{"id":15627,"date":"2022-11-05T14:12:56","date_gmt":"2022-11-05T14:12:56","guid":{"rendered":"https:\/\/userpilot.com\/blog\/customer-discovery-susan-stavitzki\/"},"modified":"2025-06-26T03:45:54","modified_gmt":"2025-06-26T03:45:54","slug":"customer-discovery-susan-stavitzki","status":"publish","type":"post","link":"https:\/\/userpilot.com\/blog\/customer-discovery-susan-stavitzki\/","title":{"rendered":"Susan Stavitzski on Customer Discovery: How to Test Assumptions and Uncover Opportunities"},"content":{"rendered":"<p>Why should you use customer discovery? How can <a href=\"https:\/\/userpilot.com\/role\/product-management\" target=\"_blank\" rel=\"noopener noreferrer\">product managers<\/a> use it to test assumptions and uncover opportunities?<\/p>\n<p>These are the key questions that Susan Stavitzki, the Senior Product Manager at CarMax, discussed during her presentation at the <a href=\"https:\/\/summit.productdrive.io\/\" target=\"_blank\" rel=\"noopener noreferrer\">Product Drive Summit<\/a> this year.<\/p>\n<figure class=\"video strchf-type-video regular strchf-size-regular strchf-align-center\">\n<div class=\"embed-container\">\n<div style=\"max-width: 100%; position: relative; height: 400px;\"><iframe loading=\"lazy\" style=\"position: absolute; top: 0px; left: 0px; width: 100%; height: 100%;\" title=\"Using Discovery to Test Assumptions and Uncover Opportunities by Susan Stavitzski, ProductDrive2022.\" src=\"https:\/\/www.youtube.com\/embed\/p3bnZn6BfzM?feature=oembed&amp;list=PLPmrHP-Q76Q34jBSyk3XSTIB2WGUaq1bB&amp;index=11&amp;ab_channel=Userpilot\" width=\"200\" height=\"113\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<\/div><figcaption>Using Discovery to Test Assumptions and Uncover Opportunities by Susan Stavitzki.<\/figcaption><\/figure>\n<p>Are you intrigued? Well, why don\u2019t we get to it then?<\/p>\n<h2>Summary of Susan Stavitzski on customer discovery<\/h2>\n<ul>\n<li>Customer discovery is the process of identifying, defining, and <a href=\"https:\/\/userpilot.com\/blog\/key-product-prioritization-frameworks\/\" target=\"_blank\" rel=\"noopener noreferrer\">prioritizing <\/a>relevant <a href=\"https:\/\/userpilot.com\/blog\/user-persona-examples-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">user personas<\/a>.<\/li>\n<li>In product discovery, you not only need to <a href=\"https:\/\/userpilot.com\/blog\/customer-needs-assessment\/\" target=\"_blank\" rel=\"noopener noreferrer\">discover user needs<\/a> but also ways to satisfy them.<\/li>\n<li>Markets are in a constant flow and customer discovery helps you keep up with the changes.<\/li>\n<li>Customer discovery helps<a href=\"https:\/\/userpilot.com\/blog\/product-manager-role\/\" target=\"_blank\" rel=\"noopener noreferrer\"> product managers<\/a> develop their confidence.<\/li>\n<li>Discovery is a great way to challenge our ways of working and motivate us to look at problems from different angles.<\/li>\n<li>During product discovery, the product teams always learn a lot. Often, the lessons are different from what they originally expected.<\/li>\n<li>Finally, involving the whole team in the discovery process energizes them, takes advantage of their unique perspectives, and empowers them.<\/li>\n<li>Assumptions are the ideas that we accept as true or actions we are certain will happen, even if we don\u2019t have any proof that this is the case.<\/li>\n<li>To avoid wasting time and money on developing features based on flawed assumptions, always <a href=\"https:\/\/userpilot.com\/blog\/running-user-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\">test <\/a>them.<\/li>\n<li>Robust customer discovery processes will also help you find new opportunities. In the product, these are all the features that address user problems and their needs.<\/li>\n<li>Realizing these opportunities improve the product and make it more <a href=\"https:\/\/userpilot.com\/blog\/product-value\/\" target=\"_blank\" rel=\"noopener noreferrer\">valuable<\/a>.<\/li>\n<li>Regular conversations with customers, both those very satisfied and unsatisfied, can reveal such opportunities.<\/li>\n<li>You can use Userpilot to improve your customer discovery by tracking product usage, <a href=\"https:\/\/userpilot.com\/blog\/customer-feedback-collection\/\" target=\"_blank\" rel=\"noopener noreferrer\">collecting user feedback<\/a> in-app, and validating ideas in <a href=\"https:\/\/userpilot.com\/blog\/fake-door-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\">fake door tests<\/a>.