I look for patterns across user feedback, usability tests, and behavior data to surface recurring pain points or maybe even missed opportunities. A single comment might be noise, but when multiple sources point to the same issue, that’s a strong signal.

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From there, I frame the insight in business terms—for example, “this step is causing a 15% drop-off” or “simplifying this could reduce onboarding time by two minutes per user.” When the data is tied directly to measurable impact, it’s much easier to align with product and business priorities.

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Finally, I like to bring solution scenarios to the table, so roadmap discussions aren’t just about identifying problems but also about weighing opportunities with a clear sense of trade-offs and ROI.