Continuous Discovery

Why is it important to get right?

Too many teams do not engage in enough actual product management. Instead, their responsibilities are more day-to-day, cranking out directionless features on an assembly line. Continuous discovery is a methodology that places greater importance on customer-centricity, leading to better outcomes.

For this shift in attitude to be appreciated, widespread and habitual, teams require a solid foundation of knowledge, techniques and tooling.

What are the key areas to cover?

• Qualitative research: surveys, interviews, observation, focus groups, usability testing and more.
• Quantitative research: analytics, heat maps, event tracking and more.
• Appropriate mechanisms for capturing the voice of the customer from internal stakeholders.
• Testing and validating hypotheses through experimentation.
• Centralisation of research in a human-readable format.
• Necessary ways of working to be in a position to act upon insight.

How can Iterar assist?

The idea that product management teams should frequently engage with customers is now widely accepted. However, in reality, this is not always practiced. While teams should be making decisions based on research and insights, many businesses still face challenges in implementing this model effectively.

Failure to establish appropriate structures for team member development can lead to:

• Feature factories where genuine user needs are not considered.
• Customer disengagement and loss.
• Missed opportunities, especially "easy wins".
• Outdated products and decreased competitiveness.

We have previously established both the components and the overall structure for meaningful continuous discovery.

We are able to offer:

• Assessment of current discovery habits.
• Revised data and research structures.
• Selection of appropriate tooling.
• Change management to updated frameworks.
• Measurement of efficacy and appropriate iteration.
• Experienced UX Researchers and/or Product Designers to extend team capacity and assist on initial continuous discovery execution.

Customer perspective

We worked with healthtech scale-up to introduce continuous discovery habits. Here is what they thought:

"The introduction of continuous discovery habits has been a game-changer for our business. Our customer insights are now baked-in to our decision making, and our products are better than ever."