The Problem

Revenue growth will disappoint if your products do not address an urgent problem of a specific buyer that he or she is willing to pay to fix. And your product must do this better than the alternatives. Sometimes product leaders build products that produce customer benefits that don’t address the buyer’s evaluation criteria. This results in poor win rates, wasted resources and poor revenue performance.


The Solution

  • User persona
  • Use cases
  • User stories
  • User validation testing
  • Feature feasibility study


With this critical research in place, it is time to begin the final stages, Phase 5: Customer Experience Design.