How product managers can get more out of user calls
One of the core jobs of product managers is to speak with users to better understand their needs, pain points and the context in which they operate and use our products. But not all user calls are the same. There are 3 prominent types of user calls: Discovery or problem validation calls Roadmap discussions Solution validation calls Here’s an in-depth look at how we approach the three types of user calls at GitLab. Discovery calls Discovery or problem validation calls are product managers’ most crucial conversations with users. Discovery calls are typically set up to learn about our users in a targeted way. These calls help build a better understanding of users’ pain points. For discovery, we need a recipe for repeatable, comparable user calls. For this reason, we should create an interview script and follow that script on all the user calls. This does not mean these calls are robotic and devoid of improvisation, not at all! The script should provide the backbone of the discussions. We can adjust it either during the call or in advance based on prior knowledge about the user. Good discovery calls typically take the form of a deep-dive conversation: we know the script by heart and can run back and forth around it, always asking the questions that fit the conversation. Finding the right users is one of the most challenging parts of discovery calls. Thankfully, with GitLab, this is relatively easy. We can always reach out to the most active users on issues and invite them to a call. Another technique I employ is to find users in the Cloud Native Computing Foundation and Kubernetes communities’ Slack channels and articles on Medium. This way, I can also find non-GitLab users, a set of people likely more valuable to interview than existing users. Finally, we can recruit users with the support of the account managers. They are always helpful in connecting PMs with users. Asking the users about their needs shows them that we genuinely care about them. There are at least two distinct discovery calls: PM-led or UX-led. UX research typically works on projects with a strict scope. For PM-driven calls, a great framework is “Continuous discovery” calls by Teresa Torres. With continuous discovery, we build a deep understanding of our users and get well-understood opportunities. The technique allows us to get a broad view and to dive deep into specific aspects of our problem space when needed. Roadmap discussions Roadmap discussion calls are typically initiated by sales or account management teams. Product managers are asked to join the prospect/customer call to strengthen our positions and show how much we care for the customer. To prepare for roadmap discussions, PMs should have an effective way to present the roadmap. This typically happens in the form of slides. A diligent PM might even prepare something specifically for the client. During these calls, the user/customer/prospect will typically ask the questions, and the PMs respond. Our role in these calls is to represent the truth. We might be tempted to paint a rosier picture about the current or expected state of the product than is actually true, and we should avoid making time-bound promises. What are the expected outcomes of roadmap discussions? They can help strengthen our position with the user. Remember that these calls […]
