Session Description

User Experience and Product Strategy: A Case Study

Wednesday, October 9, 2024

11:15 a.m. to 12:15 a.m.

What is the role of customer research and user experience in the product development lifecycle? AgFirst Farm Credit Bank CMO Juan Silvera will share insights into what it takes to build a customer-centric digital platform for the YBS segment. Learn about the customer segment research, design process and collaboration model that led to the launch of AgBizInfo.com, a new Farm Credit YBS information and resources online hub. In addition, this session will touch on performance measurement and how the product owners use data to understand the effectiveness of this new platform.

Learner Outcomes:

1. Explain the importance of customer research and user experience in the product development lifecycle, particularly for building customer-centric digital platforms.
2. Describe the customer segment research, design process, and collaboration model used in the development of AgBizInfo.com, understanding how these elements contribute to successful product launches.
3. Analyze how performance measurement and data utilization by product owners can assess the effectiveness of new digital platforms, gaining insights into metrics that inform ongoing product improvement and customer satisfaction.