{"id":2708,"date":"2016-08-22T17:55:40","date_gmt":"2016-08-22T16:55:40","guid":{"rendered":"https:\/\/marvel7077.wpengine.com\/?p=2708"},"modified":"2021-01-18T04:29:16","modified_gmt":"2021-01-18T04:29:16","slug":"how-to-build-successful-digital-products","status":"publish","type":"post","link":"https:\/\/marvelapp.com\/blog\/how-to-build-successful-digital-products\/","title":{"rendered":"How to build successful products in a digital world"},"content":{"rendered":"

Great digital products<\/strong> don\u2019t suddenly appear out of nowhere. In fact, they are sophisticated artifacts that have successfully grown into great products after a careful product discovery process. They are delightful experiences, easy to use, and beautiful to look at, providing outstanding value to its users.<\/p>\n

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\u201cBuilding a great product is an art as much as a science.\u201d\u200a\u2014\u200aPaul Adams<\/p><\/span><\/blockquote>\n

The vast majority of products fail during the discovery process or shortly after launch. Either they fail at providing a meaningful user value, people do not use them frequently or the number of users does not grow properly. Few products will serve the market: Meaningful products that have mainstream attention, innovative solutions no one imagined before, causing a change in people\u2019s behavior. These are the products we commonly know, admire, and remember. These are the products we want to build.<\/p>\n

\"Product<\/a>

The idealised 3 strategic product development cycles.<\/p><\/div>\n

What it means to build great products<\/strong><\/p>\n

To build successful digital products we need to focus on the things that matter most: On a real problem people have and that is considered worth solving\u200a\u2014\u200athe problem-solution fit \u2014, on a market demanding the offered solution\u200a\u2014\u200athe product-market fit\u200a\u2014\u200aand on scaling the product into mass market\u200a\u2014\u200athe distribution-conversion fit. We want to build economically viable and technically feasible product innovations that people care about.<\/p>\n

Understanding the opportunity<\/strong><\/p>\n

Brand new products usually originate from business opportunities. In order to identify and thoroughly understand the opportunity, the basic conditions need to be clarified first: \u201cWhy are we doing this?\u201d\u200a\u2014\u200a\u201cWhat is the current situation?\u201d,\u200a\u2014\u200a\u201cWhat do we intend to change?\u201d\u200a\u2014\u200a\u201cWhich impact do we expect?\u201d,\u200a\u2014\u200a\u201cWhich constraints do we have to consider?\u201d.<\/p>\n

When, for instance, bicycle sales in the US dropped significantly, IDEO cooperated with Shimano, a Japanese manufacturer of bicycle components. To identify the opportunity they started to learn why 90% of American adults did not ride bikes anymore, even if they enjoyed it as kids. After interviewing American adults the project team discovered that the excessive costs of purchasing and maintaining a sophisticated machine ridden only on weekends and the danger of cycling on roads not designed for bicycles deterred the consumers (\u201cChange by Design\u201d, by Tim Brown<\/em>). In the end, the real opportunity here was to tackle these discovered pains by design, and not by building even better bicycle components.<\/p>\n

Finding Problem-Solution Fit<\/strong><\/p>\n

\"Problem-Solution<\/a>

Steps, complexity, and timeline of the problem-solution exploration.<\/p><\/div>\n

Once we deeply understand the business opportunity we need to explore the problem-solution space to find out what to build. The main objective is to find a problem worth solving for a specific customer segment and to provide a proper solution, that has an impact on the customers\u2019 lives. To make sure the solution is an enjoyable experience people love and use frequently, people need to be put at the center of the problem-solving exploration. Thereby, the risk of building something nobody wants can be reduced.<\/p>\n

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\u201cMaking products for your customers is far more efficient than finding customers for your products\u201d\u200a\u2014\u200aSeth Godin<\/p><\/span><\/blockquote>\n

To assure for a real impact on the project\u2019s desired outcome we have to identify the target customer segment. They make up the most important variable within the project. Gaining empathy with the project\u2019s target customer segment and truly understanding them will help making decisions based on findings\u200a\u2014\u200anot assumptions.<\/p>\n

Finding a problem worth solving<\/strong><\/p>\n

\"Problem<\/a><\/p>\n

Finding a problem this customer segment has and is widely considered worth solving is crucial for the success of the discovery. By translating user feedback and observations into insights, we learn about their current experiences, pains, gains, needs, wants, desires and jobs they are trying to do. By this, in short, an existing problem can be uncovered. If we discover a problem we did not expect in the first place we must embrace and value it as an insight, ideally leading to a disruptive product innovation that has a real impact on peoples\u2019 lives and, in turn, on the project\u2019s outcome.<\/p>\n

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\u201cEmbrace unexpected discoveries\u201d<\/p><\/span><\/blockquote>\n

By defining the problem the product is going to solve, the question \u201cwhy do we build this product?\u201d is answered. The answer defines the product vision. It gives the business opportunity meaning as it tackles real user needs. To find out if we are really solving the right problem for the target customers we need to test the user problem with a proper solution. In doing so, the problem-solution fit can be qualitatively validated.<\/p>\n

