Methodology
Product Improvement Cycle
The cycle is continuous — step 8 feeds back into step 1
1
Assess Knowledge Gaps
Identify critical research questions using the FOG exercise to secure team consensus on where knowledge is missing.
2
Develop Strategic Roadmap
Prioritize and align the research roadmap based on FOG outcomes, ensuring effort is directed at the highest-value unknowns.
3
Map Foundational Goals
Define user goals using the JTBD framework across the full customer journey to build a shared understanding of what success looks like.
4
Prioritize Quantitatively
Rank JTBDs using quantitative surveys, scoring each by importance and frequency to surface where to focus product effort.
5
Prioritize Focus Areas
Align JTBDs with business strategy by factoring in competitor positioning and experience gaps to identify the highest-impact focus areas.
6
Integrate Goals & Language
Establish common understanding through design thinking workshops, embedding JTBD language consistently across all product teams.
7
Validate Usability & Desirability
Test features for effectiveness using targeted recruiting by JTBD and SEQ scores to enable clear go/no-go decisions.
8
Improve Continuously
Survey live features and iterate the roadmap based on real-world JTBD performance — closing the loop and starting the cycle again.