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ReplaySeptember 8, 202460 minutesKoen van Lunteren, Michiel Cassee

DPG develops faster based on insights

Learn how DPG Media uses product discovery to develop the right features faster based on real customer needs.

About this masterclass

Many organizations are trapped in what DPG Media's Product Discovery Specialist Koen van Lunteren calls the 'feature factory'. Teams continuously develop new features and optimizations, but don't know for sure if they're solving the right problems for their customers.

Chapters

7

Key Takeaways

  • Implement product discovery to avoid blind optimization
  • Start customer research before you develop ideas, not after
  • Use qualitative research to better understand AB-test results
  • Validate solutions before you fully develop them
  • Involve customers from moment 1 in your product process
  • Combine user tests with concrete problems for better results
  • Use product discovery against stakeholder resistance
  • Focus on real customer needs instead of your own assumptions

The problem of quick decisions

Pressure to deliver quickly means customer research is often skipped. Stakeholders say: 'We don't have time for research, we need to make quick decisions.' This leads to blind optimization, where teams search like miners for gold, but miss the real vein.

Product discovery as the answer

Product discovery means involving customers from day one. Instead of first coming up with an idea and then validating it, you start by understanding real customer needs and pain points. Only then do you develop solutions you know will work.

Concrete results at DPG Media

A practical example: instead of adding a generic USP like 'best reading deals', DPG discovered through user tests that customers were worried about extra shipping costs. By adding 'free delivery', they achieved 3% more conversion and €59k extra revenue.

The value of understanding

The difference isn't just in better results, but also in understanding. When you know why something works, you can apply it to other parts of your website or app. You save resources by focusing on real problems instead of assumptions.

This webinar shows how to practically use product discovery to evolve from a feature factory to a customer-centric organization.

Speakers

KV

Koen van Lunteren

WUA

MC

Michiel Cassee

WUA

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