In this Insights Unlocked episode, Andy MacMillan talks with Laura Klein, a veteran in the experience research space, known for her expertise as an author, UX researcher, engineer, and product manager. 

You can read more about Laura in this UserTesting interview with her, as well as read her blog post on creating effective UX research deliverables. 

In this episode, Andy and Laura discuss the concept of designing for the smallest possible thing to avoid the cost of rework in product development.

Key Themes and Ideas:

1. Designing for the smallest possible thing: Laura emphasizes the importance of building the smallest possible thing to learn and understand better. It's not about creating something small just for the sake of it; rather, it's about identifying what you want to learn and choosing the most effective way to do so. This approach prevents the cost of rework and ensures the development of valuable products that meet user needs.

"Build the smallest possible thing that you can to learn something or to understand something better," Laura.

2. Challenges in product development: The episode explores the challenges faced in product development, such as product launches failing due to not meeting customer needs or expectations. Laura highlights the struggle of UX researchers whose valuable insights often get ignored or overshadowed by stakeholders' opinions, affecting the overall product success.
3. The impact of technology on product development: The conversation delves into how technological advancements, such as generative AI and machine learning tools, have impacted product development. While these innovations offer exciting possibilities, Laura said, their true potential is harnessed when they are applied to solve real customer problems, not merely for the sake of doing something new.
4. The role of customer feedback: Both Andy and Laura stress the significance of incorporating customer feedback into the product development process. By bringing the voice of the customer to the table, teams can create user-centered solutions that truly resonate with their audience, leading to better outcomes and customer satisfaction.
5. Incentives and collaboration: Laura discusses the importance of aligning incentives within a company to foster collaboration and ensure the creation of well-rounded and cohesive products. When teams are incentivized solely based on fast delivery or individual projects, it may lead to suboptimal outcomes and missed opportunities for innovation.

As Laura discussed, by designing for the smallest possible thing and leveraging customer feedback, organizations can avoid costly mistakes, create impactful products, and build better connections with their customers.

Resources mentioned:

• Laura Klein's website: usersknow.com
• Laura's books: Build Better Products and UX for Lean Startups
• Laura's podcast: What's Up With Hiring?