Slides from Web Unleashed 2018 presentation. -------- Brands and products today, more than ever, differentiate themselves in the market through delivering better user experiences than their competition. Most frequently, the entire burden of user research falls within the product or design orgs where a relatively small number of UX researchers are tasked with talking to as many users as possible and synthesizing their learnings for the rest of the company. But does this approach to UX research and product development leave tons of valuable knowledge about users locked within other parts of the organization? At Atlassian, Zuzana helped pilot a program in which a pre-sales helped product teams learn more about their users, faster. The pre-sales team captured key insights that influenced users’ product selection, purchase decisions, and their in-product activation. In this talk, you’ll get an inside look at the why and how of capturing product feedback using your existing customer-facing teams as well as lessons learned from implementing this program.

1. ZUZANA SEKEROVA
PRODUCT / PROGRAM MANAGER
@SEKEROVA
Fortify Your UX
#WEBU18

2. @SEKEROVA#WEBU18
2000 & 2004
© 2004 Sing Lo
@zusjourney
Product / Program
Management
quan. data analysis
conversion optimization
customer experience
strategy
qualitative research
process improvement
interactive design and dev.
About me…

3. Fight Club
@SEKEROVA#WEBU18

4. AdvocatesProduct
@SEKEROVA#WEBU18

5. @SEKEROVA#WEBU18
3%
97%
SELF-SERVICE
ADVOCATES

6. @SEKEROVA
Example: Trial length
#WEBU18

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9. Challenges1
@SEKEROVA
Tools & Processes3Opportunities2
#WEBU18

10. “Fight Club” / Orgs siloed globally
Data-driven focus
Goals alignment
Challenges1
#WEBU18 @SEKEROVA

11. Proactive
Proactive chat
engagements
Nurture
Emails
Reactive
Contact
form

12. @SEKEROVA#WEBU18

13. Challenges1
#WEBU18
Opportunities2
@SEKEROVA
Short term gains

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EMAIL

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EMAIL

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19. Challenges1
#WEBU18
Opportunities2
@SEKEROVA
Quick wins (weeks to quarter)
Direct attribution
Cost scales proportionately with return
Short term gains
👍
👎
👍

20. @SEKEROVA#WEBU18
+$$$
+$
+$$$
EMAIL
?

21. Challenges1
#WEBU18
Opportunities2
Quick wins (weeks to quarter)
Direct attribution
Cost scales proportionately with return
Short term gains
Long term strategy
@SEKEROVA
👍
👎
👍

22. @SEKEROVA#WEBU18

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25. Challenges1
#WEBU18
Opportunities2
Quick wins (weeks to quarter)
Direct attribution
Cost scales proportionately with return
Short term gains
👎
Stronger brand, product strategy, and market positioning (1-3 year)
Complex attribution models
*No additional cost to gain user insights
Long term strategy
👍
👍
@SEKEROVA
👍
👎
👍

26. Challenges1
#WEBU18
Opportunities2
@SEKEROVA
Tools and
Processes
3
SalesForce
Zoho
Freshservice
Olark
BoldChat
LiveChat
ExactTarget
ConnectWise
Confluence
Jira Service Desk
SpiceWorks
HubSpot
Zendesk
Kayako
HelpScout
Intercom
Many tools:
*I haven’t tested all these tools personally

27. @SEKEROVA#WEBU18
ALIGN
with teams internally

29. @SEKEROVA
ENGAGE
with customers
#WEBU18
ALIGN
with teams internally

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CAPTURE
feedback and context
ENGAGE
with customers
#WEBU18
ALIGN
with teams internally

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Example: Context Matters
#WEBU18

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CAPTURE
feedback and context
SHARE
with product teams
ENGAGE
with customers
#WEBU18
ALIGN
with teams internally

40. @SEKEROVA#WEBU18
Capture feedback and context from your
customer-facing teams’ conversations
Make understanding of your users
everybody’s business
CAPTURE
SHARE
ENGAGE
Engage with your customers
at the right time in the right place
ALIGN UX Internally

41. ZUZANA SEKEROVA
PRODUCT / PROGRAM MANAGER
@SEKEROVA
Fortify Your UX
#WEBU18