<\/li>\n<\/ul>\n<h2 id=\"52he3\">What is customer discovery?<\/h2>\n<p>Customer discovery is the process of discovering, defining, and <a href=\"https:\/\/userpilot.com\/blog\/key-product-prioritization-frameworks\/\" target=\"_blank\" rel=\"noopener noreferrer\">prioritizing <\/a><a href=\"https:\/\/userpilot.com\/blog\/user-persona-examples-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">user personas<\/a> that are relevant to your product.<\/p>\n<p>It involves researching customers and identifying their use cases, problems, needs, and desires.<\/p>\n<p>Customer discovery is essential to building <a href=\"https:\/\/userpilot.com\/blog\/product-centric-vs-customer-centric\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer-centric organizations<\/a> regardless of their size and the number of products they have in the pipeline.<\/p>\n<h2 id=\"895su\">Product discovery vs. customer discovery<\/h2>\n<p>Customer discovery is a part of the<a href=\"https:\/\/userpilot.com\/blog\/continuous-discovery-framework-teresa-torres\/\" target=\"_blank\" rel=\"noopener noreferrer\"> product discovery process.<\/a><\/p>\n<p>For product discovery to be effective, you need to research your customers and understand their pain points and needs.<\/p>\n<p>However, product discovery takes it one step further. It takes the insights from customer discovery and uses them to define and test ways to satisfy these needs.<\/p>\n<p>Product discovery is an essential process for companies that aspire to be product-led. It allows you to develop products that <a href=\"https:\/\/userpilot.com\/blog\/customer-value-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">customers find valuable<\/a> and <a href=\"https:\/\/userpilot.com\/blog\/customer-delight\/\" target=\"_blank\" rel=\"noopener noreferrer\">delightful <\/a>because they satisfy their needs and desires. Such products also drive value to the business.<\/p>\n<h2 id=\"2pnt5\">Why should you do customer discovery?<\/h2>\n<p>There are a number of reasons why product managers should commit to continuous customer and product discovery. In Susan&#8217;s words, these include:<\/p>\n<ul>\n<li>understand customers<\/li>\n<li>get a pulse on the market<\/li>\n<li>grow confidence<\/li>\n<li>disprove yourself<\/li>\n<li>discover new learnings<\/li>\n<li>energize your team<\/li>\n<\/ul>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/customer-discovery-reasons_4e3d11e7ffc1ca3449d36ddafbcef1e8_800.png 1x, https:\/\/images.storychief.com\/account_6827\/customer-discovery-reasons_4e3d11e7ffc1ca3449d36ddafbcef1e8_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/customer-discovery-reasons_4e3d11e7ffc1ca3449d36ddafbcef1e8_800.png 1x, https:\/\/images.storychief.com\/account_6827\/customer-discovery-reasons_4e3d11e7ffc1ca3449d36ddafbcef1e8_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/customer-discovery-reasons_4e3d11e7ffc1ca3449d36ddafbcef1e8_800.png\" alt=\"Why do we need customer discovery?\" \/><\/picture><figcaption>Why do we need customer discovery?<\/figcaption><\/figure>\n<h3 id=\"5d6d3\">Use customer discovery to understand customers<\/h3>\n<p>To start with, customer discovery allows you to <a href=\"https:\/\/userpilot.com\/blog\/customer-research-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">identify who your target users<\/a> are and what their needs are.<\/p>\n<p>The terms <em><a href=\"https:\/\/userpilot.com\/blog\/analyze-customer-needs\/\" target=\"_blank\" rel=\"noopener noreferrer\">needs<\/a> <\/em>is quite general. In fact, it covers needs as well as user problems and wants that need addressing.<\/p>\n<p>Without knowing these, you can\u2019t think of building a product that satisfies needs. I mean, you may be lucky, but that\u2019s not what you want to count on, is it?<\/p>\n<p>As user needs keep evolving, the discovery process should be ongoing so that your product never loses relevance in their lives.<\/p>\n<h3 id=\"9rtna\">Use customer discovery to keep a pulse on the market<\/h3>\n<p>Discovery also enables you to keep track of new developments in the market.