The "Feature Constellation" Framework That Unlocks 10x Customer Value | Aleks Bass (CPO, Typeform) - Repeat

Episode notes

How do you decide what to build when growth is flattening and you're facing intense competition from free products? When Aleks Bass joined Typeform as Chief Product Officer, she was faced with this exact challenge. In this repeat episode, we cover: The "Feature Constellation" Concept: How combining features can unlock exponential customer value and willingness to pay. Prioritization at Scale: How Typeform used a MaxDiff survey to rank 86 features and find a 75% overlap in what all their user segments wanted. Research-Driven Strategy: The step-by-step process for turning deep customer insights into a clear, actionable product roadmap that aligns the entire company. Identifying Your True ICP: How the research revealed three distinct customer groups and helped Typeform prioritize marketers, who had bigger budgets and a higher willingness to pay for less mature features. Balancing Data and Intuition: Why deep domain expertise is a product manager's superpower and how to use research to bolster, not replace, your gut instinct.