Transforming Customer Insights into Actionable Strategies

Once conversation with early adopters yields positive results and key patterns and themes emerge, it's time to distill insights into actionable format for the product team to use.

Sample formats to explore:

Many of our subjects like to desired outcome

Some of our subjects think idea or belief

The women we interacted with wish they could perform intended activity efficiently

Few of our subjects are willing to pay premium rates for our service

Most of our subjects tried out our main competitor

While distilling customer insights, watch out for researcher’s bias as it can easily hamper the analysis. To counteract this, have people with different degrees of emotional investment in the project look at the data. This will help in more objective analysis of the product.

Job Stories are a way to map key insights into design ready format. These help to understand the context and motivation of users, which helps to distill research insights and build products that are better aligned with user needs.

When [trigger] - something happens - internal, external, situational
I want to [action] - a small act within a larger purpose
so I can [desired outcome] - Value proposition or payoff

Once the product insights are distilled into actionable format, it’s time to prototype the solution and take solution validation interview. This will be covered in the next edition.