Customer Discovery Examples

In essence, customer discovery is a scientific, customer-centric process that solidifies or validates an assumed product-market fit. The phrase itself was first coined by entrepreneurs and authors Steve Blank and Eric Ries, with both known for their contributions to lean methodologies for startups.

The process of customer discovery involves steps that resemble the traditional scientific method. The team must first observe and define a problem or market need and then develop a hypothesis-based solution in the form of a business idea. Once these steps have been completed, the team conducts an experiment to test a product concept and verify their hypothesis. 

Experiments are based on the collection of mostly qualitative data that helps the organization understand how consumers think, act, or feel when they engage with a product or service. From this research, internal teams can create products that align with their customers.

Customer discovery, like the scientific method on which it is based, also allows businesses to formulate solutions that are free from personal bias, assumptions, or the opinions of friends, family, co-workers, or industry experts. 

Let’s now take a look at two examples of how customer discovery was used to improve the outcomes for HubSpot and Casper.


When software marketer and developer HubSpot embarked on a website overhaul, it researched its visitors to determine the sorts of words that would resonate with them most. With assistance from several copywriters, HubSpot identified three core types of website visitors and defined the desired outcomes, priorities, anxieties, and pain points for each.

Any patterns or recurring themes were then identified, such as commonly used words or oft-repeated soundbites. At this point, the company incorporated these patterns and themes into its website copy across the homepage, product pages, and other areas.

The new, customer-driven copy was trialed for three weeks, with a subsequent 35% increase in demo requests, 27% increase in post-launch product registrations, and a nearly 100% increase in the site’s overall conversation rate.


Casper is a startup that sells sleep-related products such as mattresses, pillows, bed frames, duvets, sheets, blankets, and even dog beds. The company used the customer journey process to identify that customers were most likely to consider purchasing a new mattress between the hours of 1 and 3 AM. 

Casper also learned from interacting with its customers that a very unique set of triggers caused them to think more seriously about improving the quality of their sleep. For example, some were motivated to buy a new mattress after welcoming a new dog into the family. Others were motivated by young children who had started to crawl into bed with them overnight, while others still were recently divorced and were experiencing difficulty sleeping alone.

Based on this detailed customer journey, Casper created content for those who had trouble falling asleep and targeted keywords such as “how to get to sleep earlier” in its content marketing campaigns. Readers who then landed on the Casper website were served ads that the company hoped would move them closer to a purchase decision. Ads were shown to users in the middle of the night and filtered according to whether each had experienced any of the triggers noted earlier.

Casper’s customer discovery efforts no doubt contributed to the company becoming a $1.1 billion unicorn in a saturated market, with approximately 175 online mattress companies forming since Casper was founded in 2014.

Key takeaways:

  • Customer discovery is a scientific, customer-centric process that solidifies or validates an assumed product-market fit.
  • HubSpot used customer discovery during a complete website overhaul, researching its visitors to determine the sorts of words that would resonate with them most. By incorporating patterns and recurring themes into its copy, the company was able to boost conversion rates, demo requests, and product registrations.
  • Online mattress company Casper also used customer discovery to identify an unmet need in consumers who had difficulty sleeping. By targeting specific keywords and trigger points, the startup was able to reach unicorn status in a saturated market full of copycat businesses.

Connected Agile Frameworks


AIOps is the application of artificial intelligence to IT operations. It has become particularly useful for modern IT management in hybridized, distributed, and dynamic environments. AIOps has become a key operational component of modern digital-based organizations, built around software and algorithms.

Agile Methodology

Agile started as a lightweight development method compared to heavyweight software development, which is the core paradigm of the previous decades of software development. By 2001 the Manifesto for Agile Software Development was born as a set of principles that defined the new paradigm for software development as a continuous iteration. This would also influence the way of doing business.

Agile Project Management

Agile project management (APM) is a strategy that breaks large projects into smaller, more manageable tasks. In the APM methodology, each project is completed in small sections – often referred to as iterations. Each iteration is completed according to its project life cycle, beginning with the initial design and progressing to testing and then quality assurance.

Agile Modeling

Agile Modeling (AM) is a methodology for modeling and documenting software-based systems. Agile Modeling is critical to the rapid and continuous delivery of software. It is a collection of values, principles, and practices that guide effective, lightweight software modeling.

Agile Business Analysis

Agile Business Analysis (AgileBA) is certification in the form of guidance and training for business analysts seeking to work in agile environments. To support this shift, AgileBA also helps the business analyst relate Agile projects to a wider organizational mission or strategy. To ensure that analysts have the necessary skills and expertise, AgileBA certification was developed.

Business Model Innovation

Business model innovation is about increasing the success of an organization with existing products and technologies by crafting a compelling value proposition able to propel a new business model to scale up customers and create a lasting competitive advantage. And it all starts by mastering the key customers.

Continuous Innovation

That is a process that requires a continuous feedback loop to develop a valuable product and build a viable business model. Continuous innovation is a mindset where products and services are designed and delivered to tune them around the customers’ problem and not the technical solution of its founders.

