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By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.

Denition
Strategy and plan, aka Why? and How?
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Denition Execution
Strategy and plan, aka Why? and How? Working through tradeoffs to deliver optimal solution, aka What?
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Denition Execution
Strategy and plan, aka Why? and How? Working through tradeoffs to deliver optimal solution, aka What?
Initial
Insight
Plan Ship
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Denition Execution
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Strategy and plan, aka Why? and How? Working through tradeoffs to deliver optimal solution, aka What?
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Initial
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Plan Ship
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Denition Execution
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Strategy and plan, aka Why? and How? Working through tradeoffs to deliver optimal solution, aka What?
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design makes strategy concrete
Initial
Insight
Plan Ship
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Denition Execution
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Strategy and plan, aka Why? and How? Working through tradeoffs to deliver optimal solution, aka What?
I
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G
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Understand
the market
Product
Strategy
Prototype
Customer
empathy Ideation
Experience
strategy
design makes strategy concrete
Initial
Insight
Plan Ship
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Denition Execution
D
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Strategy and plan, aka Why? and How? Working through tradeoffs to deliver optimal solution, aka What?
I
d
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a
t
i
o
n
/
G
e
n
e
r
a
t
i
o
n
Understand
the market
Product
Strategy
Prototype
Customer
empathy Ideation
Experience
strategy
design makes strategy concrete design supports delightful, engaging experiences
Initial
Insight
Plan Ship
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Denition Execution
D
e

n
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R
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q
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d
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Strategy and plan, aka Why? and How? Working through tradeoffs to deliver optimal solution, aka What?
I
d
e
a
t
i
o
n
/
G
e
n
e
r
a
t
i
o
n
Understand
the market
Product
Strategy
Prototype
Customer
empathy Ideation
Experience
strategy
Prototype
solutions
Flesh out
solution Rene
Sketch
options
Test
prototypes
User test Build
design makes strategy concrete design supports delightful, engaging experiences
Initial
Insight
Plan Ship
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Denition Execution
D
e

n
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o
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/

R
e
q
u
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r
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m
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d
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s
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m
p
l
e
m
e
n
t
a
t
i
o
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Strategy and plan, aka Why? and How? Working through tradeoffs to deliver optimal solution, aka What?
I
d
e
a
t
i
o
n
/
G
e
n
e
r
a
t
i
o
n
Understand
the market
Product
Strategy
Prototype
Customer
empathy Ideation
Experience
strategy
Prototype
solutions
Flesh out
solution Rene
Sketch
options
Test
prototypes
User test Build
design makes strategy concrete design supports delightful, engaging experiences
Initial
Insight
Plan Ship
Analyze
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Thinking about deliverables...
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Denition Execution
Strategy and plan, aka Why? and How? Working through tradeoffs to deliver optimal solution, aka What?
Understand
the market
Product
Strategy
Prototype
Customer
empathy Ideation
Experience
strategy
Prototype
solutions
Flesh out
solution Rene
Sketch
options
Test
prototypes
User test Build
Plan Ship
design makes strategy concrete design supports delightful, engaging experiences
Initial
Insight
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Denition Execution
Strategy and plan, aka Why? and How? Working through tradeoffs to deliver optimal solution, aka What?
Understand
the market
Product
Strategy
Prototype
Customer
empathy Ideation
Experience
strategy
Prototype
solutions
Flesh out
solution Rene
Sketch
options
Test
prototypes
User test Build
Plan Ship
design makes strategy concrete design supports delightful, engaging experiences
Initial
Insight
Personas
Proles
Mental models
Sketching
Storyboards
Design
principles
Engagement
metrics
Competitor
analysis
Trend analysis
Value
proposition
Elevator pitch
Prioritization
Vision pieces
> Mockups
> Illustrated
scenarios
Roadmap
Product
Evolution
Map
Clickable/
tappable
Animated UIs
Flows/
Wireframes
Mocks
Code
Sketching
Storyboards
Heuristics
User testing
Heuristics
User testing
Flows/
Wireframes
Mocks
Code
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.