People often think of validation or experimentation as something you do once you have designs or once you’ve built the product. But it's important to validate early and often to better understand your customer, their needs, and the market opportunity. Join Tanya Koshy, VP of Product at UserTesting, as she explores how, by using customer feedback at every stage of the product development process, you can better and more quickly iterate on your product ideas. Ultimately, this rapid experimentation during development will enable you to deliver customer value faster.

1. Rapid Experimentation at Every
Stage of Product Development
Tanya Koshy Brittany Shear
With: Moderated by:
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Experiment Your Way to Product Success
Webinar Series

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Experiment Your Way to Product Success
Webinar Series
Optimizely is the world’s leading experimentation platform, enabling
businesses to deliver continuous experimentation and personalization
across websites, mobile apps and connected devices. Optimizely
enables businesses to experiment deeply into their technology stack
and broadly across the entire customer experience. To learn more,
visit https://www.optimizely.com/

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Experiment Your Way to Product Success
Webinar Series
Click on the Questions panel to
interact with the presenters
https://www.productmanagementtoday.com/webinar-s
eries/experiment-your-way-to-product-success/

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Experiment Your Way to Product Success
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About Tanya Koshy
Tanya Koshy is the VP of Product at UserTesting, where she leads the product strategy and vison for
Usertesting's suite of products to build better solutions for testing products to improve user behavior.
Tanya helps product managers, designers and user researchers better understand their customers by
building tools that will connect businesses with their customers.
Tanya has worked with reputable software companies sucha as Facebook, Google, and Groupon,
among others. She holds an MBA from the Kellogg School of Management, and a BA from Stanford
University.
About Brittany Shear
Brittany went to Emmanuel College, where she majored in Writing, Editing, and Publishing and
minored in Marketing, Psychology, and Communications. She now works with Aggregage as an editor
and webinar host on sites including CTO Universe, Product Management Today, and Connected
Health Pulse.
Webinar Series

5. Rapid Experimentation at Every Stage
of Product Development
DEC 2019

6. 6
Tanya Koshy
VP of Product, UserTesting

7. Tactics to build an understanding of your
customer
Fast
What You’ll Learn
Validate your ideas at every stage of
development. Don’t wait until launch!

8. 8
Validate & experiment at every stage

9. Key Product Questions
Solution
What’s the best,
lightest solution I can
build for them?
Customer
Who is my
customer?
Problem
What is their
problem?

10. Why This Matters
● Minimizing time to customer value wins!
● Evidence based decisions win!
● Avoid the second-guessing, debating, & HIPPOs that plague / slow
down all PMs & Product Teams

11. I have an
idea for a
problem
area
I want to
learn more
about my
customers’
needs/pains
in this area
Do people
actually
have the
problem I
think they
have?
Are people
currently
unsatisfied
with their
experience
in this area?
How do
people solve
their
problem
today?

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How often are you doing X?
Describe your most recent experience
doing X. What worked & what didn’t?
What made doing X easy?
Needs Discovery
Interview
Questions
What are their pain points doing
X? Great way to inspire new ideas
for products / features to build.
What made doing X frustrating/hard?
What did you use to do X?
How similar was your most recent
experience to how you typically do X?
How satisfied are you with X, in general? 1
= not at all, 5 = very

13. I have a better understanding of their overall experience and
their biggest needs/pain points.

14. Prioritization
Effort
Impact
Idea Idea Idea Idea
Idea Idea

15. Do people
understand the
purpose of the
solution? Do
they find it
valuable?
Does the
solution
actually solve
the problem?
Does it solve it
well?

16. 16
Feature 1
1 - 2 sentence description
Feature 2
1 - 2 sentence description
Feature 3
1 - 2 sentence description
Template for Testing Product Ideas as a Landing Page
Your 1-Line Value Prop Here

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Spend 1 - 2 mins reviewing the page, share
your thoughts out loud as you do.
What are your initial impressions?
In your own words, based on this page,
describe what this product does?
Great Interview
Questions
Going through the page section by section,
which one is most compelling to you? Why?
Which is least compelling to you? Why?
What must this product do, in addition to
anything you saw here, that would get you
to use it?
How likely would you be to use this
product?

18. We have a fine-tuned idea for a solution that customers find valuable.

19. Is the app easy
to use? What is
the first-time
user
experience
like? Is it
compelling?
What do we
need to
improve?

20. We have validated that our solution is usable and have
identified new areas for further improvement.

21. Tips for Maximum Efficiency
● Be transparent about key research questions, methodology, &
success/decision criteria before starting research.
● Then do the research & share the findings with your team &
stakeholders.
● Constantly reinforce an evidence-based approach to cut down on
second-guessing & debating.
● Timebox research activities to move fast. 1 - 2 weeks.

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Experiment Your Way to Product Success
Webinar Series
Q&A
Brittany Shear
With: Moderated by:
Tanya Koshy
https://www.productmanagementtoday.com/webinar-series/exp
eriment-your-way-to-product-success/