Opportunity mapping brief
Connect a target outcome to evidence-backed customer opportunities and choose what to test next.
Product discovery · 45 min · Advanced · 16 questions
Map construction
Which measurable outcome anchors the map?
Over what time horizon should that outcome change?
What customer evidence supports each opportunity?
When should one opportunity be split into smaller needs?
Which opportunities have a causal relationship?
Which opportunity depends on another being addressed first?
Which opportunities describe the same underlying need?
Opportunity selection
How frequent is each opportunity?
How severe is each opportunity?
How many target customers encounter each opportunity?
Which opportunity best supports the product strategy?
Which high-ranking opportunity depends on the least-tested assumption?
What should we test next?
What evidence should add an opportunity to the map?
When should two opportunity nodes be merged?
What evidence should remove an opportunity from the map?
How to use this brief
Use this brief as a bank of questions for the conversation. Choose what is relevant, mark covered questions as you go, and skip anything that has already been answered.
Use this brief when...
Use when you need to connect a target outcome to evidence-backed customer opportunities and choose what to test next.
Best used as: Workshop
- Category
- Product discovery
- Discussion time
- 45 minutes
- Depth
- Advanced
- Last updated
- Jul 21, 2026
- Scope
- Cross-functional
- Best used as
- Workshop
- Design roles
- Product designer
- Audience
- Product designersProduct managersDesign leadsFounders and operators
- Platforms
- Cross-platform
- Company type
- StartupB2BB2CEnterprise
- Product stage
- Early-stageGrowthMature product
- Tags
- product-discoveryopportunity-mappingproduct-and-experienceopportunity-solution-treeportfolio-planningcontinuous-discovery