Monday, February 16, 2009

Product Management: An Insight (Contd.)

1. Confusing innovation with value: Innovation without a clear purpose is simply technology looking for a problem to solve. There are countless products on the market today simply because they were now possible, not necessarily because they solve a real problem, or solve the problem better than other solutions. What motivates the engineers on the product team may not be the same thing that motivates others. Engineers care a great deal about the technical challenge itself, and the particular technologies that they get the opportunity to learn and use. However, if the engineering team is provided with a clear vision and product strategy, and if the engineers are provided the opportunity to see the customer problems directly, then they can often come up with innovative solutions to very real problems, and breakthrough products can result. The key is that innovation needs to happen in the context of a vision and strategy. The innovation needs to be in support of providing true customer value.

2. Confusing yourself with your customer: We must constantly put our products in front of customers directly from the target market, and consider carefully their response and constantly strive to keep their perspective in mind and not our own understandably skewed viewpoint. So many products today are unusable to all but the product’s creators. Typically this is the result of poor product design and no usability testing. When usability testing is performed, it is often too little, and too late in the product lifecycle to matter. If you haven’t had your product tested for usability recently, it is likely the insights you will gain from testing will benefit you greatly. The goal should be to redesign your product as necessary to get to the point where you can run usability testing with people from your target market and have these potential customers emerge enthusiastic and eager to buy the product. The use of prototypes during usability testing can significantly help in building confidence that the product you eventually build will, in fact, be usable and desirable.

3. Confusing the customer with the user: The person who buys the product to address a business requirement may have very different concerns from the people that sit down and use the product every day. Sales people understand this distinction, and often break the types of users down further into the various people in a company that influence a purchase. But too often the product team is just exposed to the customers – the buyers or economic decision makers – who may do their best to try and represent the needs of the users too, but it is critical to have a clear understanding of the different types of people that will actually have to use the system. The technique of personas or user profiling can help to raise this issue early and ensure the product.

Interesting, more in the next post….