<\/p>\n<p>Is there a new competitor? How does their product compare to yours? Is there anything that they offer and you don\u2019t? How do you need to adjust your <a href=\"https:\/\/userpilot.com\/blog\/product-differentiation\/\" target=\"_blank\" rel=\"noopener noreferrer\">differentiation <\/a>and <a href=\"https:\/\/userpilot.com\/blog\/product-positioning-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">positioning strategies<\/a> not to lose your <a href=\"https:\/\/userpilot.com\/blog\/product-market-fit-framework\/\" target=\"_blank\" rel=\"noopener noreferrer\">product-market fit<\/a>?<\/p>\n<p>These are some of the questions you need to be answering to keep a pulse on the market.<\/p>\n<p>As with customer needs, the market situation is very dynamic, and that means that market research is not a one-off exercise either.<\/p>\n<h3 id=\"33e1f\">Use customer discovery to grow your confidence<\/h3>\n<p>Testing and discovery are needed only in high-uncertainty situations. In others, the solution is obvious and the <a href=\"https:\/\/userpilot.com\/blog\/how-to-become-product-manager\/\" target=\"_blank\" rel=\"noopener noreferrer\">product manager<\/a> just needs to implement it.<\/p>\n<p><a href=\"https:\/\/userpilot.com\/blog\/iterative-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Testing<\/a> such ideas would be a waste of time and money, and it\u2019s not sustainable.<\/p>\n<p>Discovery helps product managers gain experience and develop the confidence needed to listen to their intuition and act on it to make such decisions.<\/p>\n<h3 id=\"8n1ra\">Use customer discovery to disprove yourself<\/h3>\n<p>Discovery is an opportunity to challenge our ways of thinking and find weaknesses in how we approach problems.<\/p>\n<p>Product managers should use discovery to find out where they are wrong and why, and identify new ways of looking at old problems.<\/p>\n<p>Such challenging and questioning should be an ongoing process and requires a curious mindset.<\/p>\n<h3 id=\"ag3ie\">Use customer discovery to learn<\/h3>\n<p>Discovery is synonymous with learning.<\/p>\n<p>During the process you learn about your customers, your product, your assumptions, your team members, and your organization.<\/p>\n<p>Very often, what you learn is very different from what we are expecting to learn. Uncovering the unknown unknowns is probably the key benefit of discovery.<\/p>\n<h3 id=\"amg7m\">Use customer discovery to energize the team<\/h3>\n<p>Customer and product discovery are also a good way to energize and empower your team.<\/p>\n<p>It is a common misconception that discovery is the domain of the <a href=\"https:\/\/userpilot.com\/blog\/product-manager-role\/\" target=\"_blank\" rel=\"noopener noreferrer\">product manager<\/a> or the UX design lead.<\/p>\n<p>Good <a href=\"https:\/\/userpilot.com\/blog\/product-leadership\/\" target=\"_blank\" rel=\"noopener noreferrer\">product leaders<\/a> involve their whole team in the discovery. The sales team, the <a href=\"https:\/\/userpilot.com\/blog\/how-to-build-saas-product-marketing-team\/\" target=\"_blank\" rel=\"noopener noreferrer\">marketing team<\/a>, and the <a href=\"https:\/\/userpilot.com\/blog\/customer-success-vs-customer-support\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer success teams<\/a> have regular contact with your customers and they may be able to gain valuable insights into user needs.<\/p>\n<p>Your engineers and analysts may also benefit from speaking to customers. It will help them better understand the end users from whom they are normally isolated. They may also offer a unique perspective on the problem and how to solve it.<\/p>\n<p>Involving all team members in discovery doesn\u2019t only take advantage of their skills and expertise but also empowers them.<\/p>\n<h2 id=\"8ofjj\">Using Customer Discovery to Test Assumptions<\/h2>\n<p>What are assumptions? In short, assumptions are the things that we accept as true or we are certain will happen <em>without any proof.<\/em><\/p>\n<p>Making product decisions based on assumptions can lead to a lot of waste. If the assumption proves to be wrong, the feature is not going to work as intended and drive the desired outcome.<\/p>\n<p>To avoid that, product managers should use discovery to <a href=\"https:\/\/userpilot.com\/blog\/iterative-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\">test<\/a> the assumptions.