We design products by focusing on 3 key elements: value, use, and speed. This approach enables our designers to determine whether people want what you are building – in a manner that gauges acceptance and demand – yet preserves capital and time. We validate product assumptions for 2 aspects: its value and demand. We focus on designing for customer value – not on documentation of useless feature sets.
Our first objective in designing your product is to understand what your customers think is valuable. In this way, we understand if your product is going to be valued. We start with an assumption about the value-exchange created by your product (derived from both ourmodelH Business Model Canvas and Customer Discovery) and test it thru iteration until it is validated or dropped. Value is defined through the lens of the customer – not what you want for the customer. If no value is confirmed, no product should be built. We then start the development process using the minimum viable features that allow the product to be deployed in a state that creates value, and no more.
Our second objective in designing your product is to make it usable so it will be used. Usable is broader than just usability. The real test is the usage of the product in the manner you anticipated, not necessarily as a first pass at usability. We do realize that you can’t obtain adoption without usability, so we are also careful not to forsake customer utility for speed and minimum moving parts. Form and function must appear simultaneously – with minimum function allowing for a simpler form.
Our final objective is to employ speed in designing your product. Speed lets us do this quickly and inexpensively. We help you ensure speed to market and successful releases in the critical early lifecycle of your product by only building what is deemed most valuable to the customer through iterative designs. When we are wrong, you can fail fast (and cheaply). Our approach assumes we will iterate until we design the ideal solution. We start small and add to your product design based on customer need. Once the MVP is confirmed, other lean methodologies like Lean UX can be employed to build it.