Conducting Product Discovery

Jim Morris is the founder of the Product Discovery Group, through which he coaches product teams on idea development, user research, and testing with rapid prototypes. In this guide he explains how to use product discovery to test for value, viability, feasibility, and usability continuously, to minimize waste of precious development resources.

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Questions covered in this guide:

What is product discovery?

Why is it valuable to invest in product discovery?

How is the product discovery mindset different from the traditional delivery mindset?

When does it make sense to pull up and make a big product discovery investment?

Who owns product discovery, and who’s involved? 

What are the steps in the product discovery process?

How should you set up your customer interviews, and what questions should you ask?

What techniques and frameworks should the team use when prioritizing ideas?

What should you not do discovery on?

How many customers should you test with? 

How can you continue to run discovery in parallel with development when you start building?

How do design thinking concepts like Design Sprints and User Experience Mapping fit into product discovery?

What are the most important pieces to get right?

What are the common pitfalls?

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