TY - CPAPER U1 - Konferenzveröffentlichung A1 - Münch, Jürgen A1 - Trieflinger, Stefan A1 - Heisler, Bernd T1 - Product discovery - building the right things: insights from a grey literature review T2 - 2020 IEEE International Conference on Engineering, Technology and Innovation (ICE/ITMC): proceedings, 15-17 June 2020, Cardiff, UK N2 - In recent years companies have faced challenges by high market dynamics, rapidly evolving technologies and shifting user expectations. Together with the adaption of lean and agile practices, it is increasingly difficult to predict upfront which products, features or services will satisfy the needs of the customers and the organization. Currently, many new products fail to produce a significant financial return. One reason is that companies are not doing enough product discovery activities. Product discovery aims at tackling the various risks before the implementation of a product starts. The academic literature only provides little guidance for conducting product discovery in practice. Objective: In order to gain a better understanding of product discovery activities in practice, this paper aims at identifying motivations, approaches, challenges, risks, and pitfalls of product discovery reported in the grey literature. Method: We performed a grey literature review (GLR) according to the guidelines to Garousi et al. Results: The study shows that the main motivation for conducting product discovery activities is to reduce the uncertainty to a level that makes it possible to start building a solution that provides value for the customers and the business. Several product discovery approaches are reported in the grey literature which include different phases such as alignment, problem exploration, ideation, and validation. Main challenges are, among others, the lack of clarity of the problem to be solved, the prescription of concrete solutions through management or experts, and the lack of cross-functional collaboration. KW - product discovery KW - continuous discovery KW - product management KW - product strategy KW - MVP KW - OKR KW - UX KW - user research KW - continuous experimentation KW - innovation Y1 - 2020 U6 - https://doi.org/10.1109/ICE/ITMC49519.2020.9198328 DO - https://doi.org/10.1109/ICE/ITMC49519.2020.9198328 SP - 1 EP - 8 S1 - 8 PB - IEEE CY - Piscataway, NJ ER -