This document discusses product validation through product discovery. It notes that 64% of software features are rarely or never used, so product discovery is important to ensure the right product is built for the right audience. Product discovery involves understanding customer needs through techniques like ideation, opportunity assessments, customer discovery, story mapping, MVP testing, prototypes, and user testing to minimize risks and learn fast. The goal is to gain evidence that the product engineers build will not be a wasted effort. Product discovery is then followed by product delivery to build and ship the product.

1. Product Validation
with Product Discovery

2. Hengki Sihombing
VP of Product at Cashbac
@hengkiardo

3. 64% of the features
we build in the software
industry are
Rarely or Never Used!

4. mountaingoatsoftware.com/blog/are-64-of-features-really-rarely-or-never-used

5. https://www.cbinsights.com/research/startup-failure-reasons-top/
Top 20 Reasons Startups Fail

7. In short, “what to build?”, or
“building the right product”.
Product Discovery is
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8. In Long Explanation...
Product discovery is a method of deeply understanding
your customers to develop products that perfectly suit
their needs.
mixpanel.com/topics/what-is-product-discovery/
Product discovery is about ensuring that the right
product is built for the right audience.
herbig.co/product-discovery/

9. Product Discovery
vs
Product Delivery

10. Product Discovery
Deciding WHAT to build
Building the right product
Find & understand a problem
that needs solving
Discovery prioritises
investigating risks and
understanding the problem.
Success is measured by
learning.
Goal: Learn Fast
Product Delivery
Deciding HOW to build
Building product in the right way
Craft a solution and get it in front
of consumers
Delivery prioritises creating
solutions. Success is measured
through achieving the desired
business outcomes.
Goal: Ship fast

11. Dual-Track Development

12. ● Value Risk – Will people buy/use it?
● Usability Risk – Can people figure
out how to use it?
● Feasibility Risk – Can we build what
we need with the time, skills, and
technology we have?
● Business Viability Risk – Does the
solution create business value?
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Assessing Uncertainty &
Taking the Right Actions

13. - Agile
a methodological based on iterative and incremental development, where
requirements and solutions evolve through collaboration between
self-organizing, cross-functional teams.
- Design Thinking
a philosophy to internalize and a mindset to adopt.
- Design Sprint
a methodological process, based on design thinking, which tackles and solves
the problems in the most efficient way within a specific time range.
- The Lean Startup
a methodology for developing businesses and products that aims to shorten
product development cycles and rapidly discover
- Customer Development
a formal methodology for building startups and new corporate ventures.
Modern Product Discovery

14. - Ideation
- Opportunity Assessments
- Customer Discovery
- Story Mapping
- MVP Test
- Prototypes
- User Testing
- Live Data Testing
Product Discovery Techniques
Much of what is discussed here comes from
Marty Cagan and Teresa Torres

15. Starting with write down 2-3 big
assumptions you are making
about your product space you
believe to be true.
Ideation
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16. Framing Product Discovery:
- What problem are you trying to
solve?
- Who are you solving the
problem for?
- How will you know if you have
succeeded?
Opportunity Assessment
unsplash.com

17. Discovery and cultivate a group of
reference customers in parallel with
discovering and developing the
product.
Customer Discovery
unsplash.com

18. Defined as, "the smallest
possible product that meets the
needs of the Early Adopters."
But, Product Market Fit is just
the beginning...
Product Market Fit
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19. A technique to visualize and
deconstruct the big picture of a
problem or solution.
- Provides shared understanding
- Finds holes in your thinking
- Frames prototype or release scope
- Improves planning and estimating
Story Mapping
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20. MVP Testing
MVP tests are designed not just to
answer technical questions about
the product, but also to test
fundamental business hypotheses
about the viability of the market it
exists in.
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21. MVP Testing: Demand Testing
Landing Page
Blogs
Ad Campaign
Explainer videos
Crowd Fundraising like Kickstarter
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22. Prototyping
Feasibility Prototypes
User Prototypes
Live-Data Prototypes
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23. Product Discovery Lifecycle
spin.atomicobject.com/2018/09/11/software-product-discovery/

26. So the purpose of
product discovery
is to make sure we have some
evidence that when we ask the
engineers to build
production-quality software, it
won’t be a wasted effort.
Final Statement...
unsplash.com

27. Recommended Reading
https://roadtoscale.com/
https://herbig.co/product-discovery/
https://www.producttalk.org/2017/02/evolution-product-discovery/
https://spin.atomicobject.com/2018/09/11/software-product-discovery/
https://svpg.com/dual-track-agile/