What’s the most likely route to Product Heaven? Over the years I’ve consulted and trained product teams across the globe. There have been many lessons along the way. This is my distillation of the steps that are most likely going to lead to product success:
5.Focus on the customer’s journey
Your customers do more than simply ‘use’ your product- they discover it, buy it, unpack it, install it, use it, upgrade it, replace it, etc. In short they are on a journey with your business and your product, a journey that you must make as friction free and engaging as possible. Miss this and you might build a great product, but neglect other aspects to the extent that customers don’t get to the ‘use it’ step. Think about the iPhone – sure it’s a great product but it’s success is driven partly by the greatness of the product and partly by the eco system that surrounds it. From the unboxing experience to the ease of upgrade, Apple thinks about the journey a customer takes with them.
So start with your personas, and step through the complete journey you want them to take. At each step challenge your business “ Could we make that more engaging”, “Could we make it simpler”. The journey needs to be as good as the product.
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