Main Takeaways: - What is user immersion and how does it fit into the overall product discovery process? - Why do user immersion? - What is not a good user immersion? - Practical tips and mindsets on executing successful immersion activities - Real-life examples and interactive Q&A session

1. www.productschool.com
Why User Immersion is Crucial for any
PM by fmr Grab Product Lead

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6. Why User Immersion is crucial for
any Product Managers
Antoni Lewa
Fmr Grab Product Lead

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My product journey so far..

8. PMs, you have only one job
Help your team build something that’s most valuable for the user, while
making business, engineering and design senses

9. But, how?

10. You are NOT the user!

11. We have four main ways to get user insights
Do you know that the answer exists somewhere?
Doyouknowwhatquestiontoask?
KnownKnownUnknown Unknown
Past Analysis/Research
Industry Knowledge
Academic Research
“Tacit” Knowledge/intuition
Exploratory Research
Team/Org/Societal Culture
Product Experiments
Marketing Experiments
User Immersion!

12. User Immersion:
embracing your user’s
reality
“Day in a life…”

13. Unlike exploratory
research (somewhat
planned), you dive in!

14. PMs: You are NOT the user!
Users: They (sometimes) don’t know what they
know/want!
Why? #1

15. Why? #2 Avoid “Lost in Translation”
User -> Researcher -> Product Manager

16. Why? #3 Avoid “Analysis Paralysis”
????

17. What mindset should we have to execute a
successful user immersion activity?

18. Embrace diversity to the fullest extent
(everyone can be right!)
Mindset #1

19. Make it a habit (not once a year team building event!)
Mindset #2

20. Be scrappy! Be creative!
Mindset #3

21. Enjoy the process! (User-Passion Fit)
Mindset #4

22. But.. wait! What if?? (Skeptics?)

23. Skeptic #1: Psychological Biases
Complements existing tools!

24. Skeptic #2: I’m too busy!
Prioritize!

25. Skeptic #3: Err.. COVID?
Be creative!

26. In summary..
PM’s job: Help your team build something that’s most valuable for the user,
while making business, engineering and design senses
User Immersion helps uncover “unknown-unknowns”
Why #1: PMs != users. Users (sometimes) don’t know what they know/want
Why #2: Avoid “Lost in Translation”
Why #3: Avoid “Analysis Paralysis”
Mindset #1: Embrace Diversity
Mindset #2: Make it a habit
Mindset #3: Be scrappy! Be creative!
Mindset #4: Enjoy the process! (User-Passion Fit)
Skeptic #1: Psychological Biases -> Complementary Tool
Skeptic #2: No time -> Prioritize!
Skeptic #3: COVID -> Be Creative!

27. PMs, go out (or zoom) and meet your users now!

28. Why User Immersion is crucial for
any Product Managers
Antoni Lewa
Fmr Grab Product Lead
More Questions?
https://www.linkedin.com/in/antonilewa/

29. www.productschool.com
Part-time Product Management Training Courses
and
Corporate Training