Growth marketing provides a structured framework to run experiments and measure their growth impact, but strategy with no tactics means nothing. Join Matt Lerner, growth marketing expert, ex-PayPal and 500 Startups, to discover practical and easy-to-implement growth tactics by understanding how psychology and behavioral economics impact each stage of the customer journey.
Session 1: April 5 (16:00-18:30 GMT / 18:00-20:30 EST)
Session 2: April 7 (16:00-18:30 GMT / 18:00-20:30 EST)
Customer research is a key requirement for anyone needing to shape their product development and even their whole product and business strategy.
Interviewing your customers is undeniably one of the most valuable and commonly used user research tools but doing great interviews does not always mean impactful outcomes on the product. It’s too important to be left to chance, particularly in an environment where customer needs are changing fast.
Join Steve Portigal, an experienced user researcher, with over 20 years in the customer-research field, to learn how you can use your user research to guide and improve your product development process.
All How to Web workshops consist of live sessions with the instructor delivered online, with no recorded materials, so you can discuss your problems and get your questions answered.
1st session
During the first live session, Steve will teach you how to do a proper debriefing after the interviews, how to analyze and synthesize useful data from the answers and obtain actionable learnings. The session will end with 30 minutes of Q&A.
2nd session
During the 2nd live session, you will do practical exercises on how to identify opportunities and ideate ways to better engage your organization. The session will end with 30 minutes of Q&A.
How to move from data to insights to opportunities
How to make the insights gathered from customer interviews really count
How to make customer research matter to your product development process
How to prioritize research findings and create new opportunities within your organization
How to engage others in your organization successfully in the interviewing experience
Steve Portigal is an experienced user researcher who helps organizations to build more mature user research practices. Over the past 20 years, he has interviewed hundreds of people, including families eating breakfast, hotel maintenance staff, architects, radiologists, home-automation enthusiasts, credit-default swap traders, and rock musicians. His work has informed the development of mobile devices, medical information systems, music gear, wine packaging, financial services, corporate intranets, videoconferencing systems, and music accessories.
Steve is the author of two books: the classic Interviewing Users: How to Uncover Compelling Insights and the new, Doorbells, Danger, and Dead Batteries: User Research War Stories. He’s also the host of the Dollars to Donuts podcast.
Steve is an in-demand presenter who gives talks and leads workshops regularly at corporate events and conferences such as Enterprise UX, Euro IA, Interaction, SXSW, UX Australia, UX Hong Kong, and UX Lisbon.
Customer research is the practice of identifying and understanding the preferences, attitudes, needs, and motivations of the targeted customer in relation to your field of business.
Compiling the data, you can identify shared traits among the different customer groups and categorize them into customer segments and buyer personas.
Consumer research is the key to improving your product and successfully address your target market. The main consumer research technique is the interview, but the field includes many others such as surveys, analytics, review mining, etc.
Bob Moesta is the co-architect of the Jobs-to-be-Done theory, bestselling author, ex-product advisor to Basecamp, Intercom
Understanding your users can make the difference between the success or failure of your product. Well-conducted interviews can reveal the reasons users “hire” your product to advance in their lives and the timeline that got them there.
Join Bob Moesta, co-architect of the Jobs-to-be-Done theory, during this interactive live workshop to learn from how to effectively plan, conduct, and process an interview based on the Jobs-to-be-Done theory.
Part 1 – May 4 (15:00-18:00 EET)
Part 2 – May 10 (15:00-16:00 EET)
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