FAQs

These questions came up in a recent round of Drop in Surgeries that I held and I thought they may be useful to share.

1. How do you test an idea where you are creating a desire, rather than providing a solution to a problem? 

Firstly, you need to work out the user’s context: where are they / what are they doing at the point that your product becomes relevant to them.  When you think of it this way, you may realise that you are giving them a more efficient / more entertaining way to do something that they already do.

Next, you need to work out how you simulate the experience so that they understand what your product/service does. What level of prototype do you think that you need? Less is more. If you can get away with a paper prototype or even a storyboard of the experience, all the better. Do you really need to go as far as to create a beta of the product? Then you can follow the advice that I give on how to set up and interact with people to get valid and useful feedback. 

2. How do I work out what features to include in my product?

Think about who your target customers are. You should have a number of different personas that you are using to help you focus. I suggest no more than 5. Who are your core target segment? Do you have 1 or 2 that you can “bullseye”? If so, you can run feature prioritisation exercises with them. This works well in a group session where you can also test brand, look and feel.

So you ask them to make a list: “What do you think that this product should do?” Then you show them what the product does. Next you ask them to prioritise all the features on both lists and come up with one list of prioritised features (and not to prioritise anything that they do not care for). Run this individually first, then try and get the group to come up with one agreed list. It is the conversation that is really important for you to listen to. You can also ask the group where the line is between the “must haves” and “nice to haves”. 

If your product is already live and you have an active engaged base, you can run this exercise online, asking respondents to put features in order of importance to them and then offering a free text box for anything that is missed out. It is a slightly different result, as you cannot easily get them them to prioritise anything that is not already in your list, but very useful for getting user input to your feature roadmap, especially if you are trying to develop the customers that you already have. (Short answer!)

3. Will I really be able to run my own research as you suggest in the DIY workshops?

Well this is the challenge. The Princeton professor that trained me said I would never be able to do it. She said that I was too passionate about my product. I knew that being able to carry out research with customers direct was going to improve my performance as the product owner so I was very determined. I proved her wrong.

There are a number of core skills that you need to carry out effective user interactions; that include being able to put people at ease; being totally impartial and being able to listen. Not everybody can do it. If you can, then great. If you can’t then find someone else to do it for you. Don’t opt out all together. If you are trying to keep costs down, you may still be able to write the brief, just find someone else to run it for you. I have plenty of other tips on how to do as much as you can on a budget, but still get valuable input. Please get in touch if you want to know more.

Product Doctor Diagnoses – OTA 2012

Alex Craxton visits the Product Doctor Surgery

Here’s the report from this year’s Product Doctor Drop in Surgery at OTA 2012.

Another interesting range of products; from making a good old phone call, through to tracking housekeeping budget, m-health to enhanced status posting and finishing with around the world travel.

From what I saw in the surgeries, a few trends were certainly coming through:

  • incorporation of scanning technology
  • the continued growth of products to support social networking status posting
  • m-health becoming a reality
  • increased adoption of value added mobile services by the corporate market
  • revenue models from businesses rather than individual spend

Diagnosis hinged around some familiar threads –

Tom Hume drops in to talk shop

1). End User Validation– making sure that user insights are gathered at concept phase and continued user testing continues. The point, as always, is that this is not just usability testing, but testing that the overall concept you have.  Identifying user need and desire, supporting revenue models and product feature set all need to be validated before you go and build your product.

2). Ensure it is a Genuine End User – friends, family, established business contacts and friendly existing customers do not count – they don’t want to upset you.  Remember also, that you are not representative of an entire segment – building something on your own needs is not validation.

Please see “DIY User Engagement” for more guidance.

Paul Moutray gets medical

3). Revenue Modelling – Really think hard about where the pots of money are; this year there was more talk about collecting and providing customer information to brands and generating sales leads for brands.  In this climate and market, a product really has to be amazing for an end user to want to pay for it.

4). Know your competition – make sure you understand who is vying for your customer money or attention.  Think hard about what you think you are selling and question whether it is already being provided today.

