In today's fast-paced complex product development, Scrum Teams face numerous challenges to deliver valuable products that meet the ever-changing needs of users and markets. These challenges include frequent changes in market trends, customer problems, and technological advancements.
A successful Product is not just about delivering features; it’s about understanding and solving real problems, touching lives, and making a significant impact.
In this article, we'll delve into why Scrum Teams should embrace continuous discovery, its benefits, who should participate in the process, and explore various challenges and approaches, including an example.
🎯 Why Should We Embrace Continuous Discovery?
Continuous discovery is essential for Scrum teams as it ensures that they are building the right product for the right audience. By continuously engaging with users and stakeholders throughout the development process, Scrum teams can validate assumptions, prioritize features effectively, and minimize the risk of building products that don't resonate with users or meet business objectives. It allows teams to stay ahead of market trends, adapt to changing customer needs, and make informed decisions about product direction.
Furthermore, continuous discovery enables teams to stay agile and responsive in rapidly changing environments, fostering a culture of innovation and continuous improvement.
🚀 Benefits of Continuous Discovery
Continuous Product Discovery focuses on creating both customer value and business impact. It involves understanding customer problems, generating and testing solution ideas, measuring impacts, and incorporating feedback into product decisions.
Continuous discovery is essential for product success because it enables Scrum Teams to build products that create customer value and business impact.
Creating Customer Value:
- Understanding the problems and needs of our customers.
- Exploring and testing multiple solutions to find the optimal fit.
- Measuring the impact of our solutions on customer behaviour and satisfaction.
- Incorporating customer feedback and insights into ongoing product decisions.
Creating Business Impact:
- Aligning the team’s initiative to the organizational overarching product vision and strategy
- Prioritizing and validating the most important and risky assumptions and hypotheses
- Reducing waste and risk by building and shipping the right features faster
- It fosters a culture of learning and adaptation within the team.
- Measuring the impact of our product’s features on key business metrics and outcomes
🎯 Validating High-Risk Assumptions with Continuous Discovery
While building the product, we have four major risks which can take the product off the track. Continuous Discovery helps validate the highest risk assumptions about:
Desirability: Will the customer buy this? By interacting with customers regularly, teams can validate whether the product features are desirable to the customers.
Feasibility: Can the team build this? It allows teams to evaluate whether they have the necessary skills and resources to develop the product.
Usability: Will the customer be able to use it well? Through continuous user testing, teams can ensure the product is user-friendly and meets customer expectations.
Viability: Will it be beneficial for the organization? Continuous Discovery helps assess whether the product will generate sufficient return on investment.
💡Continuous Discovery serves as a compass to guide the Scrum Team to build the product which delights customers and brings business impact to the organization.
👥 Who Should Participate in Continuous Discovery?
Everyone involved in product development should participate in Continuous Discovery. This includes product owners for desirability and viability, designers for usability, developers for feasibility, and stakeholders for guiding the teams with their insights and feedback. Their collective insights and perspectives enrich the discovery process.
🔧 The Challenges of Continuous Discovery
Continues Discovery is a shift in the mindset and the way we work, to embrace the power of continuous discovery Leaders must craft an environment of psychological safety, where the team don't have to seek permission for everything, and unsuccessful experimentation is not used for punishment but for the opportunity of learning and improving.
Product Teams may face various challenges while transiting to the continuous discovery path. Some of the challenges are:
Mindset Shift from Delivering Features to Solving Problems: This involves changing the focus from just delivering features (output) to actually solving customer problems (outcome). It means understanding the customer's needs and problems first, and then developing features that address those problems.
Culture of Collaboration and Experimentation Across the Organization: This involves fostering a culture where different teams within the organization collaborate and experiment together. It means breaking down silos and encouraging cross-functional collaboration to deliver better products.
Balance Between Speed and Quality of Research and Analysis: This involves finding the right balance between moving quickly and ensuring the quality of research and analysis. It means not rushing to deliver features without conducting the right level of user research and validation.
Clear Definition of Desired Product Outcomes and Metrics to Measure Them: This involves clearly defining what success looks like for a product or feature and how it will be measured. It means setting clear, measurable goals and tracking the right metrics.
