Product Edition: How we leverage UserTesting

As Product Managers, you’re responsible for delivering game-changing products that both delight customers and grow the business. It’s also critical that the product decisions you make get buy-in from key stakeholders, whether it’s from your direct team or executives. Not only that, these decisions need to be made faster than ever before.

In our first installment of the Product Edition Webinar, UserTesting's Director of Product Brian Tran will share a few ways he leverages the UserTesting platform for product discovery and validation, to make decisions quickly and confidently.
You’ll learn how to use UserTesting to:
Uncover key unmet customer needs
Understand the perceived value of your product to determine pricing
Validate and prioritize feature sets

1. Product Edition: How we use UserTesting NOVEMBER 28 , 2018 Product Team

2. ‹#› Brian Tran Director of Product Management

3. ‹#› How we build product

4. You own the product vision. You define the product strategy. You create and communicate the product roadmap. You’re responsible for the success of the product. You drive execution. You remove roadblocks. You’re in tune with the market. You understand the competitors. You’re an expert on your customers. You work well with engineers. You work well with designers. You communicate with stakeholders. You’re a mini-CEO. You collect requirements. You are the face of your product. You motivate people. You define clear goals. You’re held accountable. You own the product vision. You define the product strategy. You create and communicate the product roadmap. You’re responsible for the success of the product. You drive execution. You remove roadblocks. You’re in tune with the market. You work well with engineers. You work well with designers. You communicate with stakeholders. You’re a mini-CEO. You collect requirements. You are the face of your product. You are the champion for your team. You lead through influence. You are the champion for your team. You lead through influence. You motivate people. You define clear goals. You’re held accountable. You own the product vision. You define the product strategy. You create and communicate the product roadmap. You’re responsible for the success of the product. You drive execution. You remove roadblocks. You’re in tune with the market. You understand the competitors. You’re an expert on your customers. You work well with engineers. You work well with designers. You communicate with stakeholders. You’re a mini-CEO. You collect requirements. You understand the competitors. You’re an expert on your customers. You are the face of your product. You are the champion for your team. You lead through influence. You motivate people. You define clear goals. You’re held accountable.

5. ‹#› “Your job is to evaluate product ideas and decide which are worth pursuing, and which are not. If you do decide to pursue an opportunity, your assessment needs to determine what it will take to succeed .” Marty Cagan Silicon Valley Product Group HOW WE BUILD PRODUCT

6. ‹#› Desirable Feasible Viable Amazing products HOW WE BUILD PRODUCT

7. ‹#› HOW WE BUILD PRODUCT Understand Solve Plan Build Tweak

8. ‹#› HOW WE BUILD PRODUCT Understand Solve Plan Build Tweak Customer Needs Competitor Analysis Value Prop Feature set Prototype Pricing Milestones Roadmap Beta Labs Optimization

9. HOW WE BUILD PRODUCT Understand Solve Plan Build Tweak Customer Needs Competitor Analysis Value Prop Feature set Prototype Pricing Milestones Roadmap Beta Labs Optimization Understand Solve Plan Build Tweak

10. HOW WE BUILD PRODUCT Understand Solve Plan Build Tweak Customer Needs Competitor Analysis Value Prop Feature set Prototype Pricing Milestones Roadmap Beta Labs Optimization Understand Solve Plan Build Tweak Understand Solve Plan Build Tweak

11. ‹#› HOW WE BUILD PRODUCT Understand Solve Plan Build Tweak Customer Needs Competitor Analysis Value Prop Feature set Prototype Pricing Milestones Roadmap Beta Labs Optimization Understand Solve Plan Build Tweak Understand Solve Plan Build Tweak Understand Solve Plan Build Tweak

12. Understand Solve Plan Build Tweak Understand Solve Plan Build Tweak Understand Solve Plan Build Tweak HOW WE BUILD PRODUCT Understand Solve Plan Build Tweak Customer Needs Competitor Analysis Value Prop Feature set Prototype Pricing Milestones Roadmap Beta Labs Optimization

13. HOW WE BUILD PRODUCT Understand Solve Plan Build Tweak Customer Needs Competitor Analysis Value Prop Feature set Prototype Pricing Milestones Roadmap Beta Labs Optimization

14. HOW WE USE USERTESTING Uncover Customer Needs HOW WE USE USERTESTING

15. HOW WE USE USERTESTING Understand Solve Plan Build Tweak Customer Needs Competitor Analysis Value Prop Feature set Prototype Pricing Milestones Roadmap Beta Labs Optimization

16. UNCOVER CUSTOMER NEEDS Jobs to be Done “Your customers are not buying your products, they are hiring your products to get a job done.” Clayton Christensen Professor at Harvard Business School Author of The Innovator’s Dilemma “Create a mood with music”

17. UNCOVER CUSTOMER NEEDS Jobs to be Done 1 3 Map out the job Every job can be mapped out into a number of steps Score needs Determine which needs are the most important and least satisfied with current solutions 2 At each step, the user experiences customer pain points Uncover needs