5). Just because you can, doesn’t mean you should. Technology brings many new opportunities and there are some very clever developers out there, but please check out the commercial bases before you give up your job and start building a new product.

There are a couple of other points that struck me this year. I thought about how useful it could be for my patients to hear each others session. Some have experience in areas that others have not and that “share” could have been helpful.  Tying this together with some feedback last year that this felt more like “product therapy”, I am wondering about running group surgeries next year…

Nail your Launch Strategy at an early stage!

Last week I mentored 13 start ups in 2 days at Start Up Weekend Education London (#swel) and at Ignite100, where Katrina and I ran a Product Doctor Drop In Surgery for the teams in Newcastle.  One of the consistent themes was that teams were not thinking about their Launch Strategy early enough. If you read the below, you will see how important it is to do so and how it needs to be considered during the Product Development phase rather than aftewards.

Diagnosis: Your product feels like all things to all people
This can be a dangerous position as it is difficult to focus in a way that enables you to understand who your end users are. This distance between the product and its end users is likely to result in feature overload, lack of clarity in the product description, product positioning and launch plan which will ultimately limit your success.

Feature overload increases your time to market. The more features, the longer the product development time, the longer the testing time is and the longer the fix period. It also adds time to future development time as regression testing takes longer.

Lack of clarity in the product description, product positioning and launch plan may not “speak” to end users in their language as you don’t know what language they speak. If they don’t feel targeted it will be more difficult to get them interested in your product.

Then the million dollar question: “How are you going to drive traffic to your site?” If you don’t know who you are targeting, how can you possibly work out how to drive traffic?  Of course everyone talks about the industry press and blogs – but will this reach your target group?

Treatment:
Be really good in one area first. Consider organising your product roadmap around product launches to different sectors / areas, each backed up with a tailored feature set.

Work closely with your end user target segment to not only establish the feature set but also develop ideas for product positioning and launch tactics.

For your initial launch, select an industry sector / area that you have some connection to already. Either you have worked within it, or you already have contacts who you can get close to, giving you access to end users to engage in the ways described above throughout the development process.

You can show your product feature list to users (worded in user-friendly language of course) and have them put the features in order of desirability. Ask them not to rate any features that they are not interested in.  You should see some consensus forming quickly as long as you have defined your target segment well. You can also get them to indicate where the features are a hygiene factor (they just must be there) vs something that feels it is different to the competition. Note that it is not who you think your competition is, but who your users think your competition is.

Cross tab this feature list against a scale of how easy / difficult the product is to deliver (Scrum processes involving points to show this is advised). Cross tab this further with some benchmarking and make sure that the sector / area you choose does not already have a popular solution. Ensure that you work with end users to establish where any competitors are strong and weak. Establish your product feature set and positioning around these insights.

For more tips on “DIY User Engagement”, see my previous blogpost.

DIY User Engagement

Me, Katrina Damianou and one of our patients: Ketan Majmudar at the Product Doctor Surgery, OTA 2011. Photo courtesy of the fabulous Paul Clarke - paulclarke.com

This year at Over the Air in Bletchley Park, Katrina and I set up a Product Doctor Drop in Surgery offering 25 minute complimentary sessions. On a scorching couple of days, we set up outside and were happy to have a continual stream of patients, including the wonderful @Documentally and @Bookmeister.

Listening carefully, as we always preach, we are considering next year calling it “Product Therapy” as the sessions seemed to have a cathartic effect!

Rather than blogging a long post, here are the contents and the full paper is available for download below.

  1. It is never too early (or too late) to engage end users
  2. What do you show users?
  3. How to find your end users
  4. Can you have the conversation with end users?
  5. How to begin the conversation
  6. Write a test script
  7. “I can’t explain what my product does”
  8. Showing a prototype
  9. Testing for usability
  10. Keep checking back with users as you develop and improve each new feature
  11. Build and test your product before developing your brand
  12. Be honest with yourself as to why you are developing the App
I hope you find this useful and as always, please do get in touch or leave comments below.

Creating learning opportunities for young people through user centred design

I was invited to speak about Designing Products & Propositions for the Youth Market by Luke Mitchell of Reach Students at “Youth Marketing Stategy 2011″.

