how do we discover what to do in a world of product teams

1. STKI IT Knowledge Integrators
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Product
Discovery
Galit Fein & Einat Shimoni
EVP and Senior Analysts @ STKI
How can we make sure we are
building the right thing?
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If IT no longer takes orders from the business,
how does the Product Team decide what to build
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Product Discovery
Early feedback
on ideas
Scalable, reliable,
secure SW release
FAST
RELIABLE
01
Discover in detail what the
solution needs to be (works for
the customers and business)
04
Hurry to push something out to
learn what works and what
doesn‘t
02
Deliver a robust & scalable
implementation.
03
We don't want to release something
that's not ready for prime time
and risk hurting our customers and
damaging our brand
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Continuous Continuous
rapid learning in discovery stable & solid releases in delivery
We have a better understanding of the
importance of a series of small incremental
changes to a complex system
Then rapid experimentation and
discovery
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01 03
Most of the time goes when our
developers are building SW
Make sure we have some
evidencebefore we ask the
developers to build a production-
quality product
Techniques for getting a deeper
understanding of our users and
customers and for validating
product ideas before we require the
developer’s time
Effective product discovery is getting
access to real customers
without pushing our quick
experiments into production
02 04
Learn Fast, Release With Confidence
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If you want to discover great products,
it's essential that you get your ideas in front
of real users and customers early and often if you want to delivergreat products you want to
use best practices for development and try not to
override the developers’ concerns
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Product Discovery is a collaborative process
Product
manager
Design
User
Researcher
Developer
Discovery
• We can't count on our
customers to tell us what to
build
• Outcome-driven (Value)
• Design is a must-have
• Functionality design and
technology are intertwined
• Know what we can't know
• Validate ideas on real customers
• Fastest and cheapest way possible
• Feasibility of ideas during discovery
not after
• Viability of business ideas during
discovery not after
• Shared learning
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PM
Design DEV
validated product
backlog
and business goals
Customers
• Will the customer buy it?
• Can the user figure out how to
use it?
• Can our developers build it?
• Does this solution work for our
business?
Product Discovery
We all have our opinion on
these questions, but we need
to collect data- driven
evidence
at least 30 customer interviews
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The evolution of CX
Leads us to be data-driven &
evidence-based
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Digital/web is used for marketing collateral
Holistic view of the customer (mostly operational data)
HiPPO decisions
Digital
CX v.1: In-person communications
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Digital is only a part of the journey and is used
to support existing products
Data driven decisions are made per-channel
and selectively
Fragmented view of the customer
Data is siloed per - channel
CX v.2: Digital becomes a channel
Digital
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Digital IS the product; its main purpose is CX.
Organizational functions are centered
around product CX
Holistic (behavioral) view of the customer
CX decisions are evidence based and data driven
CX v.3: Digital IS the product
Digital
Product
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How do you make
sure the discovery
process is data
driven?
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Gather Data
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Data Sources:
Feedback data
Contact center interactions
Chat
Interviews
Digital interactions
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2
Analyze CX
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Product Analytics Tools
User-centric data that reflects in real time how your customers
engage and interact with your product in a self serve manner.
It should be easy to use and collaborative.
Quantitative (what?) versus Qualitative (why?)
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Discovery should be based on data
and evidence.
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