Insights-Driven Strategy


The Define phase is essential to the product development process. Insights developed during the Explore phase are transformed into product concepts that can be used to test assumptions, target markets and product hypotheses. Using evaluative research techniques, we conduct qualitative and quantitative research to validate features, inform bundling and pricing strategies and define segmented value propositions.

The goal of research is to tie together all of the primary and secondary research conducted during the Explore and Ideate phases . 

MVP and Roadmap Assessment:

MVP and roadmap assessment enables the development of a product strategy the defines the minimum set of marketable features needed to launch and test a concept as well as the evolutionary path of the concept over time.

  • What is the purpose this minimum viable product? (Revenue goals, attract new customers, focus on core markets, etc.)
  • What is the minimum marketable set of features that can be launched in the market?
  • Based on feature prioritization, what is the roadmap for future releases? 
  • How will product offerings evolve over time?
  • What are the broad themes that unite collections of features?
  • How do we define success?
Two people writing on a sticky note and posting it to a board to create a flow chart

Business Case Creation:

Business case development is focused on identifying potential customers, their needs and how much they are willing to spend. The business case details the target market, differentiators, positioning, messaging, pricing, launch dates and feature sets.

  • Why is the concept worth pursuing?
  • What value will be delivered to customers?
  • Why is it important to act now?
  • How will value be created for the business?
  • What is the total addressable market and the expected share of market?

Backlog Development:

Backlog development defines a single authoritative source of the themes, epics and user stories required to execute on the product the roadmap. The backlog is an important tool used to align stakeholders, improve the accuracy of product release forecasts and to develop estimates to deliver against the product roadmap.

  • Does the backlog capture the top requirements for the product concept?
  • Has the backlog been prioritized?
  • What is the timeframe for completing product releases?