As Head of Experience Research at Asana, Beth Toland will share different ways to make customer insights a deep part of product development and strategy from ideation to delivery.

1. Customer Insights & Product Development Cycle
How to Make Customer Insights An Integral Part of Product
Development and Company Strategy
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Beth Toland
Head of Experience
Research
Asana

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Housekeeping Notes

3. How to incorporate the customer
perspective throughout the product planning
and development cycle at any scale.
Customer Insights &
Product Development
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4. ● Intro (me & the topic)
● Double-diamond re-fresh
● Customer Need types & listening tactics
● EXAMPLE: A year in the (product) life
● Discussion
What we’ll cover
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5. Intros...
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me
me
me

6. Intros...
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me
me
me

7. Intros...
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me
me
me

8. Intros...
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me
me

9. Intros...
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me
me

10. Intros...
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me
me lift.

11. Intros...
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me
me lift.

12. Intros...
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me
me lift.

13. Intros...
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me
me lift.

14. Status quo isn’t working
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15. Status quo isn’t working
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Cramming

16. Status quo isn’t working
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Half-baked ideas
Cramming

17. Status quo isn’t working
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Half-baked ideas & Missed opportunities to innovate
Cramming

18. Do not place text, or graphics
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But first...

19. Quick review: Double Diamond
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D
D
D D
Opportunity Solution
Launch
Learn
Iterate

20. Quick review: Double Diamond
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D
D
D D
Opportunity Solution
Launch
Learn
Iterate

21. Quick review: Double Diamond
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D
D
D D
Opportunity Solution
Launch
Learn
Iterate

22. Do not place text, or graphics
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Needs framework

23. Customer Needs
Fix this now please!
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Now

24. Customer Needs
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Now Future
I’ve got this problem...
Fix this now please!

25. Customer Needs
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Now Future
I’ve got this problem...
Address some of each
Fix this now please!

26. NOW Needs
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Push → comes to you
(automate)

27. NOW Needs
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Pull → Seek it out
(ad-hoc or planned)

28. NOW Needs: Digests
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Push

29. NOW Needs: VoC Consult
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1. Submit VoC Consult Form
2. Schedule meeting and assign
tasks to appropriate XFN team
3. Roundtable discussion
and summary notes
Asana team
Pull

30. Addressing FUTURE Needs
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Strategic/organizational
& Activity/spikes

31. Addressing FUTURE Needs
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D
D
D D
Opportunity Solution
Start
here

32. Addressing FUTURE Needs
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Start
here
AoRs/team/function
○ Innovation areas (e.g.
Knowledge Workers or
Collaboration)
D
D
D D
Opportunity Solution

33. Addressing FUTURE Needs
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Start
here
AoRs/team/function
○ Innovation areas (e.g.
Knowledge Workers or
Collaboration)
○ Strategies/Big Bets (e.g. “If
we….then we can win by…”)
D
D
D D
Opportunity Solution

34. Addressing FUTURE Needs
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This works
too!
AoRs/team/function
○ Innovation areas (e.g.
Knowledge Workers or
Collaboration)
○ Strategies/Big Bets (e.g. “If
we….then we can win by…”)
○ Ad-hoc → 11 Star, Ideation spike
D
D
D D
Opportunity Solution
Start
here

35. FUTURE Needs: 11 Star
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Ad-hoc
What does
a three star
experience
look like?
What’s good
enough?

36. FUTURE Needs: 11 Star
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Ad-hoc
What does
a five star
experience
look like?
What’s excellent?

37. FUTURE Needs: 11 Star
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Ad-hoc
What does
an eleven star
experience
look like?
What is excellent,
unexpected and
beyond
imagination?

38. FUTURE Needs: 11 Star
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Ad-hoc

39. FUTURE Needs: Ideation Spike
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40. Do not place text, or graphics
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Real world
example

41. ● Cram last minute
● Ship half-baked ideas
● React to competitors and
requests
● Staff a rote production
line of employees
From → To
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From a world where we...

42. ● Cram last minute
● Ship half-baked ideas
● React to competitors and
requests
● Staff a wrote production line
of employees
From → To
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● There’s space for creativity
● We balance learning with
serving
● Category-defining
experiences
● A company known for
inspiration, reward and
growth
From a world where we... To a world where
to

43. Push
Pull/Spike
Culture
Ad-hoc
July Aug Sept Oct Nov Dec
A Year in the Life...
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NPS/Churn
H2
Ideation wk
NPS/Churn NPS/Churn
NPS/Churn NPS/Churn NPS/Churn
VoC
VoC Consult
AoR Share
Roadmapping: What pains
should we address?

44. Push
Pull/Spike
Culture
Ad-hoc
Jan Feb Mar Apr May June
A Year in the Life...
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NPS/Churn
H2
NPS/Churn NPS/Churn
NPS/Churn NPS/Churn NPS/Churn
VoC Consult/
Panel
Customer Jam
AoR Share
Hack-a-thon
Roadmapping:
How should we address?
Customer
interviews
11 Star

45. Start here...
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Now needs → VoC Consult
Future needs → AoRs
Resources
● 11 Star Experience
● A More Beautiful Question
Easiests/highest leverages techniques

46. Do not place text, or graphics
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Discussion

47. Go deep
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Weekly
Digests
Customer
co-creation
VoC
VoC
Consult
Customer
panels
Ideation
week
Hack-a-thon
What do you want to learn more about?
Cadences
Something
else
AoR

48. Q&A and Networking
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49. THANK YOU
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50. Do not place text, or graphics
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Appendix

51. NOW Needs: Customer Co-creation
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Group sketch
Asanas +
Customers
Prompt:
A [user type] who feels
[negative feeling]
about [reason] needs
to [action] but faces
[obstacle].
Pull

52. NOW Needs: Voice of Customer
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2
Aggregate
customer
needs across
listening
channels
3
Prioritize :
competitive
intelligence
and business
strategies
4
Single
ranking of
customer
needs
1
Outline
Business
Priorities
Push