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
4. ap. You’re responsible for the success of the product. You drive execution. You remove roadblo
in tune with the market. You understand the competitors. You’re an expert on your customers
ell with engineers. You work well with designers. You communicate with stakeholders. You’re
EO. You collect requirements. You are the face of your product. You motivate people. You defi
oals. You’re held accountable. You own the product vision. You define the product strategy. Yo
and communicate the product roadmap. You’re responsible for the success of the product. You
xecution. You remove roadblocks. You’re in tune with the market. You work well with enginee
rk well with designers. You communicate with stakeholders. You’re a mini-CEO. You collect
ments. You are the face of your product. You are the champion for your team. You lead throug
ce. You are the champion for your team. You lead through influence. You motivate people. You
clear goals. You’re held accountable. You own the product vision. You define the product strat
eate and communicate the product roadmap. You’re responsible for the success of the product
xecution. You remove roadblocks. You’re in tune with the market. You understand the compet
an expert on your customers. You work well with engineers. You work well with designers. Yo
nicate with stakeholders. You’re a mini-CEO. You collect requirements. You understand the
titors. You’re an expert on your customers. You are the face of your product. You are the cham
5. 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
HOWWEBUILDPRODUCT
15. HOWWEUSEUSERTESTING
Understand Solve Plan Build Tweak
Customer Needs
Competitor Analysis
Value Prop
Feature set
Prototype
Pricing
Milestones
Roadmap
Beta
Labs
Optimization
16. UNCOVERCUSTOMERNEEDS
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. UNCOVERCUSTOMERNEEDS
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
2At each step, the user
experiences customer pain
points
Uncover needs
18. UNCOVERCUSTOMERNEEDS
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
2At each step, the user
experiences customer pain
points
Uncover needs
19. UNCOVERCUSTOMERNEEDS
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
2At each step, the user
experiences customer pain
points
Uncover needs
20. UNCOVERCUSTOMERNEEDS
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
2At each step, the user
experiences customer pain
points
Uncover needs
24. FEATURESETVALIDATION
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.
2Pricing 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. FEATURESETVALIDATION
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.
2Pricing 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. FEATURESETVALIDATION
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.
2Pricing 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. FEATURESETVALIDATION
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
29. HOWWEUSEUSERTESTING
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.
2A 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.
2A 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.
2A mock up or live page, low or high fidelity --
anything you can put in front of customers.
Build the page
34. 34
Questions?
USERTESTING
If you have any further questions please contact us at: webinars@usertesting.com
Join the next webinar in the UserTesting Webinar Series on our website - resources!
35. 35
Thank You!
USERTESTING
If you have any further questions please contact us at: webinars@usertesting.com
Join the next webinar in the UserTesting Webinar Series on our website - resources!