Approaching Product Thinking from a Problem-Solving Perspective
Product teams often get overwhelmed by developing features when doing user experience (UX) design. Of course, features matter, but they are usually the by-product of why the users or customers download your digital product. That’s because they’re really paying to solve a real-world problem for themselves.
The practical implication of this is that people must see the product first. A feature may (not) be useful in a product but without the product the feature is worthless. A smartphone may be able to run apps, but phones are more than a container for apps. They are designed mainly for communication. Apps may enhance communication experience but if your phone doesn’t make calls, send SMS, and do other basic phone stuff, apps would hold little value for smartphone owners.
This is the reason that UX designers must think in terms of products first before features. It’s called product thinking, according to Xing product and interaction designer Nikkel Blasse.
“Houston, We Have a Problem”
These famous words, though a misquoting of the original, come from the 1995 film Apollo 13, dramatizing NASA’s Apollo 13 lunar mission. Solutions emerge because problems exist, and product thinking begins with determining the problem your users want to solve. If your digital product solves real problems in a meaningful and valuable way, people are likely to buy it.
Conversely, nobody buys products that solve nonexistent problems. It’s easier to sell a less remarkable solution to an existing problem because solutions can be improved.
The secret to finding real problems is not blind user research. This sometimes leads to identifying non-exiting problems. It’s recommended to begin instead of talking to potential users.
Understand that users may struggle to articulate their problems. Therefore, you need to probe deeply and do real life observations in addition to talking to your users.
A Framework for Product Thinking
There are 3 distinct stages of product thinking.
Start with the user
Begin with the user aiming to discover:
The problem to be solved
The audience you’re solving the problem for
Identify what needs to be done
Take a thorough look at the job to be done:
Understand the why (vision)
Develop a how (strategy)
Achieve your outputs
You reach desired outcomes here:
What are our goals?
What features emerge from this?
Define the Product with UX in Mind
Before you decide on features, here is a script to infuse user experience into your product design:
Conclusion
Interaction Design and Visual Design may build beautiful products, but don’t guarantee useful products. Product thinking helps to create features that matter for the users of your products. It ensures you address real user problems and avoid creating product failures.
By being helpful to examine design decisions relative to user problems, product thinking can extend the relationship between UX and product management. UILand offers 150K+ screens and user flows that exemplify how product thinking can shape product impact.