Strategy, Creative and Curious
12th November 2018•Design & Creative
This is a short introduction, so don’t expect the world! It includes some key tips to improve your chances of building a successful digital product and avoid some common pitfalls.
Where do you begin? (With the end in mind.)
Centre your thinking around the customer segment you are targeting. Think from the outside in.
“Making products for your customers is far more efficient than finding customers for your products” — Seth Godin
Ask the important commercial questions…
What problem are we trying to solve or opportunity are we trying to seize?
Do enough people value this problem to make a viable business?
With your idea validated and market identified and quantified how do you Improve your chances of building a successful digital product?
In our experience you do it by taking the right steps…
So if you’ve validated your idea, identified your market and quantified it all, how do you improve your chances of success?
Take the right steps:
Does your proposed solution fit the problem you identified?
Speak to your customer/user – what are their issues and wishes
Do your homework on the market – benchmarking, competitor analysis, trends etc
Challenge your ideas and preconceptions
Focus in on the features and identify what you need to include in your first release to make it viable and valuable (Minimum Viable Product)
How do you make sure what you are building fits the needs and expectations of your market?
You must iterate, test, rinse and repeat – build your product in meaningful bite-sized chunks so that testing and feedback can be gathered and actioned on an ongoing basis during the build.
Be ‘open and agile’ to change and don’t be afraid to pivot. Some of the best ideas come when you’re stuck in the middle of two mediocre ideas. Don’t be stubborn – inflexibility only costs time and money.
Smart prioritisation – balance the customer/business benefit of features to be included within the budget and time parameters you are working within. Learn to differentiate ‘need to haves’ from ‘nice to haves’ and ‘quick wins’ from ‘long term-gains’.
Making products for your customers is far more efficient than finding customers for your products” — Seth Godin
Building a great product is only half the battle. Finding your audience, converting them and continuously improving your key numbers are what separates the contenders from the winners.
Find & engage your audience – Be realistic on what you are trying to achieve within your budget realities.
Measure the numbers that matter – Focus on a manageable number of key metrics which indicate the value your product is delivering for the business and its users.
Use it or lose it – Be ruthless with features and content. If it doesn’t work, change it or get rid of it. Headspace and real estate is valuable and you don’t want to waste it.
You or someone in your team needs to be continually considering how digital products and communications could improve how you work or your customer’s experience of working with you.
And if you aren’t, don’t be surprised when everyone else is!
We work with a diverse client base on digital product strategy and development.
If you would like our help…get in touch –
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