Bringing multi-disciplinary product discovery into your practice

By Mikkel Lunding @ Connected

• How to build something: Building the product right (Implementation) & building the right product (Discovery)
• Session's Agenda
  • The Problem
  • The Solution
  • The Method
  • The Outcome

The Problem

• Engineering were too focused on the "Cool" factor
• Struggle connecting to their users in a meaningful way

The Solution

• Task as hand
  • Do we have a role to play in the car and ridesharing space?
• Typical Development Process (Often one after the other)
  • Product Discovery
  • Product Delivery
• Better way
  • Dual Track Process: learning and delivering at the same time.
• The offering: Product Validation Streams
  • Philosophy: Tackle high risk first bring building team about these verticals
    • Desirability
    • Usability
    • Feasibility
    • Viability

The Methods

How can ensure success early on. Let's talk about how connected went about giving the client the confidents in one of these vertical

• Working on Desirability
  • Talk to ridesharing customers
  • Immersive research by trying out all the services: scooter, car share, bike share etc
  • Synthesis learnings into hypotheses
    • Building Customer Profile Canvas: Frame research learnings into jobs, pains and gains
    • Connect Profile to Value Proposition Canvas (Product-fit):
      • Connect jobs to Product & Services
      • Connect pains to pain creators
      • Connect gains to pain relievers
    • Use this wording to frame hypotheses we believe that ...
    • Ranking theses items in terms of importance
    • Design experiments in order to learn about the most critical hypotheses ( Called hypotheses-driven validation)
  • Process in summary
    1. Extract Assumption & hypotheses writing
    2. Rank hypotheses
    3. Design Tests
    4. Prioritize tests
    5. Build, Measure, Learn
    6. Extract learning
    7. Act!
• Working on Viability
  • Evaluate market landscape and revenue size
  • Understand the main challenges the industry is facing

The Outcome

Building prototype in micro-transportation space due the high demand

Building the product right came after all that research understanding the right product