Solving Problems using Product Research
In this episode, Darren Guarnaccia, Senior Vice President of Hootsuite with over 20 years of experience in product management and marketing, walks us through the importance of user research for your product, finding solutions for your customer's problems, and how critical the outcome is over the output.
4 Ways of Solving Problems Using Product Research
Our guest for this episode of the WandrFul Design Podcast was one of the most seasoned product leaders we've ever interviewed, Darren Guarnaccia, who currently serves as the Senior Vice President of Hootsuite. With over 20 years of experience in product marketing and product management, Darren has played a pivotal role in the growth and success of companies like Sitecore, where he helped drive annual revenue to $200 million and achieved a valuation of over a billion dollars during his tenure as employee number 30.
Solving Problems Using Product Research with Darren Guarnaccia | WandrFul Design Podcast Ep. # 10
Solving Problems Using Product Research
- Make your team focused and together
To solve problems effectively, it is crucial to ensure that everyone in your team is aligned and rowing in the same direction. Start by establishing a central vision and purpose. Encourage discussions about what your product and company stand for, your beliefs, and the positive changes you aim to make in the world. Consider the desired outcomes for both your customers and your business.
- Understand what your customer wants
To create successful products, it is essential to deeply understand your customers' needs and desires. Take the time to dig in and unpack what problems they are trying to solve. By going beyond surface-level requirements, you can uncover the root problems. Understanding the "why" behind their needs enables you to create a solution that elegantly addresses multiple customer pain points. Focus on understanding the goals and aspirations your customers have concerning your product.
- Get to know your customer
Actively engage with your customers to gain valuable insights into their work processes and challenges. While tools like Gong can provide insights into the sales side of the equation, there is no substitute for direct customer interactions. Schedule calls, conduct interviews, and hold discovery sessions with your customers to understand how they use your product and what improvements they seek. Darren recommends that his team conducts at least five customer conversations every quarter to foster customer-centricity.
- Choose a problem that is worth it
To create a lasting impact, identify a problem that is significant enough to make a difference. Craft a compelling story around this problem and communicate how your product offers a solution. Highlight the risks and consequences of not addressing the problem and demonstrate how your product solves it for the customer. By addressing a substantial problem and effectively conveying its importance, you can create a new category in the market and differentiate your offering.
Key Takeaways
- Establish a central vision and purpose to align your team.
- Dive deep into understanding the root problems your customers are trying to solve.
- Actively engage with customers through interviews and calls to gain insights.
- Choose a significant problem, tell a compelling story, and position your product as the solution.
Quotes
“It starts with a story. It always starts with a good story. And the compelling story has to be like, what’s changed in the world and, what is it that you do or your product does that will help you navigate that change”.
“When you enter a business, the first thing I always do is look at the revenue waterfall. Where’s the revenue coming in? Where’s the revenue coming out?”
