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Importance of Market Research & Cognitive
Design by Amazon Sr PM
www.productschool.com
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Importance of Market Research
& Cognitive Design
A perspective guide by Misha Singhal
www.linkedin.com/in/mishasinghal
mishasinghal@gmail.com
CONTENT
A walk through
Intro about Myself
How are Market Research,
Cognitive Design interlinked?
Their Process & Relevance for PMs
with Trivia/Anecdotes
A seamless Homogeneous Process
+ Skills Required
Relevant Examples
2
About Myself
Misha Singhal
Btech, MBA
11+ Years of Work
Experience
Sr. Product Manager -
Amazon
FinTech, E-commerce
3
Story So Far
Market Research <> Cognitive Design Process
● Customer Centric
● Constantly Iterative
● Qualitative & Quantitative Methods
● They feed from each other directly proportionally
● Always difficult to create a single/process around
● Extremely crucial links but tend to get missed in
business deliverable
● Combination of Multi Skills understanding
required
● Effective in Agile Methodology & being closer to
Markets
4
Process of Market Research
Qualitative Methods -
FGDs, Interviews, Diary Recording, Quick Dip
Feedbacks
Quantitative Methods -
AB Testing, Online Surveys, Beta Launch, HeatMap
Analysis
5
TRIVIA : Different methods help in adding more insights but central theme remains
consistent
STEP 1 : STATE
THE PROBLEM
STEP 5 :
OWNERSHIP
STEP 2 : FIND
THE RCA
STEP 4 : KNOW
THE PROCESS
STEP 3 : BUILD
A MECHANISM
Relevance of Market Research
● Data Driven Decision Making
● A Structured Approach to a lot of
Iterative & Fluid Ideas
● Effective Collaboration Tool
● Vision, Central Rhythm Tuning, An
Image, Empty Chair
● Gets closer to Target User Persona
● Product Market Fitment
● Relevance in PLC
Read Brand Failures !
6
ANECDOTE : My UX Agency thanked me for putting my foot down to interview target user personas
Process of Cognitive Design
● Heuristic Design Process
○ Collate Inputs
○ Build Prototype
○ Take Feedback
○ Iterate
○ Launch
○ Analyse
○ Optimise
● UI UX Models Implementation
● A Team effort always with a
Central Vision
7
TRIVIA : Involve your developers as early as possible to make whole approach more effective
Relevance of Cognitive Design
● Very Scientific with Ergonomics, Human
Psychology included
● Make it a documented Process to be
tracked over time by different members
● Long Term Process
● Their findings are helpful in different
verticals : Content Strategy, Acquisition &
Engagement, GoTo Market, etc.
● Updated with latest trends, feedback
● Open Source Tech
● Easier to Create consistency across teams
8
9
How to create a homogeneous Process?
A front end Design Lab with Market Researchers, UX
Researchers, Designers, Content Specialist, Developers, UAT
Specialists
Clearly defined roles, process models
Central theme of agreement on user persona, Product
market fitment, Project deliverables (Product Manager)
Relevant Example - 1
Spotify Design
Recommendation Engine
(Constant Iteration)
10
Relevant Example - 2
AirBnB Customer Selection Page (AB Testing)
11
Q&A
12
Sources :
AirBnB & Spotify Engineering Blog
UXMatters, UXPin Blogs, Articles
www.productschool.com
Part-time Product Management Training Courses
and
Corporate Training

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Importance of Market Research & Cognitive Design by Amazon Sr PM

  • 1. Importance of Market Research & Cognitive Design by Amazon Sr PM www.productschool.com
  • 2. CERTIFICATES Your Product Management Certificate Path Product Leadership Certificate™ Full Stack Product Management Certificate™ Product Management Certificate™ 20 HOURS 40 HOURS 40 HOURS
  • 3. Corporate Training Level up your team’s Product Management skills
  • 4. Free Product Management Resources BOOKS EVENTS JOB PORTAL COMMUNITIES bit.ly/product_resources COURSES
  • 5. Importance of Market Research & Cognitive Design A perspective guide by Misha Singhal www.linkedin.com/in/mishasinghal mishasinghal@gmail.com
  • 6. CONTENT A walk through Intro about Myself How are Market Research, Cognitive Design interlinked? Their Process & Relevance for PMs with Trivia/Anecdotes A seamless Homogeneous Process + Skills Required Relevant Examples 2
  • 7. About Myself Misha Singhal Btech, MBA 11+ Years of Work Experience Sr. Product Manager - Amazon FinTech, E-commerce 3 Story So Far
  • 8. Market Research <> Cognitive Design Process ● Customer Centric ● Constantly Iterative ● Qualitative & Quantitative Methods ● They feed from each other directly proportionally ● Always difficult to create a single/process around ● Extremely crucial links but tend to get missed in business deliverable ● Combination of Multi Skills understanding required ● Effective in Agile Methodology & being closer to Markets 4
  • 9. Process of Market Research Qualitative Methods - FGDs, Interviews, Diary Recording, Quick Dip Feedbacks Quantitative Methods - AB Testing, Online Surveys, Beta Launch, HeatMap Analysis 5 TRIVIA : Different methods help in adding more insights but central theme remains consistent STEP 1 : STATE THE PROBLEM STEP 5 : OWNERSHIP STEP 2 : FIND THE RCA STEP 4 : KNOW THE PROCESS STEP 3 : BUILD A MECHANISM
  • 10. Relevance of Market Research ● Data Driven Decision Making ● A Structured Approach to a lot of Iterative & Fluid Ideas ● Effective Collaboration Tool ● Vision, Central Rhythm Tuning, An Image, Empty Chair ● Gets closer to Target User Persona ● Product Market Fitment ● Relevance in PLC Read Brand Failures ! 6 ANECDOTE : My UX Agency thanked me for putting my foot down to interview target user personas
  • 11. Process of Cognitive Design ● Heuristic Design Process ○ Collate Inputs ○ Build Prototype ○ Take Feedback ○ Iterate ○ Launch ○ Analyse ○ Optimise ● UI UX Models Implementation ● A Team effort always with a Central Vision 7 TRIVIA : Involve your developers as early as possible to make whole approach more effective
  • 12. Relevance of Cognitive Design ● Very Scientific with Ergonomics, Human Psychology included ● Make it a documented Process to be tracked over time by different members ● Long Term Process ● Their findings are helpful in different verticals : Content Strategy, Acquisition & Engagement, GoTo Market, etc. ● Updated with latest trends, feedback ● Open Source Tech ● Easier to Create consistency across teams 8
  • 13. 9 How to create a homogeneous Process? A front end Design Lab with Market Researchers, UX Researchers, Designers, Content Specialist, Developers, UAT Specialists Clearly defined roles, process models Central theme of agreement on user persona, Product market fitment, Project deliverables (Product Manager)
  • 14. Relevant Example - 1 Spotify Design Recommendation Engine (Constant Iteration) 10
  • 15. Relevant Example - 2 AirBnB Customer Selection Page (AB Testing) 11
  • 16. Q&A 12 Sources : AirBnB & Spotify Engineering Blog UXMatters, UXPin Blogs, Articles
  • 17. www.productschool.com Part-time Product Management Training Courses and Corporate Training