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/using-discovery-testingassumptions_71fcadd9a5dbc25a8505ede2b9e52a53_800.jpg 1x, https:\/\/images.storychief.com\/account_6827\/using-discovery-testingassumptions_71fcadd9a5dbc25a8505ede2b9e52a53_1600.jpg 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/using-discovery-testingassumptions_71fcadd9a5dbc25a8505ede2b9e52a53_800.jpg 1x, https:\/\/images.storychief.com\/account_6827\/using-discovery-testingassumptions_71fcadd9a5dbc25a8505ede2b9e52a53_1600.jpg 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/using-discovery-testingassumptions_71fcadd9a5dbc25a8505ede2b9e52a53_800.jpg\" alt=\"Using Customer Discovery to Test Assumptions\" \/><\/picture><figcaption>Using Customer Discovery to Test Assumptions.<\/figcaption><\/figure>\n<h4 id=\"8i9t8\">Testing assumptions process<\/h4>\n<p>The first challenge is actually recognizing the assumptions that we are making.<\/p>\n<p>To do that, teams should be in the habit of questioning the rationale behind every decision they make.<\/p>\n<p>Let\u2019s imagine you hear from your users about a problem. You discuss the issue with your engineers and UX designers and you come up with an idea that you think is <em>bound <\/em>to solve the issue.<\/p>\n<p>But is it really?<\/p>\n<p>Well, you can\u2019t really tell so before you commit to building it, test it to make sure that this will really solve the user problem.<\/p>\n<p>Even better if you come up with alternative ways of solving the same problem, and test all of them. This will help you single out the one that meets the user&#8217;s needs best.<\/p>\n<h4 id=\"66gtl\">Tools and techniques for testing assumptions<\/h4>\n<p>Let\u2019s look at other ways of testing assumptions.<\/p>\n<p>Interviews with customers can give you lots of <a href=\"https:\/\/userpilot.com\/blog\/qualitative-feedback\/\" target=\"_blank\" rel=\"noopener noreferrer\">qualitative <\/a>data. An interview can be enough to topple an assumption. You can also use them to follow up on<a href=\"https:\/\/userpilot.com\/blog\/prototype-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\"> quantitative tests <\/a>to gain deeper insights into customer thinking.<\/p>\n<p>As to quantitative research, <a href=\"https:\/\/userpilot.com\/blog\/fake-door-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\">a fake door test<\/a> is a simple way to test if customers are interested in the feature.<\/p>\n<p>That\u2019s what Susan and her team did to test an assumption that customers would use the product more if they built the calendar view in one of the apps they were working on.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/Fake-door-test_2cfce7418b61019967dc18388f5b1921_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/Fake-door-test_2cfce7418b61019967dc18388f5b1921_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/Fake-door-test_2cfce7418b61019967dc18388f5b1921_800.png\" alt=\"Fake door test to gauge interest in the calendar feature.\" \/><\/picture><figcaption>Fake door test to gauge interest in the calendar feature.<\/figcaption><\/figure>\n<p>Designing the test wasn\u2019t very labor-intensive and it proved the assumption was wrong. Users simply didn\u2019t <a href=\"https:\/\/userpilot.com\/blog\/increase-measure-product-engagement\/\" target=\"_blank\" rel=\"noopener noreferrer\">engage<\/a> with the feature enough.<\/p>\n<p>The follow-up interviews revealed that users didn\u2019t need the feature because they didn\u2019t use the app for enough tasks to require it. Those that did engage expected different functionality, like synching with their own calendar, or were simply curious.<\/p>\n<p>There are plenty of other ways to test your assumptions. Susan encourages teams to think of creative ways of doing it and not to rely on the same ones over and over again.<\/p>\n<p>What are some other options?<\/p>\n<p>Our other <a href=\"https:\/\/userpilot.com\/blog\/escaping-build-trap\" target=\"_blank\" rel=\"noopener noreferrer\">Product Drive speaker, Melissa Perri<\/a>, recommends in her book <em><a href=\"https:\/\/www.amazon.co.uk\/Escaping-Build-Trap-Melissa-Perri\/dp\/149197379X\" target=\"_blank\" rel=\"nofollow noopener\">Escaping the Build Trap<\/a><\/em> recommends some really cool tests like the concierge service or Wizard of Oz.<\/p>\n<h2 id=\"9955n\">Using Customer Discovery to Uncover Opportunities<\/h2>\n<p>Another reason to use product and customer discovery is to uncover new opportunities.<\/p>\n<p>What are opportunities?