALIGN with teams internally
  37. 37. @SEKEROVA#WEBU18 Capture feedback and context from your customer-facing teams’ conversations Make understanding of your users 
 everybody’s business CAPTURE SHARE ENGAGE Engage with your customers at the right time in the right place ALIGN UX Internally
  38. 38. ZUZANA SEKEROVA PRODUCT / PROGRAM MANAGER @SEKEROVA Fortify Your UX #WEBU18

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