Tear Up Your Roadmap and Get Out of the Building
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The document discusses conducting customer research by tearing up existing roadmaps and getting out of the building. It recommends running a research spike with the team to define what needs to be learned. Tips are provided for recruiting participants through support, community, and sales teams. Conducting customer interviews is discussed, including roles for scribes and interviewers. Analyzing interviews by consolidating themes from transcripts is also covered. An example analysis identified themes around customer journeys, collaboration as a team sport, and overwhelming demand for participation. The document encourages being honest about whether a research spike could be run and why or why not.
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Tear Up Your Roadmap and Get Out of the Building
- 1. JANEL BLATTLER | DESIGN MANAGER | ATLASSIAN | @JBLATTZ Tear Up Your Roadmap And Get Out of the Building
- 2. IMAGINE REVIEWING YOUR ROADMAP BUT YOU DOUBTED IT ADDED ANY CUSTOMER VALUE.
- 3. WHY DID I DOUBT IT? Shipping random features doesn’t guarantee customer value.
- 4. WHY DID I DOUBT IT? Shipping random features doesn’t guarantee customer value.
- 5. What would you do?
- 6. What would you do? A. Sit back and do nothing. B. Plot how you’ll throw your team under the bus later when this doesn’t work. C. Run a research spike with your team.
- 7. Great, how do I start?
- 8. TYPICAL RESEARCH PLAN Define what you want to learn Today
- 9. TYPICAL RESEARCH PLAN Define what you want to learn Recruit & run research Run more research Analyse your research Share with stakeholders Today Week 1 Week 4Week 2 Week 3 Run a retro! Week 5
- 11. Participants are all around you
- 12. Support Experience customer pain on a daily basis. Participants are all around you Community A highly engaged audience of power users. Sales teams Understand the context of the customer’s environment.
- 13. Self-service booking Tools like Calendly or Ethnio enable customers to book your time. Time zones Remember to block out times you don’t want scheduled. Scheduling pro tips
- 14. What happens in a customer interview?
- 15. Customer Interviews Discussion Guide Roles Prep before the interview Who's facilitating the interview? Who's taking notes? Make sure your research team has talking points ready before each interview. Introduce yourself Start off the call by introducing the team and the purpose for the chat. Explain how you'll use the data you collect. Always get consent if you're recording. Say thank you Acknowledge that the customer has taken time out of their day to give you valuable feedback.
- 16. Customer Interviews Agenda Roles Pick a role There are two roles you can have during the interview: scribe or interviewer Role #1: Scribe Takes detailed notes verbatim. Your team will reference them later during analysis and discussion. Always capture quotes, rather than paraphrase. Role #2: Interviewer Leads the conversation and asks open-ended questions so the customer can share their perspective. They listen more than they speak.
- 20. DURING THE SESSION Have a peer transcribe the session. This saves time later!
- 21. Imagine you are a scribe: Listen to this audio clip and take notes ACTIVITY TIME! - ACTIVITY #1
- 22. Imagine you are a scribe: Listen to this audio clip and take notes ACTIVITY TIME! - ACTIVITY #1
- 25. Imagine you are an interviewer: Listen to these real-life questions. ACTIVITY TIME! - ACTIVITY #2
- 26. Part 1: Ask a question. Part 2: Ask a follow-up question. ACTIVITY TIME! - ACTIVITY #2
- 27. Part 1: Ask a question. Part 2: Ask a follow-up question. ACTIVITY TIME! - ACTIVITY #2
- 28. Part 1: Ask a question. Part 2: Ask a follow-up question. ACTIVITY TIME! - ACTIVITY #2
- 29. DON’T BE TEMPTED TO FILL THE SILENCE.
- 30. Imagine you are an interviewer: What questions would you ask? ACTIVITY TIME! - ACTIVITY #3
- 31. What happens after an interview?
- 33. Get peers involved It’s a plus if they didn’t attend the research. Hard copies Print out multiples, have people highlight and scan for themes. Consolidate themes Use sticky notes or a digital tool like Mural. Analyse your interviews Do you have transcripts? You need them to code for themes.
- 34. Highlight what stands out to you in the transcript. ACTIVITY TIME! - ACTIVITY #4
- 36. FINDING MULTIPLE THEMES IS EXPECTED
- 37. Our research analysis looked like this
- 38. Group your analysis into themes and identify patterns. ACTIVITY TIME! - ACTIVITY #5
- 39. Journeys, not features We learned how customers use collaboration tools in their day-to-day work, about our power users and more about our competitors. Research as a team sport Getting the entire team involved in the entire process. Everyone benefits from exposure to customers. Overwhelmed with demand Hundreds of customers responded to our request for research. We selected from a variety of organizations sizes and locations. Did we succeed?
- 40. Journeys, not features We learned how customers use collaboration tools in their day-to-day work, about our power users and more about our competitors. Research as a team sport Getting the entire team involved in the entire process. Everyone benefits from exposure to customers. Overwhelmed with demand Hundreds of customers responded to our request for research. We selected from a variety of organizations sizes and locations. Did we succeed?
- 41. Journeys, not features We learned how customers use collaboration tools in their day-to-day work, about our power users and more about our competitors. Research as a team sport Getting the entire team involved in the entire process. Everyone benefits from exposure to customers. Overwhelmed with demand Hundreds of customers responded to our request for research. We selected from a variety of organizations sizes and locations. Did we succeed?
- 42. Journeys, not features We learned how customers use collaboration tools in their day-to- day work, about our power users and more about our competitors. Research as a team sport Getting the entire team involved in the entire process. Everyone benefits from exposure to customers. Overwhelmed with demand Hundreds of customers responded to our request for research. We selected from a variety of organizations sizes and locations. Did we succeed?
- 44. Could you run a research spike? If not, why not? BE HONEST
- 45. JANEL BLATTLER | DESIGN MANAGER | ATLASSIAN | @JBLATTZ Thank you!