Summary
In this talk, Johanna Kollmann will discuss how true insights can inform product strategy, with direct impact on the roadmap and metrics. Drawing on her experience as a research lead and product manager, Johanna will share case studies and tools that are relevant for researchers, designers, and product leaders. Stick around to join the conversation and ask Johanna your questions during our post-session Q+A, moderated by Christian Crumlish.
Key Insights
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Research often starts too narrowly focused on validating design elements rather than addressing broader product strategy.
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Distinguishing between research questions and interview questions significantly improves research planning and outcomes.
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Adding generative elements to research sessions reveals user attitudes that directly affect adoption and transformation success.
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Confirmation bias among domain expert stakeholders can hinder recognizing important but unexpected insights.
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Collaborative frameworks like 'See, Mean, Matter' help teams convert observations into actionable, business-relevant insights.
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Framing insights in terms of strategic business outcomes like adoption gains more leadership attention than tactical usability issues.
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Systemic issues affecting product impact may require elevating findings to senior policy-making levels to enable change.
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Visual tools such as quadrant diagrams empower product managers to communicate research priorities effectively to leadership.
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Integrating human-centric customer experience metrics alongside traditional business metrics provides a fuller picture of success.
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Inviting researchers into performance forums fosters cross-team alignment around mission goals and data-driven decision making.
Notable Quotes
"The product leadership really doesn’t see the value in research and they’re thinking about shutting the research team down."
"Research was completely evaluative and tactical, positioned as serving design rather than product strategy."
"Design strategy provides a framework for design solutions supporting product strategy, but product strategy focuses on the business model and roadmap."
"The difference between research questions and interview questions is the most significant source of confusion."
"Insights are unexpected discoveries about how things work and how to make them work better."
"Confirmation bias makes us ignore or misinterpret data that conflicts with our existing beliefs."
"I replaced the testing script with a research plan highlighting research questions and a separate discussion guide with interview questions."
"If you frame an insight as poor usability, only usability folks care; but frame it as risking adoption, and everyone pays attention."
"We used storytelling metaphors and a journey map with a rickety drawbridge to convey blockers to senior stakeholders."
"Human-centric metrics like employee well-being and client relationships are crucial alongside efficiency and productivity."
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