What is product discovery?
Product discovery is the foundational stage in the lifecycle of a successful product. It’s the process where product managers lay the groundwork for innovation, shape their product’s vision, and identify the path to delivering value to customers. Effective product discovery is pivotal for building products that resonate with your target audience and address real-world problems. In this comprehensive guide, we’ll delve deeply into each step of the product discovery process, providing you with actionable insights to navigate it successfully.
As per my experience of last ten years in product management, many organizations skip this step and step right into the product development process or sometimes skip some of the key steps like user testing before developing the product. Believe me, it is not a good idea. Certainly it takes time initially to decide and lock what needs to be built by following all the steps in product discovery but it does help in building a product that customers actually love.
Step by Step product discovery process
Step 1: Market and User Research
Understanding Market Needs
Staying abreast of market trends is crucial for identifying and leveraging new opportunities. Product managers need to conduct thorough market research, analyzing current trends and projecting future directions. Competitor analysis also plays a key role, offering insights into what competitors are doing well and where gaps in the market exist. This analysis helps in spotting unmet needs or underserved segments.
Engaging with Key Stakeholders
Interacting with internal stakeholders, including sales, marketing, and customer support teams, provides valuable insights into customer expectations and experiences. These perspectives are vital for a comprehensive understanding of the market and the user base. Subject matter experts bring their valuable insights on the table during initial discussions which is a crucial precursor to the following steps. It helps in shaping a thoughtful product that serves the customers well.
Step 2: Identifying the Problem
User Needs and Pain Points
Central to product discovery is the understanding of the user. Collecting user feedback through surveys, interviews, and direct observations is critical. This feedback helps in identifying common pain points, unmet needs, and user expectations for the product. Analyzing these insights also helps to clarify any assumptions that product managers might have.
Define user personas
User personas are categories of customers who will use your product. Every persona has a unique problem and will interact with your product in a different way. In other words, customer journey of a user persona will differ based on their needs. While identifying the problem to be solved, it is crucial to define the user persona for whom that problem exists.
Define the problem
Articulating the problem clearly is essential. Techniques like drafting problem statements or “How might we” questions help in defining the problem. A well-defined problem statement acts as a guide throughout the product development process. It is fundamental at this step for product managers to think like customers and anticipate their behaviour while interacting with the product. The problem statement must be concise and clear, written in a plain language that is easy to understand.
Step 3: Ideate Solution
Generating Ideas
Brainstorming sessions, mind mapping, or design sprints are effective techniques for generating ideas. Encouraging creativity within the team is crucial for ideation. Ideas can come from product managers, designers, subject matter experts, marketing, sales or even the executives. Filtering viable ideas and saying no to ideas that don’t hold any value for customers is an important job of a product manager and it is not an easy one. The potential solutions must provide a value to the user and help meet the overarching goal of the product.
From Ideas to Concepts
Refining ideas into more concrete concepts involves considering user stories and personas. This helps in ensuring that the ideas are user-focused and practical. At this point, product managers work with a designer to help formulate concepts or wireframes. The user experience must be easy to understand and navigate.
Feasibility and Viability
Evaluating the technical feasibility and business viability of ideas is crucial. This includes assessing the practicality, market potential, and return on investment of the ideas. At this stage, the wireframes are presented to the technical team and are asked to share their thoughts on the feasibility of the solution.
Section 4: Prioritization
Setting Priorities
Once a couple of solutions are identified, then the next step is to identify which solution takes priority over others. Prioritizing features and ideas involves assessing their impact, effort, cost, and benefits. There are a plethora of prioritization frameworks like RICE (Reach, Impact, Confidence, and Effort), Kano or MoSCoW (Must have, Should have, Could have, Won’t have) that can be helpful. As per my experience in product management, most of the organizations look at how big of a problem any solution will solve as in the impact of the feature and the cost of resources involved in building. Prioritized solutions then form the backlog of the engineering team and are input to the product roadmap milestones.
Step 5: User Testing
Developing User Testing Strategies
There are various user testing methods, each with its advantages and ideal use cases. Selecting the appropriate method based on the product’s development stage is critical. This includes usability studies, A/B testing, and others.
Conducting User Tests
This step is done once the concepts are ready but before the development begins. It is pivotal to not skip this, as at this stage before we start engaging the engineering team and put all our resources in developing the solution we can get a sneak peak into the way customers think. User testing helps us in achieving this. Generally during user testing, a set of users from the target segment are identified and presented with the concepts prepared so far to gage their understanding of the feature and how it will benefit them. Sometimes it can lead to insightful information which nobody could have come up with and it could genuinely enhance the user experience before team even gets into development.
Effective user testing involves setting clear objectives, selecting the right participants, and crafting appropriate tasks or questions. Analyzing user behavior and feedback during these tests provides insights into how real users interact with the product.
Iterating Based on Feedback
Iterative development, based on user feedback, is key to refining a product. This includes making adjustments on the designs based on what users like, dislike, and need.
Conclusion
All these 5 steps outlined above comprise of product discovery process. Once these steps are completed, product managers start engaging the engineering team to ensure the solution is feasible and viable. Product owner or product managers write the user stories for the developers and conduct grooming sessions to ensure all the team is aligned on what needs to be built.
In parallel to these steps of product discover, product managers also create a product roadmap outlining the vision, direction, priorities and the progress of a product. The prioritized features are plotted on the timeline based on the high level effort estimated for each epic or feature. This roadmap is presented in weekly meetings with key stakeholders to ensure everyone is aware of when the prioritized features will be launched.
Product discovery is a continuous process that evolves with the product and the market. Each stage of product discovery – identifying the problem, user testing, ideation, and prioritization – plays a vital role in developing a product that meets market needs and user expectations. A user-centered approach in product discovery ensures that the product developed is not only viable and feasible but also desirable from a user’s perspective.
