Implementing (properly) the F.O.C.U.S.E.D. framework in your discovery process

By David Bouard, Design manager

Discovery can be a very blurry, big word for people who have become accustomed to starting from the end solution to design and implement products. So the truth is that Product teams often get lost during the discovery process. They don’t know where and how to start, and get scared by uncertainty, like most of us.

This is why the F.O.C.U.S.E.D. framework makes so much sense! With 7 steps, and a list of activities and deliverables, this methodology, introduced in 2022 by former BlaBlaCar C-level employees, provides Product people with a strong framework for product discovery. At leboncoin, we started to use it to clarify the main pain point to be solved, based on its impact on the business.

During 2023, the framework was implemented within 3 months for the whole leboncoin Tech team, which includes 600 people distributed across 70 feature teams, including 90 Product people and 25 Design people.

Having used this framework every 3 months for a year during discovery, we know how simple it is to use, but how hard it is to use properly. You can easily end up filling out the deliverables mechanically without asking yourself the right questions.

In this article, we share our best tips for implementing the F.O.C.U.S.E.D. framework successfully, based on our experience.

A brief introduction to the Discovery Discipline method and the F.O.C.U.S.E.D. framework

In case you’re new to the Discovery Discipline and the F.O.C.U.S.E.D. framework, let us briefly introduce them to you.

The F.O.C.U.S.E.D. framework is part of the Discovery Discipline methodology proposed by Rémi Guyot and Tristan Charvillat in their book The Discovery Discipline, published in 2022.

Where it comes from

The Discovery Discipline was founded on the realization that innovation is crucial in a constantly changing world. Innovating effectively, however, can be challenging.

Traditional methods of discovery, such as Double Diamond, are not sufficiently structured and remain challenging to apply to Product teams. Observations have shown that not only do they tend to follow hierarchical directives and limit time spent on discovery, but they also spend too much time exploring solutions without addressing the real users’ issues.

It was from these observations that Charvillat and Guyot created the Discovery Discipline framework: F.O.C.U.S.E.D.

The expected outcomes

The F.O.C.U.S.E.D. framework provides a 7-step structured approach to exploring problems, testing solutions, and selecting the best options for the company. Operational teams use it to direct their discovery phase, enabling them to come up with concrete solutions.

Through the framework, they can implement incremental innovation without hindering their ability to deliver.

The 7 steps

In each step, a goal is defined, as well as the activities and deliverables that need to be completed.

Step 1: Frame

• Goal: Clarify project ambitions, goals, and constraints to set the foundation for effective innovation.
• Activities: Connect project vision with goals, conduct reverse brainstorming, analyze historical data, and explore metrics over time.
• Deliverable: Project ambition, defining project objectives, boundaries, and expected outcomes.

Step 2: Observe

• Goal: Explore possibilities and gather insights to inform decision-making.
• Activities: Conduct interviews, surveys, observational studies, and data analysis to identify potential use cases.
• Deliverable: First use case, selecting the primary use case for exploration and further development.

Step 3: Claim

• Goal: Clarify the value proposition and promise to early adopters.
• Activities: Formulate concepts, test hypotheses, and gather feedback from stakeholders.
• Deliverable: Launch tweet, crafting a concise and compelling message to communicate the value proposition.

Step 4: Unfold

• Goal: Identify key touchpoints in the user experience and communication strategy.
• Activities: Identify and map touchpoints, understand user interactions and experiences.
• Deliverable: 5 touchpoints, selecting the key touchpoints to focus on improving the user experience.

Step 5: Steal

• Goal: Gather inspiration from existing solutions and best practices.
• Activities: Analyze existing solutions, break down problems, and identify reusable solutions.
• Deliverable: Gold nuggets, selecting existing solutions to adapt or incorporate into the project.

Step 6: Execute

• Goal: Build a functional version of the solution through visual representation.
• Activities: Prototyping, design workshops, usability testing, and creating a happy path.
• Deliverable: Happy path, illustrating the ideal user journey without interruptions or issues.

Step 7: Decide

• Goal: Make informed decisions about whether to proceed with the project.
• Activities: Conduct usability tests, rapid iterative evaluations, and decision-making sessions.
• Deliverable: Go/No-Go, determining whether the project should move forward based on evaluation results and alignment with business objectives.

Below, we outline our tips for how best to implement the F.O.C.U.S.E.D. framework.

Tip n°1: Find the right moment to implement the framework

At leboncoin, the spark was ignited by a Brown Bag Lunch (BBL) organized at the end of 2022 with Charvillat. The event was a success, with 70 people attending the event in person and many more online. We knew the right time had come to implement the F.O.C.U.S.E.D. framework in the company.

