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
-
•
Research often starts too narrowly focused on validating design elements rather than addressing broader product strategy.
-
•
Distinguishing between research questions and interview questions significantly improves research planning and outcomes.
-
•
Adding generative elements to research sessions reveals user attitudes that directly affect adoption and transformation success.
-
•
Confirmation bias among domain expert stakeholders can hinder recognizing important but unexpected insights.
-
•
Collaborative frameworks like 'See, Mean, Matter' help teams convert observations into actionable, business-relevant insights.
-
•
Framing insights in terms of strategic business outcomes like adoption gains more leadership attention than tactical usability issues.
-
•
Systemic issues affecting product impact may require elevating findings to senior policy-making levels to enable change.
-
•
Visual tools such as quadrant diagrams empower product managers to communicate research priorities effectively to leadership.
-
•
Integrating human-centric customer experience metrics alongside traditional business metrics provides a fuller picture of success.
-
•
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."
Or choose a question:
More Videos
"If design didn’t move the needle, we wouldn’t be having this conversation."
Standardizing Product Merits for Leaders, Designers, and Everyone
June 15, 2018
"Very few people in business are familiar with situational awareness unless they served in the military."
Simon WardleyMaps and Topographical Intelligence (Videoconference)
January 31, 2019
"We can’t solve systemic problems with surface-level solutions or checklists."
Sandra CamachoCreating More Bias-Proof Designs
January 22, 2025
"It takes at least one team member to choose to set healthy standards for collaboration."
Darian DavisLessons from a Toxic Work Relationship
January 8, 2024
"I challenge everyone to create a strategic AI integration plan that goes beyond everyday tasks to achieve career and company goals."
Fisayo Osilaja[Demo] The AI edge: From researcher to strategist
June 4, 2024
"Craft should evolve from making a beautiful final object to serving as a facilitative anchor in enterprise UX."
Uday GajendarThe Wicked Craft of Enterprise UX
May 13, 2015
"Consistency over business unit efficiency was a design principle to ensure unified interface and language."
Davis Neable Guy SegalHow to Drive a Design Project When you Don’t Have a Design Team
June 10, 2021
"Everyone wanted to know what was the official pattern and who was accountable for it."
Eniola OluwoleLessons From the DesignOps Journey of the World's Largest Travel Site
October 24, 2019
"Finding a single source of truth for design documents and artifacts is extremely hard because most tools operate in silos."
Aurobinda Pradhan Shashank DeshpandeIntroduction to Collaborative DesignOps using Cubyts
September 9, 2022
