Digital product research doesn't have to be difficult, take a long time, or cost a lot of money. Nor should it be a job solely for scientists or expert researchers. In this practical book, Aras Bilgen, C. Todd Lombardo, and Michael Connors demonstrate how your entire team can conduct effective product research within a couple of weeks--easily, cheaply, and without compromising quality. Drawing from decades of experience in product development, the authors lay out nine simple rules that combine user research, market research, and product analytics to quickly discover insights and build products customers truly need. Recognize and avoid common research pitfalls Switch to the insight-making mindset that underlies all successful research efforts Find out how to look at data, formulate the right questions, and pick the right research method Learn interview techniques and research skills Analyze for insights collaboratively while avoiding bias Inspire action with your insights through powerful presentations and prototypes Learn how to involve a wide variety of stakeholders in research, from developers to executives Discover how you can make research a habit, not a one-off effort

A good product roadmap is one of the most important and influential documents an organization can develop, publish, and continuously update. In fact, this one document can steer an entire organization when it comes to delivering on company strategy. This practical guide teaches you how to create an effective product roadmap, and demonstrates how to use the roadmap to align stakeholders and prioritize ideas and requests. With it, you'll learn to communicate how your products will make your customers and organization successful. Whether you're a product manager, product owner, business analyst, program manager, project manager, scrum master, lead developer, designer, development manager, entrepreneur, or business owner, this book will show you how to: Articulate an inspiring vision and goals for your product Prioritize ruthlessly and scientifically Protect against pursuing seemingly good ideas without evaluation and prioritization Ensure alignment with stakeholders Inspire loyalty and over--delivery from your team Get your sales team working with you instead of against you Bring a user- and buyer--centric approach to planning and decision-making Anticipate opportunities and stay ahead of the game Publish a comprehensive roadmap without over-committing

With more than 500 new apps entering the market every day, what does it take to build a successful digital product? You can greatly reduce your risk of failure with design sprints, a process that enables your team to prototype and test a digital product idea within a week. This practical guide shows you exactly what a design sprint involves and how you can incorporate the process into your organization. Design sprints not only let you test digital product ideas before you pour too many resources into a project, they also help everyone get on board-whether they're team members, decision makers, or potential users. You'll know within days whether a particular product idea is worth pursuing. Design sprints enable you to: Clarify the problem at hand, and identify the needs of potential users Explore solutions through brainstorming and sketching exercises Distill your ideas into one or two solutions that you can test Prototype your solution and bring it to life Test the prototype with people who would use it