There was an interesting mix of speakers covering the youth market from a number of different perspectives; ranging from insights, marketing and creative agencies, community management and viral marketing to universities and graduate recruiters. This was a great place to share my insights about the youth market and to encourage all these players in the youth space to create learning opportunities for young people through their projects.

Here is the presentation that I gave. It gives many examples of how I have engaged young people in the design of youth products and the value that created for the producers.

Here are some further highlights from the day:

Understanding Youth Tribes – a new way to look at youth segmentation
This visual was created by a teenage boy who was asked to describe his local neighbourhood.  This was shown by Neil Taylor & Joe Beck from Channel 4.  This insight inspired their UK Tribes research on youth segmentation, insights and motivations and is definitely worth a read.
Here are the main tribes that they went on to identify through further interviews with young people.

Educational Institutions

Brunel University showed how social media can be used in educational institutions.  They had run focus groups to get some initial insights.  Great opportunity here for one of my pleas… run co-design sessions with students and the project team.  Start by sharing the intended business objectives and benefits. Move on to exploring and identifying the user benefits with the students and then to brainstorming user stories (Scrum reference) as you go.  “As a user I would like to ….. so that …”  Then co-design the user experience of products, systems and processes together.

For me, traditional “focus groups” are often not focussed enough.

  • The participants feel like the fish being watched in the bowl so are often not natural in their behaviour.  Smash down those viewing gallery windows and get the client in the room!
  • Participants feel that the researcher is wanting a particular answer and the session will often become a “guess the right answer” game.
  • Before going to research, the researcher / client will usually have done quite a lot of work designing the proposition based on assumed user needs – so save time and get in with the user early on to test any assumptions from the start.
  • Often clients will take the output of a focus group and months later, they may return and test out their solutions.  No! Keep going back – preferably every 2 weeks, within a scrum structure, and get users to sign off what has been developed as you go. Again, this will save time, money and effort.

Helen Pennack, Head of Marketing & Communications,  University of Leicester is an award-winning marketer who has been developing a portal and integrated social media marketing plan to both attract potential students and provide support to existing students at Leicester University.  She heavily engaged end users in the design and the community management of the portal. Another one that is worth a look and another way to help young people develop their real life skills and CV build as they go.

Not going to Uni!

Spencer Mehlman of notgoingtouni.co.uk provided a particularly refreshing and pragmatic alternative view to graduating and not finding a job.  Here is the leading paragraph from their website which says it all: “…So you’re thinking about not going to uni. Congratulations! You’ve just proved that you’re not afraid to think differently. Contrary to what the masses may say, university isn’t the only path to success. From apprenticeships to debt-free learning, there are literally thousands of other opportunities out there…”

Do Students Matter in Youth Marketing?

Ben Marks and Melanie Cohen of Opinion Panel gave some good reasons to engage students:

1. It is a population that’s large enough to matter

2. They are enthusiastic early adopters who take products viral

3. Student trends have always lead the way

4. Today’s students are tomorrow’s wealthy citizens and opinion leaders

Opinion Panel run online real-time moderated focus groups. The benefits of this method are that groups can be run with users from different locations and that many insights come from the conversation between users rather than those between moderator and respondent.  Trick here is to make sure that this is an appropriate method for the key questions that you have.  A good researcher will gain a huge amount of insight by looking in to the respondents’ eyes – some questions will always need to be face to face.

James Eder from Studentbeans.com gave a very engaging talk on how they have the largest student subscriber base in the UK for research through their special discounts and offers incentives. They work with many brands to solicit student opinion.  Again, this is online.

And for a great finish…

Get Tom Scott to speak at your event – I cannot think of anyone that could help your event finish on such a big high. Google him for examples of his viral successes. Importantly, he encourages us to try lots of different approaches, not to settle on one. This way we have more chance of succeeding.

All in all this was a good conference and I hope that Luke does another one!  As with all conferences, not all the sessions were useful for everyone as it was quite diverse around the sector, but there certainly are possibilities for them all to create real life learning experiences for young people and I hope that they do.


