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Product discovery - building the right things: insights from a grey literature review

  • 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.

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Author of HS ReutlingenMünch, Jürgen; Trieflinger, Stefan
Erschienen in:2020 IEEE International Conference on Engineering, Technology and Innovation (ICE/ITMC): proceedings, 15-17 June 2020, Cardiff, UK
Place of publication:Piscataway, NJ
Document Type:Conference proceeding
Publication year:2020
Tag:MVP; OKR; UX; continuous discovery; continuous experimentation; innovation; product discovery; product management; product strategy; user research
Page Number:8
First Page:1
Last Page:8
DDC classes:004 Informatik
Open access?:Nein
Licence (German):License Logo  In Copyright - Urheberrechtlich geschützt