Customer Discovery Workshop

Customer discovery is a structured way to learn what buyers are trying to accomplish, where they encounter friction, what triggers a purchase, and why they choose one path or supplier over another. The goal is to use that evidence to guide ecommerce, content, sales, service, and digital investment decisions.

A website audit evaluates the current site and recommends improvements based on usability, performance, accessibility, or ecommerce practices. A customer discovery workshop starts earlier. It helps the team decide which customer behavior or business outcome matters, what it currently assumes about the problem, and what evidence should be gathered before prescribing a solution.

Customer discovery clarifies the outcome, customer problem, and assumptions. A roadmap organizes known initiatives. Technical discovery determines feasibility, architecture, scope, and estimate. Customer discovery is useful before those activities when the organization is not yet certain it is solving the right problem.

Analytics can show what customers did, such as abandoning a process, using search, or failing to return. Interviews help explain why the behavior occurred, what the customer was trying to accomplish, what alternatives they considered, and which constraints affected the decision. Sales feedback is also valuable, but direct interviews reduce the risk of filtering all evidence through internal assumptions.

An Opportunity Solution Tree is a visual decision-making tool that connects a desired outcome to customer opportunities, possible solutions, and the assumptions behind those solutions. It helps a team avoid jumping from a broad business goal directly to one favored feature or campaign.

Use it when the team has multiple competing ideas, limited budget, disagreement about priorities, or a major digital decision that is being driven more by assumptions than customer evidence. It is especially useful before a redesign, replatforming, integration, or new campaign is fully scoped.

The introductory workshop can give the group a more structured way to discuss the disagreement and distinguish outcomes, opportunities, and proposed solutions. It does not resolve the disagreement with customer evidence in one hour. The paid engagement adds interviews and analysis that can help the team test competing beliefs.

Yes. ERP rules, product data, inventory, fulfillment, staffing, and operational constraints are treated as inputs. The team can then explore whether the experience can be improved through communication, expectations, workflow, alternatives, or smaller changes that do not require replacing the underlying system.

No. The process can help a team get more value from its current platform, improve self-service, reduce customer friction, clarify messaging, or decide that a redesign or replatforming is not the right next move.

Customer discovery can inform ecommerce feature priorities, customer self-service, content, navigation, product information, customer-specific pricing experiences, ordering workflows, quote processes, marketing messages, customer retention, and broader digital roadmap decisions. It does not replace technical feasibility analysis when implementation details are required.

No. Bring one or two priorities, problems, or requests your team is considering. We will use them to begin framing a possible outcome for the exercise. Depending on the complexity of the discussion and the available data, the outcome may require additional refinement during a paid engagement.

Usually four to eight people with different perspectives—such as marketing, ecommerce, sales, customer service, product, operations, or IT. The right group depends on the outcome being explored.

No. The buyer experience may include search, sales conversations, distributor or dealer relationships, quotes, ordering, customer service, fulfillment, and repeat purchasing—not just what happens on the site.

The primary value is experiencing a condensed version of the process. You may leave with a possible starting outcome, several observations or hypotheses from the group discussion, and a clearer understanding of what the full engagement would involve. The free workshop does not include customer interviews, a completed experience map, a full Opportunity Solution Tree, assumptions mapping, formal findings, or a final roadmap.

No. The session is intended to help you evaluate the approach. At the end, Brilliance will explain the paid options when deeper discovery appears useful, but there is no obligation to proceed.

No. Brilliance offers a limited number of sessions based on fit and availability. We look for a meaningful prioritization or customer-experience decision, appropriate stakeholder participation, and openness to using customer evidence. Submitting a request starts a review; it does not automatically reserve a session.

We may offer the next available complimentary date, place the request on a priority list, or discuss a paid working session when the timing is urgent. Strong strategic opportunities may be scheduled by exception when Brilliance can do so without reducing delivery quality.

We will say so. Depending on the need, we may recommend a technical discovery, UX review, platform assessment, another Brilliance service, a relevant resource, or revisiting the workshop closer to the team's planning cycle.

Yes. The guided engagement is designed for a client team to conduct the interviews using a Brilliance-developed script and recruiting guide. Brilliance then synthesizes the findings and helps the team update its priorities.