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Bridging the discovery validation gap and avoiding a “waste-producing machine”

Jun 6, 2023
8:00 am

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Bridging the discovery validation gap and avoiding a “waste-producing machine”


Discovery is not an end in itself. It’s a method for getting you closer to your customer and their problems. Once you have discovered your customer’s needs more deeply, you still need to come up with ideas and then validate that those solutions are the correct ones.

I hear clients say things like: “Our teams do 8 weeks of discovery to determine a problem we already know about is a known problem”. Without a low-risk process for validating your solutions, the pressure to find the perfect idea by doing more discovery mounts. Instead of failing fast and de-risking the rollout to your customers, this results in less frequent testing of your ideas and less feedback on your product.

The first idea you work on might not be the best one, but working on it gets you closer to the best idea possible.

In this session, we will talk about how to walk the fine line between just enough scrutiny that something is at least half good and choosing to make enough mistakes that validation techniques like experimentation become part of your working memory. Teams need to learn the process so becomes habitual for their team, even if not all experiments are good, all the time.

Our speaker

Ellie has over 10 years of experience in the experimentation industry. In that time, she has enabled businesses to ship experiments at scale and create more value from their experimentation programmes. Ellie has won Agency Experimenter of the Year and Financial Services Campaign of the Year at the Experimentation Elite Awards for her experimentation work at AND Digital; has been a finalist for the Experimentation Culture Awards, and was recently listed 2nd in the top 20 Must-Know CROs of 2022 by Experiment Nation.