Dave Masters | How I Tested Buying and Selling Homes
Apr 3, 2024
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Dave Masters, Director of Product at Realtor.com, shares insights on testing in big companies. Topics include breaking out of the feature factory mindset, customer interviews for testing new product ideas, using customer quotes in experiments, concierge vs Wizard of Oz experiments, and tips for product managers championing experimentation.
Customer interviews drive product insights and development process.
Wizard of Oz experiments offer insight into testing ideas without full development.
Concierge vs. Wizard of Oz experiments showcase customer bias impact on outcomes.
Advocate for experimentation in big companies to de-risk ideas and foster innovation.
Deep dives
Testing the Owner Dashboard Feature at Realtor.com
At Realtor.com, the director of product discusses testing a new product feature aimed at homeowners, the owner dashboard. The team received feedback from homeowners considering selling about the challenges they faced, leading to the idea of merging existing tools to address their needs. Through a test case, they aimed to validate the value proposition of this integration, using customer insights to guide the process.
The Importance of Customer Interviews and Wizard of Oz Experiments
Customer interviews were highlighted as a critical step in identifying specific problems or unmet needs, with direct input from customers shaping the product development process. The discussion also touched on Wizard of Oz experiments, where the end product appears magical but is handcrafted behind the scenes, offering a way to test ideas without full development, resonating with early adopters.
Balancing Concierge and Wizard of Oz Experiments in Product Development
A comparison between concierge and Wizard of Oz experiments revealed how customer bias can influence testing outcomes, with concierge experiments leaning towards personal involvement. While Wizard of Oz tests portray a polished user experience, bridging the gap between early testing and scalable solutions. The strategic use of both methods can offer valuable insights at different stages of product maturity.
Championing Experimentation in Big Companies
In advocating for experimentation within big companies, the emphasis was on de-risking ideas through testing to prevent costly investments in unvalidated concepts. Encouraging a 'why not' mentality towards testing and learning, product managers are advised to highlight the cost-saving potential of experiments as well as revenue generation. Framing experiments as ways to uncover insights and prevent wasteful development efforts was underscored.
Engaging Stakeholders in a Culture of Testing and Learning
The conversation touched on the importance of ongoing customer engagement as a central tenet of product development, urging product managers to maintain customer interactions beyond phases of initial testing. By fostering a culture of continuous learning and experimentation, stakeholders were encouraged to share progress, insights, and the value derived from experiments, aiming to build a foundation for sustainable innovation.
Connecting with Dave Masters on LinkedIn
For those seeking further guidance on testing and experimentation, Dave Masters is available on LinkedIn for mentorship and discussions around product development challenges. His experience and insights can offer valuable support in navigating the complexities of experimentation and innovation in product management.
Podcast Recognition and Growth
The episode concludes by encouraging listeners to share the podcast with others, highlighting the value of experimentation stories, insights, and practical tips shared in each episode. Emphasizing the importance of continuously testing ideas and processes, the audience is encouraged to engage with experimentation and learning in their own professional endeavors.
In this conversation, Dave Masters, Director of Product at Realtor.com, shares his insights on testing and experimentation in big companies.
He discusses the need for testing and how to break out of the feature factory mindset. Dave shares a case study on how they tested a new product idea using customer interviews and concierge testing.
He also talks about the value of using customer quotes in experiments and the differences between concierge and Wizard of Oz experiments. Dave provides tips for product managers in big companies who want to champion experimentation and shares his contact information for further discussion.
Use the discount code PODCAST for $50 off a ticket to our upcoming Testing Business Ideas with ChatGPT Workshop on April 29th: www.eventbrite.com/e/1309306534089/?discount=PODCAST
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