Product Keynote: Insight alignment

So without further delay, it's my pleasure to welcome to the stage Hannah Zhong, our senior director of product for insights and analytics.

Hi.

Hello.

Hi.

How's it going? You excited about Insights Hub? I'm really excited.

Well, just a little bit about me. As Michelle mentioned, name's Hannah, director of product on insights, integrations, and AI.

I'm actually from Chicago. Anyone from Chicago here?

Awesome. Awesome.

I also have two dogs, names Cookie and Biscuit. There was a little bit of theme going. And I have a two year old who hates, hate, hates eating vegetables. It drives me nuts. And the only way he will eat vegetables, if I mix it in a pancake.

So I don't I don't know why, but he likes a pancake texture. So before come to this, summit, what I do is that at home, I prep the vegetable, clean it, chop it, mix it, blend it, put it into the pancake mix, then how to adjust the pancake mixture for the right texture. Right? So a lot of trial and error and all that stuff.

So a lot of work. So it'll be very disappointing if I go home and he does not eat the pancake.

So sometimes when I'm mixing that, it makes me think about the problem with insights.

When you go through all the troubles of generating them, right, you want to make sure that they're being used, drive impact, and get the most out of them.

This is why I'm super excited to talk about insights hub. As Michelle mentioned, it is a powerful set of capabilities designed to help you get the more value from the insights that you generate on user testing.

And this is not just about increasing the ROI of your research, but also helping your entire organization align around insights, build common understanding of your customer, and create exceptional experiences.

So before I talk about insights further, though, I do want to take a moment to talk about what led us to build insights hub, what we were hearing from many of our customers, what we are hearing from many of you here.

There are a few challenges around insights.

One, a lot of your customer insights are scattered across your organization.

Right? A lot of data, but they live in different systems and different people have different access to it. So it's really hard to create a complete picture, let alone alignment.

The second challenge is that, you know, you do consolidate all that data in one place.

Summarizing and analyzing, that is still hard. That is still time consuming.

Third, let's say you did summarize all that, you surface the insights. It is hard to ensure that insights are accessed by the people, they need them, get connected, and drive impact.

And lastly, when you're trying to collaborate around insights, there's not an easy or good place to do so.

I see some of you here nodding your head, so some of those pain points track.

Well, to address these pain points, I want to highlight a few key capabilities for Insights.

Insight discovery for that powerful insight, cross test, cross studies fast and accessible.

Data integrations for integrating your third party customer experience data into insights hub for that holistic view, and, of course, insights reports for compiling insights into reports to enable you to collaborate, share, and drive alignment.

So I'm going to deep dive into each of that capability starting with insight discovery.

Michelle mentioned before, this is a very exciting capability. And I'm hope that, you know, you'll find it too because it's a real game changer.

But let's first talk about how insights are analyzed and surfaced. Right? And in here, I'm not talking about just individual studies. I'm talking about over time, cross studies, cross tests done by different people in your organization.

So you're with the best tagging, the best note taking, the best analysis. It's too hard. It still takes time.

So think of Insight Discovery as your personal assistant, someone who has the time and ability to flip through all of the user testing studies, and then able to, say, identify the trend, surface insights, and then summarize it back to you in easy to understand language.

So today, Insight Discover summarizes data over, say, think out loud transcripts and survey themes. And in the future, we'll be adding more.

The other cool thing about Insight Discovery is the focus parameter.

It enables you to select data set, say, a set of tests, as well as, say, time frame you want this, the insight to be summarized over.

So that enables you to do comparison and analysis over time as well, and that's pretty cool.

And unlike some AI, we understand the importance of traceability.

So insight discovery points you back to the source.

If you're curious about some of the conclusions it's drawing, well, you know exactly where to look for the raw source with the link citation.

The last thing that is super exciting about Insight Discovery is that anyone can access it.

Anyone can query inside discovery, and it's based on all the research that many in this room are driving.

So that's really cool.

Powerful analysis, fast and accessible.

Now I do recognize that not everyone spend their day in user testing. I would love that to happen, but not there yet. And for many of the insight consumers, people who consume insights to make decisions, they don't spend a lot of that time in user testing.

Let's say the product folks, many of you collaborate with them. Right? So product managers use customer insights to make decisions.

