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

How does your team choose what to test in the product? How might you help your team run better experiments? Is your growth team learning the right things? What are the trade-offs between trusting your team’s product intuition and data-driven product decisions? Join Merci Grace, former head of Growth Product at Slack, while she explores these questions.

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

  1. 1. Merci Victoria Grace Former Head of Growth, Slack @merci Using Customer Empathy and Product Intuition to Drive Growth #GHConf18
  2. 2. Being a person is hard.
  3. 3. We don’t build things for ourselves.
  4. 4. Understand, predict, and execute.
  5. 5. 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
  6. 6. Data + Taste = Product Intuition
  7. 7. My favorite horror movie is watching people use my product.
  8. 8. 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
  9. 9. Everyone at your company designs the customer experience.
  10. 10. “The role of a designer is that of a very good, thoughtful host anticipating the needs of his guests.” - Charles Eames
  11. 11. Consider the context.
  12. 12. Ask What happens next? from the mindset of your customer.
  13. 13. 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
  14. 14. How will we know it worked?
  15. 15. 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
  16. 16. Merci Victoria Grace Former Head of Growth, Slack @merci Using Customer Empathy and Product Intuition to Drive Growth #GHConf18
  17. 17. Being a person is hard.
  18. 18. We don’t build things for ourselves.
  19. 19. Understand, predict, and execute.
  20. 20. 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
  21. 21. Data + Taste = Product Intuition
  22. 22. My favorite horror movie is watching people use my product.
  23. 23. 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
  24. 24. Everyone at your company designs the customer experience.
  25. 25. “The role of a designer is that of a very good, thoughtful host anticipating the needs of his guests.” - Charles Eames
  26. 26. Consider the context.
  27. 27. Ask What happens next? from the mindset of your customer.
  28. 28. 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
  29. 29. How will we know it worked?
  30. 30. 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
  31. 31. Learn more about the GrowthHackers Conference at GrowthHackers.com/Conference

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How does your team choose what to test in the product? How might you help your team run better experiments? Is your growth team learning the right things? What are the trade-offs between trusting your team’s product intuition and data-driven product decisions? Join Merci Grace, former head of Growth Product at Slack, while she explores these questions.

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