The document outlines a joint webinar on continuous discovery in product-led companies, emphasizing the importance of using product data and customer feedback to enhance user satisfaction and drive growth. Key concepts include defining 'product-led', the continuous discovery process, and the integration of customer insights into product development and testing. It also discusses techniques for effective discovery, such as generative interviews and iterative testing, highlighting the need for agility and responsiveness to customer needs.

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PENDO + GLIDR JOINT WEBINAR
Continuous Discovery in
Product-Led Companies
Tuesday, July 23, 2019
11AM PDT/2PM EDT
Founder & Chief Evangelist
Eric Boduch
VP of Product
Jonathan Wylie

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Agenda
1
Defining
"product-led"
2
Defining
"continuous
discovery"
3
Continuous
discovery
use case
4
How it all
fits together

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Product Led is not just about using your
product to acquire and grow customers
Product Led is not just freemium, and it does
not only work when the user and the buyer
are the same
Being Product Led (and your product) is not
a replacement for sales and marketing teams
PRODUCT LED IS NOT…
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Marketing Sales
Customer
Success
Support &
Services
Sales
Customer
Success
Support &
ServicesMarketing
Product
& UX
Trial
Conversion
Customer
Advocacy
Onboarding
Education
& Training
Lead
Generation
Lead
Generation
Renewal
Cross-sell /
Up-sell
Product
& UX

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It is using your product (and your
product data) to convert prospects,
retain users and expand customers
PRODUCT LED IS…
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Trial
Conversion
Customer
Advocacy
Onboarding
Education
& Training
Lead
Generation
Lead
Generation
Renewal
Cross-sell /
Up-sell
Product
& UX
Marketing Sales
Customer
Success
Support &
Services
Sales
Customer
Success
Support &
ServicesMarketing
Product
& UX

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A continuous learning loop that a
product team runs alongside the agile
build loop to develop knowledge and
ensure that they are building the right
thing for customers and the business
CONTINUOUS DISCOVERY
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Discovery Delivery

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• Important to capture as close
to the source as possible
(self-serve comments,
Customer Success Team,
etc.)
• Categorize requests into
specific ideas and themes so
you can track the number of
requests on each
• Make sure customers feel
heard by telling them when a
problem has been solved
CUSTOMER FEEDBACK
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Discovery Delivery
Customer
Feedback

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• Dig into the product data to
understand what is actually
happening and recognize
patterns
• Identify users that interact
with the relevant elements of
your product so you can learn
more
DATA INQUIRY
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Discovery DeliveryData
inquiry

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• Generative interviews help
your team understand what
the data cannot explain
• The goal is to understand the
problem and map out the
opportunity space
• Get customers to share
stories and provide the
complete context
• Don’t be too rigid in the
conversation, but stay
focused on the opportunity
space
GENERATIVE INTERVIEWS
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Discovery Delivery
Generative
Interviews

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• What are all the possible
actions to take, based on your
understanding of the problem
• Teresa Torres’
Opportunity-Solution Tree
• Pull the challenges apart to
get to the root cause
• Don’t conflate things that
are tangentially related
• Come up with lots of
solutions
OPPORTUNITIES &
SOLUTIONS
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Discovery Delivery
Opportunities
& Solutions

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• Test multiple solutions in order
to understand which best leads
to the desired outcome
• Start testing internally, then
combine and/or eliminate down
to a few possible solutions
• Try different solutions with
different segments to see if you
are solving the problem in a
desirable and usable way
• Great testing methods in The
Real Startup Book
PROTOTYPE & TEST
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Discovery Delivery
Prototype
& Test

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• Choose the best option by
comparing and contrasting
• Look at both Quantitative
and Qualitative data
• Does the solution solve a real
problem?
• Does it move the needle on
our desired outcome?
• Is it usable and discoverable in
the product?
CHOOSE THE BEST
OPTION
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Discovery Delivery
Choose the
best option

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• Make sure your product and
dev workflows are integrated
• Share the why with your dev
team, not just the what so
they can make decisions that
align better with the
customer need
• Shift from one big spec
handoff to lots of back and
forth and small handoffs
BUILD
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Discovery Delivery
Build

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• Small or simple improvements
can release to everyone, but
the more complex the
feature, the more iterative
the launch
• Launch to small test groups
first to capture feedback and
usage data
• Each step of the launch
process can be a complete
run through the discovery-
delivery loop, from feedback
to testing
LAUNCH TO TEST
GROUPS
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Discovery Delivery
Launch to
test groups

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• As the release improves,
release to additional test
audiences
• Make shorter and shorter
feedback and iteration loops
until the product/feature is
effective enough for broad
release
EXPAND AUDIENCE
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Discovery Delivery
Expand
audience

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• Broad release should be
guided by what is best for
your customers
• How does this launch
immediately impact users?
• What can be packaged to
increase the benefit to
users?
• Avoid releasing too often or
around critical times for your
users (i.e. don’t update tax
software on tax day)
RELEASE TO EVERYONE
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Discovery Delivery
Release to
everyone

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Discovery Delivery
Generative
Interviews
Opportunities
& Solutions
Prototype
& Test
Release to
everyone
Expand
audience
Launch to
test groups
Build
Choose the
best optionCustomer
Feedback
Data
inquiry

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Stop trying to get
discovery right and
focus, instead, on
getting it started
Continuous
discovery is actually
continuous.
Conduct discovery
as close to the
product as possible

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Product LedContinuous Discovery

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Thanks for joining!
Please stay in touch
@glidr @pendoio
www.glidr.io www.pendo.io