Moreover, Romaïssa Cherbal, the Business Product Director at leboncoin, was one of the beta readers of the Discovery Discipline book, which helped people adhere to the framework.

We also organized training sessions and internal talks to convince people. In addition, Design team members evangelized the topic among Product Owners and Product Managers, either during dedicated meetings or in the field on the day-to-day run.

Tip n°2: Stick strictly to the framework in the beginning

It may seem overwhelming to follow so many steps, but they help to frame the process. You’ll never be able to understand how the framework was supposed to work if you adjust it too soon.

You can go fast at certain stages, but otherwise complete all activities. Also check the definition of done criteria on each key deliverable to make sure you respected the discipline, the radicality, and the sharpness of the model.

Tip n°3: Don’t skip user research

Using the F.O.C.U.S.E.D. framework does not mean you can skip user research. It is still necessary to take this step by conducting ideation workshops, interviews, or surveys.

User research takes place during the “Observe” step, which is a fundamental phase of any discovery process. This involves showing empathy for the user in order to understand if there are real problems that need to be addressed. If there are, you should determine during this step which is the most important to focus on in order to bring the best value and address with the right solution.

Tip n°4: Provide people with templates and demo projects

Miro templates work pretty well at leboncoin, even if people tend to fill them in mechanically — they reassure them that nothing has been missed. Just like in Ikea stores, they follow the path. When there is only one way, there is no complexity of choice.

In retrospect, we should have also done some demo projects applying the framework literally to illustrate how it should be done.

Tip n°5: Gather champions and coaches until necessary

One training session at the beginning is not enough. Apply the F.O.C.U.S.E.D. method in the same way you apply the Agile one by providing long-term coaches and champions.

Make sure your rituals are performed at the right frequency. At leboncoin, when it came to validation, this meant 30-minute buy-in weekly meetings discussing the results of activities and the alignment key deliverables, and involving the Product Managers, Product Owners, Product Designers, and Product Directors.

Tip n°6: Challenge the features decided before discovery

In a company, it is not uncommon to have features requested directly by management, the Business department, or Marketing. At leboncoin, this applies to approximately 50% of the features.

Using the F.O.C.U.S.E.D. framework for those features will allow you to control the damage and prevent the development of unwanted functionalities. It’s a good way to challenge them and make sure you’re not wasting your time and the company’s money. It’s the same way you treat your features during discovery.

Tip n°7: Track your products’ and users’ impact from the beginning

Metrics should be created from the start to track the impact of the framework on your product owners and designers’ performance, and on your products. Use some project management as well.

The leboncoin team tracked the implementation of the F.O.C.U.S.E.D. framework through 4-pillar objectives:

- Awareness

- Mastering

- Practice

- Practice with quality

Key results were defined for each objective, such as the number of training sessions with our partner Thiga or the number of facilitation sessions in the field.

To go further, we should have created a dashboard with our metrics to be followed up by tribes, crews, and squads to understand exactly how this change is progressing.

Tip n°8: Limit your discoveries to 2 at a time

In order to be efficient, a person should never handle more than 2 discoveries at once.

It will take a while for stakeholders and people to realize and accept that product discovery requires time. Always set a minimum level of activity by being pragmatic. And more than ever, think of your time as ROI. Will taking this next step really reduce risk and bring more certainty? If the answer’s yes, then go for it!

Foundations for growth

The F.O.C.U.S.E.D. framework definitely had a positive impact on the leboncoin Tech team! This resulted in better alignment and collaboration on running topics between teams (Product, Marketing, Engineering, Design…), as well as introducing a common language. It also made the discovery process easier for Product people.

However you should keep in mind that the framework won’t solve all your discovery issues: While it can assist in correcting micromanagement over a long period of time, it cannot change people or the time pressure of the market which leads people to launch features copied from the leader first. Also, remember that even if the framework is designed to handle business problems that have already been framed and secured using a more short-term perspective, it is still possible to address strategy and new services and markets too! The F.O.C.U.S.E.D. framework allows you to work on almost anything. The book even describes how one of the writers organized birthday celebrations using it.

We are currently working on a discovery method convergence with all Adevinta (leboncoin’s parent company) entities. Some of them opted for the Continuous Discovery method by Teresa Torres instead of Discovery Discipline. It will be interesting to see where the convergence takes us, but we are already confident there are many similarities and that merging them will give Adevinta the best product discovery practices!