How do you build a product that will provide a rewarding experience for product users? In episode #2 of the Product Awards Series, radd. Founder Sivan Baram meets with Ubiety Technologies CPO Nacho Andrade and discusses her unique approach to building successful products that provide value to the intended product users. She speaks on her personal journey as a product manager and the product management considerations that made radd. successful. This includes embodying the user perspective, the influence of verticalization and specialization trends, and building a human connection through a product. 

Subscribe to the Product Talk podcast on Spotify and Apple Podcasts and catch every conversation with leading product executives. Episodes in the 2023 Product Awards Series drop on Fridays.

On embodying the user perspective

“We spent a lot of time speaking to customers. Meeting with them, understanding what they like, what they don’t like, and what is irrelevant and unnecessary. Entrepreneurs have the tendency of going for too much. And I think we also had that in the beginning. To be minimalistic is so much more difficult. The users have helped us get to that minimalism, understand what is necessary in the product, and what they want the most from our product. 

“We did research in the beginning to understand the users. We asked people that are actually uploading reviews, what would you like the option to do? Would you like to be affiliated with the brands that you love? Would you like that kind of exposure? We spent a lot of time understanding the needs.”

“We won in the B2B tech category, which is exactly what we do. I can understand why that’s the category that was chosen for us because we understood that our product is a good fit as a SaaS platform for B2B customers. In our case, they are Shopify brands. They can integrate and read with a few clicks, and begin paying a monthly fee. Then, they can access an entire platform that provides all kinds of opportunities. It allows them to increase their engagement, increase their traffic with lives, and increase conversions, which is what every online brand is looking for. That is exactly what our platform is doing for them. 

“It’s not only an exciting shoppable experience that is beautiful and attractive, but it’s also data-driven, so they get all the data behind what is going on on their site. It’s actually powerful because it’s allowing them to increase sales. At the end of the day, people are enjoying authentic reviews that are created by real people. They also enjoy a new kind of interaction. They can shop through it very easily. And we’re adding more and more options to our stories. So it gets even more exciting with time. 

“We see that the product is providing value to the brands. They like the aesthetics of it and on the back end, they understand exactly what this content is doing for them.”

On building a human connection through video reviews

“There’s something limiting about today’s reviews, not to mention the fact that reviews can be faked. And with our product, we’re eliminating that option. So reviews can no longer be faked. That in itself is a big differentiator. Almost 100% of us are looking at least one review before making an online purchase. The numbers are proving that most of us are shopping online, only based on some kind of reviews. Video reviews are giving us a more in-depth look at the products that we like. With the tools today, we would probably go to YouTube to understand their product better. 

“This combines the E-commerce reviews of today that usually include a star rating and text. The visual experience allows people to be more descriptive and to give more detail about the product. There’s a more human aspect, and it’s a much more attractive, engaging experience for the users.”

About the speaker
About the host
Nacho Andrade Ubiety Technologies, Inc., CPO

Nacho is an Evangelist for all things product, advocating for innovation, diversity, and building amazing products. Nacho has spent over 10 years in product roles ranging from startups to enterprise in industries like education, healthcare, finance and gaming.

Provide your rating for this post
If you liked this post, please use the buttons to the left to share it with a friend or post it on social media. Thank you!

Leave a Reply

Read more

Head of Product at Loop Commerce on Product-led Go-to-Market

Subha Shetty, Head of Product at Loop Commerce, a Synchrony company, discusses how to craft an effective product-led go-to-market strategy.

Portigal Consulting Founder on User Experience

Listening to customers is critical for user experience design. Product managers must set their worldviews aside in order to effectively listen

Rent the Runway Sr. VP of Consumer Product on Creating a Seamless User Experience

Rent the Runway Sr. VP of Consumer Product Preethi Ramani shares insights on how to create a seamless user experience.

10 Psychological Drivers that Engage Users and Support Product Growth (Part 1)

Nate Moch outlined the 10 psychological drivers that support product growth, including fear of missing out, and the herd mentality.

Thinking, Feeling, Doing: Knowing Your Users as Humans

How can product managers get better at understanding users as humans, to find moments in their lives where products naturally fit?

/ Register for Free

Don’t be left behind in your career. Join a growing community of over 500K Product professionals committed to building great products. Register for FREE today and get access to :

  • All eBooks
  • All Infographics
  • Product Award resources
  • Search for other members

Coming soon for members only: personalized content, engagement, and networking.