1. Be fully orientated towards the customer at all times
   1. how to get inside your customer’s mind
      1. find out where every member of Team stands now
         1. find out how well we actually know our customer
            1. ask key questions:
            2. Who is our customer?
            3. What do they love or hate about us?

            4. When was the last time you spoke with a customer?
            5. How are you improving the customer experience?
            6. Where do you go to learn about your customers?
      2. get the customer in the room
         1. we are not relevant
         2. Learn from your customer service team
            1. Go and see
            2. Consume their insights
         3. Bring customers in and have them use your product in front of you
            1. eye-tracking
            2. UX lab
         4. Visit people in their home/office
            1. understand the triggers/ environment
         5. Have an empty chair in the room
      3. examine the customer journey
         1. use net promoter score (nps) to measure customer satisfaction
            1. How likely are you to recommend [company/product name] to a friend?
            2. scale of 0-10
            3. 0-6 are detractors
            4. 7 or 8 are neutral
            5. 9 or 10 are promoters
            6. NPS= Npromoters- Ndetractors
            7. NPS> 50%
      4. “There is only one boss. The customer. And [he or she] can fire everybody in the company from the chairman on down, simply by spending [his or her] money somewhere else”. — Sam Walton
2. Customer voice. How to ask the right questions
   1. to figure out what customers are going to want before it even exists
   2. Customer Voice
      1. I need the button to be green
      2. I need my data to export in Excel
      3. It must be brand X
      4. It must be within this price frame
   3. Customer Insights
      1. Is the customer color blind?
      2. Is there a secondary system?
      3. Who are the users of brand X?
      4. Is the customer interested in saving 50% more time?
   4. Types of customer voice
      1. Interviews
         1. Never ask “why”
            1. don't use 5Whys
         2. Listen
         3. It’s a love-hate relationship
         4. Ask probing questions
      2. Observational
         1. Walk the walk
         2. Gather evidence
            1. quantitative feedback: measure what you have learned
            2. be more confident in your conclusions
            3. qualitative feedback: tapping into the big picture
            4. Read reviews, word for word
            5. Isolate trends
            6. Define what you believe to be true
            7. Map frustration and frequency
            8. Find Innovation in “Not.”
      3. Quantitative
      4. Qualitative
      5. know your customer better than they know themselves
   5. understand the difference
3. Create MVP
   1. the smallest piece of passable product you can create
      1. if we can’t build everything, why build anything?
      2. solve user problems in the cheapest possible way
         1. understanding the core of user problems
            1. Needs over solutions
            2. Outcomes over output
            3. Mission over quick wins
      3. mvps are negotiable
   2. begins with
      1. knowing the customer
         1. what actually matters
      2. Roadmaps
      3. prioritization
      4. narrowing down
      5. focus
         1. do not start with everything
      6. +
   3. mission
4. The first impression
   1. effective onboarding
      1. Capture users’ hearts
         1. Your value proposition
         2. Context
         3. People
            1. making people better
         4. an “aha!” moment
         5. emotional win
      2. Get sign off from their minds
         1. List Your Product’s USPs
            1. exceed the competition
         2. List Testimonials
            1. social proof
         3. Transparency
            1. ratings
         4. The Numbers
         5. Success
      3. Pave the way
         1. Remove the Frictions that Slow People Down
         2. Don’t Let Users Drift Away
      4. Align in-app touchpoints
         1. First Impression
            1. value
         2. One Seat
            1. in place
         3. Cut Steps
      5. Focus on the concept of activation
      6. delight and streamline
5. Trust
   1. AI
      1. Data science produces insights about people’s needs and desires
      2. Machine learning produces predictions about what people will do
      3. Artificial intelligence produces actions that help people
   2. four levels of trust in machine automation
      1. Use
         1. People voluntarily use automation when they want
      2. Misuse
         1. People over rely on automation
      3. Disuse
         1. People do not trust or are underutilizing automation and therefore they turn it off
      4. Abuse
         1. Automation of functions not taking into account the consequences on human performance
   3. gain and build trust
      1. who gains trust
         1. Create alignment
         2. Make hard decisions
         3. Understand the audience
         4. Expands understanding
      2. who loses trust
         1. Doesn’t know the audience
         2. Isn’t logically consistent
         3. Makes mistakes in spelling, grammar, communication
      3. A product that gains trust
         1. Is interpretable
         2. Allows expertise to be built
         3. Helps avoid human error
         4. Makes good decisions
      4. A product that loses trust
         1. Doesn’t allow intervention
         2. Makes simple mistakes
         3. Breaks the illusion of control
         4. Doesn’t take the operator into account
6. The importance of communication
   1. Putting the pieces together and discovering the true nature of the elephant
   2. three principles for effective communication
      1. Reciprocity
         1. Let me play that back to you to make sure I understand
         2. Communicate your communication needs
         3. Talk one on one
         4. Be open and vulnerable
      2. Medium
         1. Facial expression and gesture are hugely important for communication
         2. Language is inelegant and imprecise
            1. different meaning for different people
         3. TLAs (Three Letter Acronyms)
            1. pronouns and jargons should be avoided as much as possible
         4. Don’t be afraid to repeat yourself
      3. Context
         1. Be aware of your relationship with the person you are speaking to
         2. Consider every interpretation
         3. Make the implicit, explicit
      4. You never really know what is inside somebody’s head
7. How to grow
   1. four levels of Product Management
      1. Associate Product Manager
         1. Execution
            1. Leading without Expertise
            2. The key decision is dependant on the external stakeholders
      2. Product Manager
         1. Prioritization
            1. Defining your Success Metric
            2. to measure the impact of everything that you do
            3. merge conflicting metrics into one overarching metric that encompasses what each team cares about
      3. Senior Product Manager
         1. Strategy
            1. Getting Buy-In
            2. to think long term and decide where you want your team to be in 3-5 years time
            3. realistic timeline
            4. break down the journey into a series of steps. This is your roadmap
            5. the destination and roadmap
            6. to present this in a convincing way to your directors with confidence and vision
      4. Staff Product Manager
         1. Horizontal Leadership
         2. Collaborating with Difficult People
            1. assuming positive intentions
      5. Director
         1. Multi-team Management
      6. big picture: create positivity
8. Personalization
   1. Understanding personalization in context can help us make better use of this technology
   2. The four elements of personalization
      1. Input
      2. Smarts
      3. Selection
      4. Delivery
   3. Summary
      1. Start with an introduction
      2. Make it a collaborative dialogue
      3. Presentation matters
      4. ‣Follow through with feedback
9. The psychology of habit
   1. BJ Fogg of Stanford. human behavior: motivation, ability, and a trigger
      1. b = m + a + t
      2. Motivation
         1. the energy for action
         2. Seeking pleasure
         3. Seeing hope
         4. Seeing social acceptance
         5. Avoiding pain
         6. Avoiding fear
         7. Avoiding rejection
      3. Ability
         1. the capacity to do a particular action
         2. Time
         3. Money
         4. Brain cycles
         5. Physical effort
         6. Social deviance
         7. Non-routine
      4. trigger
         1. the action phase
         2. understanding rewards
            1. Rewards of the tribe
            2. Rewards of the hunt
            3. Rewards of the self
         3. the investment phase
            1. Loading the next trigger
            2. Storing value
      5. building habit
         1. What is the internal trigger the product is addressing?
         2. What is the external trigger that gets the user to the product?
         3. What is the simplest behavior in anticipation of reward?
         4. Is the reward fulfilling, yet leaves the user wanting more?
         5. What “bit of work” is done to increase the likelihood of returning?