Use design thinking to reduce the inherent risks in successfully bringing products to market. Participating in this process orients the entire team and aligns their efforts at hitting clearly defined goals.
This phase is all about gathering existing knowledge on the business, the customer, and the problem -- exposing our assumptions and knowledge gaps. We can then make plans to fill the riskiest knowledge gaps and validate (or invalidate) our assumptions.
The whole team thinks about what product success looks like, what they don't know, and what assumptions are being made.
At the end of this phase, we will have captured the Problem Statement, Product Vision, the Critical User Path, and have a start on the Product Domain Glossary. All of this will be provide context and guide viability to solutions in the next phases.
Here we will generate insights and potential solutions to the customer's problems. Through a series of rapid creative exercises, we propose and iterate on potential solutions.
We'll play Crazy Eights, individual Storyboarding, and start to share our ideas through group critiques and dot voting for a visual heatmap of where to prioritize ideas. This phase is mostly about innovation and marketplace differentiation, and is a crucial step to evaluating all expertise and perspectives at the table.
At the end of this phase, we will have a myriad intellectual collateral visually documented to evaluate and converge on a single solution in the final phase.
The last phase of this process is where we take all of the possibilities exposed during the first two phases and eliminate the wild, unfeasible, and conflicting ideas, honing in on the ones we feel the best about as a team.
With the customer's help, we then develop a realistic prototyping storyboard and develop an assumptions table to guide future prototyping and user testing work.
Finally, we define Specific, Measurable, Actionable, Realistic, and Timely (SMART) success metrics which set collective expectations for next steps.
After our in-person sessions, a Product Manager or Designer will polish the deliverables into our Blueprint document, which is a clean reference to future design and development.
This living Blueprint is concise and only suggestive toward solutions instead of a traditional requirements or specification document.