🔍 Approaches to Continuous Discovery
There is no silver bullet approach to the continuous discovery, as it needs to be specific to the Product Context. There are several approaches to Continuous Discovery, which may help identify the customer's pain points, and feasible and viable solutions, or measure the outcomes and impacts.
While delving into the in-depth details of each approach may need a full book, Here, we’ll discuss some of the approaches using the example of Airline Mobile App Development:
1. Customer Interviews:
This involves direct interaction with users to understand their needs, pain points, and preferences.
It’s a structured conversation where product teams ask specific questions to gather qualitative insights.
These insights help in prioritizing features and validating assumptions.
For example, in the context of an airline mobile app, teams may interview frequent flyers to uncover frustrations with the booking process, preferences for seat selection, or concerns about flight information accuracy.
The feedback from these interviews guides product decisions, ensuring that the app addresses real user needs.
2. Prototyping and User Testing:
This involves creating low-fidelity representations of product features or interfaces, which are then tested with users to gather feedback.
By quickly iterating through multiple prototypes, teams can validate design decisions and refine user interactions.
In the airline mobile app example, teams may prototype different booking flows or navigation structures and observe how users interact with them.
User testing provides insights into usability issues, feature preferences, and overall satisfaction, helping teams prioritize improvements and iterate towards a better user experience.
3. Competitor Analysis:
This involves researching and analyzing similar products or services offered by competitors in the market.
By examining competitor features, user experiences, and customer feedback, product teams can identify strengths and weaknesses to inform their own product strategy.
In the context of an airline mobile app, teams may analyze competitors’ apps to benchmark features such as booking processes, loyalty programs, or in-flight amenities.
This analysis helps teams understand market trends, identify opportunities for differentiation, and avoid common pitfalls.
4. Data Analysis:
This involves mining quantitative data collected from user interactions, transactions, or app usage metrics to uncover insights and trends.
By analyzing data such as user demographics, engagement patterns, and conversion rates, product teams can identify opportunities for optimization and improvement.
In the airline mobile app example, teams may analyze data on booking conversion rates, user drop-off points in the booking flow, or popular destination searches.
This data-driven approach allows teams to make informed decisions based on real user behaviour, optimizing the app for maximum impact and user satisfaction.
5. A/B Testing:
This approach involves creating two different versions of a product feature or interface and testing them with different user groups.
The product team compares the performance of both versions based on defined metrics to determine which one is more effective.
For the airline mobile app, the team might create two different designs for the Seat-Map page. Half of the users are shown Design A, and the other half are shown Design B. The team then analyzes metrics such as booking completion rate, time spent on the page, and user feedback to determine which design provides a better user experience. This data-driven approach allows the team to make informed decisions and continuously improve the product based on user preferences and behaviour.
With A/B testing, the product team can make data-informed decisions and optimize the product based on actual user behaviour and preferences. This approach reduces the risk of implementing changes that might negatively impact the user experience or product performance. It’s a powerful tool for validating design decisions and improving the product iteratively.
🔚 Conclusion
Continuous Discovery is a powerful approach to product development that ensures the product remains customer-centric, feasible, usable, and viable. By validating high-risk assumptions, engaging all team members, and employing effective discovery approaches, teams can create products that truly resonate with customers and stand out in the market. The key to successful Continuous Discovery is regular and meaningful customer engagement, a deep understanding of the market, and a willingness to learn and adapt.
I hope this article has given you some insights and ideas on how to embrace the power of continuous discovery to identify customer needs, prioritize initiatives and deliver value to delight customers.
I would love to hear from you, which discovery approach are you using and what benefits do you achieve?
Please share your thoughts and experiences in the comments below.
Thank you for reading!
What Next?
🎯Connecting Continuous Discovery with Strategy and Value Delivery
Continuous Discovery is not just about finding the right problems, it also helps teams to find the right initiatives, experiments, and solutions which connect to the broader organization’s Product Vision,Strategy and Roadmap to deliver value outcomes to customers.
In our next article, we will dive into the frameworks which can help Scrum Teams connect Continuous Discovery to Product Vision, Strategy and Value Outcomes by delivering meaningful solutions.