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Keep it visible and be consistent.

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Remind people to follow your work.

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From the Product Talk Archives

"When teams create interview snapshots for every interview they conduct, interviews become more memorable, actionable, and reference-able."

The Interview Snapshot: How to Synthesize and Share What You Learned from a Single Customer Interview

Worthy Read

No, AI user research is not “better than nothing”—it’s much worse

We’re seeing a proliferation of reliance on artificial intelligence throughout the business world, and there’s temptation within product to “outsource” customer research to AI. But, writes Pavel Samsonov, “Trying to double down on efficiency by substituting unique human innovators with interchangeable insights from a commoditized robot will turn their software into commodities as well.” In other words, relying on AI to do research will steer us to build more homogeneous products that don’t address real customers' needs.

A Key Concept from My Book

At many companies, there is a tension between business needs and customer needs.

When you get bombarded with a handful of ads before you can start reading a newspaper article, it’s because the newspaper prioritized their need for ad revenue over the reader’s need for a pleasant reading experience.

When you can’t watch your favorite sporting event because the broadcast rights didn’t allow it to be streamed in your region, the sports team prioritized their television revenue over their fans’ desire to watch the game.

When hotels tack on a resort fee that isn’t visible at time of booking, the hotel is prioritizing their own short-term revenue needs over the traveler’s need for price transparency.

Sadly, this conflict between business needs and customer needs is prevalent in every industry. But it doesn’t have to be this way.

Learn more in my book.

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Opportunity Mapping