Driven to create a better way to bring products to market, longtime product experts Vidya Dinamani & 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 & methodology that focuses on three pillars: Convergent Problem Statement, Actionable Persona, & Individualized Needsand three PracticesDeveloping Hypotheses, Conducting Scrappy Research, Getting Commitmentthat together help teams center their efforts around the most impactful problems, prioritize the right customer needs, & enable durable decisions.
In their entertaining & interactive talk, they bring to life the three pillars, & describe how to empower a customer-driven organization that consistently develops products people actually want.
Vidya Dinamani is passionate about helping product leaders & teams build better products. She has over 20 years of experience, specializing in business & technology strategy, product design, development & management. Vidya has held multiple executive roles at leading companies, including executive positions leading Innovation & Product Management at Mitchell International, & Customer Experience Development for TurboTax, Intuit. She also served as Director of Business Operations & 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, & a Masters from Carnegie Mellon University in Pittsburgh, Pennsylvania.
Heather Samarin has over 18 years experience delighting customers through the design, development, & management of kick-ass customer experiences within both B2B & B2C marketing & product management. Shes held the customer flag from both senior & C-Level roles at start-ups within the social gaming & healthcare markets where she led product strategy & new product development. Before this, Heather spent over 13 years & held several senior leadership positions at Intuit Most recently, as Vice President for TurboTax Product Management, she launched their free business model & 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 & an MBA in marketing from Santa Clara University