Product Management Event at #ProductCon LA about Product Psychology by Director of PM at Tinder, Samantha Stevens.

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Product Psychology by Tinder
Director of Product Management

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8. Samantha Stevens
Tinder
Director of Product Management

9. A DIY Guide to User Research
Samantha Stevens
Product Director @ Tinder

10. Led redesign and personalization strategy of
americanexpress.com consumer website
Director of Location Products,
formerly Director of Growth

11. Can you get me more Tinder matches?
How did you become a product manager?

12. User Driven
User Informed

13. Formal User Experience Research
Pros
● Scientific
● Unbiased
● Observable
● Recorded & Reported
Cons
● Expensive
● Time consuming
● Limited sample size
● Selection bias

14. No resources? No Problem!

15. learn how to read minds
All you have to do is…

16. How to read minds correctly
Step 1: Acknowledge there will be bias
Step 2: Understand what kind of biases to
watch out for
Step 3: Be cognizant and try to eliminate
as much as possible

17. Captivate your subject

19. Captivate your subject
● Selection Bias: Talk in their language
● Procedural Bias: Talk on their terms
● Interviewer Bias: Be a good listener
● Measurement Bias: Keep an open mind

20. Clear your mind

21. Clear Your Mind
● You are not necessarily the target customer
● You do not understand everything about your customers
● Your solution is not perfect
● You may have misidentified the problem/pain-point
● You may not understand the market
● Your market may not be as big as you think

22. + + +

23. Channel your intuition

24. Channel your intuition
● What are they not telling you?
● What are their fears and motivations?
● What are their frustrations?
● What are their goals?
● What does their day-to-day look like?
● What/who are their influences?

25. Channel your intuition

27. Meditate

28. Meditate
● Confirmation Bias: You learned exactly what you
wanted to hear! Congratulations.
● Reporting Bias: Don’t send the Rainbows and
Butterflies write-up.

29. Abracadabra!

30. References
https://explorable.com/research-bias
https://medium.com/the-xplane-collection/updated-empathy-map-canvas-46df22df3c8a
samantha.stevens@tinder.com
https://www.linkedin.com/in/samanthastevens01
Stay in touch

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