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 customer's problem and shared all subject matter expertise to provide context in later phases, and a concise Business Model Canvas to guide feasibility of our solutions.
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.
This gives us a baseline of ideas and visuals with which to evaluate and identify potentially viable solutions. This phase is mostly about innovation and marketplace differentiation, and is a crucial step to evaluating all solutions.
At the end of this phase, we will have a myriad intellectual collateral to evaluate and converge on a single solution on the next 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 and currently unfeasible ideas, honing in on the ones we feel the best about.
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.