Introduction to Modern Product Discovery - Teresa Torres
Productized・33 minutes read
The speaker discusses the evolution of product discovery, emphasizing the importance of separating it from product delivery and focusing on outcomes like engagement and revenue. They introduce the Opportunity Solution Tree as a critical thinking aid for product teams to guide them through the discovery process and drive desired outcomes through viable solutions.
Insights
- Product discovery involves deciding what to build, contrasting with product delivery which focuses on shipping the product. Companies often prioritize delivery over discovery, but separating the two is crucial for success, with a shift towards outcomes rather than features.
- The Opportunity Solution Tree serves as a critical thinking aid guiding product teams through the discovery process, emphasizing the importance of defining clear outcomes, discovering opportunities aligned with those outcomes, and finding viable solutions that deliver value to both customers and the business.
Get key ideas from YouTube videos. It’s free
Recent questions
What is product discovery?
The speaker explains that product discovery involves deciding what to build, contrasting with product delivery which focuses on shipping the product. It is crucial for companies to separate the two processes for success.
How has product development evolved?
The speaker discusses the evolution of product discovery, starting with the ineffective product management model of the early 2000s. The Agile Manifesto in 2001 marked a shift towards smaller batch sizes and more frequent feedback loops with stakeholders, emphasizing building products for customers. Recent trends like the Design Sprint and OKRs continue to enhance product discovery practices, focusing on outcomes rather than features.
What is the Opportunity Solution Tree?
The Opportunity Solution Tree is a critical thinking aid that guides product teams through the product discovery process. It starts with defining a clear desired outcome, followed by discovering opportunities that align with the outcome and finding solutions that deliver on those opportunities. This structure serves as a discovery roadmap for teams, integrating various tools to achieve the desired outcome.
Why is continuous product discovery important?
The speaker introduces the concept of continuous product discovery as the future of product management, advocating for smaller research activities conducted weekly by the product team. This approach is likened to scientific experiments, emphasizing the need for multiple data points from various research activities to inform decisions effectively.
What are the core principles of product development?
The core principles of problem-solving and decision-making in product development involve starting with an outcome, exploring the problem space, and using it to inform the solution space. Despite the evolving landscape of product development tools, the fundamental goal remains consistent: driving desired outcomes, discovering opportunities, and finding solutions that align with those opportunities.
Related videos
TEDx Talks
The art of innovation | Guy Kawasaki | TEDxBerkeley
Lenny's Podcast
The art of product management | Shreyas Doshi (Stripe, Twitter, Google, Yahoo)
Helmy Yahya Bicara
Yang Mau Maju, Harus Dengerin @IndrawanNugroho Ini! Daging Semua! | Helmy Yahya Bicara
EO
13-Year Journey to Create the World's Best ProductㅣFigma, Yuhki Yamashita
Sabri Suby
17 Years of Marketing Advice in 46 Mins
Summary
00:00
Evolution of Product Discovery in Tech
- The speaker clarifies their American background despite their Portuguese name, stemming from their mixed Spanish and Mexican heritage.
- They transition to discussing modern product discovery, highlighting their role as a product discovery coach.
- Product discovery involves deciding what to build, contrasting with product delivery which focuses on shipping the product.
- Companies often prioritize delivery over discovery, but separating the two is crucial for success.
- Over the years, delivery practices have evolved rapidly, with teams now aiming to release software as frequently as possible.
- The speaker delves into the evolution of product discovery, starting with the ineffective product management model of the early 2000s.
- The Agile Manifesto in 2001 marked a shift towards smaller batch sizes and more frequent feedback loops with stakeholders.
- The rise of user experience design and design thinking emphasized building products for customers, not just stakeholders.
- The Lean Startup methodology, popularized by Eric Ries, introduced the concept of building products that customers want.
- Recent trends like the Design Sprint and OKRs continue to enhance product discovery practices, focusing on outcomes rather than features.
15:52
"Driving Outcomes: Discovering Opportunities, Finding Solutions"
- In the late 90s and early 2000s, running usability studies was a challenge, but now, thanks to figures like Steve Blank and Eric Ries, the focus has shifted to determining if customers truly want a solution.
- The concept of "jobs to be done" emphasizes understanding what job customers hire a product for, identifying crucial problems or opportunities customers care about.
- The shift in product development is moving from focusing on output to outcomes, aiming to increase engagement, reduce churn, boost revenue, and enhance customer satisfaction.
- The Opportunity Solution Tree is a critical thinking aid that guides product teams through the product discovery process, helping them make informed decisions.
- The tree structure starts with defining a clear desired outcome, followed by discovering opportunities that align with the outcome and finding solutions that deliver on those opportunities.
- Opportunities are viewed as pain points, needs, or desires, not just problems, and exploring these opportunities is where product strategy truly takes shape.
- Solutions must be viable, deliver on the identified opportunities, and ultimately drive the desired outcome, ensuring value creation for both customers and the business.
- The structure serves as a discovery roadmap for teams, integrating tools like OKRs, Jobs to be Done, design thinking, usability testing, Lean Startup, and MVPs to achieve the desired outcome.
- Despite the evolving landscape of product development tools, the fundamental goal remains consistent: driving desired outcomes, discovering opportunities, and finding solutions that align with those opportunities.
- The core principles of problem-solving and decision-making, starting with an outcome, exploring the problem space, and using it to inform the solution space, remain timeless and essential in product development.
31:07
"Contextual Tools and Continuous Discovery in Product Management"
- Emphasizes the importance of understanding tools in context, suggesting questions to determine their utility and when to use them.
- Introduces the concept of continuous product discovery as the future of product management, advocating for smaller research activities conducted weekly by the product team.
- Compares product decision-making to scientific experiments, highlighting the need for multiple data points from various research activities to inform decisions effectively.
- Stresses the significance of knowledge management techniques in documenting experiments and interviews for continuous improvement, citing examples of successful implementation in large companies.