<\/p>\n<p>Susan defines them as:<\/p>\n<blockquote><p>\u201cA set of circumstances that makes it possible to do something.\u201d<\/p><\/blockquote>\n<p>It is a fairly general definition. In product management, opportunities could be all the user <a href=\"https:\/\/userpilot.com\/blog\/customer-needs-assessment\/\" target=\"_blank\" rel=\"noopener noreferrer\">needs<\/a>, problems, and desires.<\/p>\n<p>Addressing them makes the product better and that\u2019s where the <a href=\"https:\/\/userpilot.com\/blog\/product-value\/\" target=\"_blank\" rel=\"noopener noreferrer\">value <\/a>comes from both for the users and the business.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/using-discovery-uncoveringopportunities_2d212ac03a3ba3947c0e7d69fbd51561_800.png 1x, https:\/\/images.storychief.com\/account_6827\/using-discovery-uncoveringopportunities_2d212ac03a3ba3947c0e7d69fbd51561_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/using-discovery-uncoveringopportunities_2d212ac03a3ba3947c0e7d69fbd51561_800.png 1x, https:\/\/images.storychief.com\/account_6827\/using-discovery-uncoveringopportunities_2d212ac03a3ba3947c0e7d69fbd51561_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/using-discovery-uncoveringopportunities_2d212ac03a3ba3947c0e7d69fbd51561_800.png\" alt=\"Using Customer Discovery to Uncover Opportunities\" \/><\/picture><figcaption>Using Customer Discovery to Uncover Opportunities.<\/figcaption><\/figure>\n<p>By talking to your customers regularly and <a href=\"https:\/\/userpilot.com\/blog\/customer-feedback-collection\/\" target=\"_blank\" rel=\"noopener noreferrer\">collecting their feedback<\/a>, product teams can identify such opportunities.<\/p>\n<p>Such conversations could be with active customers who engage with the product regularly and those who have <a href=\"https:\/\/userpilot.com\/blog\/reduce-churn-rate\/\" target=\"_blank\" rel=\"noopener noreferrer\">churned<\/a>. Both of them can give you ideas on how to improve the <a href=\"https:\/\/userpilot.com\/blog\/usability-vs-user-experience\/\" target=\"_blank\" rel=\"noopener noreferrer\">user experience<\/a> and deliver more value.<\/p>\n<p>In the long run, this will help you to <a href=\"https:\/\/userpilot.com\/blog\/customer-retention-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">retain your customers<\/a> and <a href=\"https:\/\/userpilot.com\/blog\/customer-confidence\/\" target=\"_blank\" rel=\"noopener noreferrer\">increase brand loyalty<\/a>.<\/p>\n<h2 id=\"8dmsk\">Using Userpilot for customer discovery<\/h2>\n<p><a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot <\/a>is a product adoption platform that can help you test assumptions and uncover need ideas.<\/p>\n<h3 id=\"6sg4v\">Use in-app surveys to collect user feedback<\/h3>\n<p>Designing customized<a href=\"https:\/\/userpilot.com\/blog\/build-in-app-surveys-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\"> in-app surveys <\/a>in Userpilot is very easy and doesn\u2019t require any coding.<\/p>\n<p>You can use it to run quantitative surveys like <a href=\"https:\/\/userpilot.com\/blog\/nps-survey-best-practices-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">NPS <\/a>or <a href=\"https:\/\/userpilot.com\/blog\/pmf-survey\/\" target=\"_blank\" rel=\"noopener noreferrer\">PMF surveys<\/a>, or <a href=\"https:\/\/userpilot.com\/blog\/qualitative-feedback\/\" target=\"_blank\" rel=\"noopener noreferrer\">qualitative <\/a>surveys. The latter can be particularly useful for uncovering new opportunities to improve your product.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/PMF-survey-userpilot_cceb84c8580c96a77c20a6a78eccca3b_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/PMF-survey-userpilot_cceb84c8580c96a77c20a6a78eccca3b_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/PMF-survey-userpilot_cceb84c8580c96a77c20a6a78eccca3b_800.png\" alt=\"Creating fully customized PMF surveys in Userpilot doesn\u2019t require any coding\" \/><\/picture><figcaption>Creating fully customized PMF surveys in <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a> doesn\u2019t require any coding.<\/figcaption><\/figure>\n<p>You can then create <a href=\"https:\/\/userpilot.com\/blog\/product-user-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">user segments <\/a>based on the survey responses (and many other factors).