Connect every idea to an outcome.
A simple map from the result you want, to customer needs, to ideas, to the tests that tell you which ideas work.
Fewer billing-related support calls
Example Tree
01 · OUTCOME
02 · OPPORTUNITIES (CUSTOMER NEEDS)
“I don't understand my invoice.”
“I can't find old invoices.”
“Extra charges surprise me.”
03 · SOLUTIONS
A plain-language invoice
Invoice history in the portal
Usage alerts by SMS
04 · EXPERIMENTS
Test a redesigned invoice with five customers
A fake-door “Download invoices” link
A two-week SMS pilot
Source: Product Talk ↗
Outcome → need → idea → test.