Acknowledge I don't know what I don't know. Listen, question, restate, design, iterate, learn, form consensus, and repeat.
Create and validate provisional personas through customer Interviews.
Preliminary Value Propositions
Validate and discover new value props in customer interviews.
Competition research matrix of history, value props, risks, and differentiators.
Document Competitive Landscape
Document competition strengths and weaknesses on relevant platforms.
Define Key Experiences
Define key experiences for value propositions in user flows.
Design Key Experiences
Wireframe key experiences, and begin design detail.
Plan and Recruit for Guerrilla Research
Define customers, screener questions, plan event, and user questions.
Guerrilla Research Interviews
Identify location, arrange meetings, assign note takers. Execute rubric. Summarize results.
Landing Page Test Plan
Test value props online with prospect groups.
Landing Page Test Results
Review analytics during testing. Iterate on the prospect, the value prop, and the design.
Analyze results based on personas, value props, and key experiences.
Refine & Iterate
Define opportunities, and verify assumptions, based learnings. Iterate.