Using customer insight to minimize risk in digital product development

June 22, 2022 | 45 minutes

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Many teams focus on the number of new feature introductions as a measure of success as opposed to how much value they are providing to their customers.

Best practice teams focus on outcomes, not on outputs such as new version releases. An emphasis on product outcomes not only increases customer and business value, it also helps to mitigate risk in digital product development.

During this session, guest speaker Forrester's VP and Research Director Lisa Singer and UserTesting's Chief Insights Officer, Janelle Estes, will discuss the importance of outcomes over outputs and the key behaviors needed for this shift in focus:

  • Engage with customers to clarify problems and opportunities prior to embarking on solutions
  • Be solution-inspired by considering multiple approaches and testing assumptions with customers
  • Identify desired customer outcomes and devise metrics to track success
  • Broaden opportunities to improve customer and business outcomes by considering the entire product experience



Lisa Singer

VP, Research Director

Janelle Estes

Chief Insights Officer