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Closing the “Say Do Gap”: Using Your Product to Deeply Understand Customer Needs

Speakers: Joanna Cook

Session Abstract

In this session, we will learn how data, feedback and closed-loop communication with users can help bridge the “say-do gap” for large, complex softwares at scale, especially the desktop apps like Autodesk. Delivering brilliant experiences that customers love requires a deep understanding of their needs. In a professional context this challenge is amplified by our human limitations describing accurately what we do and why. Power users who design airplanes, cars and bridges using complex professional software need a wide range of specialized capabilities—and things like health and safety are at risk when things go wrong. How do we understand the nuances and intricacies of these customer needs – particularly when we know how hard this is? Let’s take a dive into these nuances, and the strategies around these.