Understanding the Discover Phase in Product Innovation
The Discover Phase in product innovation is about deeply understanding the customer—their behaviors, preferences, and choices. Before developing solutions, we need to immerse ourselves in the customer’s world, observing and engaging with them to frame the right problems. My field observations were essential in gaining insight into customer behavior. At Chick-fil-A, I saw that most customers dined in groups, with the inviting atmosphere encouraging conversation. Few chose healthier options, showing that brand expectations often drive menu choices. At Taco Bell, I observed quick, transactional visits with little social interaction, emphasizing convenience over healthy eating. In contrast, CAVA’s open, bright design attracted health-conscious customers who valued the overall dining experience and enjoyed lingering to socialize. A key insight from these observations was the relationship between a restaurant’s physical environment a...