<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/user-segmentation-using-disovery-2_699b0750c67f675b61766ce9602dbfa9_800.png 1x, https:\/\/images.storychief.com\/account_6827\/user-segmentation-using-disovery-2_699b0750c67f675b61766ce9602dbfa9_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/user-segmentation-using-disovery-2_699b0750c67f675b61766ce9602dbfa9_800.png 1x, https:\/\/images.storychief.com\/account_6827\/user-segmentation-using-disovery-2_699b0750c67f675b61766ce9602dbfa9_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/user-segmentation-using-disovery-2_699b0750c67f675b61766ce9602dbfa9_800.png\" alt=\"User segmentation in Userpilot is even more powerful now\" \/><\/picture><figcaption>User segmentation in Userpilot is even more powerful now.<\/figcaption><\/figure>\n<p>This includes segmenting users according to their qualitative <a href=\"https:\/\/userpilot.com\/blog\/product-nps\/\" target=\"_blank\" rel=\"noopener noreferrer\">NPS responses<\/a> as well. You just need to tag them first.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/NPS-tagging-userpilot_255baa142e82b9a44c7a4b621b708e6a_800.png 1x, https:\/\/images.storychief.com\/account_6827\/NPS-tagging-userpilot_255baa142e82b9a44c7a4b621b708e6a_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/NPS-tagging-userpilot_255baa142e82b9a44c7a4b621b708e6a_800.png 1x, https:\/\/images.storychief.com\/account_6827\/NPS-tagging-userpilot_255baa142e82b9a44c7a4b621b708e6a_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/NPS-tagging-userpilot_255baa142e82b9a44c7a4b621b708e6a_800.png\" alt=\"NPS response tagging in Userpilot\" \/><\/picture><figcaption>NPS response tagging in<a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\"> Userpilot<\/a>.<\/figcaption><\/figure>\n<p>Once you have the segments, you can trigger a specific <a href=\"https:\/\/userpilot.com\/blog\/progressive-onboarding\/\" target=\"_blank\" rel=\"noopener noreferrer\">flow <\/a>for them. For example, you could use a modal like the one below to invite only the satisfied users to take part in an interview or fill in a longer survey to solicit more insights from them.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/discovery-interview-slideout_2f2061a3e85f69c7b0157628ec088738_800.png 1x, https:\/\/images.storychief.com\/account_6827\/discovery-interview-slideout_2f2061a3e85f69c7b0157628ec088738_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/discovery-interview-slideout_2f2061a3e85f69c7b0157628ec088738_800.png 1x, https:\/\/images.storychief.com\/account_6827\/discovery-interview-slideout_2f2061a3e85f69c7b0157628ec088738_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/discovery-interview-slideout_2f2061a3e85f69c7b0157628ec088738_800.png\" alt=\"Discovery interview slideout\" \/><\/picture><\/figure>\n<p>Easy <a href=\"https:\/\/userpilot.com\/blog\/needs-based-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">user segmentation<\/a> also allows you to trigger your surveys for the right user groups.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/user-segmentation-using-disovery_0a29387cf609a6d2587e7f230d2ed141_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/user-segmentation-using-disovery_0a29387cf609a6d2587e7f230d2ed141_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/user-segmentation-using-disovery_0a29387cf609a6d2587e7f230d2ed141_800.png\" alt=\"User segmentation in Userpilot\" \/><\/picture><figcaption>User segmentation in <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a>.<\/figcaption><\/figure>\n<p>Customers can now trigger their existing &amp; new <a href=\"https:\/\/userpilot.com\/product\/mobile\/\" target=\"_blank\" rel=\"noopener\">NPS on mobile<\/a>! Effortlessly gather valuable user insights and boost satisfaction on-the-go.<\/p>\n<h3 id=\"ai1t9\">Carry out fake door tests to test assumptions<\/h3>\n<p>As shown above, <a href=\"https:\/\/userpilot.com\/blog\/fake-door-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\">fake door tests<\/a> are a clever and cost-effective way to test your assumptions.<\/p>\n<p>Userpilot allows you to create in-app communications to attract your user&#8217;s attention to the feature you\u2019re thinking of building but are not sure it\u2019s going to work, like in the imaginary Asana example below.