Every product manager labors over creating the perfect customer experience. Whether that’s an ineffective design, a confusingly placed button, or how difficult it is to log into your favorite site, mastering the obstacles to creating a frictionless product is a science. At the heart of this science is experimentation. But how can we go about experimentation efficiently? Join Nicole Munson, Sr. Product Manager at Amex Savings, for this insightful webinar based on her many years of launching products to a variety of end-users. We will dig into the many ways that PMs experiment, track customer feedback, design, and test new experiences. In this webinar, you will learn: • How to engage experiments to understand customer behavior • Best ways to use data to design new experiences • Tips and tricks to understand data efficiently

5. Product Management
& the 3 E’s:
Experiments,
Experiences,
and Efficiencies

6. Creating Successful Products
Finding new ways to identify
customer needs and the why of
our products
Defining the experience that ill
meet the customer need and
launch to market
After launching the product find
ways to improve and develop
Post-MVP
Experiments
Experiences
Efficiencies
01 02 03
6

7. Customer Research Methodologies
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•Customer Interviews
•Usability Labs
•Advertising and promotion research
•Customer satisfaction studies
•Consumerdecision process research
•Concept testing
•Positioning research
•Brand testing
•Price testing
•Customer service audit
•Mysteryshopping

8. Experimenting with Technology
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Funnel testing
another variation of A/B testing, this method involves
making changes across multiple pages to see how
users flow through various stages of the customer
journey. This is most useful when you have
components that need to stay consistent across pages
(like navigation) or are testing the user journey (like
introducing new paths or shortcuts).
Multivariate testing
similar to A/B testing, but with multiple
variables changing at the same time. This
methodology is most useful when you have
alternatives with multiple components, and
you're trying to find a combination of
variables to drive the results you’re looking
for,
A/B testing
this UX research method implies running two different
versions of a product, website, app, or feature to
determine which performs or converts the best. A/B
test measurable elements of your website that can
affect a visitor’s decision to convert—including page
structure, registration and sign-up forms, and calls to
action (CTAs).
Split testing
similar to A/B testing, except instead of having the two
web pages or website variations competing against
each other, the traffic is equally split between the
existing variations. This methodology is mainly used in
instances where changing all assets at once can be
costly, and there are potential SEO penalties for having
multiple versions of the page.

9. Defining the Experience
Understanding
the UX Research
• Identify the key trends
• Areas of friction
• Volume of the data
• Confirming statistical significance
Create Designs Test Prototype Launching
The Product
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• Work with UX designer
• Understanding the market/user
• Research competitors
• Foster environment of creativity
• Create the prototype
• Utilize research labs to obtain
customer feedback
• Release to the market
• Monitor customer trends after
launch
• Identify areas of efficiency
• Utilize research labs to obtain
customer feedback

10. Create Efficiency
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Identify the friction areas for customers and find
ways to improve the end-user experience including
and ways to improve customer experience
After MVP
Every MVP solution that will maintain a strong
backlog to create an environment of continual
research and design to improve the customer
experience
Create or Monitor Backlog

11. Final Words:
Remember
the
Customer