Key takeaways: 1. How to listen to your customers compassionately 2. How to build empathetic relationships with your customers 3. How to hear the unmet needs of your customers

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How to Best Hear Your Users in
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10. Avinoam Zelenko
TONIGHT’S SPEAKER

11. My kids are my key to hearing customers

12. Huh?

13. Similarities Between Kids And Customers
● Real people
● Driven by emotions
● Think you can do anything
● Difficulty articulating why they feel what they’re feeling

14. Treat Your Customers Like (They Were Your) Kids?
Tuned To Their Unmet Needs, Not Words
Honest Compassion, No Judgement
What They Feel, You Feel

15. Does customer feedback ever feel like this?

16. Compassionate Listening

17. Why Over What Or How

18. Relationships & Empathy Over Sympathy

19. People Over Users

20. Uncovering Unmet Needs

21. For When You Have Lots of Feedback
An under-served need has high importance and low satisfaction levels.
Opportunity = Importance + (Importance - Satisfaction)
Source: https://www.thrv.com/how-to-do-jtbd/finding-unmet-needs-with-jtbd/

22. But What If You Have No
Feedback?
Everything’s fine right?

23. Nope

24. Real Life Example: Toys Shelves
PM: my incredible wife
Customers: My kids
Importance: Ridiculously high!
Satisfaction: Low
Key Metrics:
● Low utilization % - Only 2 bottom shelves ever got used
● Low retention % - Prefered toys in rooms or moved to another room
● Low self serve % - Cool toys on top made parent help a must
● Direct customer feedback or explanation of the problem - none

25. Toys Shelves - After

26. Result: All Key Metrics Moving Up To The Right!

27. Special Credit Goes To ;)

28. Emotional Solutioneering

29. Identify Pain Points
Example:
Pain Point
I don’t understand what this is solving
for me
I don’t know how to use this feature
I can’t find X when I need it urgently

30. Map To Emotions
Example:
Pain Point Emotions Invoked
I don’t understand what this is solving
for me
- Anger
- Hesitence
- Looking bad
I don’t know how to use this feature - Stupidity
- Shame
- Incompetence
- Fear
I can’t find X when I need it urgently - Frustration
- Missing features

31. Prioritize Pain First
Example:
Pain Point Emotions Invoked Priority
I don’t understand what
this is solving for me
- Anger
- Hesitence
- Looking bad
2
I don’t know how to use
this feature
- Stupidity
- Shame
- Incompetence
- Fear
1
I can’t find X when I need
it urgently
- Frustration
- Missing features
3

32. Sanity Check Who It’s Actually Good For
Improves Business
Outcome
Reduces Pain /
Increases Happiness
Mainly The
Business.
Refrain From
These!
Both. Win-
Win!
Mainly
People Using
Your Product
Neither

33. Go Through “Worst Moment” Analysis
Play out the worst moments your product can fail them…
Metric Missed Opportunity
Page load time Can’t show their boss something super
important right now
Streaming rate Can’t play background song for impromptu
wedding proposal
Crash rate Can’t capture Incredible moment your
family is swimming with unicorn dolphins

34. Helping Your Team Hear
Customer Interviews

35. Customer Interview Pyramid
Source: https://www.atlassian.com/agile/design/product-design-process-customer-interview

36. Open Customer Interview Analysis Sessions
Invite the whole team
Go through the framework step by step
Document and share out broadly with clear next steps

37. Wrap Up
Imagine the people who are using your product are sensitive, emotional, real
people with deep needs and wants, and who are the most dependent on you in
your professional life. Because they really are.
Build relationships and connection with them, especially when they’re not looking.

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