Create and validate provisional personas through customer Interviews.

Validate and discover new value props in customer interviews.

Competition research matrix of history, value props, risks, and differentiators.

Document competition strengths and weaknesses on relevant platforms.

Define key experiences for value propositions in user flows.

Wireframe key experiences, and begin design detail.

Define customers, screener questions, plan event, and user questions.

Identify location, arrange meetings, assign note takers. Execute rubric. Summarize results.

Test value props online with prospect groups.

Review analytics during testing. Iterate on the prospect, the value prop, and the design.

Analyze results based on personas, value props, and key experiences.

Define opportunities, and verify assumptions, based learnings. Iterate.