Caitlin Blackwell is the acting Head of Product for the candidate experience at SEEK. Caitlin joined us last Thursday to talk about continuous discovery and how SEEK is using this framework.
Caitlin talked to how you can generalise the product manager role into 2 areas – deciding what to build and then building it. Teresa Torres talks to how we have gotten really good at shipping quickly via Agile, Lean Startup and other frameworks. We haven’t had the same emphasis on deciding what to build – ie continuous discovery.
We risk wasted effort when we rush to building and don’t do the work to understand what is needed. We can build an MVP quickly but you might have to wait a while until you have a good enough sample size or feedback to keep moving forward or realise you don’t have the right solution.
Caitlin believes discovery is all about being able to make better decisions through the product process. There’s several reasons we make bad decisions (aka the villains) including lack of clarity on the problem, being overconfident, etc.
A part of Teresa Torres’ framework they use is opportunity maps. This visual mapping lets you clearly state the outcome you want (linked back to your OKRs of course!), show the customer needs and show several solutions that may help you reach the goal.
Speaking to customers is key. Caitlin said their teams (ux & product combined) do 5 customer interviews every fortnight with a standup at end of day to share insights with the rest of the team. It’s important to talk to customers to learn about them, not only test out ideas.
The map helps to visualise the situation though you still have work to do in order to decide which customer opportunity and solution to move forward with. After sizing the opportunity to decide which to explore, you should ideate & validate assumptions through experiments.
Caitlin walked through one example where the OKR was to increase the SAT score of a particular customer segment. She shared some of the tools and ways SEEK walks through continuous discovery. (See the slides at the end this article)
Once you’ve decided which opportunity to go after, it’s time to ideate & validate. There are different tools you can use to experiment and test your ideas (slide 21 has a list).
A few tips:
- Spend 5 minutes a day to brainstorm. Frequently spending a short time is less cognitively draining than an hour brainstorm!
- Do what you can to learn quickly in order to move forward. Talking with 2 customers is better than no customers. You can still learn something from those 2 (sample size is important but you can learn and be smart about what you’re hearing from small numbers)
- Map your assumptions! Decide how you validate/disprove each of them.
During the talk, Caitlin gave us a few examples of how using continuous discovery can help create better products.
First up a product fail. When launching a new product which employers did not have access to, they came up with an ‘access code’ solution process to assist. The team ran an experiment to test the process but didn’t test their assumptions enough before launching – particularly really questioning the desirability and usability of a long process. The sales team’s feedback from employers was it is difficult to change behaviour without showing the value of doing so.
A win… SEEK wanted to introduce the ability to search for jobs by commuting distance. They listed their assumptions, what data they needed to assess risk and how they’d get that quickly. Testing made them realise it’s not just distance in km that’s relevant to job seekers as 10k on a tram vs a highway trip is very different time wise. Experimenting allowed them to dig deeper into understanding the candidate need.
How can you get started with continuous discovery?
- Talk to users frequently. Ask them how they use your product.
- Decide what metric you want to shift. This could be your OKR.
- When ideating, go broad. Go for quantity. You can narrow later.
- Do some sort of assumption mapping before you start building. Even if it’s listing out assumptions without a framework.
To Learn More
Caitlin recommends the following:
- An introduction to Modern Product Discovery & more resources – Teresa Torres
- Decisive by Chip & Dan Heath
- Inspired by Marty Cagan
A big thank you to Caitlin for sharing, for RMIT Online for hosting, the fantastic ProdAnon volunteers and all attendees!
Join us for our next events in July – The life and times of an entrepreneur and then our special event for Leading the Product – Pitchfest. See you there!
Great event writeup (as usual). I’m confused about the “commute distance” feature. Agree that commute time and not simply commute distance is important because of different modes of travel. But can you elaborate on the sentence: “Experimenting allowed them to dig deeper into understanding the candidate need.”?
What were the “experiments” that were run? Seems to me the solution to understanding the candidate need would be to *talk* to candidates about this to understand the dynamic better. That’s not an “experiment” is it?