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Customer Centric & Hypothesis
Driven Innovation by Cruise VP of
Product Engineering
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Confidential
Customer Centric &
Hypothesis Driven Innovation
Bhavini Soneji
VP of Product Eng at Cruise
ProductCon, 2022
Confidential
2
Agenda
Confidential
1. Honing the Problem
2. Experimentation, Speedy Hypothesis
3. MVP & Seamless Collaboration
4. Be a Customer
Confidential
Honing the PROBLEM
“Understanding the purpose and why, enables setting the northstar vision.”
Confidential
4
The Golden Circle
Confidential
WHAT
Every organization on the planet knows WHAT
they do. These are products they sell or
services they offer.
HOW
Some organizations know HOW they do it.
These are the things that make them special or
set them apart from their competitors.
WHY
Very few organizations know WHY they do
what they do. WHY is not about making
money. That's a result. WHY is a purpose,
cause or belief. It is the very reason your
organization exists. Start with WHY - Simon Sinek
Confidential
Identify Riskiest Hypothesis
5
PIVOT PERSEVERE KILL
Hypothesis
Hypothesis
Confidential
6
Impact
● Drives a sense of purpose and
inspires people
● Builds strong foundation &
alignment
Confidential
Confidential
Experimentation:
Speedy Hypothesis
“Doing big investments without having the conviction leads
to self-fulfilling prophecy”
Confidential
8
Confidential
Why Experiment?
● Doing big investments without
having the conviction leads to
self-fulfilling prophecy bias.
Why Go Broad to Go
Narrow?
● The best ideas come from
generating many, many ideas. When
we push beyond conventional
thinking, we discover unique
solutions that delight our customers.
● Narrowing gives us focus and
purpose. When we only work on
ideas that maximize the customer
benefit, we can do less, better.
9
GO BROAD TO GO NARROW
Start with many ideas
Get uncomfortably narrow
DEEP CUSTOMER
EMPATHY
● Observe Members
● Savor the Surprise
● Learn Why
RAPID EXPERIMENTS
WITH CUSTOMERS
● Leap of Faith
Assumptions
● Small Teams
● Scrappy & Fast
● Learn & Decide
Experimentation:
Customer Centric and Hypothesis Driven
Ideal State
Deliver the awesome member
benefit that members will
choose above any alternative
Confidential
10
Confidential
A Well Designed
Experiment
● Tests one leap of faith assumption
● Has a clearly defined hypothesis
● Measures real customer behavior
● Captures data (quant) AND “why” (qual)
● Can be run quickly and cheaply...days
not weeks
Confidential
11
Confidential
Types of
Experiments/Prototypes
Fast Cycle Sketch Test
Test a solution collaboratively, in real-time
Visual Walkthrough Test
Blueprints to surface hierarchy and user journeys
Hack To Market Test
Ship at speed with no process oversight
Demand Test
Are they buying what you’re selling?
Confidential
12
Confidential
Impact is INNOVATION
● Makes your idea concrete & validates demand
● Builds experimentation & risk taking culture
● Avoids groupthink bias & empowers the team
Confidential
MVP & Seamless Collaboration
“As the product matures, its vital to get end to end perspective
by honing product instincts in every role. “
Confidential
14
14
WHY
● Perfection can be
your enemy
● Roles, titles and
boundaries can
constrain you or
result in gaps
Confidential
15
15
Dogfooding &
Learning with MVP
● Don’t let your customers be
your first testers—Regularly
“dogfood” and do bug bashes
together
● Validation is every cross-
function’s responsibility
● Everyone puts on Product Hat I
● Quantitative metrics to drive
decision
Customer driven & Data driven decision making
Confidential
16
16
Impact
● Better E2E perspective &
cross-group ownership
● Enables scaling MVP
● Data driven decision making
Confidential
“Be a Customer”
“Put yourself in your customer’s shoes to understand
their needs and desires & create solutions that best
serve them”
Confidential
18
Confidential
WHY
- Build the right product with the least
investment
- Catch our bias and have a shared
understanding & alignment
- Celebrate and motivate our team to
see the impact of their work
Empathy is
- Seeing through their eyes
- Hearing through their ears
- Feeling through their heart
- Taking off your shoes to walk
in theirs
Confidential
19
Confidential
Gemba walk
- Make customer shadow repeatable
- Make it easy and simple for
everyone to participate
- Make a connection with the
customer
- Regularly integrate user research
into early stages
Confidential
20
20
Impact
- Deeper relationships &
Empathy with customers
- Achieving continuous
improvement much faster
- Better products that cater to
customer
- Makes it a DNA
“If you want to build a ship,
don’t drum up the people to
gather wood and give orders.
Instead, teach the people to
yearn for the vast and endless
sea.”
- Antoine
Part-time Product Management
Training Courses
and Corporate Training
productschool.com

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