10 Steps to Product Launch

Product Concept to Launch

“I wanna change the game in way where I’m not knocking nobody out of the way, not claiming to be the best at this or that, but just doing wonders with the gift I’ve been given” — Anthony Hamilton

The New Product Development (NPD) Process is a 10 step innovation framework designed to take you from product concept to product launch. It is the culmination of our learnings over decades of teaching and consulting — battle-tested and refined to suit startups, big business, and everything in-between.

“If I have seen further it is by standing on the shoulders of Giants” — Isaac Netwon

The Google Ventures (GV) Design Sprint (GVDS) uses a deadline driven approach to problem solving by rapidly testing new ideas within a week. The biggest challenge organisations face is building products that customers want. A GVDS gives you a glimpse into the future to see first hand how your customers react to your product. However, at the end of the 5-days, your job is far from complete. So what happens after the ‘high fives’? Also, what should happen before a GVDS? We have run GVDS’ around the world, trained hundreds of GVDS facilitators and run the Google Global Sprint Chapter in Ireland. Our experience has led us to create a 10-step Innovation Process for New Product Development (NPD).

Prior to the release of Jake Knapp’s book Sprint, we used Lean Startup frameworks, together with Business Model Innovation & the Value Proposition Canvas in NPD. Lean, by its very definition is all about eliminating waste. The GVDS process defined by Jake Knapp and his colleagues at Google is a framework to help build products that customers want. In other words, eliminate waste. It made perfect sense to incorporate the GVDS process into our NPD process.

What happens after a GVDS is a recurring challenge. How do you sustain the momentum? The answer is to use Agile methodologies. However, we found a chasm between the end of the GVDS process and the start of the execution process. We bridge this gap using the ‘Scope & Plan a Project in a Day’ methodology, a very simple but effective process around Agile Project management, introduced by Fergus O’Connell in his book Fast Projects.

We welcome your feedback as it is built using the work done by Steve Blank, Alex Osterwalder, Clayton Christensen, IDEO & the Design Thinking Community, Jake Knapp, Fergus O’Connell and the Agile Community. We are standing on the shoulders of giants!

Starting in Phase 1, we work to align teams and management and map your business to understand the value you bring to your customers. We get close to the problems by facing your customers and listening.

1️⃣ Self-reflection is a key aspect of innovation. We begin the NPD Process by mapping your business to better understand how you create value for your business.

2️⃣ Next, we need to understand the value your business creates from a customer’s perspective. How do you alleviate their pain points?

3️⃣ We dive further into Problem Validation by getting close to your customers.

In Phase 2 of the New Product Development (NPD) Process, we rapidly ideate and then validate your solution(s) with your market, ie your customers.

4️⃣ We use Design Thinking ideology as our foundation for Phase 2 — empathising, defining, and ideating solutions for your validated problem.

5️⃣ The Design Sprint framework allows us to test your solutions rapidly to determine whether the overall concept has been validated or invalidated.

6️⃣ Here we run 2-day iteration Sprints until we have ensured your solution fits the needs of your customers.

7️⃣ As we close off the Solution Validation phase, we will return to Step 1 and update our Business Model Canvas and use what we have learned to build the first version of your product, the MVP (Minimal Viable Product). We continue testing and refining before moving to Phase 3.

Phase 3 of the New Product Development (NPD) Process is the last stage. Here we bring your solution into a fully realised product ready for the market.

8️⃣ Utilising the Fast Project project management method, we will scope and plan the project — in this case, your solution — in one day.

9️⃣ Next, we will implement our project plan and begin creating the product in small steps, using Agile methodology to collaborate through iterative development.

🔟 The final step: product launch! Reap the benefits of the NPD Process with a successful product that is customer-validated and designed to thrive in the market.

Hope you enjoyed reading this article, we’d love to hear any thoughts/feedback you have on it!

Rohan Perera

Design Sprint Lead



Irish Design Sprinter