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In this conversation, Janina Urbach from the Hansgrohe Group shares the story of how they developed a dog shower as a new product. 

The idea came from a customer interview and they validated the need through desk research and conversations with dog owners and groomers. 

They used pretotyping and 3D printing to test and iterate the product. 

They also used data to make decisions, including A/B testing and pre-sales. They learned from missteps, such as over-engineering the MVP, and applied their learnings to new projects. 

Janina recommends using customer profiles and value proposition canvases to manage experiments.