up:: Content
author:: Nikkel Blaase
full title:: Why Product Thinking Is the Next Big Thing in UX Design
url: Link
Highlights
- “Think in products, not in features”
- It’s not the customer’s job to know what they want“ — Steve Jobs
- Clay Christensen, for instance, once tried to improve the sales of milkshakes. He tried to make them sweeter, offered them in different tastes, and slightly increased the size of the cups. Nothing worked out, until he started observing the customers who bought milkshakes. He found out that the job the customers hired the milkshake for was in fact to make their morning car ride to work less boring. The big benefit a milkshake has is that it is a thick drink that lasts longer than any other drink and stuffs the stomach. This was the real problem; the customers had no idea about it. In the end Christensen came up with the solution to make the milkshake even thicker, which led to an increase in sales numbers. http://ipony.de/?p=3495
- When thinking in products, UX designers should be able to answer the following questions first: What problem do we solve? (User problem). For whom are we doing this? (Target audience). Why are we doing this? (Vision). How are we doing this (Strategy) and what do we want to achieve? (Goals). Only then it makes sense to think about what exactly we are doing (Features).
- “Think in products, not in features”
- It’s not the customer’s job to know what they want“ — Steve Jobs
- Clay Christensen, for instance, once tried to improve the sales of milkshakes. He tried to make them sweeter, offered them in different tastes, and slightly increased the size of the cups. Nothing worked out, until he started observing the customers who bought milkshakes. He found out that the job the customers hired the milkshake for was in fact to make their morning car ride to work less boring. The big benefit a milkshake has is that it is a thick drink that lasts longer than any other drink and stuffs the stomach. This was the real problem; the customers had no idea about it. In the end Christensen came up with the solution to make the milkshake even thicker, which led to an increase in sales numbers. http://ipony.de/?p=3495
- When thinking in products, UX designers should be able to answer the following questions first: What problem do we solve? (User problem). For whom are we doing this? (Target audience). Why are we doing this? (Vision). How are we doing this (Strategy) and what do we want to achieve? (Goals). Only then it makes sense to think about what exactly we are doing (Features).