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
Guest Speaker
VP, Research Director
Forrester

Lisa is a recognized thought leader in product management and brings over 20 years of experience in developing and managing offerings for software, manufacturing, and service businesses to Forrester. Lisa’s experience has focused on new product launches, portfolio management, and growth through market expansion with an emphasis on strategic alliances and business development in emerging markets.
Janelle Estes
Chief Insights Officer
UserTesting

Janelle Estes is chief insights officer at UserTesting, a human insights platform, and the co-author with CEO Andy MacMillan of User Tested: How the World’s Top Companies Use Human Insight to Create Great Experiences. She is also co-host of the Human Insight Podcast.
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