Approach

Over years of working in and consulting with large businesses, I’ve adapted needs analysis techniques to the constraints of modern product development. And while there are many ways to research a problem, the goal is always the same.

Ask the right questions, then probe until the truth of the person’s experience is revealed.

STRATEGY WITHOUT INFORMATION IS JUST GUESSING

We’d all like to think we have a good understanding of our markets, our products, and our customers. But the truth is, our world is constantly changing, and each of us is just a sample of one. We must be willing to let go of what we think we know and learn how to see the world through our customers’ eyes. To remain confident we’re moving in the right direction, continuous feedback is imperative.

WHERE DO WE START?

There are three stages in any product development process: Needs Discovery, Product/UX Strategy, and Implementation. The information needed to set productive goals in each stage comes down to customers, users, and stakeholders. As Charles F. Kettering once said, “A problem well defined is a problem half solved.” So first, we need to ask ourselves:

Whose problems are we trying to solve?
Which of their problems will we address?
What do we hope to achieve for them?

Once our goals are set and barriers to success are known, we set our research direction. What do we need to learn to reach our goals, and where can we find it?

ASSESS THE PRESENT WHILE CREATING THE FUTURE

What is your vision of an unmet need or problem? Are your intended customers aware they have this need? How do they address it today? A deep understanding of our customers’ issues and what they see as valuable are the bedrock of excellent product development.

Once understood, there are lots of frameworks like Lean Canvas, Creative Matrix, or Storyboarding to frame possible solutions. Regardless of our methods, it’s essential that the ideas and criteria driving decision-making are based on real-world data and experience, not aspirations or assumptions.