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Product design, research and development

Defining explicit success criteria — such as expected number of sales per month, key performance indicators KPIs , etc. This also helps to establish a more results-driven process.

Test Marketing in New Product Development

The kickoff meeting brings all the key players together to set proper expectations for both the team and stakeholders. Once the product vision is defined, product research which naturally includes user and market research provides the other half of the foundation for great design. To maximize your chances of success, conduct insightful research before making any product decisions.

Remember that the time spent researching is never time wasted. Good research informs your product, and the fact that it comes early in the design process will save you a lot of resources time and money down the road because fewer adjustments will need to be made. Plus, with solid research, selling your ideas to stakeholders will be a lot easier. Product research is a broad discipline, and covering all aspects of it in this article would be impossible. As product creators, our responsibilities lie first and foremost with the people who will use the products we design.

Good user research is key to designing a great user experience. Conducting user research enables you to understand what your users actually need.

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What it comes to product research, researchers have a few different techniques to choose from. Gathering information through direct dialog is a well-known user research technique that can give the researcher rich information about users. Interviews are typically conducted by one interviewer speaking to one user at a time for 30 minutes to an hour. Surveys and questionnaires enable the researcher to get a larger volume of responses, which can open up the opportunity for more detailed analysis.

While online surveys are commonly used for quantitative research, they also can be used for qualitative research. The answers to such questions will be very individualized and in general cannot be used for quantitative analysis. Online surveys can be relatively inexpensive to run. Contextual inquiry is a variety of field study in which the researcher observes people in their natural environment and studies them as they go about their everyday tasks. The goal of contextual inquiry is to gather enough observations that you can truly begin to empathize with your users and their perspectives.

What people say can be different from what people do. As much as possible, observe what users do to accomplish their tasks. Minimize interference. When studying the natural use of a product, the goal is to minimize interference from the study in order to understand behavior as close to reality as possible. You cannot ignore competitors if you want to build a great product. To be competitive, you need to know what products are available on the market and how they perform.

Your ultimate goal should be to design a solution that has a competitive advantage. Competitive research is a comprehensive analysis of competitor products and presentation of the results of the analysis in a comparable way. Research helps product teams understand industry standards and identify opportunities for the product in a given market segment. A competitor is a company that shares your goals and that fights for the same thing that your product team wants.

There are two types of competitors:. Direct competitors. Direct competitors are ones whose products compete head to head with your value proposition offering the same, or very similar, value proposition to your current or future users. Indirect competitors. Indirect competitors are those whose products target your customer base without offering the exact same value proposition. As a rule of thumb, shoot for identifying the top three direct competitors and obtaining the same number of indirect competitors. Start listing competitors before doing competitive research.

Most likely you will begin to learn about competitors way before you conduct competitive research.


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During stakeholder interviews, the product owners will certainly give you a few names of products they see as competitors. Use a cloud-based tool for competitive research. Tools such as Google Spreadsheet make it easier to share the latest up-to-date research information with a larger group of people both teammates and stakeholders and ensure that everyone is on the same page.

The aim of the analysis phase is to draw insights from the data collected during the product research phase. Capturing, organizing and making inferences about what users want, think or need can help UX designers begin to understand why they want, think or need that.

Based on the product research results, UX designers can identify key user groups and create representative personas. Personas are fictional characters created to represent the different user types that might use a product in a similar way. The purpose of personas is to create reliable and realistic representations of the key audience segments for reference.

Base the persona on real data. It can be tempting to invent some details about personas to make them attractive. Avoid that temptation.

When Should You Conduct a Test Market?

Every bit of the information in the persona should be based on the research. Avoid using real names or details of research participants or people you know. This can bias the objectivity of your personas. An empathy map is a visualization tool used to articulate what a product team knows about the user. It forces product teams to shift their focus from the product they want to build to the people who will use the product. The ideation phase is a time when team members brainstorm on a range of creative ideas that address the project goals.

Product teams have a lot of techniques for ideation — from sketching, which is very helpful for visualizing what some aspects of the design will look like, to storyboarding, which is used to visualize the overall interactions with a product. A user journey map is a visualization of the process that a person goes through in order to accomplish a goal.

A user journey can take a wide variety of forms depending on the context and business goals. In its most basic form, a user journey is presented as a series of user steps and actions in a timeline skeleton. A complex user journey can encompass experiences occurring at different time sessions and scenarios:. A scenario is a narrative describing a day in the life of a persona, including how a product fits into their life.

A user story is a simple description of something that the user wants to accomplish by using a product. Here is a template for user stories:. A job story is a way to describe features.

A job story is an effective technique for defining a problem without being prescriptive of a solution. Information architecture IA is the structure of a website, app or other product. It enables users to understand where they are and where the information they want is in relation to their current position. Information architecture results in the creation of navigation, hierarchies and categorizations. Information architecture would benefit from the involvement of users in the IA development process. Product teams typically use a technique called card sorting for this purpose.

Designers ask users to organize items major features or topics of the product into groups and assign categories to each group. This method helps you find out how users expect to see information grouped on a website or in an app.


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Sketching is the easiest way to visualize ideas. Drawing by hand is a fast way to visualize a concept — enabling the designer to visualize a broad range of design solutions before deciding which one to stick with. Wireframes are useful for discussing ideas with team members and stakeholders, and to assist the work of visual designers and developers.

Wireframing acts as the backbone of the product — designers often use them as skeletons for mockups. Keep wireframes simple, and annotate them. When presenting a wireframe to teams, try to include annotations. Annotations help to create context and quickly deliver key ideas. Wireframes are hardly used for product testing. Of course, design execution is important, but the idea itself plays a crucial role in the process.


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A well-executed bad idea is a big waste of time and energy. So, how do you distinguish a good idea from a bad one? A technique called a design sprint can help you with that. A design sprint is a five-day design framework for validating ideas and solving challenges. It enables product teams to build a prototype that they can put in front of users to validate the initial design hypothesis to see if it solves the problem for the user. After the ideation phase, the product team should have a clear understanding of what they want to build.

To deliver a good user experience, prototyping must be a part of your design process. A prototype is an experimental model of an idea that enables you to test it before building the full solution.

Marketing Tips for Launching a New Product

A prototype often starts small, with you designing a few core parts of a product such as key user flows and grows in breadth and depth over multiple iterations as required areas are built out. The finalized version of a prototype is handed off for development. When it comes to prototyping, efficiency is vital. One of the most efficient prototyping processes is rapid prototyping.

The process of rapid prototyping can be presented as a cycle with three stages:. Prototypes range from rough sketches on a piece of paper low-fidelity prototypes to interactive simulations that look and function like a real product high-fidelity prototypes.

Step 3: Evaluating Your Idea

A lot of digital prototyping tools today help us to create prototypes with the least possible amount of effort, but sketching on a paper still remains the most important tool for any designer.