Define
The main purpose of the Define phase is to reduce time to market and risk, and ensure customer satisfaction in a way that harmonizes with your business objectives.
This phase in the Product Journey should start from a set of well-defined opportunities, business objectives and constraints. One way to achieve this may have been a previous Explore phase
In Define we will focus on identifying strong solution candidates and validating them with prospective customers and users. Based on the results of this, we will then select and prioritize the most promising solution candidates to move forward with.
Outcome
The main outcome of Define will be one or several strong solution candidates that have been carefully validated. There will also be alignment among key stakeholders around how to capture business value.
The main deliverable will be a Product Brief that summarizes the findings and provides recommendations for how to go forward with the solution candidates. The Product Brief will include the following information:
- Solution candidates and the rationale for selecting these
- Prototype designs
- Key findings from customer- and user interviews, prototype testing, and stakeholder conversations
- Implementation guidelines
- Risks and risk mitigation
- Recommendations for further development
We will normally also include a 90-minute dialog session with key stakeholders to demonstrate the prototypes, walk through the Product Brief, and discuss what may be next.
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the Define phase in the Product Journey 
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