Or I hope they do. Right? And what they do is, like, for example, they use insight to IDA, prioritize, define product requirements, all that good stuff.

Many of them spend their time in Confluence and Jira.

So to bring insight to where insight consumers work, like the product folks, we are integrating the same insight discovery capability in Atlassian.

And we're oh, sorry. Sorry, a different screen for some reason. And we're calling that basically the Insights Assistant.

So as a product manager, working the requirements in, say, Confluence or Jira, They would easily assess all of that user testing insights in Confluence or Jira just a click away.

So the next capability I want to talk about is data integrations.

So how many of you here feel like your organization have too much data?

I know it's a silly question. Like, why am I raising my head? This is obviously true. And it's a silly question.

But the reality today is that we have a ton of customer experience data, and they live in many different places. Right? And different teams have access to different data set and from that drawing different conclusions and then from that applying that to customer experience, which could be more connected and cohesive. Right?

So starting in January, you can bring some of that data right into the Insights Hub, starting with Google Play Store and App Store product reviews.

That means that you will also get AI themes from product reviews, and you'll be able to query with insight discovery.

What that means is that you will get summarized insights about the studies in user testing, but also reviews what people said about your brand, your product, your apps, and even your competitors.

So that's pretty cool. And then in twenty twenty five and beyond, we're gonna be adding more integrations to it. For example, an integration with Zapier to unlock more data sources quickly, say, with Zendesk or, say, customer support tickets, all that good stuff.

This is a very exciting capability, not just because it's about centralizing all data, but it's also about making it possible to summarize and analyze with other data sources with just a few clicks off the tech keyboard.

The last capability I want to talk about is insights reports so that in user testing, you can create tests, you could do surveys, you could create highlight reels, all the stuff that you love and enjoy.

And then you can create reports and collaborate through concurrent editing of reports all in one place. That means one integrated workflow, one integrated user experience.

You can add clips, charts, and images to the reports. You can collaborate with your team and stakeholders, share and leave comments. You can tag the reports. You can present your reports directly in user testing with presentation mode without having to build a deck.

So that's pretty cool too.

So I want to paint a more concrete picture of insights. So I'm going to give you a preview of what all of this looks like with a demo.

And in this demo, we'll explore how Insight Hub helps CareFair Travel collaborate to track down the cost of a recent drop in CSAT, customer satisfaction score, something that perhaps many of us have to deal with, you know, once in a while. Right?

So for the context of the demo, this organization, Care Fair Travel, helps travelers find and book discounted events and activities around the world.

And let's meet Taylor. She is the head of business for Care Fair Travel.

So she wants to understand what's causing that drop in CSAT.

So she wants to know what are the top complaints for the past three months. And using Insight's help, specifically Insight Discovery, Taylor can easily and quickly do so to kick off her investigation by just entering a question in Insight Discovery.

And then Insight Discovery will pull and summarize data from multiple data sources, say an ongoing NPS survey, including open ended responses, customer interviews, and app store product reviews.

Based on the Insight Discoveries response, Taylor quickly spots recurring themes, such as long wait times, confusion around the cancellation policy, not enough activities to do, and pricing.

Okay.

So Taylor copied these findings into your insights report, and then she shares it with other relevant teams like product and support. And all these teams can help dig deeper into the issues and remedy.

And throughout this entire process, the teams collaborate by commenting in the report and adding new findings.

And as the teams investigate, it becomes clear that the long wait time's having an issue for some time, so not related to the CSAT drop.

But but the confusion around the cancellation policy, that is new, stemmed from a recent update to the mobile app. So Right? There's something we can do there. So Taylor and the team go back to the report, detail the issue and the next steps.

And the product manager responsible for the mobile app is able to leverage those findings to improve the app. She creates a product requirements doc to define the improvements, and she adds insights specifically about where the cancellation policy should be surfaced in the app just by querying user testing's insights assistant within Confluence.

And after that, the product manager is able to report the progress back to Taylor and review the findings with her joiner one on one.

And Taylor is pleased and can now collaborate with other teams to address other issues as well.

So as you can see from this demo, Insight Hub and its capabilities enable multiple teams to access the same insights, collaborate, and make better informed decisions faster.

So that's Insights Hub in a nutshell. You wanna learn more about it or try it out, come find us at the product booth, and then we can sign up for the beta as well.