Successful Product Managers help their organizations identify and build products that solve their users’ needs. The perfect user-product fit is rarely easy. Trained Product Managers can find the right fit consistently with User Science–the craft of understanding user needs; identifying which problem to solve, and user behaviors; understanding how and why users react to products. It's this craft that arms Product Managers with the data to make informed decisions.

1. How to Use User Science to Your Product’s
Benefit by XO Group PM
www.productschool.com

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7. Michael Sparks &
Krista Plano
TONIGHT’S SPEAKERS

9. The Product Manager Superpower
© 2017 XO Group Inc. All Rights Reserved.9
● USER SCIENCE
● THE BASICS
● APPLICATION
KRISTA PLANO, LEAD USER RESEARCHER
MICHAEL SPARKS, SENIOR PRODUCT MANAGER

11. 01 /
WHAT IS USER SCIENCE?

12. User Science
the craft of
understanding
User Needs &
User Behaviors.

13. USER SCIENCE MATTERS...
● Insights into WHY users behave the way they do
● Replaces assumptions with facts and data
● Increases confidence, decreases risk
● Reveals new opportunities
● Discover unknown problems
● Helps build stakeholder consensus / approval

14. 1:1 Interviews Usability Testing
Surveys
SEO
Analytics
A/B Tests
Customer Feedback
Beta Testing Groups
Diary Studies
Monthly User Panel
XO Group Philosophy & Methods
Qualitative User IntentQuantitative User Behavior
CONSUMER / MARKET
RESEARCH

15. 02 /
APPLICATION

16. How research can drive product development
Quantitative
Strategize
Go to method:
interviews
Execute
Go to method:
usability testing
Assess
Go to methods:
analytics,
surveys
Behavior

17. From user interviews, we learned…
Figuring out who to invite is hard
Collecting RSVPs is not a fun experience

18. Add guests Collect RSVPs
Where can we make
the biggest impact?

19. How research can drive product development
Quantitative
Strategize
Go to method:
interviews
Execute
Go to method:
usability testing
Assess
Go to methods:
analytics,
surveys
Behavior

20. Testing prototypes with users

21. How research can drive product development
Quantitative
Strategize
Go to method:
interviews
Execute
Go to method:
usability testing
Assess
Go to methods:
analytics,
surveys
Behavior

22. Control Treatment
AB Test results are
positive

23. Control Treatment
BUT… proxy metrics
need work

24. Let’s try again...

25. 25
1. User Science is your superpower
2. Make sense of user intent vs behavior
3. Apply insights and continue testing
I N C ON C L U S I O N

26. 26
Thank You!...Any
Questions?
K R I S T A & M I C H A E L S A Y

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