92: Leveraging User Research from Small to Large Organizations
Jul 26, 2023
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Learn how user research is leveraged in small and large product management organizations. Discover tips for conducting effective user research, prioritization strategies, and the role of AI tools. Explore the importance of engagement metrics, data-driven decision making, and building inclusive products.
User research is crucial in product management for understanding customer needs and fostering better user experiences.
Product managers need to use their judgment and product sense to make informed decisions based on available information, even in situations where data is inconclusive or limited.
Engaging employees in product innovation through workshops, brainstorming sessions, and feedback can foster a sense of ownership and help align employees with product goals.
Deep dives
The Importance of Inclusive User Research
In this podcast episode, Skye and Jan discuss the significance of user research in product management. They emphasize the need to understand customers' needs, behaviors, and experiences to make better product decisions. They highlight that user research is essential in both small and large organizations, but the approach may differ. In small organizations, product managers often wear multiple hats and conduct their own research using methods like surveys or quick user interviews. In contrast, larger organizations may have dedicated user research teams, providing more extensive research opportunities. They also mention the importance of inclusivity and how it should be a requirement from the start, considering accessibility standards and translation services, ensuring the product is usable and valuable for diverse audiences.
Balancing Data and Judgment in Product Decisions
The podcast episode explores the role of judgment in product decision-making. While data and user research are valuable in informing product decisions, there are situations where the data may be inconclusive or limited. Skye and Jen emphasize the need for product managers to use their judgment and product sense to make informed decisions based on the available information. They discuss scenarios where the decision-making process may prioritize efficient efficiency over extensive research, such as one-to-one products or visionary product ideas. They also highlight the importance of understanding an organization's data-driven culture and adapting research approaches accordingly.
Involving Employees and Product Innovation
The podcast episode touches on involving employees in product innovation. Skye and Jen suggest conducting workshops, brainstorming sessions, or roadmap roadshows to engage employees in idea generation and gain their input. They also mention the significance of celebrating employees' work and accomplishments, encouraging company-wide enthusiasm for the products being developed. They highlight the potential value of seeking feedback from internal employee groups that can provide valuable insights and act as proxies for external users. Inclusive and participatory approaches can foster a sense of ownership and help align employees with product goals.
Prioritizing User Research in Small to Large Organizations
The podcast episode stresses the importance of prioritizing user research in product development, regardless of the organization's size. Skye and Jen emphasize that engaging with users, even through short sessions, can provide valuable insights. They suggest prioritizing research questions, focusing on core problem areas or high-impact features. They also highlight the value of usability testing, interviews, and surveys as effective research tools for product managers to understand user needs. While smaller organizations might rely more on product managers conducting research themselves, larger organizations could leverage dedicated research teams. They conclude by encouraging product managers to leverage diverse research methods for insights and to define requirements for inclusive and accessible product development.
Building Inclusive Products through Inclusivity and Requirements
The podcast episode discusses the importance of building inclusive products. Skye and Jen highlight that inclusivity should be a requirement from the start, encompassing accessibility standards, translation services, and a global perspective. They emphasize the need for diverse user representation in research, not only targeting easy-to-recruit users. They discuss the role of requirements in ensuring inclusivity, focusing on creating products that provide value to a broad range of users. They also mention the significance of internal advocacy and employee inclusivity, suggesting workshops, employee feedback sessions, and engaging allies within the organization to drive inclusive innovation.
In this episode of the How to Succeed in Product Management Podcast, Associate Director Kara Fichthorn and Director of Talent Acquisition Steve Bubinas (BLUE ORIGIN), welcome Skye Bacus (Smartsheet) and Jian Li Zheng (Webflow) as they discuss how to leverage user research from small to large organizations. Gain insights on how user research shows up in different-sized product management organizations, and how PMs can leverage user research effectively. From small startups to large enterprises, understanding user needs through research not only aids in crafting successful products but also fosters better user experiences and overall customer satisfaction, ultimately driving business growth and success.
Disclaimer: All opinions of the speakers are their own.
What to Listen For:
00:00 Intro
03:23 User research and how it shows up in product management
07:48 User researchers in a small organization
11:30 How PMs can take advantage of user research
14:55 Prioritization in product management
18:11 How do you know you’ve collected the right information?
22:29 Making decisions and its risks
25:41 AI and machine learning tools in user research
29:41 Keeping users engaged and making them return to your product
34:55 New software tools for user research
36:59 Using judgment based on data
42:19 B2C is all about engagement
45:48 Inclusivity in user research
51:42 Final Thoughts
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