What are the keys to customer observation?

In 2023, a team at Zalando developed a new tool for 400 internal users, including photographers, image editors, and copywriters, to replace an outdated system in the Zalando Fashion Studio. To better understand user needs, senior managers engaged in customer observation by working alongside users, which involved monitoring their natural behavior and recording insights into a working document. This process highlighted the importance of customer observation in product management for identifying pain points, validating assumptions, and discovering new opportunities, such as the creation of an in-house image editor that improved workflow efficiency. Effective customer observation involves techniques like shadowing, contextual inquiry, user journey mapping, and usability testing, and requires clear objectives, participant selection, and continuous engagement. The article emphasizes that while AI tools can assist in capturing insights, direct interaction with customers remains crucial for understanding user behavior and improving product relevance.