What Does Product Discovery Involve?

June 03, 2024 by ivan

Product discovery involves defining a problem, exploring potential solutions, and building a working prototype that provides value to customers. It’s a crucial process for startup success, with those using frameworks like outcome-driven innovation boasting an average product success rate of 86 percent.

What is Product Design Discovery?

For a startup or enterprise to succeed, it must introduce new products that meet consumer needs. Finding out what those needs are and figuring out the best way to address them is called product discovery.

Product discovery involves different teams within a company, like product teams, UI/UX researchers, data analysts, product designers, and executives. These teams work together to understand customer needs and insights. This connection between customers and the business ensures that the product will be useful and have users.

Modern product discovery and validation began in the 1990s with Steve Blank’s customer development philosophy. His book, “The Four Steps to the Epiphany,” outlined strategies for successful products. This approach helped start the lean startup movement, where customer development is key. At the same time, Anthony Ulwick developed CD-MAP, leading to outcome-driven innovation and the jobs-to-be-done theory. For more insights, you can visit Linkup Studio.


What are the main parts of product discovery?

Key parts of product discovery include the journey map, empathy map, and consumer persona.

When doing product discovery, start with user research to collect qualitative and quantitative data. This helps teams challenge their assumptions about user needs and gather information on potential product use cases and customer pain points. Teams can then create design artifacts to keep the data accessible throughout the discovery and development process. These artifacts usually include journey maps, empathy maps, and consumer personas.

Journey maps outline the steps a user takes to reach a goal. Each step is marked as a “location,” and the product should aim to minimize these steps. These maps must be based on user research to accurately reflect what the product should achieve.

Empathy maps are diagrams with four sections that record what customers think, hear, say, and see about their challenges and how the product can help. This helps companies understand user feelings about products and services.

Consumer personas represent segments of users, known as target customers. They are given names and include demographics, psychographics, and behaviors to help identify potential customers. By understanding these personas, companies can better tailor their products and marketing strategies to meet the needs of their target audience. This ensures that the product is relevant and appealing to the users it is designed for.

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What are product discovery methods?

Methods for product discovery include identifying risks, understanding user needs, and finding the best solution.

Product discovery focuses on finding solutions to customer problems. Companies aim to create products that offer ongoing value to users and the business. Before building a prototype, teams must identify risks. These risks include:

  • Value risk: Will customers adopt the product?
  • Usability risk: Will users know how to use the product?
  • Feasibility risk: Can the product be made with the available time and resources?
  • Business viability risk: Will the solution work for other parts of the business?


Once these risks are identified, stakeholders can better understand user needs. They can then develop the best solution through brainstorming, creating prototypes, and testing. This process involves gathering feedback from users to refine the product, ensuring it meets their needs and expectations. Regular iterations and adjustments are made based on this feedback, which helps in improving the product’s functionality and user experience. Collaboration among different teams, including design, development, and marketing, is crucial to align the product with business goals and market demands. By following this structured approach, companies can reduce the likelihood of product failure and increase the chances of success in the market. For more information on product design peculiarities, you can read this article https://linkupst.com/blog/product-design.