This document outlines rapid design activities to create a customer-centered product roadmap. It discusses conducting formative research through interviews and activities to understand customer needs. Next, it describes holding a design studio to rapidly generate concepts that address needs identified in research. Finally, it discusses evaluating concepts using a Kano model survey to prioritize features and guide product development. The overall process is presented as research, design studio, concept value test iterations to continuously refine understanding and create the optimal product experience.