Episode 131: User Research and Software Product Design with Jonathan Aizen of Amitree
Jonathan Aizen, Founder and CEO of Amitree, joins the show to talk about entrepreneurship and user-researched product design.
Aizen’s solution aims at enhancing an antiquated technology we have relied on for so long: electronic mail. He talks about the product cycle he took with Folio. In its current iteration, Folio intelligently goes into emails and helps identify project milestones, events, and sorts through attachments. This saves a ton of time for professionals, especially those in the heavily-documented real estate sector.
Aizen initially embarked on an intelligent product that would take over functions from real estate agents. Instead, he pivoted and focused on the human side. His epiphany was to place his customers as the heroes and have a tool that would make their abilities come through. He focused the AI to look at the barriers that got in the way of professionals instead of replacing the professionals.
Aizen attributes this shift to accommodating customer feedback. Most of us have wondered how to take valid, valuable feedback and filter out the noise. User research, a methodology that veers away from leading questions or focus groups, is what he used to help navigate this route. Taking the approach of design-based thinking, he was able to gain the flexibility to deliver the product that Amitree features today.
Product-focused business leaders looking for guidance and insight on development will love Aizen’s approach to user research and design-based thinking.
Website - amitree.com
LinkedIn - https://www.linkedin.com/in/jonaizen/
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