\nVaiko Hansson<\/strong><\/a>, Mindset Coach<\/p>\n
You\u2019re head of innovation at your company. You\u2019re proud of the awesome things your teams do. Your projects aren\u2019t only innovative, but they produce a dazzling ROI. <\/span>But not all of your projects. Sometimes you get mediocre results. Sometimes there\u2019s a core element missing from the way you do product development.<\/span><\/p>\n Josh Lovejoy <\/strong>from Google Design:<\/strong> \u201cIf you aren\u2019t aligned with a human need, you\u2019re just going to build a very powerful system to address a very small \u2014 or perhaps nonexistent \u2014 problem.<\/em>\u201d<\/p>\n But it seems that it hasn\u2019t always been like this at Google. Google started as a tech company, and in 2013 they launched Google Glass. Remember those weird-looking glasses that looked like they came from a Sci-Fi film — a <\/span>bad<\/span><\/i> Sci-Fi film?<\/span><\/p>\n The product was very innovative, seemed like the next big thing, but it wasn\u2019t solving any human-centric problems. On the contrary – \u00a0it raised new problems like security and privacy. What was the gap they were filling?\u00a0<\/span><\/p>\n This happens when you are solely focused on the technical solution, but have forgotten the human need. Google is a company that can afford that kind of publicity and hard lessons. But can you?<\/p>\n First, think about your best friend for a moment. Try to answer the following questions before reading further: what kind of life does she live? What excites her? What worries her? What are her ambitions and deepest worries? Who is she as a person? And now think about your product\u2019s user. How well can you answer these same questions about her? In other words, do you really know her?<\/span><\/p>\n How do you build products and services<\/a> that are successful and valued by users? It\u2019s done by knowing about people, really knowing about them.<\/span><\/p>\n “Consumers are statistics. Customers are people.<\/em>” The most common and successful way is to interact with people in the field; but you need to get out there, it\u2019s not happening in your comfy office space or behind the computer.<\/p>\n There are many companies that talk to their users. They ask how they like the product or service, what\u2019s missing and what\u2019s overwhelming. They even ask their users for ideas. This is fine, but you are not getting to the core. You\u2019re missing out on the real need, and this is where the opportunity is to be found.<\/p>\n Forget about the product when talking to your users. Concentrate on human beings and get to know them. Develop a deeper understanding of their context, their everyday life. Then you won\u2019t miss out on valuable information.<\/p>\n There are a couple of things that can radically change the result you get from your user interviews.<\/span><\/p>\n TIP:<\/strong><\/span>\u00a0Try to forget about your product yourself as much as possible. Talk about them, their lives. Really try to understand them.<\/span><\/p>\n TIP:<\/strong><\/span>\u00a0Don\u2019t do that!<\/i>\u00a0You\u2019ll end up with a much better product in the end and the satisfaction and love you feel towards your product will be many times greater.<\/p>\n TIP:<\/span>\u00a0<\/strong>Be as emphatic and realistic as you can about the priority of the problem you are trying to solve.<\/p>\n Problem discovery isn\u2019t easy. In fact, it is probably one of the hardest things in product development. But it is also one of the most important ones. Doing it wrong will most likely result in a product nobody wants. Do it right and you may get a chance to be the object of your colleagues\u2019 awe — and enjoy a healthy ROI to boot.<\/span><\/p>\n If you feel like discussing it further, feel free to contact us: kaja.kruus@proekspert.ee<\/a>, vaiko.hansson@proekspert.ee<\/a><\/p>\n","protected":false},"excerpt":{"rendered":" How do you build products and services that are successful and valued by users? It\u2019s done by knowing about people, really knowing about them.<\/p>\n","protected":false},"author":10,"featured_media":796,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[11],"class_list":["post-789","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-device-security","tag-service-design-product-design"],"acf":[],"_links":{"self":[{"href":"https:\/\/clients.triloogia.ee\/proekspert\/wp-new\/wp-json\/wp\/v2\/posts\/789","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/clients.triloogia.ee\/proekspert\/wp-new\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/clients.triloogia.ee\/proekspert\/wp-new\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/clients.triloogia.ee\/proekspert\/wp-new\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/clients.triloogia.ee\/proekspert\/wp-new\/wp-json\/wp\/v2\/comments?post=789"}],"version-history":[{"count":20,"href":"https:\/\/clients.triloogia.ee\/proekspert\/wp-new\/wp-json\/wp\/v2\/posts\/789\/revisions"}],"predecessor-version":[{"id":4278,"href":"https:\/\/clients.triloogia.ee\/proekspert\/wp-new\/wp-json\/wp\/v2\/posts\/789\/revisions\/4278"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/clients.triloogia.ee\/proekspert\/wp-new\/wp-json\/wp\/v2\/media\/796"}],"wp:attachment":[{"href":"https:\/\/clients.triloogia.ee\/proekspert\/wp-new\/wp-json\/wp\/v2\/media?parent=789"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/clients.triloogia.ee\/proekspert\/wp-new\/wp-json\/wp\/v2\/categories?post=789"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/clients.triloogia.ee\/proekspert\/wp-new\/wp-json\/wp\/v2\/tags?post=789"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}It starts with a gap<\/h2>\n
![\"\"](\"https:\/\/clients.triloogia.ee\/proekspert\/wp-new\/wp-content\/uploads\/2016\/02\/service_design3_proekspert.jpg\")
<\/p>\nGet to know your product\u2019s users like they were your best friend<\/h2>\n
How do you build successful products and services?<\/h3>\n
\nStanley Marcus<\/strong>, Former Chairman of the Board of Neiman Marcus<\/p>\n![\"\"](\"https:\/\/clients.triloogia.ee\/proekspert\/wp-new\/wp-content\/uploads\/2018\/02\/blog-small-change-greatness.png\")
<\/p>\nOk, but how?<\/h2>\n
![\"\"](\"https:\/\/clients.triloogia.ee\/proekspert\/wp-new\/wp-content\/uploads\/2018\/02\/Service_design2_Proekspert.jpg\")
<\/p>\n<\/div>\nHow to get to this level of understanding?<\/h2>\n
1. Validate the\u00a0<\/span>problem that your product will solve, not the product idea itself.<\/strong><\/h3>\n
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2.\u00a0<\/span>When you get new and very valuable information, act on it. Even if it proves you\u2019ve been wrong before. Don\u2019t hide your head in the sand.<\/strong><\/h3>\n
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3. Validate the priority of the problem.<\/strong><\/h3>\n
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![\"\"](\"https:\/\/clients.triloogia.ee\/proekspert\/wp-new\/wp-content\/uploads\/2016\/02\/service_design4_Proekspert.jpg\")
<\/p>\n\n
Awe and ROI from problem discovery in product development<\/h2>\n