Please start with the User Need!

Last week I went to App Circus in London, sponsored by Nuance (@AlexCraxton was there) and BlueVia (@jamesparton and @bookmeister), to hear developers pitch their Apps for the chance to win a slot to be nominated for the 2012 Mobile Premier Awards at Mobile World Congress 2012.

I have seen many Apps pitched and it always bemuses me quite how many do not start with or even include proof of the user need; be that the pain point that they are addressing and / or a way to significantly improve the user experience of something that they already do.

The winner of this round was Masabi – “The ticket machine in your pocket” where “…UK rail travellers can now check train times and book tickets from almost any mobile phone – no complex sign-up required…”  I have seen the effervescent Ben Whitaker (@Benmasabi – Founder), present this product before and he is enjoying some well deserved success as the product is now live with many rail operators in a number of different countries.  Masabi addresses a real user need, vastly improving the user experience of buying train tickets, who no longer need to stand in line, and in turn providing brownie points to the rail operators that have signed up.  Listen to Ben and how he starts with the user need, and how lively this crowd was (after a few beers as the marvellous @Jorabin pointed out to me!)

Conclusion is to make sure that you are addressing a real user need as you develop your clever Apps.  If you are going to pitch your App, start with your user insights. If you don’t have user insights, go get them!  You can read more in an earlier post on this blog: Advice for Developers from my Product Doctor Drop In Surgery, OTA 2010.

Product Doctor has a number of innovative formats to help bring user insights to your business, product, conference or event.  Please feel free to contact me for more information. 

Digital Youth Insights & Learning Experiences Webinar

This is a webinar, that I did for the DCK TN and Mobile Monday London, 27th Jan 2011, and should be of interest to people that want a closer understanding of the youth market.  Through my experience in mobile and online community products since 1993, despite much time, effort and cost, I have seen many products fail to succeed or fail to reach their full potential. One of the key reasons is that end users are not engaged in their development. I set up the Digital Youth Project in 2005 to address this gap focussing on the youth market and to show how engaging young people in your projects can provide great real life learning experiences for them too. I illustrate the points using case studies from virtual world to mobile to community projects with a social media twist.

Thanks to those that logged in live, for my 4.5/5 rating and for the great feedback! It was a fun new experience talking to the aether!

Please click on this link to view and listen - you will need to register but it is free:  Webinar DCKTN / Mobile Monday London.

Here is the presentation, without me talking over it, and some of the key points listed below.

Key Youth Insights– see presentation for the case studies that support each point

1. Young people are practical & they want useful products too

  • Some adults incorrectly equate youth products only with fun; my case studies show that young people need and appreciate helpful products too, such as mobile mapping services.
  • In addition, young people can quickly tell you where your product is not practical – for example, they are worried about the security aspects of wandering around holding their phone and whether your service can be fully appreciated on a small screen.
  • They also want product naming to effectively describe the product – so say what it does on the tin.

2. Hygiene factors – what is now expected by young people as standard, basic features

  • Young people want choice, so for example if you are developing a music-based App, make sure that you have as many genres in there as you can.
  • They want to be able to use services on their mobile, pc and other devices such as i-Pod so multi-platform and channel access is important.
  • They are so familiar with certain user interfaces, for example, the Apple Store, so where you can, work with their understanding rather than feeling you need to create something different.
  • Time over I see that young people will dive straight in to using the product. They want to work it out for themselves – that is part of the fun, however, that is no excuse for creating something that is not intuitive.  If you are going to add help, first time tutorials can be effective, as long as they are interactive; making help information concise is essential and males have a tendency to look to YouTube for short videos.
  • Social functions are now expected. Facebook is the benchmark for being able to share, comment and converse.
  • Voice, text and camera are now the basic expectations of a phone.

3. Young people want to help with feature definition & market positioning

  • Before creating your visual presence, talk to young people and ask them how they would use the product; again, you will see case studies of where using the wrong visual will throw the user off track.
  • I have worked with many products where the functionality is fantastic, but the wrong user facing product has been developed – young people are very good at un-packing the functionality and putting it back together again in a more attractive proposition.
  • Competitor analysis, as we know, is crucial before you can work out your feature set and positioning; young people will tell you who they think your competitors are, which is far more valuable than who you think they are!

