A product org needed their product teams to gain closer proximity to their target audiences. They wanted a solution that amplified existing data inputs (e.g., UXR, Data Science), accelerated product development, and cost efficient.

Our objectives included: 

• Understand  leadership and product teams' needs and blockers to understanding their audience
• Identify solution (ie., Advisor Councils) that met org needs and constraints
• Build out Advisor Council program (operations, contracts, partnerships)
• Scale Advisor Council program to org

We answered:

We led a  3-day sprint beginning with a IDIs with key stakeholders (leadership and individual contributors) to identify key needs and blockers to user proximity. We followed this by a half-day analysis & idea brainstorm with a subset of interviewees as well as important cross-functional partners (e.g., legal, comms, privacy). 

Product Impact:

Our work uncovered a unilateral desire for greater proximity; however, time,  operational constraints (perceived and real), and company culture prevented teams from doing so. With stakeholder input, we developed a low-cost, efficient program to build proximity: Advisor Councils. Advisor Councils are comprised of external partners focused on the target audience, ranging from academics to industry experts to target users.

Council members:

• Integrated into the team (weekly meetings, off-sites, design sprints, etc.)
• Co-analyzed Data Science and User Research findings & conclusions to ensure accuracy
• Provided continuous input on Design and Product roadmaps and prioritization
• Provided regular product testing and feedback
• Informed go-to-market strategy

"...led to their establishment of an advisory council composed of members with lived experiences. Proximity to the communities we aim to serve enables us to build with integrity, work through challenges faster, and see risks earlier." - Roy Austin, VP of Civil Rights, Meta