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Driven to create a better way to bring products to market, longtime product experts Vidya Dinamani and Heather Samarin, developed an easy-to-implement framework to help organizations get better at creating delightful experiences that drive growth.
Their new book, “Groundwork,” outlines a philosophy and methodology that focuses on three pillars: Convergent Problem Statement, Actionable Persona, and Individualized Needs—and three Practices—Developing Hypotheses, Conducting Scrappy Research, Getting Commitment—that together help teams center their efforts around the most impactful problems, prioritize the right customer needs, and enable durable decisions.
In their entertaining and interactive talk, they bring to life the three pillars, and describe how to empower a customer-driven organization that consistently develops products people actually want.
Vidya Dinamani is passionate about helping product leaders and teams build better products. She has over 20 years of experience, specializing in business & technology strategy, product design, development and management. Vidya has held multiple executive roles at leading companies, including executive positions leading Innovation and Product Management at Mitchell International, and Customer Experience Development for TurboTax, Intuit. She also served as Director of Business Operations and Chief IT Architect for the software provider. Prior to Intuit, Vidya was a consultant with Deloitte Consulting specializing in technology/strategy consulting. A holder of 7 US patents for software technology, Vidya earned a B.S. in Physics from Victoria University in Wellington, New Zealand, and a Masters from Carnegie Mellon University in Pittsburgh, Pennsylvania.
Heather Samarin has over 18 years’ experience delighting customers through the design, development, and management of kick-ass customer experiences within both B2B and B2C marketing and product management. She’s held the customer flag from both senior and C-Level roles at start-ups within the social gaming and healthcare markets where she led product strategy and new product development. Before this, Heather spent over 13 years and held several senior leadership positions at Intuit Inc. Most recently, as Vice President for TurboTax Product Management, she launched their “free” business model and alternative monetization strategy through 2 new online tax products. As Director of QuickBooks Brand Management, she launched several new products targeted at the SMB market. She holds a BS in finance from California State University and an MBA in marketing from Santa Clara University