15
MIN READ TIME
Imagine the launch of a groundbreaking app by one of the top companies in the tech industry. The hype is real; people are queuing up, eager to be the first to use it, and the industry has already hailed it as the next big thing in communication. This was the scene before the launch of Google Wave.
However, despite the anticipation, Google Wave turned out to be a spectacular failure. Initially perceived as the future of communication, it faltered upon release. So, what went wrong? Is it the lack of product discovery?
One significant issue with Wave was the lack of clarity in its target audience. Google Wave was not specifically designed with work teams in mind, a critical misstep in positioning. Consequently, many initial users were not the intended demographic, leading to confusion and mismatched expectations.
The downfall of Wave highlights a vital lesson: even tech giants like Google can falter without proper product discovery. Had Google invested more in understanding the needs, behavior, and limitations of its intended users, it might have saved not only thousands of dollars but also its ambitious project.
We understand the heartbreak of investing deeply in a product only to discover that there is no market demand. For smaller companies, this risk is even greater, as such missteps can lead to dire consequences. This is why an unwavering focus on customer-centric product discovery is essential.
As product discovery coach Teresa Torres puts it, "Discovery encompasses all the activities that we do to decide what to build right."
For your product to succeed, you need to build the right product and what is right. However, it is a common practice for businesses to race to churn out features and products at breakneck speeds. The critical question remains: Do businesses devote as much importance to product discovery as they do to product delivery?
Rapid product delivery is not inherently problematic, but integrating a focus on product discovery can help you sidestep the potential for your product to fail, preventing your money and resources from draining away.
Here’s another perspective on product discovery from Tim Herbig, a renowned product management coach:
"Product Discovery is an iterative process that aims to reduce the uncertainty around a problem space or idea so a product team can ensure they are building the right product for the right audience."
Through this definition, Herbig clearly portrays product discovery as an iterative process. It's not a one-time task to check off; it's a continuous cycle that you should embrace to enhance your product perpetually.
Product discovery helps answer crucial questions that underpin your product development process:
These questions are invaluable. By integrating product discovery into your development journey, you equip your teams to make “better bets.”
For your product to be successful, a comprehensive exploration of the problem space is essential, and engagement with customers facilitates this. You should have meaningful interactions to uncover the underlying issues faced by your users. This involves understanding key problems, customer requirements and desires to formulate a solution that resonates well with both the market and the end-users.
In this manner, discovery becomes a continuous part of your product’s lifecycle, paired with delivery. Making discovery a habitual part of your workflow empowers you to make better decisions that drive tangible results for your business.
Keep a comprehensive record of what you learn during discovery. This documentation will guide the development process and ensure that crucial insights influence the product at every stage.
Make sure the development team is clued into all discovery findings. Use these insights to define clear product requirements and priorities, ensuring the development is in lockstep with what users want and need.
View product development as an ongoing part of discovery. Keep refining the product based on continuous user feedback and evolving market conditions. This adaptive approach ensures your product stays relevant and valuable long after its initial launch.
The journey of product development is fraught with challenges, but none are so perilous as failing to align with the true needs and desires of the market. Product discovery is vital for building the right product—products that align with your customer needs and drive business outcomes.
In conclusion, by making product discovery a habitual part of your workflow, you empower your teams to deliver solutions that not only meet but exceed user expectations, thereby driving sustainable growth and innovation.
In the next chapter, let’s learn who owns product discovery.
IN THIS ARTICLE:
IN THIS ARTICLE:
