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Rapid Experimentation at Every
Stage of Product Development
Tanya Koshy Brittany Shear
With: Moderated by:
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Experiment Your Way to Product Success
Webinar Series
2
Experiment Your Way to Product Success
Webinar Series
Optimizely is the world’s leading experimentation platform, enabling
businesses to deliver continuous experimentation and personalization
across websites, mobile apps and connected devices. Optimizely
enables businesses to experiment deeply into their technology stack
and broadly across the entire customer experience. To learn more,
visit https://www.optimizely.com/
3
Experiment Your Way to Product Success
Webinar Series
Click on the Questions panel to
interact with the presenters
https://www.productmanagementtoday.com/webinar-s
eries/experiment-your-way-to-product-success/
4
Experiment Your Way to Product Success
Webinar Series
About Tanya Koshy
Tanya Koshy is the VP of Product at UserTesting, where she leads the product strategy and vison for
Usertesting's suite of products to build better solutions for testing products to improve user behavior.
Tanya helps product managers, designers and user researchers better understand their customers by
building tools that will connect businesses with their customers.
Tanya has worked with reputable software companies sucha as Facebook, Google, and Groupon,
among others. She holds an MBA from the Kellogg School of Management, and a BA from Stanford
University.
About Brittany Shear
Brittany went to Emmanuel College, where she majored in Writing, Editing, and Publishing and
minored in Marketing, Psychology, and Communications. She now works with Aggregage as an editor
and webinar host on sites including CTO Universe, Product Management Today, and Connected
Health Pulse.
Webinar Series
Rapid Experimentation at Every Stage
of Product Development
DEC 2019
6
Tanya Koshy
VP of Product, UserTesting
Tactics to build an understanding of your
customer
Fast
What You’ll Learn
Validate your ideas at every stage of
development. Don’t wait until launch!
8
Validate & experiment at every stage
Key Product Questions
Solution
What’s the best,
lightest solution I can
build for them?
Customer
Who is my
customer?
Problem
What is their
problem?
Why This Matters
● Minimizing time to customer value wins!
● Evidence based decisions win!
● Avoid the second-guessing, debating, & HIPPOs that plague / slow
down all PMs & Product Teams
I have an
idea for a
problem
area
I want to
learn more
about my
customers’
needs/pains
in this area
Do people
actually
have the
problem I
think they
have?
Are people
currently
unsatisfied
with their
experience
in this area?
How do
people solve
their
problem
today?
12
How often are you doing X?
Describe your most recent experience
doing X. What worked & what didn’t?
What made doing X easy?
Needs Discovery
Interview
Questions
What are their pain points doing
X? Great way to inspire new ideas
for products / features to build.
What made doing X frustrating/hard?
What did you use to do X?
How similar was your most recent
experience to how you typically do X?
How satisfied are you with X, in general? 1
= not at all, 5 = very
I have a better understanding of their overall experience and
their biggest needs/pain points.
Prioritization
Effort
Impact
Idea Idea Idea Idea
Idea Idea
Do people
understand the
purpose of the
solution? Do
they find it
valuable?
Does the
solution
actually solve
the problem?
Does it solve it
well?
16
Feature 1
1 - 2 sentence description
Feature 2
1 - 2 sentence description
Feature 3
1 - 2 sentence description
Template for Testing Product Ideas as a Landing Page
Your 1-Line Value Prop Here
17
Spend 1 - 2 mins reviewing the page, share
your thoughts out loud as you do.
What are your initial impressions?
In your own words, based on this page,
describe what this product does?
Great Interview
Questions
Going through the page section by section,
which one is most compelling to you? Why?
Which is least compelling to you? Why?
What must this product do, in addition to
anything you saw here, that would get you
to use it?
How likely would you be to use this
product?
We have a fine-tuned idea for a solution that customers find valuable.
Is the app easy
to use? What is
the first-time
user
experience
like? Is it
compelling?
What do we
need to
improve?
We have validated that our solution is usable and have
identified new areas for further improvement.
Tips for Maximum Efficiency
● Be transparent about key research questions, methodology, &
success/decision criteria before starting research.
● Then do the research & share the findings with your team &
stakeholders.
● Constantly reinforce an evidence-based approach to cut down on
second-guessing & debating.
● Timebox research activities to move fast. 1 - 2 weeks.
