Conception
Short Tip: The stage of understanding the user’s problems or needs and seeking solutions.
What is it?
Often neglected by agile and predictive methodologies, this is the stage for understanding the target audience, their problems or needs, and seeking solutions.
It is in the Conception stage that validation with users takes place so that inadequate solutions can be discarded and replaced quickly and with little impact. That is the concept of Fail Fast, one of the pillars of PIM-Go©.
Why use it?
A solution that fails to solve the user’s problem, even if well-constructed, is a bad solution. Therefore, the conception stage is considered the most important in the PIM-Go© model as it allows, through a range of techniques, discussing and understanding the best alternatives.
How to use it?
Together, the Product Owner (Agile Model) or Initiative Leader (Hybrid Model), the Program Leader, a senior member of the future development team and relevant stakeholders* should follow the following steps:
- Having identified a user need or problem that is in line with the organization’s strategic goals, use one of the ideation methods: Design Thinking or Design Sprint.
- In both methods, direct interaction with the product’s user is essential and should not be suppressed. Sometimes, we can have biased solutions that would suit us, but which, from the perspective of those who will actually use the product, are not adequate.
- Of the several listed ideas, use the Idea Filter Canvas to identify the one to be worked on.
- Detail the selected Idea using the Project-Value Canvas or the Lean Canvas.
- The Lean Canvas is recommended when the product has the characteristics of a business unit, with its own income and expenses.
- Project-Value Canvas is recommended when the product has the characteristics of an initiative or project, i.e., it has a particular benefit that is generated when it is finished.
- Consolidate the information in the Product View Canvas. This summarized view is important for communication with stakeholders and teams, and is used throughout the construction as guidance on what is expected of the future product.
- Based on the Product View Canvas, pitch the solution for decision-making stakeholders (a Go/No-go decision) in order to get authorization to move on to the maturing stage.
* In line with the chosen design technique, it is advisable that the group of stakeholders include people whose profile and/or experience can facilitate these steps.