A naukri.com initiative
Logrocket
1M
274
Image Credit: Logrocket
Leader Spotlight: Guiding decisions with low-lift, low-risk methods, with Whitney Coggeshall
- Whitney Coggeshall, the Director of Product Management at CFA Institute, utilizes low-lift, low-risk methods to gauge genuine product interest from users and drive decisions informed by data.
- She emphasizes evidence-based iteration, focusing on validating crucial assumptions efficiently to either fail fast or succeed quickly.
- Whitney's process includes identifying core information needs, utilizing existing data sources within the organization, conducting lightweight data collection methods like A/B tests and smoke tests, and leveraging AI for analysis.
- She stresses the importance of staying connected with various divisions within the organization, such as the call center and sales, to gather valuable insights.
- For decision-making, Whitney suggests determining the required data based on the scenario and balancing the pros and cons of sample sizes for effective risk management.
- In applying low-lift methods like smoke tests for new product development, Whitney uses branded emails to gauge genuine interest based on email open rates and form sign-up rates.
- She highlights the significance of analyzing email metrics together for actionable insights and setting benchmarks against industry standards.
- Whitney also emphasizes the value of qualitative end-user interviews in understanding customer feedback, recommending targeted tweaks over major changes based on insights.
- She advocates for continuous discovery through regular customer interviews to stay aligned with market needs and suggests a repeatable approach for scheduling interview calls.
- Overall, Whitney's approach combines data-driven decision-making, customer-centric thinking, and streamlined research methods to guide product development effectively.
Read Full Article
16 Likes
For uninterrupted reading, download the app