Main takeaways: -Talk to the customer you'll be selling to, not the one who's available to talk -Start small - It's about what you leave out not what you put in -Create your own niche - fast.

1. www.productschool.com
The Importance of Solid Discovery by Zalando
Product Leader

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5. Dr. Anamika
Knowledge Product Manager, Zalando SE
The importance of solid Discovery
How Healthprax recognized User Pains in new
markets

6. Hi, I’m Dr. Anamika
I am a qualified dentist by education, and a product manager by profession. I am
passionate about building great products that make people’s lives easier.
I have over 6 years strategizing innovative digital experiences across 2 continents
and 3 industries spanning B2B, B2C and enterprise products
This is one of the most important questions I face in my professional life:
“How Might We understand the right
problems to solve?”

7. Today
● WHAT: Introducing
Healthprax
● The Beginnings
● Double Diamond
● Discovery Implementation
● Lessons Learnt
● Resources

8. VISIT

9. The Beginnings
Company
AIM: Digitize Indian
Healthcare Set-ups
and Drive Health Tech
Innovations in India
and other emerging
markets worldwide
Context
Emerging Markets
● Have unique
Problems
● In India:
Localisation
problems
● Cultural background
● Tech V/s Tradition
● Hypothesis and
understanding
Problem statement
HMW select the right set
of problems to solve, on
which we can base our
first feature set in the
MVP?

10. Challenges deep-dive
Challenge 1
Long-Distance audience
Our potential customers
are based in small town
India and our team is in
Berlin
Challenge 2
Start-Up Pains
● Small Team Size -
Radical
Prioritization
● Limited Time
● Limited financial
Resources
Challenge 3
Our Team’s background
Most of us had no
exposure to the local
conditions. Lots of
hypothesis and language
barriers.

11. Discovery: the Double Diamond
IMAGE SOURCE:
https://www.testingtime.com/en/blog/double-di
amond-process/

12. Discovery
Proving the Assumptions
To be able to understand,
rather than simply assume,
what the problem is. It involves
speaking to and spending time
with people who are affected
by the issues.
To validate hypothesis

13. Implementation

14. Select right set
of Research
participants
Who is our Target
Audience? Who is our
End User?
Set Research
Goals and
Questions
What do we want to
know by the end of
this exercise? What
questions do we want
answered?
Select
Research
Methodology
Keep in mind current
Team’s constraints
and participant profile
Formulate
Interview
Questions
How do we frame our
interview in a language
that is user-friendly ?
Execute and
Analyse
How do we derive
actionable insights
from Discovery?

15. Lessons (re)learnt
● We are human - we have our Biases : Identified our own Biases
● We were assuming a LOT : Realized hardware gaps
● People say a lot of things they don’t mean.
● When we can ‘follow our gut’ : Gave us Confidence
● Time spent in Discovery < Precious Time saved later
● KISS : Keep It Simple and Specific
● How to ask is as important as what to ask
● Who to ask is the most important
● First-Hand contact with end users = Keep an Open Mind, Be Egoless
● It’s about being curious and learning, not about pushing your idea/solution

16. Intangible Collaboration Benefits
CEO
Research Goals,
Research
methodology sign off
Sales
Collecting Research
participants
Persona
> 1 User Types
Networking
Reference
Customers
Marketing
Spread the Word
Dir. of Engineering
Methodology and Goals,
Open Observation,
sharing results.
Planning
Constraints and
solution availability
Inclusion
Why not just
What

17. Result
Problems defined and prioritized
3 base features selected
MVP defined
Product Strategy Changes

18. Resources
Recommended reading
BOOKs: Just Enough Research
ARTICLES: -
❖ How to run 10x better product
discovery brainstorms - Caroline Parnell
(MEDIUM)
❖ Product Discovery 101 for Product
Managers - PRODUCT SCHOOL
❖ Remote Product Discovery during the
Pandemic - Savitha Ajitraj, PayPal (On LinkedIn)
PODCAST : The Best Product Teams
Continually Improve Both Their Product
and Their Process - Teressa Torres on the Product
Science Podcast

19. Contact
Dr. Anamika Datta
animorphika@gmail.com
animorphika@yahoo.co.in
@animorphika

20. www.productschool.com
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and
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