Axes:
📈 Problem Clarity: The ability to articulate, with evidence, the customer’s problem rather than just the business problem.
📉 Risk: Potential costs and consequences of making a wrong product decision.

Quadrants of the Framework:
1️⃣ Heavy Research (Low Clarity, High Risk):

• – Focus on primary research.
• – It is used for complex and unclear problems with high stakes.

2️⃣ Design Heavy (High Clarity, High Risk):

• – The emphasis is on design evaluations.
• – Utilize tools like in-app guides to collect user feedback.

3️⃣ Light Research (Low Clarity, Low Risk):

• – Conduct rapid, iterative research.
• – Targeted in-app guides can refine the problem without a major investment.

4️⃣ Ship It and Measure (High Clarity, Low Risk):

• – Focus on testing and learning through experimentation.
• – Ensure measurement and learning from the data.

Example:
Imagine you’re designing a new feature for your app. If it’s a critical feature that could make or break user satisfaction, but you’re uncertain about the specific user needs (High Risk, Low Clarity), you would be in the “Heavy Research” quadrant. You would want to conduct extensive interviews, surveys, or even in-app polling to understand what users want.

If you were sure about the user’s problem and the feature’s impact was low-risk, you’d be in the “Ship It and Measure” quadrant. In this case, you might develop the feature, release it to a segment of users, and carefully monitor their interaction, making changes as needed.

The Pendo.io framework serves as a strategic approach for product teams, aligning research investments with business needs and risks.

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