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Merci Victoria Grace
Former Head of Growth, Slack
@merci
Using Customer
Empathy and Product
Intuition to Drive Growth
#GHConf18
Using Customer Empathy and Product Intuition to Drive Growth - #GHConf18
Being a person is hard.
We don’t build things for ourselves.
Understand, predict, and execute.
Understand, predict, and execute.
Well-implemented product analytics
Usability or “play” testing on existing products
Read research on cognition
Conduct or buy market or social science research
User interviews, surveys, and other research
Everyone does customer support
Data + Taste = Product Intuition
My favorite horror movie is
watching people use my product.
Using Customer Empathy and Product Intuition to Drive Growth - #GHConf18
Understand, predict, and execute.
Hypothesis-driven experiments
Usability & play testing on new products
Feature requests & usability bugs
Anecdotes > personas
Research on values & beliefs of core audience
Pretend you’re a human being
Everyone at your company designs
the customer experience.
“The role of a designer is that of a very
good, thoughtful host anticipating the
needs of his guests.”
- Charles Eames
Using Customer Empathy and Product Intuition to Drive Growth - #GHConf18
Consider the context.
Ask What happens next? from the
mindset of your customer.
Using Customer Empathy and Product Intuition to Drive Growth - #GHConf18
Learn, design, and execute.
Only test what you actually want to build
Stay focused on your real customer
Always test your existing product
Treat your customers with kindness & respect
How will we know it worked?
How will we know it worked?
Stat-sig experiment results
Directionally positive usability tests
Feature adoption
Fewer usability bugs
Increase or hold NPS score
Customer service & sales satisfaction score
Engagement correlates with paid conversion
Organic growth
Using Customer Empathy and Product Intuition to Drive Growth - #GHConf18
Merci Victoria Grace
Former Head of Growth, Slack
@merci
Using Customer
Empathy and Product
Intuition to Drive Growth
#GHConf18
Using Customer Empathy and Product Intuition to Drive Growth - #GHConf18
Being a person is hard.
We don’t build things for ourselves.
Understand, predict, and execute.
Understand, predict, and execute.
Well-implemented product analytics
Usability or “play” testing on existing products
Read research on cognition
Conduct or buy market or social science research
User interviews, surveys, and other research
Everyone does customer support
Data + Taste = Product Intuition
My favorite horror movie is
watching people use my product.
Using Customer Empathy and Product Intuition to Drive Growth - #GHConf18
Understand, predict, and execute.
Hypothesis-driven experiments
Usability & play testing on new products
Feature requests & usability bugs
Anecdotes > personas
Research on values & beliefs of core audience
Pretend you’re a human being
Everyone at your company designs
the customer experience.
“The role of a designer is that of a very
good, thoughtful host anticipating the
needs of his guests.”
- Charles Eames
Using Customer Empathy and Product Intuition to Drive Growth - #GHConf18
Consider the context.
Ask What happens next? from the
mindset of your customer.
Using Customer Empathy and Product Intuition to Drive Growth - #GHConf18
Learn, design, and execute.
Only test what you actually want to build
Stay focused on your real customer
Always test your existing product
Treat your customers with kindness & respect
How will we know it worked?
How will we know it worked?
Stat-sig experiment results
Directionally positive usability tests
Feature adoption
Fewer usability bugs
Increase or hold NPS score
Customer service & sales satisfaction score
Engagement correlates with paid conversion
Organic growth
Using Customer Empathy and Product Intuition to Drive Growth - #GHConf18
Using Customer Empathy and Product Intuition to Drive Growth - #GHConf18
Learn more about the
GrowthHackers Conference at
GrowthHackers.com/Conference

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Using Customer Empathy and Product Intuition to Drive Growth - #GHConf18

  • 1. Merci Victoria Grace Former Head of Growth, Slack @merci Using Customer Empathy and Product Intuition to Drive Growth #GHConf18
  • 3. Being a person is hard.
  • 4. We don’t build things for ourselves.
  • 6. Understand, predict, and execute. Well-implemented product analytics Usability or “play” testing on existing products Read research on cognition Conduct or buy market or social science research User interviews, surveys, and other research Everyone does customer support
  • 7. Data + Taste = Product Intuition
  • 8. My favorite horror movie is watching people use my product.
  • 10. Understand, predict, and execute. Hypothesis-driven experiments Usability & play testing on new products Feature requests & usability bugs Anecdotes > personas Research on values & beliefs of core audience Pretend you’re a human being
  • 11. Everyone at your company designs the customer experience.
  • 12. “The role of a designer is that of a very good, thoughtful host anticipating the needs of his guests.” - Charles Eames
  • 15. Ask What happens next? from the mindset of your customer.
  • 17. Learn, design, and execute. Only test what you actually want to build Stay focused on your real customer Always test your existing product Treat your customers with kindness & respect
  • 18. How will we know it worked?
  • 19. How will we know it worked? Stat-sig experiment results Directionally positive usability tests Feature adoption Fewer usability bugs Increase or hold NPS score Customer service & sales satisfaction score Engagement correlates with paid conversion Organic growth
  • 21. Merci Victoria Grace Former Head of Growth, Slack @merci Using Customer Empathy and Product Intuition to Drive Growth #GHConf18
  • 23. Being a person is hard.
  • 24. We don’t build things for ourselves.
  • 26. Understand, predict, and execute. Well-implemented product analytics Usability or “play” testing on existing products Read research on cognition Conduct or buy market or social science research User interviews, surveys, and other research Everyone does customer support
  • 27. Data + Taste = Product Intuition
  • 28. My favorite horror movie is watching people use my product.
  • 30. Understand, predict, and execute. Hypothesis-driven experiments Usability & play testing on new products Feature requests & usability bugs Anecdotes > personas Research on values & beliefs of core audience Pretend you’re a human being
  • 31. Everyone at your company designs the customer experience.
  • 32. “The role of a designer is that of a very good, thoughtful host anticipating the needs of his guests.” - Charles Eames
  • 35. Ask What happens next? from the mindset of your customer.
  • 37. Learn, design, and execute. Only test what you actually want to build Stay focused on your real customer Always test your existing product Treat your customers with kindness & respect
  • 38. How will we know it worked?
  • 39. How will we know it worked? Stat-sig experiment results Directionally positive usability tests Feature adoption Fewer usability bugs Increase or hold NPS score Customer service & sales satisfaction score Engagement correlates with paid conversion Organic growth
  • 42. Learn more about the GrowthHackers Conference at GrowthHackers.com/Conference