Main takeaways: -How to capture more user insights into your design via different methods -How to validate your design prototypes via qualitative & quantitative feedbacks -How to make research & user feedback a constant journey with your product growth

1. Importance of Market Research & Cognitive
Design by Amazon Sr PM
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5. Importance of Market Research
& Cognitive Design
A perspective guide by Misha Singhal
www.linkedin.com/in/mishasinghal
mishasinghal@gmail.com

6. CONTENT
A walk through
Intro about Myself
How are Market Research,
Cognitive Design interlinked?
Their Process & Relevance for PMs
with Trivia/Anecdotes
A seamless Homogeneous Process
+ Skills Required
Relevant Examples
2

7. About Myself
Misha Singhal
Btech, MBA
11+ Years of Work
Experience
Sr. Product Manager -
Amazon
FinTech, E-commerce
3
Story So Far

8. Market Research <> Cognitive Design Process
● Customer Centric
● Constantly Iterative
● Qualitative & Quantitative Methods
● They feed from each other directly proportionally
● Always difficult to create a single/process around
● Extremely crucial links but tend to get missed in
business deliverable
● Combination of Multi Skills understanding
required
● Effective in Agile Methodology & being closer to
Markets
4

9. Process of Market Research
Qualitative Methods -
FGDs, Interviews, Diary Recording, Quick Dip
Feedbacks
Quantitative Methods -
AB Testing, Online Surveys, Beta Launch, HeatMap
Analysis
5
TRIVIA : Different methods help in adding more insights but central theme remains
consistent
STEP 1 : STATE
THE PROBLEM
STEP 5 :
OWNERSHIP
STEP 2 : FIND
THE RCA
STEP 4 : KNOW
THE PROCESS
STEP 3 : BUILD
A MECHANISM

10. Relevance of Market Research
● Data Driven Decision Making
● A Structured Approach to a lot of
Iterative & Fluid Ideas
● Effective Collaboration Tool
● Vision, Central Rhythm Tuning, An
Image, Empty Chair
● Gets closer to Target User Persona
● Product Market Fitment
● Relevance in PLC
Read Brand Failures !
6
ANECDOTE : My UX Agency thanked me for putting my foot down to interview target user personas

11. Process of Cognitive Design
● Heuristic Design Process
○ Collate Inputs
○ Build Prototype
○ Take Feedback
○ Iterate
○ Launch
○ Analyse
○ Optimise
● UI UX Models Implementation
● A Team effort always with a
Central Vision
7
TRIVIA : Involve your developers as early as possible to make whole approach more effective

12. Relevance of Cognitive Design
● Very Scientific with Ergonomics, Human
Psychology included
● Make it a documented Process to be
tracked over time by different members
● Long Term Process
● Their findings are helpful in different
verticals : Content Strategy, Acquisition &
Engagement, GoTo Market, etc.
● Updated with latest trends, feedback
● Open Source Tech
● Easier to Create consistency across teams
8

13. 9
How to create a homogeneous Process?
A front end Design Lab with Market Researchers, UX
Researchers, Designers, Content Specialist, Developers, UAT
Specialists
Clearly defined roles, process models
Central theme of agreement on user persona, Product
market fitment, Project deliverables (Product Manager)

14. Relevant Example - 1
Spotify Design
Recommendation Engine
(Constant Iteration)
10

15. Relevant Example - 2
AirBnB Customer Selection Page (AB Testing)
11

16. Q&A
12
Sources :
AirBnB & Spotify Engineering Blog
UXMatters, UXPin Blogs, Articles

17. www.productschool.com
Part-time Product Management Training Courses
and
Corporate Training