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The guidelines are an evolution of Adrian Agho's excellent Product Management 2.0. |
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Whilst the exact methods used are up to you, you must document your product discovery thoroughly in Confluence. This is non-optional. The end-to-end process for documenting in Confluence is described here.
The guidelines use design thinking methodology
These guidelines are based on design thinking which has been popularised by companies such as IDEO, and used to great success to build successful products by Apple and others.
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If you are looking for guidance on outlining the key aspects of your design problem, check out our frame your design challenge template. |
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Stage 2 - KPIs and project foundations
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The business KPI that the Product Manager or Business Leader wishes to affect with this initiative should be re-stated. The business KPI used should directly reflect the This is to ensure the KPI and rationale for doing the project .
A goal should be set that will be measured by this KPI, including a timeline for making this change.
A guide for setting the KPI/s is below:
Business KPI | Current level | Current level date | Goal level | Goal date |
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eg. onboarding flow success rate | eg. 50% | eg. as of July 2024 | eg. 80% | eg. October 2024 |
These KPIs and goals should be agreed by the Business Leader and is crystal clear to all team members.
Create a project plan
Set the goal, key tasks, timelines, roles and responsibilities from the process below.
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Stage 3 - research
Desktop research
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We have created a template to help offer some inspiration on what research you can do, seen here.
Identifying customers for research
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We have created a template table to help record interviewees details, seen here.
Interviews
Guidelines for interviews:
Interviews should typically be 45 minutes long at least. The aim is to get deeper understanding to supplement that you gathered from quantitative data, surveys, and usability testing.
Try to have two people of your team in each interview. One person can take on the role of the interviewer, leading the conversation and building trust with the interviewee, while the second person acts as an observer/note-taker, capturing key details, behaviours, and insights that might be missed by the interviewer. This allows for different interpretations of the responses and leads to richer insights as each person may pick up on different details or nuances in the conversation. If the interview is not conducted in person, the second person (observer/note-taker) should turn off their camera to minimise distractions and ensure the interviewee feels comfortable.
Come prepared with a set of questions you’d like to ask. Start by asking broad questions about the person’s life, values, and habits, before asking more specific questions that relate directly to your challenge. A pro-forma template you can use to help formulate the right questions to ask is here.
Keep questions at a high level at early stages- do not dive into specifics on a product, or specifics such as asking ‘do you like this feature?'.
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You can find helpful tips on conducting interviews in this article. |
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Synthesise your findings from the interviews (research download)
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A template to help identify themes is here.
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Stage 4 - ideation
Create How Might We questions (HMW)
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A template to help you do that is here.
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You can find helpful tips on writing HMW questions in this article. |
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