Discovery Artifact October 20, 2026371 wordsby Davis Chacko
What this case study demonstrates
Conduct unbiased qualitative user discovery interviews.
Synthesize unstructured qualitative data into structured opportunity insights.
Build an Opportunity Solution Tree to navigate decision trade-offs.
# User Discovery & Opportunity Solution Tree
## 1. Research Objective & Target Participant Profile
*What are you trying to learn? Who did you interview?*
Does including CRM capabilities into an existing SaaS application help stand out from competitors.
Interview questions for new users of the application and long term users of core product. Running a brief questionnaire of common pain points that ensures alignment with core product Offering. New member may not be well versed with core product offering to make a definitive suggestion to new added feature set but can be used as gauge to understand general sentiment. Long term users could be surveyed to get their opinion on their preferred feature set. The finalized feature set should include only ones preferred in the Survey.
## 2. Customer Interview Guide
1. Tell me about the last time you used CRM capabilities with our core product offering
2. What was the hardest part about using third party add on CRM products
3. Why was that frustrating?
4. How do you currently solve this?
5. Does adding a feature set enhance offering compared to competitors?
6. Will adding Feature set take away from core product offering
7. Suggestions from long term users on preferred feature set.
## 3. Key Findings & Insight Synthesis
- **Insight 1:CRM capability seems to be low hanging fruit in terms of being a net positive to Product outline
- **Insight 2: Would help standout from rival Product offerings
- **Insight 3:Cost of Integrating new feature sets seems nominal compared to value added
## 4. Opportunity Solution Tree (OST)
```
[CRM capability inbuilt within SaaS application]
├── Opportunity A: [Adding on third party CRM application]
│ ├── Solution A1: [Integrated CRM capability]
│ └── Solution A2: [Increased price per subscription]
└── Opportunity B: [Seamless CRM feature Integration Core Product]
└── Solution B1: [Standing out from rivals]
└── Solution B2: [Value add to core offering]
```
## 5. De-risking Experiments
*How will you test your solution assumptions before building?*
Run a questionnaire asking core users regarding their enthusiasm for new feature set
If running a sentiment analysis gives a net positive score followed by promotional trial period to beta test features. Survey that includes value added feature set.