18. UNCOVER CUSTOMER NEEDS Jobs to be Done Use Live Conversation to understand what your customers are doing and what sucks about it Test Prep Recruit Conduct Analyze Share Need 1 Need 2 . . . Need n Need Need . . . Need Need Need . . . Need Need Need . . . Need Need Need . . . Need 1 3 Map out the job Every job can be mapped out into a number of steps Score needs Determine which needs are the most important and least satisfied with current solutions 2 At each step, the user experiences customer pain points Uncover needs

19. UNCOVER CUSTOMER NEEDS Jobs to be Done Use recorded feedback to learn how your customers score their needs and why 1 3 Map out the job Every job can be mapped out into a number of steps Score needs Determine which needs are the most important and least satisfied with current solutions 2 At each step, the user experiences customer pain points Uncover needs

20. UNCOVER CUSTOMER NEEDS Jobs to be Done Follow up with Live Conversation to go even deeper IMPORTANCE SATISFACTION OVER-SERVED SERVED-RIGHT UNDER-SERVED 1 3 Map out the job Every job can be mapped out into a number of steps Score needs Determine which needs are the most important and least satisfied with current solutions 2 At each step, the user experiences customer pain points Uncover needs

21. HOW WE USE USERTESTING Feature Set Validation HOW WE USE USERTESTING

22. HOW WE USE USERTESTING Understand Solve Plan Build Tweak Customer Needs Competitor Analysis Value Prop Feature set Prototype Pricing Milestones Roadmap Beta Labs Optimization

23. FEATURE SET VALIDATION Narrowing in on the right solution

24. FEATURE SET VALIDATION Buy-a-feature 1 3 Create a list of features Each feature should be understandable, and solve for a specific customer need. Ask the tester to buy features The tester is given only $100 to spend, and must prioritize the features most valuable to them. 2 Pricing varies depending on some type of cost (e.g. level of effort, operational cost, etc). The sum should well exceed $100. Price each feature

25. FEATURE SET VALIDATION Buy-a-feature 1 3 Create a list of features Each feature should be understandable, and solve for a specific customer need. Ask the tester to buy features The tester is given only $100 to spend, and must prioritize the features most valuable to them. 2 Pricing varies depending on some type of cost (e.g. level of effort, operational cost, etc). The sum should well exceed $100. Price each feature

26. FEATURE SET VALIDATION Buy-a-feature 1 3 Create a list of features Each feature should be understandable, and solve for a specific customer need. Ask the tester to buy features The tester is given only $100 to spend, and must prioritize the features most valuable to them. 2 Pricing varies depending on some type of cost (e.g. level of effort, operational cost, etc). The sum should well exceed $100. Price each feature Use Live Conversation or recorded feedback to watch your customer talk through their prioritization process

27. FEATURE SET VALIDATION Buy-a-feature Your UX Score Over Time Your UX Score vs. Competitors Your UX Score for 3 Core Flows over time Your UX Score for 3 Core Flows vs. Competitors 50+ hours of videos & quotes of users using your product and your competitors' Instant Insight - Top 5 clips of most positive and negative user experiences across your Core Flows (and your competitors' if applicable) Expert analysis of videos and quotes to automatically determine top 5 things to improve Impact Tracker - Label milestones to track impact over time Target Insight - Preemptively tag key focus areas to immediately get clips and quotes for that area Automatic notification of competitor flow changes UX to KPI - UX Factors' impact on conversion and re-engagement Feature Price 10 10 10 10 10 30 50 10 10 20 30 Buy

28. HOW WE USE USERTESTING Pricing HOW WE USE USERTESTING

29. HOW WE USE USERTESTING Understand Solve Plan Build Tweak Customer Needs Competitor Analysis Value Prop Feature set Prototype Pricing Milestones Roadmap Beta Labs Optimization

30. PRICING Many ways to determine pricing Competitive Analysis Price accordingly compared to your top competitors. Job to be done Price based on your customer’s willingness to pay to get the job done. Van Westendorp Price based on your customer’s answers to 4 simple questions.

31. PRICING Landing Page 1 3 Create the content The content of your page should speak to the value prop of your product. Each feature should map back to the customer benefit. Show pricing Provide different tiers with different feature sets for different budgets. 2 A mock up or live page, low or high fidelity -- anything you can put in front of customers. Build the page

32. PRICING Landing Page 1 3 Create the content The content of your page should speak to the value prop of your product. Each feature should map back to the customer benefit. Show pricing Provide different tiers with different feature sets for different budgets. 2 A mock up or live page, low or high fidelity -- anything you can put in front of customers. Build the page

33. Landing Page Use Live Conversation or recorded feedback to watch your customer talk through the decision-making process PRICING 1 3 Create the content The content of your page should speak to the value prop of your product. Each feature should map back to the customer benefit. Show pricing Provide different tiers with different feature sets for different budgets. 2 A mock up or live page, low or high fidelity -- anything you can put in front of customers. Build the page

34. ‹#› Questions? USERTESTING If you have any further questions please contact us at: [email protected] Join the next webinar in the UserTesting Webinar Series on our website - resources!

35. ‹#› Thank You! USERTESTING If you have any further questions please contact us at: [email protected] Join the next webinar in the UserTesting Webinar Series on our website - resources!