Module 4: Discover: Understand Your Customers

Question 1

Discovery: 1

Ask yourself questions:

Answer 1

• Why do they want this feature?
• What are we trying to accomplish by doing this?
• Is the solution we’re thinking of actually the right way to solve the problem?
• Could we solve the problem in a different way that’s better for more users?

Question 2

Discovery 2:

Product managers need to live where?

Answer 2

In the problem space.

Product managers should know customers and their problems the best.

Discovery is all about finding problems including understanding pain points of our customers and the larger market.

Question 3

Discovery 3:

What should the key focus of discovery be?

Answer 3

• Focus on the issues that are preventing the buiness outcome.
• Use the double diamond approach
• Understand Problem -> Identify Solution

Question 4

Discovery 4:

What is the double diamond approach?

Answer 4

1. First go broad
   A process of divergence and convergences -> going broad then coming back in focus.
   Discover -> Define -> Develope -> Deliver

Need to understand the problem and identify solutions

Question 5

Discovery 5:

What are key questions to ask during discovery?

Answer 5

1. What customer feedback have we already received?
2. What job is the customer trying to get done?
3. What customer persona are we targeting?
4. What problems do users encounter in the prouduct?
5. Are users doing what we expect in the product? If not why?
6. What do power users do differently?

Question 6

Discovery 6:

More focused discovery questions:

Answer 6

• What does the workflow of our core user look like
• What do our successfully retained users do in the product?
• Where do users we don’t retain drop out of the product?
• What are customers actually trying to accomplish?

Question 7

Discovery 7:

Product usage data

Answer 7

• If and how our customers use the product
• Which features do they use?
• Which features do they not use?
• Where do users drop out of key workflows?

Question 8

Discovery 8:

Product usage differes for users we retain

Answer 8

1. What features do retained customers engage with the most?
2. Do you see usage patterns in the rest of your user base?
3. Where did users who churned drop out of workflows?

Question 9

Discovery 9:

Consider a funnel

Answer 9

See where users drop out.

Question 10

Discovery 10:

How can we get feedback from user?

Answer 10

In app guides.
Segmentation - taget speciffic users.
e.g. target users with low usage

Question 11

Discovery 11:

What are the advantages of in app guides?

Answer 11

• Collect feedback about their product at specific points
• Improve the product based on high volumes of poll response and comments
• inform go-to-market teams so they can have deeper discussions with customers

Question 12

Discovery 12:

User research methodoligies

Answer 12

Another core pillar of discovery
Gathering and anlayising info on our customers
Enable us to make more informed decisions

Exploratory research -> gain a contextual understanding

Question 13

Discovery 13:

Name 3 types of generative user research

Answer 13

1. User interviews
2. User surveys -> can be embded in the app for better context
3. Card sorting -> users are given cards to order that can support the discovery process

Question 14

Discovery 14:

Answering key discovery questions - how to do it?

Answer 14

• What do customers want us to build and why?
• Is there a workflow for us to collect user feedback?
• Are users doing what we expect in the product?
• any indication on pain points?
• Where do users drop off?
• What do power users do differently?
• What do they engage with?

Question 15

Discovery 15:

What questions would we ask when requests come in?

Answer 15

• Why do they want this feature?
• What are we trying to accomplish by doing this?
• Is the solution we’re thinking of actually the right way to solve the problem?
• Could we solve the problem in a different way that’s better for more users?