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/fake-door-test-tooltip-asana_98b384fc5fb0c40d4301b615e0e361d9_800.png 1x, https:\/\/images.storychief.com\/account_6827\/fake-door-test-tooltip-asana_98b384fc5fb0c40d4301b615e0e361d9_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/fake-door-test-tooltip-asana_98b384fc5fb0c40d4301b615e0e361d9_800.png 1x, https:\/\/images.storychief.com\/account_6827\/fake-door-test-tooltip-asana_98b384fc5fb0c40d4301b615e0e361d9_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/fake-door-test-tooltip-asana_98b384fc5fb0c40d4301b615e0e361d9_800.png\" alt=\"Tooltip to catch user attention\" \/><\/picture><figcaption>Tooltip to catch user attention.<\/figcaption><\/figure>\n<p>By tracking<a href=\"https:\/\/userpilot.com\/blog\/best-tools-for-customer-engagement\/\" target=\"_blank\" rel=\"noopener noreferrer\"> user engagement<\/a> with the \u2018new feature\u2019, you validate or disprove the assumption that the idea was based on.<\/p>\n<p>Naturally, when users click on it, they realize that the feature doesn\u2019t exist and you\u2019ve got some explaining to do.<\/p>\n<p>That\u2019s not a problem though. You can also use Userpilot to create a <a href=\"https:\/\/userpilot.com\/blog\/ui-modal-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">modal <\/a>that will explain why the feature is not available yet once they click on it. It is also a good opportunity to recruit<a href=\"https:\/\/userpilot.com\/blog\/beta-testing-feedback-form-template-best-practices-and-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\"> beta testers<\/a> for the future.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/fake-door-testing-beta-testers_87e9ca8343d2a0dc21e5632d3e4decef_800.png 1x, https:\/\/images.storychief.com\/account_6827\/fake-door-testing-beta-testers_87e9ca8343d2a0dc21e5632d3e4decef_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/fake-door-testing-beta-testers_87e9ca8343d2a0dc21e5632d3e4decef_800.png 1x, https:\/\/images.storychief.com\/account_6827\/fake-door-testing-beta-testers_87e9ca8343d2a0dc21e5632d3e4decef_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/fake-door-testing-beta-testers_87e9ca8343d2a0dc21e5632d3e4decef_800.png\" alt=\"Modal explaining why the feature is not available.\" \/><\/picture><figcaption>Modal explaining why the feature is not available.<\/figcaption><\/figure>\n<p>Clever, hey? Just don\u2019t overuse the technique or your users will start ignoring your flows.<\/p>\n<h2 id=\"c01of\">Conclusion<\/h2>\n<p>Customer discovery helps teams validate or disprove their assumptions behind ideas before they commit to their implementation. It also helps you find new opportunities to improve the product and delight your customers.<\/p>\n<p>If you would like to see how Userpilot can help you with user discovery, <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">book the demo<\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Why should you use customer discovery? How can product managers use it to test assumptions and uncover opportunities? These are the key questions that Susan Stavitzki, the Senior Product Manager at CarMax, discussed during her presentation at the Product Drive Summit this year.<\/p>\n","protected":false},"author":51,"featured_media":15656,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[214],"tags":[941,128,969,216,215,817,846,707,522,725,879,549,880],"class_list":["post-15627","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-product-management","tag-collect-feedback","tag-feature-discovery","tag-increase-satisfaction","tag-product-management","tag-product-manager","tag-product-teams","tag-product-usage-data","tag-saas-user-feedback","tag-saas-user-feedback-survey","tag-user-feedback-saas","tag-user-flows","tag-user-persona","tag-user-satisfaction"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Customer Discovery: How to Test Assumptions and Uncover Opportunities<\/title>\n<meta name=\"description\" content=\"Want to see how teams can use customer discovery techniques to test assumptions and find new opportunities? If so, we&#039;ve got you covered!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/userpilot.com\/blog\/customer-discovery-susan-stavitzki\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Customer Discovery: How to Test Assumptions and Uncover Opportunities\" \/>\n<meta property=\"og:description\" content=\"Want to see how teams can use customer discovery techniques to test assumptions and find new opportunities? 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