#ProMa: Product Management Tools, Methods and Some Off-the-wall Ideas by Dinker Charak

Author:Dinker Charak [Charak, Dinker]
Language: eng
Format: azw3
Published: 2018-02-15T16:00:00+00:00

Figure 17-1: Actors in Modern Product Development Process (Full Size)

Specific roles become critical at various stages and join the village in moving the product forward.

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A version of this appeared on www.ddiinnxx.com. A slide deck version of it is available on SlideShare: http://bit.ly/2EXZXPm.

18.

7 Reasons Why Your Product Will Fail

Seven things your users may think that will cause your product to fail:

1. “I don’t like it.”

“A lot of times, people don’t know what they want until you show it to them.1”

- Steve Jobs

To avoid this, try techniques like Rapid Prototyping and Wireframing to get the feedback early. Sometimes using analogies that reference known products (X of Y for Z) helps.

2. “I don’t even want it.”

There are around 5M software products on the market.

At the intersection of what the users want, what your product does well and what other software does not do well lies the success of your product.

To find that, try techniques like Gap Analysis, USP identification and formal Product Definition. Share it with target customers early and seek feedback. This will also ensure your product is neither ahead of its time, nor too late to the market.

3. “I don’t even know how to use it.”

“The adult public’s taste is not necessarily ready to accept the logical solutions to their requirements if the solution implies too vast a departure from what they have been conditioned into accepting as the norm.2”

- Raymond Loewy (‘The Man Who Shaped America’, ‘The Father of Streamlining’, and ‘The Father of Industrial Design’.)

You will hear, “the user should instinctively know how to use the product”, a lot. There is no way to know other than by trying. Try till the right interface / design is discovered.

Techniques like Habit Building, building right User Interfaces used by Experience Designers can help you build something very usable.

4. “I am happy with what I have.”

People are not lazy. They just love inertia. Thus, users move to a new product if the existing one is either badly broken or the new product is kind of amazing.

Empathy Maps and Product Migration plans can help you help users identify gaps and move to your product. Product Marketing can help you amplify the message and reach right set of prospective users.

Apple’s “Switch”3 and “I’m a Mac I’m a PC”4 ad campaigns are excellent examples.

5. “I don’t want to pay for it.”

The amount most people are willing to pay for an app is $0—until they’ve actually downloaded it.

Working on getting your Product Pricing right using User Research and building a robust Business Models can help you convert users into customers. There are few good articles on common business models to help you find a right one5.

6. “No one else is using it.”

Expert social proof, Celebrity Social Proof, User Social Proof, ‘Wisdom of the Crowds’ Social Proof and ‘Wisdom of Your Friends’ Social Proof matters.

Your Go-To-Market, Product Marketing, and Product Branding should allow for Social proof to be enabled and communicated. Easy posting to social media networks, badges, user ranking, top posters, reviews, etc. are commonly used methods.

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