Empower Relevant Feedback
Senior Product Designer
Oct 2017 - Present
Live Conversation focused on making customer interviews fast, easy and hassle-free. After the initial launch, a crucial need emerged. User interviews were even more critical for B2B product teams. For our business this was an opportunity to expand into a new market and solve an unmet need.
The current laborious process of research interviews did not support fast moving product teams. Our approach was to develop a scalable and effortless experience for everyone involved. Achieve product market fit and generate more growth and revenue.
In the last 2 years I led design as part of a cross-functional team. Our squad consisted of product management, engineering, design, research, data science and product marketing. In addition we worked closely with design system team and partners in sales, customer success, support, professional services etc
The designed experience today has resulted in a healthy product market fit. 71% customers would be extremely disappointed if they lost access. Engagement increased by 60% and we see continuous growth in usage and retention. Today we enable same day interviews, international scheduling , device independent interviews for contextual learnings etc
Connect with specific people who use your product
Speaking with your own specific users was vital especially for B2B product teams. We observed patterns around relationships these teams had with people who used their product. Most kept a curated list of valued customers willing to give feedback. To ensure this relationship thrived the participant experience we created would have to be simple and credible.
Informed decisions with integrated calendars
Observing people schedule interviews helped examine their non verbal behaviors and latent needs. People don’t think about tools while they are using them. We saw a pattern of constant switching back and forth as they decided availability. Users wanted a basic calendar integration that would prevent double booking of meetings.
We went a step further. Visibility into your schedule when entering availability nurtured decisiveness. When entering availability you could now see which meetings you could schedule over, if needed. Prioritizing your time and efforts.
Schedule & conduct interviews on any device
Launching mobile provided flexibility to conduct interviews across all devices. Teams could now test mobile prototypes, apps, websites, perform light weight ethnographic studies at home, in-store or on-the-go. Our unique process for this project brought visibility into the unique challenges and opportunities to streamline.
We did not follow the typical development process for this problem. Instead we conducted quick lean technical experiments against our panel participants to understand the risks, assumptions, expectations and observe real-time usage to educate our approach.
Scheduling Anytime Anywhere
A combination of improvements made scheduling flexible and easy across borders.
Tackling different timezone pickers and multiple data structure was foundational. Timezones should be contextually relevant and have a consistent data structure and pattern. We brought consistency, simplicity, reliability by organizing the data structure and improving timezone selector.
INTRODUCING ADVANCE NOTICE
Observing patterns in our data we learned that interviews were getting scheduled faster than anticipated. The original 3 day estimation was in reality only 2 hours! To ensure control and prevent unwanted surprises like last minute interviews we provided an adjustable buffer.
BEHIND THE SCENES
UNDERSTANDING CONTEXT & PURPOSE
We knew from our early discovery research that the pain around logistics was very high. The current time consuming and laborious process did not support fast moving teams. We challenged our assumption that process and behaviors for B2B teams were the same as B2C. We were wrong. These are some of the learnings that helped shift our original perspectives.
B2B product teams conducted interviews at different points in the development cycle. This would impact how we measured success.
B2B product teams had close relationships with their customers than B2C for the most part. They carefully selected who they wanted to speak with.
Useful feedback was not limited to their customers and extended to internal customer facing teams like sales, customer success etc
"Conducting a remote moderated study takes atleast 3 tools. Outlook to email customers, calendar to schedule, then we send reminders & instructions to teach testers to give good feedback."
"When I am conducting an interview, I don’t want to spend time coaching them how to use GTM or Zoom.They should know how to share their screen."
Product teams deeply connected to the ongoing value of customer feedback would be better equipped to succeed. The main focus for teams was to get insights from their customers. Plugging into human behavior we aimed to design for time and attention.
SUPPORTING DESIGN PRINCIPLES
DEEPER DIVE & OUTLINING GOALS
As product developers we want to make better decisions. Our level of understanding heavily impacts the decisions we make. The more connected you are to the problems, emotions and context of your customers the better equipped you are to create value.
Our ambition was to create a dynamic and scalable foundation for an evolving business with a diverse user base.
HIGH LEVEL GOALS
Make it fast and effortless for everyone involved
Enable growth and sales in B2B
Achieve product market fit with B2B product teams
SCHEDULING RESEARCH SYNTHESIS
Our experimentation mindset aims to speed up learning while building products. Focused on going broad, compare and contrast many solutions. We are rigorous with data relying on both qualitative and quantitative methods to learn from real behaviors.
RISKIEST ASSUMPTION TESTS
Evaluating our riskiest assumptions fast and early connects us deeply with contraints and reality.
GO TO MARKET STRATEGY AND SUCCESS
Live Conversation has successfully achieved product market fit with B2B teams. Since its expansion to mobile engagement has quadrupled. We continue to see steady engagement and teams repeatedly using the product.
"I’m thrilled I was able to use the platform to do remote interviews, and that I figured out how to use the tool to suit my purposes – get the most out of in-depth interviews without them being in-context. "
"UserTesting hit the nail on the head. The Live Conversation Mobile experience is seamless, flexible and so convenient. We're using it for deeper contextual insights when our customers are on the go.
This is huge! "
"We turned to Live Conversation to connect with recent car buyers to better understand the customer journey, and to ultimately drive empathy and customer-centric design. With Live Conversation, Autotrader saw cost savings and an 80 % decrease in time investment. What would normally take weeks now just takes a few days to schedule and conduct live customer interviews."
The team continues to pursue product refinements around emails, rescheduling etc. and bring more awareness and guidance to enhance ease. We aim to create a world where speaking to customers becomes a routine habit.