22
Experiment Your Way to Product Success
Webinar Series
Q&A
Brittany Shear
With: Moderated by:
Tanya Koshy
https://www.productmanagementtoday.com/webinar-series/exp
eriment-your-way-to-product-success/

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Experiment Your Way to Product Success: Rapid Experimentation at Every Stage of Product Development

  • 1. Rapid Experimentation at Every Stage of Product Development Tanya Koshy Brittany Shear With: Moderated by: TO USE YOUR COMPUTER'S AUDIO: When the webinar begins, you will be connected to audio using your computer's microphone and speakers (VoIP). A headset is recommended. Webinar will begin: 11:00 am, PST TO USE YOUR TELEPHONE: If you prefer to use your phone, you must select "Use Telephone" after joining the webinar and call in using the numbers below. United States: +1 (213) 929-4232 Access Code: 365-553-904 Audio PIN: Shown after joining the webinar --OR-- Experiment Your Way to Product Success Webinar Series
  • 2. 2 Experiment Your Way to Product Success Webinar Series Optimizely is the world’s leading experimentation platform, enabling businesses to deliver continuous experimentation and personalization across websites, mobile apps and connected devices. Optimizely enables businesses to experiment deeply into their technology stack and broadly across the entire customer experience. To learn more, visit https://www.optimizely.com/
  • 3. 3 Experiment Your Way to Product Success Webinar Series Click on the Questions panel to interact with the presenters https://www.productmanagementtoday.com/webinar-s eries/experiment-your-way-to-product-success/
  • 4. 4 Experiment Your Way to Product Success Webinar Series About Tanya Koshy Tanya Koshy is the VP of Product at UserTesting, where she leads the product strategy and vison for Usertesting's suite of products to build better solutions for testing products to improve user behavior. Tanya helps product managers, designers and user researchers better understand their customers by building tools that will connect businesses with their customers. Tanya has worked with reputable software companies sucha as Facebook, Google, and Groupon, among others. She holds an MBA from the Kellogg School of Management, and a BA from Stanford University. About Brittany Shear Brittany went to Emmanuel College, where she majored in Writing, Editing, and Publishing and minored in Marketing, Psychology, and Communications. She now works with Aggregage as an editor and webinar host on sites including CTO Universe, Product Management Today, and Connected Health Pulse. Webinar Series
  • 5. Rapid Experimentation at Every Stage of Product Development DEC 2019
  • 6. 6 Tanya Koshy VP of Product, UserTesting
  • 7. Tactics to build an understanding of your customer Fast What You’ll Learn Validate your ideas at every stage of development. Don’t wait until launch!
  • 8. 8 Validate & experiment at every stage
  • 9. Key Product Questions Solution What’s the best, lightest solution I can build for them? Customer Who is my customer? Problem What is their problem?
  • 10. Why This Matters ● Minimizing time to customer value wins! ● Evidence based decisions win! ● Avoid the second-guessing, debating, & HIPPOs that plague / slow down all PMs & Product Teams
  • 11. I have an idea for a problem area I want to learn more about my customers’ needs/pains in this area Do people actually have the problem I think they have? Are people currently unsatisfied with their experience in this area? How do people solve their problem today?
  • 12. 12 How often are you doing X? Describe your most recent experience doing X. What worked & what didn’t? What made doing X easy? Needs Discovery Interview Questions What are their pain points doing X? Great way to inspire new ideas for products / features to build. What made doing X frustrating/hard? What did you use to do X? How similar was your most recent experience to how you typically do X? How satisfied are you with X, in general? 1 = not at all, 5 = very
  • 13. I have a better understanding of their overall experience and their biggest needs/pain points.
  • 15. Do people understand the purpose of the solution? Do they find it valuable? Does the solution actually solve the problem? Does it solve it well?
  • 16. 16 Feature 1 1 - 2 sentence description Feature 2 1 - 2 sentence description Feature 3 1 - 2 sentence description Template for Testing Product Ideas as a Landing Page Your 1-Line Value Prop Here
  • 17. 17 Spend 1 - 2 mins reviewing the page, share your thoughts out loud as you do. What are your initial impressions? In your own words, based on this page, describe what this product does? Great Interview Questions Going through the page section by section, which one is most compelling to you? Why? Which is least compelling to you? Why? What must this product do, in addition to anything you saw here, that would get you to use it? How likely would you be to use this product?
  • 18. We have a fine-tuned idea for a solution that customers find valuable.
  • 19. Is the app easy to use? What is the first-time user experience like? Is it compelling? What do we need to improve?
  • 20. We have validated that our solution is usable and have identified new areas for further improvement.
  • 21. Tips for Maximum Efficiency ● Be transparent about key research questions, methodology, & success/decision criteria before starting research. ● Then do the research & share the findings with your team & stakeholders. ● Constantly reinforce an evidence-based approach to cut down on second-guessing & debating. ● Timebox research activities to move fast. 1 - 2 weeks.
  • 22. 22 Experiment Your Way to Product Success Webinar Series Q&A Brittany Shear With: Moderated by: Tanya Koshy https://www.productmanagementtoday.com/webinar-series/exp eriment-your-way-to-product-success/