Change can be a catalyst for growth, and that’s exactly what happened when our company welcomed a new head of technology at Bloom Growth. With his arrival came a fresh perspective, challenging us in product to shift our focus from mere outputs to meaningful outcomes. Suddenly, it wasn’t just about shipping features or hitting deadlines. It was about creating real value and impact for our users by solving the right problems.
This new mindset sparked a sense of curiosity and a hunger within the team for a deeper understanding of our users. When we asked how we could better focus on outcomes, his answer was simple: start by reading Continuous Discovery Habits by Teresa Torres.
Starting a book club for continuous discovery
Intrigued, a group of us—two UX designers, one product owner, and our fearless leader himself—decided to embark on a learning journey together. We formed a mini book club, meeting weekly to dive into Torres’ book and explore the world of continuous discovery.
These meetings sparked lively discussions about the possibilities of this new approach, along with practical discussions about how we could implement the concept of continuous discovery within our company context. After all, you can read all the books in the world about swimming, but you won’t learn until you get in the water.
Working across departments
Continuous discovery hinges on regular interaction with users. We knew we needed a steady stream of our customers to talk with us, so we got creative:
First, we added a consent-to-contact checkbox to the feedback modal at the end of our beta experience, inviting users to share their thoughts. This allowed us to identify individuals who were already engaged. For those who opted in, we made it a priority to reach out personally within 24 hours, expressing our gratitude and inviting them to schedule a follow-up interview. A Calendly link made scheduling easy.
Next, our customer support and client success teams became invaluable allies, acting as a direct line to our users. They not only helped us identify individuals who had encountered challenges or provided valuable feedback but also proactively connected us with them for deeper conversations. Our support team invited us to sit in on calls, giving us a firsthand glimpse into real user needs.
The interview experience
Before each interview, we brainstormed a list of open-ended questions to serve as a flexible guide, not a rigid script. We wanted to foster natural conversations, encouraging users to share their thoughts and experiences freely. We were also careful to avoid leading questions, ensuring we gathered genuine and unbiased insights.
Here are a few best practices we developed:
- We always had two team members present at each interview. This ensured we captured all important details and allowed us to learn from each other’s interviewing styles.
- We started with warm introductions, got permission to record, and then asked the interviewee to share their screen. This allowed us to see firsthand how they interacted with our product and ask questions about their recent usage.
- We used Fathom, an AI-powered meeting summary tool, to record the interviews, creating a valuable library of user insights that we could revisit and share with the team. It was especially helpful when we encountered bugs or usability issues, as we could provide developers with real-world examples of user struggles via Fathom links.
Showing appreciation
We believe in showing appreciation for our users’ time and insights, and we wanted to do it in a way that reflected our company’s values. Instead of incentivizing gift cards, we partnered with a nonprofit to plant ten trees on behalf of each interview participant. It was a small but meaningful gesture that not only benefited the environment but also underscored our commitment to making a positive impact.
After each interview, we sent a personalized thank-you note, letting participants know about the tree donation made in their name. It was a simple way to create a positive experience and show our gratitude.
The transformation:
A more confident and user-centric UX team
Embracing continuous discovery has been transformative for our UX team. User interviews have evolved from an occasional task to an eagerly anticipated part of our routine. We now approach interviews with confidence and genuine curiosity, knowing that each conversation brings us closer to truly understanding our users.
Thought leadership from Torres has truly empowered our team, fostering a sense of shared ownership and collaboration. The constant stream of user feedback has fostered a culture of continuous improvement. We’re constantly identifying and addressing pain points, refining existing features, and brainstorming innovative ideas based on real-world experiences. The insights we gather have also significantly improved our beta experiences, allowing us to gather targeted feedback and iterate quickly on new features.
Continuous discovery has become so vital to our workflow that the thought of disconnecting from our users for even a week seems absurd. This constant connection is a game-changer. We’ve seen firsthand how profoundly it improves the products we build, and we can’t imagine working any other way.
Help us make Bloom better 🌱
If you’d like to provide your feedback, we encourage you to schedule a completely confidential meeting with our UX team. And remember, we’ll plant 10 trees in your honor just for sharing your opinion with us.
This blog was written by:
Stephanie Helvin
Product Opportunity Researcher at Bloom Growth