Free Guide: Understanding Customer Value in Agile (with Templates & Tool List)

Stop Building Features Nobody Wants

Download our free guide to understanding customer value in agile and start building features your customers truly need.

Learn practical techniques like Gemba walks, customer interviews, journey mapping, empathy mapping, and real-world frameworks from agile product teams.

Even high-performing Agile teams fall into what product expert Melissa Perri calls "the build trap" – focusing on shipping features instead of solving real customer problems.

This guide helps you escape that.

What’s Inside the Ebook

A comprehensive playbook for transforming how your team discovers, builds, and delivers genuine customer value.

• ‍Foundations: The value exchange system and core agile mindsets‍
• Techniques: Gemba walks, interviews, CARE feedback loops‍
• Templates: Customer interviews, user journey mapping, persona design, empathy maps‍
• Practice: 30/60/90 day plan to embed customer learning‍
• Real-world stories: Frameworks used by teams at Atlassian, John Deere, Penpot, and more

What You’ll Learn

✅ What “customer value” really means in an agile context

✅ How to use continuous discovery and feedback loops

✅ Interview techniques and observation practices (Gemba walks)

✅ How to turn insights into journey maps, personas, and empathy maps

✅ A system to build customer understanding into your sprint cycle

Who This Guide Is For

• Product Managers & Owners who want to prioritise based on value
• UX Designers & Researchers creating user-centric experiences
• Agile Coaches & Scrum Masters embedding continuous learning
• Engineering Leaders aligning delivery to real outcomes
• Cross-functional Teams adopting customer-centric agile

Start Building Products People Actually Want

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