American Marketing Association
After completing her master's in Human Centered Design and Engineering from the University of Washington, Lan works as a customer advocate in uncovering data and ensuring that user needs and barriers are at the forefront of the work at the American Marketing Association. She thrives in qualitative research methods and ensures others across her organization have the tools and resources they need to drive innovation and user experience.
Teams are often focused on launching new products, but in a world where technology and customer need change rapidly, existing products can quickly languish. We'll take you through a step-by-step process for evaluating in-market offerings and keeping them relevant. Business Reviews provide a framework for in-product evaluation and a toolkit to ensure decisions are data-driven. This "sprint" approach helps cross-functional teams make data-based decisions about growing, changing, or sunsetting customer offerings.