4. Young people need to be addressed with the right language for their age group

  • When considering the youth market, I suggest 2 year increments; 11-13, 13 – 15 and so on. I have found that your actual users will be those that are in the age increment below the one that you are targeting – young people are often trying to appear to be older than they are.
  • It is also important to realise that there is a lot of cross-generational traffic on sites that are populated by young people – particularly in the virtual world, social networking and gaming scenarios.  Aunties, uncles, godparents, grandparents, older siblings – particularly when they are remote – will engage with their younger contacts in their own environment.

5. Young people are savvy, so be honest, satisfy their curiosity and gain their trust

  • When presented with a new product, often a young person’s response is to think “where is the catch”, so if you have chargeable elements; sponsored content; integrated advertising and so on, just be upfront about it. This way you will show your respect for their intelligence and gain their trust.

6. While they are financially aware, this does not mean that they won’t spend money on digital experiences

  • There are already plenty of online and mobile experiences that young people enjoy for free – so there is no point presenting them with a similar experience that is chargeable.
  • However, young people are spending money on digital – as I found when looking at digital music products “who do you think got Tinchy Stryder to the top of the download charts?” Note also that digital goods revenue lines are still in growth.

7. Young people are social media natives, they can help you create content and awareness for your product, business and business event

  • You can offer great learning experiences for young people to help you understand how best to use social media to generate awareness and social media coverage of your business, project and events.
  • Media students are on the look-out for real life projects where they can provide media coverage for you whilst adding to their portfolio – think photographs, film, interviews and general journalistic comment.
  • If you are looking for creative content perhaps to add some spark to an event, think about offering an opportunity to young people’s arts and performance groups.

Adult Misperceptions

Throughout my work in this area I have come across some resistance from adults to engaging young people, so here are my challenges back:

  1. Young people are scary and they will automatically take a negative stance: Incorrect! Young people are encouraging about innovation and willing to take risks. You will find working with them energising.
  2. They just grunt – think Kevin the Teenager: Incorrect! Explain, listen, coach and ask open questions in the right environment – you will get very constructive feedback.
  3. You have just chosen the clever kids to work with: Incorrect! Great feedback does not just come from clever kids – often the most disruptive and under-achieving have the most creative and honest input.
  4. “What young people want is…”: Incorrect! Avoid generalising about the youth market – some just call and text; they don’t all have blackberries, they don’t all want an iPhone, and the list goes on.

In conclusion, by engaging users in the design of products and marketing, you will become more efficient. You will know when you have a dead horse to stop flogging; you can avoid endless internal assumption-based debates on features and user interface; you can generate new challenging ideas; you can get a good idea of how best to target the youth market and overall maximise your development and marketing spend.

Please do get in touch if you would like these insights presented at your business or event.

Great tech-education ideas from Learning Without Frontiers 2011

Learning Without Frontiers is a global platform for disruptive thinkers and practitioners from the education, digital media, technology and entertainment sectors who come together to explore how new disruptive technologies can drive radical efficiencies and improvements in learning whilst providing equality of access.

I went to a Sunday event in January which  was jam-packed full of interesting sessions ranging from teachers sharing international best practice, through to creative workshops, product demonstrations, schools showcase of their digital projects, open discussion sessions and so on.  It was impossible to get to everything, however, here are my observations from the sessions that I went to:

1. In a school in North West England, out of a class of 36, only 1 pupil stayed in the same house every night of the week. This is a huge insight to have when understanding these young people and has a big impact on all sorts of practical issues such as bringing PE kit in to school and for carting around additional educational devices that the school may have given them – which home is it at?  Carl Faulkner, Normanby Primary School, UK.

