Mar 21, 2018Product thinking
Life’s too short to build something nobody wants….
When thinking of user experience, we often think of a simple, beautiful, and easy to use feature-set of a product, that makes the user’s life easier. But as a matter of fact, feature are merely a small, fragile part of the product. They are only a few of many thinkable solutions for a user’s problem the product tries to solve. Thinking in product mean thinking in specific user’s problem, in job to be done, in goals, are in revenues.
The care user experience is not a set of feature; in fact, it is the job users hire the product for. Uber’s core user experience is to get a taxi easily ay any time. The countdown, display when exactly the taxi will arrive, is a suitable feature that expands this experience. But Uber’s product works regardless of this feature. The countdown on the other hand, cannot live without the product (the certainty to get a taxi easily at any time). There is a one-way interrelationship between feature and product: feature don’t work without the product. Therefore, designers should think in products first.
“Think in product, not in features”
The Product Definition:
When thinking in products, UX Designs should be able to answer the following question:
What Problem do we solve? ________ (user problem).
for whom are we doing this? ________ (Target user or audience)
Why are we doing this? ________ (Vision)
How are we doing this? ________ (Strategy)
and What do we want to achieve? ________ (Goals)
Only then it makes sense to think about what exactly we are doing (Features).
The Power of product thinking
Thinking in products gives designers the advantage of building the right feature for the right people. It helps understanding the user experience of a product as a whole; not purely as interaction as a whole; not purely as interaction – and visual design of features. It makes sure designers tackle real user program and herewith reduce the risk of building something nobody wants. It gives the power to make the right decision whenever it come to building features.
“Building feature is easy, building the right feature for the right people is challenging “
Product thinking enables UX designers to ask the right question, to build the right features and to communicate with stakeholders more efficiently. It enables designers to say “NO” and to be hesitant before adding new feature. Whenever new feature is requested or someone has able to ask the right question, before drawing wireframe or crafting fancy layout: “Does it fit into the product?” – “Does it serve a real user problem?” - “Do people want or need it? – Let’s find out first’’ this will keep the product slim and effective.
Thinking in products makes sure designers build the right feature for the right people and tackle real problem people have. It empowers to make the right decision and is the fecundation od building successful product user want. Product thinking establishes a fruitful relationship between product management and UX design and therefore leads to stronger product. Therefore product thinking is going to be the next big thing in UX design.