Human Insight Podcast

Dan Storms, CookUnity’s Chief Product Officer, said adding steps to their sign up process had a positive result on the business.
It was a counterintuitive action from a design perspective. Usually, you want to eliminate steps. But listening to their best, most raving fans, yielded insights that a few added questions initially would result in an even better experience for customers.
And it was great for CookUnity, too. They saw a 50% increase in conversions.
The three-year-old startup is a direct-to-consumer meal delivery platform that allows its customers to choose a range of ready-to-eat meals from celebrity and up-and-coming chefs. It’s based in New York City, recently opened its second community kitchen in Los Angeles, and delivers to twenty-seven states.
In his Human Insight podcast interview with Janelle Estes, UserTesting’s Chief Insights Officer, Storms goes on to discuss:

• How they leveraged two bestsellers to create a framework for customer listening that they then applied to their product and market strategy
• How to validate customer feedback with surveys
• Insights on planning the NY Product Conference

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If you asked someone shopping for a new truck whether they would purchase an electric truck what do you think would be the answer?

Now ask those same potential customers if they want to run their power tools off the bed of the truck? Or in an emergency, would they want to be able to power their homes off their truck so the ice cream doesn’t melt?

“That insight is the beauty of understanding customers in a way that isn’t just what they say and do but in what they think and feel,” said Iain Roberts, Chief Operating Officer at IDEO, a global design and consulting firm; which counts Ford and others among its longtime clients

In this bonus podcast episode, a previously recorded LinkedIn Live conversation, Roberts joined Andy MacMillan, UserTesting’s CEO, to discuss the concept of design thinking and why it’s so important for businesses. Their conversation was part of the User Tested book tour. The new book was co-authored by Andy and Janelle Estes, UserTesting’s Chief Insights Officer.

Roberts said design thinking allows companies to drive real growth by seeing through your customers eyes.

According to its press release introducing the electric F-150 Lightning, Ford relied on its deep understanding of its truck customers to inform the design of the all-new F-150. “We see it as our duty to deliver not just what our customers want and need, but what they might have never thought possible,” said Craig Schmatz, Ford F-150 chief engineer.

Early results are impressive. Ford has reported they have more than 200,000 reservations for the electric truck, of which 75% new customers to Ford.

Listen to the episode for further insights.

To learn more about User Tested: https://www.usertesting.com/usertested.

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In this episode, cohosts Andy MacMillan and Janelle Estes recap Season 4 and talk about what to expect in the next season.
And as a listener of the show, we'd love your feedback. Please take this short survey to help us improve the show. There is also an opportunity to take a UserTesting test about the show, where we can hear about your experiences directly.
Survey: https://forms.gle/nCSTZFR5affEs2k1A

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Today we’re recapping our fifth season of the Human Insight Podcast.
Maybe the biggest change to the podcast this season you’ll have noticed is we started including into episodes more clips from our opt-in contributor network. These are people from around the world, responding to questions we asked either related to that episode’s guest and topic, or to a current news event or trend.This week's insight

In many episodes, as well as in our book User Tested, we’ve talked about the rising importance of the customer’s experience with your product or service.

In fact, Google's search trends for the term “customer experience” has increased 400 percent in the last 10 years. For this Insights segment, we asked our contributors what does Customer Experience mean to them, and for examples of good and bad experiences. Here is what they had to say:
[video] What does customer experience mean to you?

This season's episodes:

• Ep. 39 Dan Misener - Growing your audience with an "Only we" strategy
• Ep. 40 C. Todd Lombardo - Delivering value to both your customers and your business
• Ep. 41 Bobbie Wood - Understanding the accessibility and usability of UX writing
• Ep. 42 Adam Thomas - The three survival metrics for building better products
• Ep. 43 Ethan Song - Building deeper web3 relationships between creators and their fans

Thank you to all the listeners of the podcast, wherever you may be. And thank you to all the guests for making time for us and sharing their stories.

Season 6 will launch in September. If you have an insight you want us to investigate, or a guest you recommend, please email us at [email protected].

Until then, you can go back and listen to any of past episodes of the Human Insight Podcast wherever you get your podcasts. Thank you.

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"When you're thinking about measuring a community, usually what you measure is what you effect," said Wesley Faulkner, Senior Community Manager at Amazon’s AWS. "So, if you're not measuring the success of the people who are in the community, if that's not part of the measurements, then you're really not going to be tracking that. Thus, you may lose sight of what makes your community good."
Wesley talked with Andy MacMillan, UserTesting's CEO, and Janelle Estes, UserTesting's Chief Insights Officer, in Episode 48 of the Human Insight Podcast.
Wesley is a first-generation American, public speaker, and podcaster. He is a founding member of the government transparency group Open Austin and a staunch supporter of racial justice, workplace equity, and neurodiversity. His professional experience spans technology from AMD, Atlassian, and Dell among others. Wesley is currently .

He also co-hosts the developer relations focused podcast Community Pulse and serves on the board for SXSW.

He said measuring what makes a sponsored community successful can be complicated. Ask the sales team and they want to know how many leads are coming from the community. Ask customer service and they want to know how many tickets are being diverted to and answered in the community.
"But if I had to boil it down to anything," Faulkner said, "it is what does the community itself say its worth?"
Listen to the episode to hear Faulkner's tips for putting metrics to that measurement.
Additionally, they discuss:

1. What do Faulkner mean when he says community shapes us?
2. What are the benefits of a community to those within the community, and what are the benefits to the sponsoring organization?
3. How do you authentically build an audience, especially as everything seems to shift to more digital, more remote, and more global ?

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