2.  Having pupils creating their own digital content results in  more compelling learning experiences.  A great example was given by Jenny Ashby, Epsom Primary School, Australia, for learning the alphabet.  Pupils created their own pictures and audio for each letter of the alphabet. Then the content was shared with the class with the added interest of knowing who created each piece.  She talked about creating a workflow from one iPad App to another, such as Etcha Sketch, Comic Touch, Sonic Pictures and Garageband.  Along with other presenters, she had tried and tested the value of using technology that pupils either enjoy at home or aspire to enjoy at home.

3. A wonderful creative maths example was given by Brendan Tangney of Trinity College Dublin, using Google Maps – zoom in on car parks and use them to explain times tables by looking at the grid structures. Hooray for relating learning to real life!  He summed the ideal digital learning processes up in 4 words – create, contextualise, collaborate and constructivist – using current creative digital tools anchored in real life contexts with pupils working on tasks in teams to create responses.

4. “MP for a Day” is a game that aids young people’s understanding of Parliament.  Peter Stidwill from Parliament’s Education Service described the process that they went through to create this award winning game and I was thrilled to hear about how they regularly engaged end users in the development.  He said that user testing was the best part of the process – how ever well you may feel you know a segment, there are always surprises.

5. Jason Bradbury of The Gadget Show ran a session where students from a number of schools presented their ideas on digital tools – the competition will be judged in a month’s time.  It was amazing to see the range of ideas that came forward. One in particular, was from a group of Bengali students whose parents do not speak English. Their insight was in the parent – teacher relationship where feedback on the pupils was almost impossible due to the language barrier. They designed an App, with Apps for Good that contained some key pre-defined phrases for translation from Bengali to English and back again.  They had also tested out the idea with some teachers who had stated that they would pay £2-3 for the App.

6. “…As today’s Generation Y, we are always connected…”   Another of the projects showed an English school partnering with a school in Oklahoma working on a pop up school concept.  They used social media tools ranging from Ning to generate topics for discussion, to blogging on Tumblr and getting to know their remote team members via Facebook.  This project culminated in a guerrilla style stand at a US education conference where the students used Twitter, Twitcam and their Tumblr blog to take the role of journalists documenting news from the conference.

7. I also got the chance to catch up with James Huggins from Made in Me, who create the most enchanting worlds of creativity and learning for 2 – 6 year olds.  The interactive picture book functionality is fantastic, for example, changing words in the stories changes the visuals, encouraging not only literacy but creativity.  What is really interesting about James’ vision is that rather than being a “digital babysitter” where the child plays on their own, the experience is designed for play by parents with children; preserving the age-old picture book experience, bringing it in to the digital age.

8. “…The job of the teacher now is not to know what to teach students, but to know how to model learning to them…” Jonathan Nalder, Education Queensland, Australia.

9. And finally, a quote from Geoff Stead’s presentation (Tribal Group), where he pleads with decision makers to consider the needs of the end user and their desired experience rather than be persuaded by technology or device-based solutions.  “The learner is the traveller, we are tour guides, technology is the vehicle, learning is the destination”.

These educators are trail blazing how to use digital tools in a relevant and engaging way. They are collecting proof points of the positive learning experiences that are being created along the way, not only through video feedback from learners, but also through screen grabs and uploaded content.   How long will it be until these methods become mainstream?

Advice for Developers – Product Doctor Diagnoses (OTA 2010)

This year at Over the Air 2010 (OTA) I set up a Drop In Product Surgery for mobile developers, which focused on how to make their products more commercially successful.  OTA is a two day grass-roots mobile developers event which is in its third year and offers an interesting schedule of keynote speakers (Sir Tim Berners-Lee headlined this year), sessions, panels, workshops and competitions for the all-night hack-a-thon.  This is a really unique event with a great atmosphere; it also presents an opportunity to try out new ideas and work on them alongside some amazingly clever people.

OTA Hacking in the Great Hall, London Imperial.

Here are some of the most common prescriptions that I wrote at the surgeries.

