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The Aha! Framework is organized around the core stages of product development. There are activities within each stage where product managers complete discrete action items to further positive progress.
In our detailed guide about the activities, we suggest how often each of the activities should take place — but many occur concurrently and are ongoing depending upon how often you release new functionality.
The table below offers a checklist for product managers who follow The Aha! Framework. If it looks like a lot to do, well … that is because it is. Value-based product development is a real commitment. But remember: For a product manager, some of the activities are more about coordination and monitoring than performing the associated task.
As you go through the checklist below, make note of the folks in your organization (such as engineering + operations, IT, or marketing) you will partner with to complete each phase.
The Aha! Framework: Checklist for product managers | |
Stage 1: Strategize | □ Define product vision □ Review market conditions □ Draft product goals □ Identify key product initiatives □ Gather stakeholder feedback □ Set product strategy |
Stage 2: Discover | □ Define research goals □ Establish a participant research database □ Conduct customer interviews □ Analyze transcripts □ Connect insights to the roadmap |
Stage 3: Capture | □ Review customer feedback □ Review colleague feedback |
Stage 4: Explore | □ Whiteboard new user experiences □ Gather stakeholder feedback □ Update wireframes |
Stage 5: Plan | □ Update draft roadmap |
Stage 6: Showcase | □ Complete roadmap |
Stage 7: Deliver | □ Focus on high-priority features □ Complete designs □ Gather team and stakeholder feedback □ Update Minimum Lovable Product requirements □ Develop functionality □ Confirm built as designed □ Ship functionality and supporting work across teams □ Communicate progress |
Stage 8: Document | |
Stage 9: Launch | □ Announce new functionality |
Stage 10: Analyze | □ Improve overall process |
Product development team roles in The Aha! Framework
Many product development methodologies include a defined team structure. Scrum and the Scaled Agile Framework® (SAFe®), for example, both outline exactly how to organize teams and detail specific role titles (and descriptions) that must be active in order to fully follow each method.
The Aha! Framework does not demand any certain team structure. It does assume that there is a core product development team with representatives from key groups and a broader cross-functional team that supports ongoing product success.
The core product development team typically includes innovation, product management and user experience (UX), project management, product marketing, engineering, and operations functions.
Depending on the size and maturity of your organization, you might have people who are dedicated to specific functions. Or you might have an individual who performs the work of several functions. In some companies, for instance, product management absorbs innovation, project management, and operational duties.
Related:
The broader product team includes representatives from cross-functional teams such as customer support, marketing, and sales. Although these folks are not involved directly in day-to-day product development work, they bring valuable perspectives about the market and customer needs that can inform your product plans. Do not shy away from their input and feedback.
The Aha! Framework hinges upon close collaboration among members of the core product development team. If functional groups are siloed, the burden falls to the product manager to foster team-building and knowledge sharing. Ultimately, the team's failure or success is your own failure or success.
As you review the responsibilities below, consider your product development team's strengths and weaknesses in each functional area. There are likely areas where you can immediately begin making improvements.
The Aha! Framework: Product development team responsibilities | |
Innovation |
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Product management and UX |
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Project management |
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Product marketing |
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Engineering |
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Operations |
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Templates for following The Aha! Framework
For product managers who use Aha! Roadmaps, we provide a template for The Aha! Framework that you can explore and customize on a digital whiteboard. We also have related templates for the various activities within the framework.
All of the templates below are available in Aha! software. We have provided one template for each stage as a jumping-off point. (You can explore the full scope of what we offer in our template library.) If you are already an Aha! customer, you can always reach out to our Product Success team for support implementing these templates.
The Aha! software suite includes everything needed to set strategy and build the roadmap, conduct customer research, crowdsource ideas, collaborate on whiteboards, streamline development, and centralize team documentation. You can experience the full suite with a free 30-day trial.
Stage 1: Strategize | Product vision template
Stage 2: Discover | Customer research plan template
Stage 3: Capture | Ideas portal guide template
Stage 4: Explore | Brainstorming session template
Stage 7: Deliver | Feature requirement template
Stage 8: Document | Knowledge base article template
Stage 9: Launch | Product launch plan template
Stage 10: Analyze | OKRs template
With The Aha! Framework, product management shifts from simply moving tasks along to delivering sustained value. Product managers using this approach help teams stay centered on purpose — so every product decision counts. It is a practical way to build alignment, keeping everyone focused on what truly matters to customers and the business.
FAQs about the role of PMs in the Aha! Framework
Other approaches often focus heavily on delivery mechanics. The Aha! Framework emphasizes value creation across the entire product lifecycle — from vision and discovery to launch and analysis. Product managers guide that flow, keeping strategy connected to the work.
Product managers are accountable for what gets built and why. This includes defining vision and goals, capturing and refining ideas, prioritizing features, coordinating with engineering and marketing, and assessing product value after launch. Many tasks are collaborative, but the PM is responsible for ensuring they happen.
Yes. The Aha! suite includes templates and tools for each stage of the framework — from strategy and roadmaps to customer feedback, whiteboards, delivery, and documentation. You can explore The Aha! Framework directly in Aha! Roadmaps and customize it to fit your team’s workflow.
