This content was translated from Korean to English using AI.
When building a product, I have always had the desire to systematically validate whether it is truly what the customer wants.
By chance, I came across Amazon’s Working Backwards method and decided to organize the content.
Jeff Bezos | Is the Working Backwards process optional?
Amazon systematically checks and validates from the customer’s perspective.
- How? And through what lens and process do they check and validate?
Brief Overview
What is Working Backwards?
- A method Amazon uses when designing products: “Define the customer’s desired outcome first, then design backwards from there.”
Purpose
- To create experiences that people truly want
- To identify what is needed first, rather than “what can be built”
How?
- Examine the data, create the test question (the customer’s desired outcome) first, then build a plan to solve that question.
Specific Method
- Imagine the scene the customer would love most.
- e.g., “They open the app and pick a travel destination within 1 minute.”
- Write that scene as if it were a one-line news headline.
- This is called a PR (Press Release).
- Anticipate and answer tough questions people would ask in advance.
- FAQ
- Based on these results and answers, work backwards to determine how to build it.
Applying the Method
Idea Summary (Input)
- Product/Service: A service that quickly finds travel information, with user feedback instantly reflected in filtered search results
- Target Customer: Individual travelers/couples aged 20-40 who need quick comparisons
- Core Problem: Information overload, inaccurate filters, delayed review reflection
- Validation Evidence: (Assumed) 12 interviews + simple prototype testing
A. Validation Results Summary (Input Example)
[Hypothesis ID] H-101
- Customer Problem Hypothesis: There is plenty of travel information, but it is difficult to quickly find results that “match my conditions.”
- Target Customer/Segment: Individual travelers/couples aged 20-40, high mobile search ratio
- Success Metrics (Quantitative/Qualitative): Results meeting conditions within 1 minute, 70%+ revisit intention
- Validation Method: 12 interviews + clickable prototype
- Key Findings (Evidence Summary):
- 10/12 experienced “inaccurate filters”
- 8/12 wanted instant reflection of the latest reviews/feedback
- Conclusion: Valid
- Scope Impact: “Trust/reflection speed” elevated as greater value over “fast search”
- Risks/Unresolved Questions:
- Real-time feedback reflection may degrade quality
- Need to address malicious/distorted reviews
- Next Action: Experiment with minimum viable trust score/spam filtering
B. Roadmap Transition (Outcome to Roadmap Example)
[Roadmap Item] R-201
- Purpose (Why): Provide trustworthy filtered results within 1 minute
- Customer Value (Outcome): Quickly find results with the latest feedback reflected
- KPI/Success Metrics:
- Search completion time < 60 seconds
- Feedback reflection satisfaction 4.2/5 or higher
- Target Release: 2026 Q2 (MVP)
- Launch Scope: 1-2 regions, 3 categories only
- Prerequisites: Minimum feedback reflection rules/spam filter functionality
- Validation Basis: H-101
C. Epic Transition (Roadmap to Epics Example)
[Epic] E-301
- Linked Roadmap: R-201
- Problem/Goal: Build core filter UI/UX for fast search
- Key User Stories:
- Start searching within 30 seconds using “budget/schedule/companion type”
- Readjust conditions directly from results
- Acceptance Criteria (AC):
- Results displayed < 2 seconds after filter application
- Results updated within 5 seconds on filter change
- Technical Considerations: Caching strategy, search indexing
- Risks/Assumptions: Need to ensure data freshness
- Deliverables: Filter UI, Search API v1
- Responsible Team/Owner: Search Team
- Definition of Done (DoD): 8 out of 10 users in testing rate it “fast”
[Epic] E-302
- Linked Roadmap: R-201
- Problem/Goal: A structure where user feedback is quickly reflected in results
- Key User Stories:
- When a user leaves a review/tag, it is reflected immediately
- Results sorted with priority on recent feedback
- Acceptance Criteria (AC):
- Reflected within 5 minutes of feedback submission
- Minimum malicious/duplicate review filtering rules applied
- Technical Considerations: Event processing, trust score
- Risks/Assumptions: Spam countermeasures
- Deliverables: Feedback pipeline, Trust Score v1
- Responsible Team/Owner: Data/ML Team
- Definition of Done (DoD): 70%+ of 100 beta users say “reflection is fast”
[Epic] E-303
- Linked Roadmap: R-201
- Problem/Goal: Freshness/trust-based result ranking
- Key User Stories:
- Latest information appears first
- Low-trust information is pushed down
- Acceptance Criteria (AC):
- Weighting applied to data from the last 30 days
- Bottom 10% trust results automatically demoted
- Technical Considerations: Ranking parameter design
- Risks/Assumptions: Data bias for specific regions
- Deliverables: Ranking logic v1
- Responsible Team/Owner: Search Team
- Definition of Done (DoD): 10% CTR improvement in A/B testing
PR (Press Release) Draft
[Title]
“Find the Travel Information You Want in Under 1 Minute” — Launch of Real-Time Feedback-Powered Filtered Search Service
[Subtitle/Summary]
With search results that instantly reflect travelers’ latest feedback, we help you quickly find the best options even amid information overload.
[Seoul, April 15, 2026]
Today we announce a new filtered search service that helps you find travel information quickly and accurately. This service re-sorts results by rapidly reflecting user feedback, enabling decision-making based on the latest information.
[Customer Problem/Context]
The more search results travelers see, the harder it becomes to choose, and when reviews are reflected late, they are exposed to information that differs from actual experiences.
[Solution]
- Start exploring within 1 minute with condition-based filters
- Results sorted based on recent feedback
- Low-trust information automatically demoted
[Customer Quote]
“The latest reviews being reflected right before my decision reduced uncertainty.”
[Internal Leader Quote]
“The core of travel is trustworthy, up-to-date information. We aim to make travelers’ decisions faster and more accurate by instantly reflecting customer feedback.”
[Details]
The service launches by city/theme, providing a mobile-first experience. The initial version starts with a limited scope of 1-2 regions and 3 categories.
[Pricing/Launch/Availability]
Beta launch planned for Q2 2026. The initial beta will be offered for free.
[Call to Action]
Beta signup: (link/contact channel)
FAQ Draft
[Customer FAQ]
- Who is this service for?
- Individual travelers/couples aged 20-40 who need to compare travel options quickly.
- What is the biggest value?
- You can quickly find results with the latest feedback reflected.
- How is it different from existing travel search?
- Users’ recent feedback is reflected immediately, resulting in higher result reliability.
- How fast is feedback reflected?
- In the beta, the goal is reflection within 5 minutes of submission.
- How are malicious/distorted reviews handled?
- They are demoted via duplicate/spam pattern filtering and trust score-based processing.
- Which regions/categories will launch first?
- Initially offered in a limited scope of 1-2 regions and 3 categories.
- What is the pricing?
- Free during the beta period; a pricing model will be announced at official launch.
[Internal FAQ]
- Why now?
- With travel demand recovery, the importance of up-to-date information has increased, and this is an area with recurring customer complaints.
- What are the success metrics?
- Search completion time < 60 seconds, feedback reflection satisfaction 4.2/5 or higher.
- Why is the MVP scope this size?
- The scope was reduced to validate the core value (fast search + fast feedback reflection).
- What are the main risks?
- Spam/malicious reviews, data bias, quality degradation from real-time reflection.
- What is the mitigation plan?
- Trust scores and minimum filtering rules are included in the beta, with adjustments via A/B testing.