Too often, customers never see products and services until they’re in stores. That’s too late.
Use “who” and “what” questions to identify who your market is and what it needs.
Who pays for it? Who uses it today? Who told someone else to buy it? Who installs it? Who sells it to the customer? And who looks after it if things go wrong?
Then, observe your users and ask more questions.
What patterns keep appearing? What opportunities do you see for better design? What surprised you? What do people want or need? What’s difficult about your product or service? And finally, what can be made better?
— Adapted from “Outside In,” Damien Kernahan, Fast Thinking.
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