insurance2 min
ReplaySeptember 8, 202460 minutesKoen van Lunteren, Michiel Cassee
DPG develops faster based on insights
Learn how DPG Media uses product discovery to develop the right features faster based on real customer needs.
Chapters
7Key Takeaways
- Implement product discovery to avoid blind optimization
- Start customer research before you develop ideas, not after
+6 more takeaways
What's covered
- 1
Introduction and objective
Welcome by Michiel Cassé from WUA and introduction of guest speaker Koen van Lunteren from DPG Media. Explanation of the focus on product discovery and customer-centric development.
- 2
The problem of the feature factory
Why organizations often blindly develop features without real customer insights, illustrated with the metaphor of a blind miner.
- 3
DPG Media case and challenges
Concrete examples from DPG Media's organization with many brands and the challenge of making quick decisions without skipping customer research.
- 4
Current working methods and their limitations
Analysis of traditional routes: direct implementation versus AB-testing, and why both routes have shortcomings without product discovery.
- 5
What is product discovery
Definition and explanation of product discovery: understanding user problems and needs and validating solutions before you develop them.
- 6
From problem to solution
Concrete case of USP optimization at kiosk.nl, from 'best reading deals' to 'free delivery' based on actual customer feedback.
- 7
Q&A and follow-up questions
Answering questions about the difference between product discovery specialist and UX researcher, plus discussion on research representativeness.
About this masterclass
Many organizations are trapped in what DPG Media's Product Discovery Specialist Koen van Lunteren calls the 'feature factory'. Teams continuously develop new features and optimizations, but don't know for sure if they're solving the right problems for their customers.
The problem of quick decisions
Pressure to deliver quickly means customer research is often skipped. Stakeholders say: 'We don't have time for research, we need to make quick decisions.' This leads to blind optimization, where teams search like miners for gold, but miss the real vein.
Product discovery as the answer
Product discovery means involving customers from day one. Instead of first coming up with an idea and then validating it, you start by understanding real customer needs and pain points. Only then do you develop solutions you know will work.
Concrete results at DPG Media
A practical example: instead of adding a generic USP like 'best reading deals', DPG discovered through user tests that customers were worried about extra shipping costs. By adding 'free delivery', they achieved 3% more conversion and €59k extra revenue.
The value of understanding
The difference isn't just in better results, but also in understanding. When you know why something works, you can apply it to other parts of your website or app. You save resources by focusing on real problems instead of assumptions.
This webinar shows how to practically use product discovery to evolve from a feature factory to a customer-centric organization.
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