Sessions at SXSW Interactive 2012 of type Workshop about User Experience and Competition and Psychology

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Saturday 10th March 2012

  • Mind Reading: Seeing Needs Users Don’t Articulate

    by Leslie Feinzaig

    When your product is facing serious competition, knowing what unmet need still exists is crucial to planning your next move. But in surveys you find that everyone is reasonably satisfied with all of the key features in your competitor’s products and they do not perceive that their experience could be better than it currently is. So how do you identify opportunities that seem not to exist? In this session, using Bing’s insight development practices as a case study, we will discuss techniques for gaining deep understanding of and empathy with customer’s pain to spur product innovations. We will share insights that we’ve identified that point to broad cultural shifts in how people think about knowledge that impact what is perceived as trustworthy and what is complete information required to make important decisions. We will share both how we were able to identify these needs and specifically what these needs are in an effort to encourage thinking about how to better meet them. This session is sponsored by Bing.

    At 9:30am to 10:30am, Saturday 10th March

    In Town Lake Ballroom, Radisson Hotel & Suites Austin-Town Lake

    Coverage slide deck

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