Creating consistency will ensure that people like your idea, but it will also help you catch any problems early on and guide you on which features to design, test, and develop and in what order.Did you know that Instagram was once called, “Burbn”? According to an Atlantic article, Instagram had a lot of features, too many in fact. After reviewing the data from what users were actually doing, they refocused their attention on features that really mattered to their users, sharing photos. Our goal is to help our clients avoid any mistakes in approaching how to bring a new app or feature to market and de-risk the choice of features to implement. Here are some crucial steps to consider.
By talking to potential users, startups can gain a deeper understanding of the needs and pain points of their target audience. It’s important to realize that you, your friend, significant other, family, and colleagues may not be the target audience.
Whether you’re just starting off or want to re-focus attention on identifying your target audience, here are some easy-to-follow exercises to help organize your thoughts.
Strategyzer has some great resources and templates that help brainstorm your potential target audience and the problems you are trying to solve for them.
https://www.strategyzer.com/canvas/value-proposition-canvas
Sometimes, it’s important to really emphasize your target audience on a deeper level. In our industry, we typically go through an exercise called an “empathy map” that really forces you to think of what your target audience may experience. From a business standpoint, this helps you define what might be motivating your user and how you can best communicate your solutions to them.
https://www.uxbooth.com/articles/empathy-mapping-a-guide-to-getting-inside-a-users-head/
Now that you have defined your target audience, try using that persona in conversation and in your mind when you’re talking about features since we’re building the product to satisfy their needs, not our own.
By conducting user research and testing early on with your target audience, startups can identify any potential issues before they become bigger and more costly later on.
For example, when our agency conducts user testing before handing a solution to an engineer it looks something like this:
Time: (1 week)Potential resources:
Time: (1 week)Potential resources:
Cost:
$10k or below for smaller initatives such as a new dashboard
What we’d get:
Now, let’s pretend that we skipped that step and accidentally went ahead with the wrong feature because we had innocently assumed it was a good fit for our users.
Time: (1-2 weeks)Potential resources:
Includes:
Time: (2-4 weeks)
Potential resources:
The salaries and/or hourly costs for these resources are not cheap and also keep in mind, back-end engineering can be complicated. If you have to “undo” a feature it can actually be quite costly and time-consuming, whereas the design is much more forgiving and easier to change on the fly. Investing in 2-3 weeks and $10k compared to the potential time, costs, and risks associated with choosing the wrong feature could actually save you time and money in the long run!
By validating the feasibility of their ideas with potential users, startups can improve their chances of achieving product-market fit, which can lead to more efficient and cost-effective development.
According to CBinsights, 35% of startups fail because of no need in the market for their solution. We believe a lot of that risk can be avoided by simply talking to people. Rather than being nervous about their critical feedback, see them as an untapped resource to help co-create a solution that helps guide you.
Google Form
https://www.google.com/forms/about/
TypeformYou’re able to add “skip logic” so you can make it easier for participants to navigate through questions. The software's user interface is very friendly and easy to use.
Pollfish
An ai-powered survey that is great for getting responses from people on their phones. You can pay to filter down your survey based on specific criteria and demographics. The company also checks your survey to help provide any feedback before it sends it out.
Maze
This is an easy-to-use software that includes features that a design agency would conduct in workshops such as "card sorting". It allows you to test design prototypes made in tools such as Figma, Sketch, etc. while recording audio and video.
Tool Recommendations:
Zoom (or any other video conference calling tool that allows you to record)
Maze
Involving potential users in the design process is crucial for the success of a startup. It helps ensure that the product meets the needs of the target audience and that can you address potential issues early on. User research and testing also improve development schedules and product-market fit. Happy testing!
References:
https://www.cbinsights.com/research/report/startup-failure-reasons-top/
https://www.mckinsey.com/capabilities/mckinsey-design/our-insights/the-business-value-of-design
https://www.theatlantic.com/technology/archive/2014/07/instagram-used-to-be-called-brbn/373815/
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