Front End
Discovery—finding the gaps between current products and what people
really need and want, as well as emerging trends
Research—achieving a true understanding of
what it will take to make the product experience valuable and appealing
to the people who will be using it; in other words—useful, usable, and
desirable
Actionable Insights—making sense of Discovery and Research
findings in order to derive actionable
insights to drive product design
Transitional (Incorporating the findings, discoveries
and actionable insights from Front End activities in the beginning of Product
Development)
Concept Development—transforming
Actionable Insights into a Product Concept and a corresponding Refined
Prototype that will be valuable and appealing (i.e. useful, usable and
desirable) to customers
Rigorous Market
Research--traditional Market Research
activities, including pricing research (e.g. Conjoint Analysis), online
surveys, etc..
Concept Refinement—creating a Refined Product
Concept that is empirically certified as useful, usable and desirable and ready
for implementation
