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The Customer-Driven Playbook by Jessica Rich, Travis Lowdermilk

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Chapter 12. The Concept Playbook

Exploring Your Ideas Using a Concept Value Test

We believe [concept] will solve [problem] and be valuable for [type of customer] when doing [job-to-be-done].

We will know this to be true when we see [criteria].

This playbook is organized into three sections that align with the Customer-Driven Cadence:

Formulating
  • Reframe customer problems/opportunities using “How might we?”

  • Formulate problems and ideas into an idea map.

  • Prioritize your ideas using the Impact/Effort Matrix.

  • Turn ideas into fully articulated concepts and formulate a Concept hypothesis.

  • Using storyboards, plot key experiences of your concept.

  • Generate a Discussion Guide for talking with customers about your concept.

Experimenting
  • Organize and prepare for your Concept Value Test.

  • Conduct a Concept Value Test.

  • Debrief after the Concept Value Test is complete and discuss what you’ve learned.

Sensemaking
  • Use a structured method to derive patterns and meaning out of the results of your Concept Value Test.

  • Define and communicate the principles of the concept.

Formulating

Formulating Ideas Using “How Might We?”

Once your team has identified and validated problems your customers are experiencing, you’re ready to transition from customer to product development. As a team, you’ll explore ways to take the problems you want to solve and reframe them using “How might we?”

1. Select your main problem.

  1. Return to your evidence file where your validated problem hypotheses were captured.

  2. Select one problem to begin working ...

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