11. Hypothesis based product development
If we created <the product or feature>,
it will solve <a problem>
for <customer persona>
leading to <desired business outcome>
12. identify customer problem
customer usage data
problem statement
ethnographic
studies
sales team
feedback
review
s
survey results
customer
forums
insightsgap
s
16. Common mistakes
“sales improved when we implemented A” but we also changed B, C and D
(attribution)
“more customers are clicking!” but no increase in sales
(myopia)
“my product usage increased” but another product is cannibalized
(ignoring side effects)
“engagement improved” but then went back to same/lower level
(short-term vs. long term impact)