The Typeform Product Playbook

An insider look into how Typeform identifies and ships value to its customers



In American football, the situation on the field changes all the time. It’s impossible for a team to plan all their moves in advance — they have no clue how things are going to unfold. To cope with this uncertainty, teams use so-called playbooks which contain the team’s strategies and plays.

When a new situation presents itself on the field, the coach turns to the playbook to decide what to do. Down by 6 points in the third quarter, starting on the opposing team’s 30 yard line? The playbook contains hundreds of plays which worked well in the past and can help the team win the game.

It’s an effective way of collecting knowledge gained through experience. You don’t make the same mistakes again, and you have a starting point whenever you feel lost and don’t know what to do.

At Typeform, we came across this idea in an amazing article by Jon Lax. It inspired us to make a playbook of how we build products — how we go from identifying value opportunities to delivering solutions and iterating on them.

This post was originally published on Medium in October 2017. Click here to keep reading.