1. Talk to your end users, early and often

  • It is NEVER too early to talk to end users – you don’t need to wait for a prototype – start with the concept
  • You can check that your assumptions about their current behaviour are correct
  • You can try to discover pressure points that need solutions
  • If you have a great piece of functionality, get end users together to help you “productise” it – if the user session is properly facilitated you can get them to build the range of potential propositions for you
  • Even if you have already imagined or built a product, you still shouldn’t be afraid to do the above; let users to strip it back to its functionality and see what propositions they come up with
  • Users can also help you prioritise your feature list – this helps get the user angle in to your roadmap
  • There is nothing stopping you engaging with your end users now – just go and mingle – if you think people will use your product at the bus stop, then go and talk to people at bus stops!

In every user group that I have run over the years, I have always been surprised by the reactions and suggestions that come up.  It is crucial that users are involved in the process from concept through to launch and beyond, to ensure continuous improvement of the product.  Think of how many innovations fail – and the cost that gets sunk in to development.  Try to understand your end users as well as you can; get them to help you to define the key benefits and how are you going to communicate your message.  This theme re-occurs again and again throughout this post!

2. Size your market & know your competition

  • Size your market opportunity – this will help to inform your initial commercial viability and validate assumptions on your revenue forecasts
  • Think about the different end user segments for your product – who is going to use your product? (again, this is where end user input can be crucial)
  • Do your competitor analysis; write up your SWOT analysis and that of your competitors. It will help you to focus on what you are – and are not – and to find your competitive advantage.
  • Ask yourself what you have that is special. Unique can be perceived in many different ways – it may be that your user experience is unique although the functionality is not.  Perhaps you have a special route to market that will help you to reach your end users
  • If you can’t believe why your idea has not been done before, research it fully – you may learn why it has never been brought to market

3. Define your product

  • Avoid feature over-load.   Can you define your features and corresponding benefits in 3 bullet points? Find the real jewels in your offering and focus on them. You can save yourself time and money
  • Be aware of taking on the giants. For example, if your product is offering photo uploads as part of the offering, from a user perspective you may actually be competing with Flickr!
  • Getting people to change their behaviour is very difficult. Think through what you are asking people to do and whether there is already an established way of doing it
  • Think carefully about creating a new community – how can you plug in to online communities that already exist? Building and managing a community is a significant piece of work with ongoing overheads. If your product is dependant on that community remember that it can take years to build up
  • People now want to have conversations. There are growing numbers of people that want to engage with products, be that just by reading or making comments or sharing their opinions with their friends on social networks. Where this is appropriate for your product, do consider building in these features. This is a core part of the product design and it will delegate some of the marketing effort to your users

4. Recycle!

  • Think about what technology you already have built – before you shelve it, talk to users and think about the scenarios where it could be “productised”

5. Consider your routes to market

  • Are you going direct? Are you going to have the resources to build and execute a marketing plan yourselves – and set up the customer support function?
  • How will you drive people to find your App in the App store?  Research ways of  “DIY PR” (Lisa Devaney & Lauren McGregor) to get the best value!
  • Do you have some functionality that could be really useful to an existing brand? Again, this is another great example where end users can help you to identify how their existing brand experiences could be improved by what you have to offer
  • User insights can really help to strengthen a pitch. “We have run insights workshops with these different segments, and here are prototypes that have come out of that”
  • Which brands are in a highly competitive market and have some money to spend? Many brands want to be “in mobile” but they don’t quite know how to weave this channel in to their offering

Closing Comments

It was an absolute pleasure to have the opportunity to work with some really talented developers.  I hope that I helped them think through some of the more commercial and user-focused elements.

I was also proto-typing the “Product Doctor is in” event format.  The name “Product Doctor” and the offer of “Product Surgeries” worked well as a short-hand descriptor and there was a clear understanding of what the appointments were for.  At 25 minutes long, the appointments were convenient and accessible for event attendees.  Although the OTA event environment is informal, these sessions felt quite formal – as it is with any doctor.  This level of formality meant that the conversations were very focused and in 25 minutes, we could diagnose and identify some treatment.  The feedback from my patients was that I had them looking through a totally different lens.  I hope they will take their medicine!

Finally, thanks to Katrina Damianou for helping to develop the concept; Flora Gordon for spreading the word; my patients for being great guinea pigs and above all, the OTA Team – Helen Keegan and Daniel Appelquist in particular for letting me experiment!