Design Sprint

A design sprint is a proven five-day process where critical business questions are answered through speedy design and prototyping, focusing on the end-user. A design sprint starts with a weekly challenge that should finish with a prototype, test at the end, and therefore a lesson learned to be iterated.

Design Thinking

Tim Brown, Executive Chair of IDEO, defined design thinking as “a human-centered approach to innovation that draws from the designer’s toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.” Therefore, desirability, feasibility, and viability are balanced to solve critical problems.


DevOps refers to a series of practices performed to perform automated software development processes. It is a conjugation of the term “development” and “operations” to emphasize how functions integrate across IT teams. DevOps strategies promote seamless building, testing, and deployment of products. It aims to bridge a gap between development and operations teams to streamline the development altogether.

Dual Track Agile

Product discovery is a critical part of agile methodologies, as its aim is to ensure that products customers love are built. Product discovery involves learning through a raft of methods, including design thinking, lean start-up, and A/B testing to name a few. Dual Track Agile is an agile methodology containing two separate tracks: the “discovery” track and the “delivery” track.

Feature-Driven Development

Feature-Driven Development is a pragmatic software process that is client and architecture-centric. Feature-Driven Development (FDD) is an agile software development model that organizes workflow according to which features need to be developed next.

eXtreme Programming

eXtreme Programming was developed in the late 1990s by Ken Beck, Ron Jeffries, and Ward Cunningham. During this time, the trio was working on the Chrysler Comprehensive Compensation System (C3) to help manage the company payroll system. eXtreme Programming (XP) is a software development methodology. It is designed to improve software quality and the ability of software to adapt to changing customer needs.

Lean vs. Agile

The Agile methodology has been primarily thought of for software development (and other business disciplines have also adopted it). Lean thinking is a process improvement technique where teams prioritize the value streams to improve it continuously. Both methodologies look at the customer as the key driver to improvement and waste reduction. Both methodologies look at improvement as something continuous.

Lean Startup

A startup company is a high-tech business that tries to build a scalable business model in tech-driven industries. A startup company usually follows a lean methodology, where continuous innovation, driven by built-in viral loops is the rule. Thus, driving growth and building network effects as a consequence of this strategy.


Kanban is a lean manufacturing framework first developed by Toyota in the late 1940s. The Kanban framework is a means of visualizing work as it moves through identifying potential bottlenecks. It does that through a process called just-in-time (JIT) manufacturing to optimize engineering processes, speed up manufacturing products, and improve the go-to-market strategy.

Rapid Application Development

RAD was first introduced by author and consultant James Martin in 1991. Martin recognized and then took advantage of the endless malleability of software in designing development models. Rapid Application Development (RAD) is a methodology focusing on delivering rapidly through continuous feedback and frequent iterations.

Scaled Agile

Scaled Agile Lean Development (ScALeD) helps businesses discover a balanced approach to agile transition and scaling questions. The ScALed approach helps businesses successfully respond to change. Inspired by a combination of lean and agile values, ScALed is practitioner-based and can be completed through various agile frameworks and practices.

Spotify Model

The Spotify Model is an autonomous approach to scaling agile, focusing on culture communication, accountability, and quality. The Spotify model was first recognized in 2012 after Henrik Kniberg, and Anders Ivarsson released a white paper detailing how streaming company Spotify approached agility. Therefore, the Spotify model represents an evolution of agile.

Test-Driven Development

As the name suggests, TDD is a test-driven technique for delivering high-quality software rapidly and sustainably. It is an iterative approach based on the idea that a failing test should be written before any code for a feature or function is written. Test-Driven Development (TDD) is an approach to software development that relies on very short development cycles.


Timeboxing is a simple yet powerful time-management technique for improving productivity. Timeboxing describes the process of proactively scheduling a block of time to spend on a task in the future. It was first described by author James Martin in a book about agile software development.


Scrum is a methodology co-created by Ken Schwaber and Jeff Sutherland for effective team collaboration on complex products. Scrum was primarily thought for software development projects to deliver new software capability every 2-4 weeks. It is a sub-group of agile also used in project management to improve startups’ productivity.

Scrum Anti-Patterns

Scrum anti-patterns describe any attractive, easy-to-implement solution that ultimately makes a problem worse. Therefore, these are the practice not to follow to prevent issues from emerging. Some classic examples of scrum anti-patterns comprise absent product owners, pre-assigned tickets (making individuals work in isolation), and discounting retrospectives (where review meetings are not useful to really make improvements).

Scrum At Scale

Scrum at Scale (Scrum@Scale) is a framework that Scrum teams use to address complex problems and deliver high-value products. Scrum at Scale was created through a joint venture between the Scrum Alliance and Scrum Inc. The joint venture was overseen by Jeff Sutherland, a co-creator of Scrum and one of the principal authors of the Agile Manifesto.

Read Also: Business Models Guide, Sumo Logic Business Model, Snowflake Business Model, Unity Software Business Model, Business Strategy.

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