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…