Creating a framework for customer listening

Dan Storms, CookUnity’s Chief Product Officer, said adding steps to their sign up process had a positive result on the business. It was a counterintuitive action  from a design perspective. Usually, you want to eliminate steps. But listening to their best, most raving fans, yielded insights that a few added questions initially would result in an even better experience for customers. And it was great for CookUnity, too. They saw a 50% increase in conversions. The three-year-old startup is a direct-to-consumer meal delivery platform that allows its customers to choose a range of ready-to-eat meals from celebrity and up-and-coming chefs. It’s based in New York City, recently opened its second community kitchen in Los Angeles, and delivers to twenty-seven states.In his Human Insight podcast interview with Janelle Estes, UserTesting’s Chief Insights Officer, Storms goes on to discuss: How they leveraged two bestsellers to create a framework for customer listening that they then applied to their product and market strategyHow to validate customer feedback with surveysInsights on planning the NY Product ConferenceFollow our new show: Insights Unlocked

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Welcome to the Human Insight Podcast where we share with you the business stories, ideas, and trends shaping the future of customer experience told first-hand by the experts themselves. This is your show if you work in product management, UX design and research, marketing, digital transformation and more.