Person holding a compass
Person holding a compass
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UX research and UX testing are capabilities that increase the effectiveness of a Product Manager and create additional value for the customer if applied well. The findings from your UX tests can be the difference between your product being dead-on-arrival and achieving stellar adoption and retention. The best part of UX research and running experiments is that it doesn’t require monetary investment to get started, just time and thoughtfulness.

Over the past seven years, I’ve had the opportunity to participate in, design, and moderate UX tests at Xbox, AR wearables & applications (RIP, Daqri), and B2B/enterprise software (GIS analytics and…


Lightning bolts in dark storm clouds against an orange sunset.
Lightning bolts in dark storm clouds against an orange sunset.
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The Design Sprint is a regular pillar of many Product, Design, and UX teams. If the process is new to you, check out the primer “What’s a Design Sprint, and why is it important?by Gloria Lo. The Sprint is a 5-day process that takes a gnarly problem and applies a systematic, multi-disciplinary approach to validating ideas. It doesn’t promise to solve the substantial problem but delivers fast testing and learning — if run correctly.

The risks of improperly designed and facilitated design sprints include wasted time, poor decisions, and costly investments. …


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The point of product analytics is to help you drive decisions and actions that improve customer value. That’s it. Make better products. Make better services.

In a smaller organization, the dissemination of information is much simpler. There are fewer stakeholders and clarity on what the priorities are. For larger organizations, the network that leads to a decision has more nodes. The more extensive system comes with varied receptivity and higher chances of misinterpretation.

In both cases, however, your message needs to be shared purposefully and well-planned. …


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Understanding how your users behave is one of the fundamental competencies of an effective Product Manager. This post will go into Cohort Analysis as a way of investigating user behaviors as a function of time. In addition to a recent example, I will cover:

  • Questions that cohort analysis can answer
  • How to set up a cohort analysis
  • Tips and considerations when conducting cohort analysis

Let’s Agree: Not All Customers are the Same

In a previous post, I shared the view that Not All Customers are the Same. The premise is that your customers buy and use products with different frequencies, retention rates, and purchase values.

We need to…


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When maturing your organization’s analytics capabilities, Data Governance is critical to implement. One purpose is to promote faster decision-making with trustworthy data. That’s the goal we’ll focus on in this post.

This post will share Data Governance best practices for your product analytics data. The structure will be as follows:

  • Defining roles and responsibilities
  • Sharing best practices and guiding principles for governance
  • Executing on governance policies and processes

As data volume increases and access scales, achieving that goal becomes more difficult. Hence, it’s important to establish your governance strategy as quickly as possible.


The responsibility of data fluency is to be accountable to reality. Only then can you make the best possible decision.

Let’s define data literacy as the ability to analyze, understand, and communicate data. If it hasn’t been hammered into our heads yet, Data Literacy is a critical component to data-driven decision-making.


Welcome to Part 4 of the series, Transforming Your Product Team’s Analytics Prowess. Our transformation journey has come a long way. We know how to assess our data cultures and find the data we need. After clearing that organizational overhead, we get to the fun part: the analysis. Unfortunately, too many PMs ask the question “What metrics should I track?”. Others confidently boast metrics but deflate when you ask why those numbers matter.

The most overlooked aspect of analytics is also the most critical — knowing which questions matter.

A few years ago, the business press talked about the data…


Becoming Customer-Centric and managing your business with Customer Lifetime Value (CLV) is a winning strategy. That is the central message of Peter Fader and Sarah Toms’ 2018 book, The Customer-Centricity Playbook. Read it. It’s short (128 pages), concise and packed with data. It also includes case studies that exemplify customer-centricity over product-centricity.


Let’s assume that you are aware of product analytics and its many benefits. You’ve figured out what questions are important for your Product team to answer. You must answer these questions. How would know that you’re really creating value for your customers? You need concrete proof and you need it fast. This is where a product analytics platform comes into play.

I recently went through a two-year journey at Cornerstone OnDemand to get a proper analytics platform. It was a Zero-to-One transformation. I figured some of you might benefit from my reflection.

This article will cover the five steps to…


If you’re joining me for the first time, this is a series on evolving the analytical abilities of your Product team. The first post covered data culture, while second focused on the fundamental data that you need as a Product team. This post will double-click into where to get that fundamental data. After reading this, you will be able to:

  • Locate where different kinds of data are commonly stored. Usage data will likely be in a different place than client information or qualitative product feedback.
  • Identify who likely has access to data you need. You or your engineers might not…

Joriz De Guzman

Growth and Strategy. Product Management. Wharton MBA ‘10. Previously Microsoft (Xbox Strategy). Visit my site: http://joriz.io. Follow me on twitter: @jorizdg.

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