Exploring a proper solution means creating a strategy how the problem will be solved. Based on both user insights and problem assumptions the possibilities can be narrowed down to the most promising and feasible solution. While testing the strategy, peoples\u2019 interest in the product can be measured. From user feedback we should learn if there is any chance the product provides any value for the users. This helps to iterate on strategy, solution & value proposition to build the next iteration.<\/p>\n

If we have built something of a certain value we need to test the product on the market with real data, because what people say they want does not necessarily equal what they really want and pursue. This is why the product-market fit is the next critical part in the product discovery process.<\/p>\n

Finding Product-Market Fit<\/strong><\/p>\n

\"Testing<\/a>

Steps, complexity, and timeline of product-market testing.
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Given, we have figured out what to build we need to find out if the product is something people really want and use frequently. The goal of the product-market fit is to release a minimal version of the solution, iterate, experiment and improve it until it quantitatively proves both its user value and economic viability. We need to know if we are building the right product for the right market.<\/p>\n

To build and release a minimum viable product (MVP) to the market that early users adopt very quickly and remain engaged with, we ship the core features we assume to offer the greatest user value. This can be done by measuring the number of people actually using and willing to pay for it. A proper product-market fit makes sure there is a market for the solution that can be monetarised. From this very first product version the core experience of the product needs to be extended and developed until the whole user experience becomes outstanding. The quality of the core features, the interactions, and the visual appearance have to be iterated and improved constantly.<\/p>\n

Unfortunately, solely releasing a minimum viable product will not be sufficient. We need people to actually use the product. To get them on board, we must understand the path people need to take before they get to the product and remove barriers: \u201cHow do people get aware of it?\u201d\u200a\u2014\u200a\u201cHow do they come to use our product?\u201d\u200a\u2014\u200a\u201cWhat can we do to remove barriers?\u201d<\/p>\n

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\u201cIdeas are cheap. Execution is the hard work\u201d<\/p><\/span><\/blockquote>\n

\"Product<\/a><\/p>\n

While measuring if the released product version can change the key metrics, we see if our planned business goals can be achieved or not. We are looking for evidence that the product effects change in users behavior, makes users come back, use the product, and makes them willing to pay for it. After all, we have to ensure to have a viable business model in the long run. At the moment the product gets quantitative evidence of market demand it is time to grow the user base outside of the targeted customer segment.<\/p>\n

Finding Distribution-Conversion Fit<\/strong><\/p>\n

\"Distribution<\/a>

Steps, complexity, and timeline of distribution-conversion growth.<\/p><\/div>\n

Once we have found product-market fit we have to focus on the distribution-conversion fit. Therefore, the main objective is to successfully scale the product to accelerate sustainable growth\u200a\u2014\u200awe do not want just more users, we want active users willing to pay. We need to attract a large base of new people, keep them engaged and convert them into loyal fans and paying customers. We are interested in and aiming at the mass market.<\/p>\n

To attract new people we need to focus on distribution, onboarding, conversion, and sales: \u201cHow do we attract these people?\u201d\u200a\u2014\u200a\u201cHow do we get these people into using the product?\u201d\u200a\u2014\u200a\u201cHow do we convert these new users into loyal fans?\u201d\u200a\u2014\u200aand finally\u200a\u2014\u200a\u201cHow do we sell the product?\u201d We want to build a coherent way from peoples\u2019 attraction over first contact with the product to frequent use.<\/p>\n

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\u201cThe best marketing isn\u2019t advertising, it\u2019s a well-designed and remarkable product.\u201d\u200a\u2014\u200aSeth Godin<\/p><\/span><\/blockquote>\n

To attract a large base of new people we must not wait for people to come. We need to discover adequate ways to reach out to people who have never heard of the product. As soon as we find a way to make people aware of the product, our priority is to convey the instant value of the product to them and to highlight why they will benefit from using it. The goal is to convert them into loyal fans, willing to pay for the product. Therefore, we must identify what keeps people from using the product and remove these barriers.<\/p>\n

\"Distribution-Conversion<\/a><\/p>\n

As demand grows trough proper distribution, new customer segments will start using the product\u200a\u2014\u200apeople for which the original product was not made for. Very likely they will use the product in ways we have not imagined before and generate new use cases. Handling these new user groups becomes our biggest challenge at this point. How do we meet their needs? During this phase of growth we need to care about designing a product that works for all of the users, not only the early adopters. As we want to grow fast, adding new and relevant features for a more diverse user-group is the easiest way to keep growing. Quickly the most original features, built for our early adopters, experience less and less usage as they become overgrown in both user numbers and revenue by feature demands of other user segments. After some time we have to either revamp or remove the original features. The former specialised product becomes one of the mainstream products.<\/p>\n

Conclusion<\/strong><\/p>\n

Building successful products is challenging. Most of them will fail. There never is a guarantee to be successful, but if we make sure to focus on problem-solution fit, product-market fit and distribution-conversion fit we can very likely reduce the risk of building something nobody wants, the risk of building something for the wrong market, and the risk of no sustaining growth at all. A proper product discovery and design process that puts the user in the center can make the difference. It might be hard, but it is not completely impossible to build the next big mainstream product everyone of us is dreaming of.<\/p>\n

This post was originally published on Nikkel's Medium profile<\/a>.<\/em><\/p>\n

\nFurther reading:
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