How to do Product Discovery?

Product discovery is a set of activities that we perform with the intention of helping us to better answer necessary questions to define where, when and if we should evolve our product

Product Player
8 min readApr 1, 2020

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Every person with the responsibility of managing a product is often faced with many doubts and very uncomfortable desires. We want to make sure that we are looking at the right side, building and evolving the product in the direction that increases the value delivered to users. We want to decrease the chances of building useless or unusable things. We want to differentiate our product from other competitors, creating unique advantages that customers want and pay to have. We want to improve the company’s results, reaching the best business opportunities. We want many things.

We are trying to solve complex problems, with many variables involved that make it impossible to find simple and definitive answers. To help us navigate this sea of ​​possibilities and problems, we use what we call product discovery. Let’s understand a little more about what this is.

What is the Product Discovery?

What we mean by product discovery is a set of activities that we perform with the intention of helping us to better answer necessary questions to define where, when and if we should evolve our product. They are techniques, frameworks, and tools that serve to discover signs, indications, evidence that helps us to make decisions, confront assumptions and test hypotheses.

As presented by Marty Cagan in the book Inspired, product discovery serves to reduce four risks:

  • Value risk: will the customer buy or choose to use this solution?
  • Usability risk: will the customer understand how to use this solution?
  • Execution risk: do we have the capacity to build this solution?
  • Viability risk: Does this solution work for our business?

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