How To Build a Successful Product Without User Research
Raz Burciu
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Raz Burciu
?? Product Design, Growth & Strategy ● I help companies drive customer value, unleash digital growth potential and innovate better using hyper-efficient workshops.
Roughly 75% of new products fail in the market. After years of working in the field of UX & Product Design, on dozens of projects, big and small, I've managed to figure out how to build a successful product without user research:
You don't.
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A tech-savvy Product Designer
4 年This is a rear moment when comments are longer than the article. There is a bad taste of a little negligence in my mouth. I'll get over it.
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4 年??
Product and Service Design Leader
4 年Ooh click-bait! Well redeemed though, for those who bothered to get past the headline!
I get the point of this post but it is a bit facile. Effective Research is a necessary, but not sufficient, ingredient to delivering a successful product. I specify "effective research" because there is too much research that 1) does not ask the right questions or 2) does not use an appropriate methodology. How many products failed even though "...we had really great responses to our ideas in Focus Groups!" or "... our A/B tests said that this version was the preferred solution!" And by "...not sufficient ingredient" I mean that research must be conducted in the context of other critical ingredients (competitive analysis, supply chain/production capabilities, marketing, back office, customer support, etc). Building successful products requires good, competent researchers who understand how to frame their activities within the overall business context. (And I won't mention the importance of luck in product success ;-)
Innovation, Customer + product experience designer | Hapyk founder - Online platform for parents of neurodiverse kids | Neurodiversity advocate & neurosciences nerd ??
4 年Beyond the obvious (which is you can't launch a product without customer involvement), it would be worth distinguishing between product user research (ie once you already have an idea/solution) and problem user research. I find more and more businesses are willing to do user research once they have a first prototype, beta or whatever but in many cases it's already too late and it can also quickly degenerate into a features fest from the users without any proof of real desirability. How do you approach it?