You may know Hiten Shah from one of the many SaaS companies he's founded over the years, including Crazy Egg, KISSmetrics, and most recently, FYI.
Throughout the process of launching FYI — from first conceiving the idea, to publicly launching the product, and now running a team of 16 — Hiten and his co-founder, Marie Prokopets, have been very transparent about their process of conducting audience & user research to inform product development and go-to-market strategy. As advocates of taking a customer-led approach to growth, we were eager to learn more about their process.
This interview with Hiten covers so much ground, starting with a behind-the-scenes look at why Hiten and Marie launched (and shut down) two products before FYI, and how those experiences led them to finally discover a pain point worth solving.
Things then get really interesting as we explore...
- [14:25] How the FYI team gathers data in the background, to learn from customers while keeping the user experience simple
- [16:10, 23:10] How FYI segments their customers at the individual and team level, and what user behaviors they look for
- [29:44] How they centralize their research data and make it easy to access the "nuggets" of insight
- [37:35] How customer insights are communicated to their designers & engineers, and brought to market as new features