Zuzana Sekerova, a product/program manager, emphasizes the importance of aligning product strategy with customer experience and data analysis to improve UX. She discusses various tools for optimization and strategies for engaging customers, highlighting the need for proactive communication and understanding user feedback. The document also outlines short-term and long-term goals for achieving impactful gains and stronger market positioning.

1. ZUZANA SEKEROVA
PRODUCT / PROGRAM MANAGER
@SEKEROVA
Fortify Your UX
#WEBU18

2. @SEKEROVA#WEBU18
2000 & 2004
© 2004 Sing Lo
@zusjourney
Product / Program
Management
quan. data analysis
conversion optimization
customer experience
strategy
qualitative research
process improvement
interactive design and dev.
About me…

3. Fight Club
@SEKEROVA#WEBU18

4. AdvocatesProduct
@SEKEROVA#WEBU18

5. @SEKEROVA#WEBU18
3%
97%
SELF-SERVICE
ADVOCATES

6. @SEKEROVA
Example: Trial length
#WEBU18

7. @SEKEROVA#WEBU18

8. @SEKEROVA#WEBU18

9. Challenges1
@SEKEROVA
Tools & Processes3Opportunities2
#WEBU18

10. “Fight Club” / Orgs siloed globally
Data-driven focus
Goals alignment
Challenges1
#WEBU18 @SEKEROVA

11. Proactive
Proactive chat
engagements
Nurture
Emails
Reactive
Contact
form

12. @SEKEROVA#WEBU18

13. Challenges1
#WEBU18
Opportunities2
@SEKEROVA
Short term gains

14. @SEKEROVA#WEBU18

15. @SEKEROVA#WEBU18
EMAIL

16. @SEKEROVA#WEBU18
+$$$
EMAIL

17. @SEKEROVA#WEBU18
+$$$
+$
+$$$
EMAIL

18. @SEKEROVA#WEBU18

19. Challenges1
#WEBU18
Opportunities2
@SEKEROVA
Quick wins (weeks to quarter)
Direct attribution
Cost scales proportionately with return
Short term gains
👍
👎
👍

20. @SEKEROVA#WEBU18
+$$$
+$
+$$$
EMAIL
?

21. Challenges1
#WEBU18
Opportunities2
Quick wins (weeks to quarter)
Direct attribution
Cost scales proportionately with return
Short term gains
Long term strategy
@SEKEROVA
👍
👎
👍

22. @SEKEROVA#WEBU18

23. @SEKEROVA#WEBU18

24. @SEKEROVA#WEBU18

25. Challenges1
#WEBU18
Opportunities2
Quick wins (weeks to quarter)
Direct attribution
Cost scales proportionately with return
Short term gains
👎
Stronger brand, product strategy, and market positioning (1-3 year)
Complex attribution models
*No additional cost to gain user insights
Long term strategy
👍
👍
@SEKEROVA
👍
👎
👍

26. Challenges1
#WEBU18
Opportunities2
@SEKEROVA
Tools and
Processes
3
SalesForce
Zoho
Freshservice
Olark
BoldChat
LiveChat
ExactTarget
ConnectWise
Confluence
Jira Service Desk
SpiceWorks
HubSpot
Zendesk
Kayako
HelpScout
Intercom
Many tools:
*I haven’t tested all these tools personally

27. @SEKEROVA#WEBU18
ALIGN
with teams internally

29. @SEKEROVA
ENGAGE
with customers
#WEBU18
ALIGN
with teams internally

30. @SEKEROVA#WEBU18

31. @SEKEROVA
CAPTURE
feedback and context
ENGAGE
with customers
#WEBU18
ALIGN
with teams internally

32. @SEKEROVA#WEBU18

33. @SEKEROVA#WEBU18

35. @SEKEROVA#WEBU18

36. @SEKEROVA
Example: Context Matters
#WEBU18

37. @SEKEROVA#WEBU18

38. @SEKEROVA
CAPTURE
feedback and context
SHARE
with product teams
ENGAGE
with customers
#WEBU18
ALIGN
with teams internally

40. @SEKEROVA#WEBU18
Capture feedback and context from your
customer-facing teams’ conversations
Make understanding of your users
everybody’s business
CAPTURE
SHARE
ENGAGE
Engage with your customers
at the right time in the right place
ALIGN UX Internally

41. ZUZANA SEKEROVA
PRODUCT / PROGRAM MANAGER
@SEKEROVA
Fortify Your UX
#WEBU18