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Product Discovery - We didn't do anything wrong, but somehow, we lost
PM
WTF?
Aha!
WTF??
?????
?
Aha!
User story
mapping
Jobs to be
done
Customer
interview
Usability
test
Cohort
analysis
A/B
test
Competitor
analysis
Feature
matrixConcierge
Beta test
PO vs PM
Expectation
rate
Subject Matter
Expert
Business
Analysis
User Voice
Product
Hunt
NPS
AnalyticsFunnels
Focus
groups
Product Discovery - We didn't do anything wrong, but somehow, we lost
“Look at how Spotify is doing!
Google
Apple
Elon
Product Discovery - We didn't do anything wrong, but somehow, we lost
We didn’t do anything wrong,
but somehow, we lost.
(Tales of Product Discovery)
Raphael Farinazzo
1 on 1 Customer Interviews
First things first
 Customers want faster horses
 “I would use it” = a big lie
 Personas are for storytelling
Case
“Help customers post more
(and better) on Social Media”
30+ customer interviews
 “I don’t know what to post”
 “I don’t have time” <- customer gets lost and gives up
 “I keep forgetting”
 “Please tell me what to do”
Product Discovery - We didn't do anything wrong, but somehow, we lost
Engagement
Engagement Linear (Engagement)
Old habits
die hard
If you are going to interview...
 Ask for real stories
 Dig deeper into one single story
 Understand the current habits...
 ...and the cost of change.
 If you can anticipate an answer, you might be asking the wrong
question.
Subject Matter Expert
First things first
 They are not product experts
 They will want to tell you what to do
 Don’t say yes
 Don’t say no
Case
“Help customers
to buy media”
Facebook Ads Expert
 Presented 2 talks to our team
 2+ hours/week of consulting
 Prototype validation
Product Discovery - We didn't do anything wrong, but somehow, we lost
Weekly Active Users
WAU Linear (WAU)
If you are talking to SME...
 Use them to learn about their specialty.
 Turn them into real advocates.
 But don’t forget it’s your responsibility to ship a great product.
Quantitative analysis
First things first
 “If you torture the data long enough, it will confess.” (Ronald Coase)
 Statistics is way harder than it looks
 External events may contaminate your sample
 A correlation is not a cause
Case
“Feature A”
Churn rate
Uses Feature A Doesn't use feature A
Let’s “growth hack”
Feature A usage!
Churn rate
Uses Feature A Uses Feature A (after growth hacking) Doesn't use feature A
If you are using data...
 Ask questions before the first database query
 Be very, very careful when exploring wildly
 Never trust only on data
Competitor analysis
First things first
 Don’t do feature comparison
 Please don’t do feature comparison
 Have I asked you not to do...?
Case
“Let’s increase adoption of
our Social Media feature”
Figuring out what to do:
 It will help customers to succeed
 Competitors don’t have it
 It’s easy for us and hard for them to have it
Product Discovery - We didn't do anything wrong, but somehow, we lost
If you are doing competitor analysis...
 Make sure you are losing sales / customers because of that
 Find out what does the competitor product do
 Figure out how to make your competitor obsolete
 (...or just copy it and move on!)
What now?
It’s comforting to
 ...use the same tools everyone else uses.
 ...use the same processes that innovative companies uses.
 ...have an established framework to use.
but no one will tell you
what to do
Product Discovery - We didn't do anything wrong, but somehow, we lost
Product Discovery - We didn't do anything wrong, but somehow, we lost
Know your tools
Use them properly
And SHIP IT
RAPHAEL FARINAZZO
/rfarinazzo
medium.com/@rfarinazz
raphael@farinazzo.com.br

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Product Discovery - We didn't do anything wrong, but somehow, we lost