Mastering Product Design: The 1% Theory for Incremental Innovation

So I recently listened to Diary of a CEO host and author Steven Bartlett talk about a theory that really stuck with me - the 1% theory. This theory encourages individuals to focus on making small, incremental changes in various aspects of their lives, rather than trying to make big changes all at once.

Once I stopped obsessing over how I could make 1% changes to my lifestyle to become healthier or richer, I started to ask, how can we apply the 1% to create better products?

Let's explore it, shall we?

1. Start with the Basics

Imagine you're designing a new app. Instead of trying to reinvent the wheel, focus on making small, meaningful improvements to the basics. Maybe it's the user interface – tweak it just a bit to make it more intuitive. Or perhaps it's the loading speed – find ways to shave off a fraction of a second. These small changes add up.

2. User Feedback is Gold

Users are your best source of information. Listen to their feedback, both good and bad. When users spot issues or suggest improvements, take them seriously. Even if it's just one percent better, it's an improvement. Remember, the user experience is everything. Also, user research doesn't have to always be a big task. Start by asking your partner, peer, your colleagues! User research can be as simple or as complex as you want to make it. Here is a list of 105 user research templates to help you out.

3. Consistency is Key

Consistency is where the magic happens. Make those 1% improvements consistently over time. It's not a one-time fix; it's an ongoing process. Your product should evolve and get better bit by bit, day by day so make discovering and actioning 1% changes part of your regular routine. Maybe it's a weekly action item to look at hot jar recordings, a non-negotiable bi-weekly sprint task to action a change, or a monthly chat with customer service. Whatever it is, make sure it's part of your process.

4. Prioritise and Iterate

You can't fix everything at once. Prioritise the areas that need improvement the most. Maybe it's the login process that users find frustrating or a feature that needs refining. Tackle these one at a time, and keep iterating until it's just right. Try using the RICE method for prioritisation to help you get started.

5. Keep It Simple

Simplicity is your best friend in design. The 1% theory doesn't mean adding flashy features or cluttering the interface. It's about simplifying, fixing, and refining what you already have. It's about Sometimes, subtracting is just as important as adding.

6. Test, Test, Test & learn to fail

Don't guess what's better; test it. A/B testing can help you make data-driven decisions. Run tests to see if your 1% improvements are making a real difference. If they are, keep them. If not, try something else. And remember, not every 1% improvement will work. Some might even make things worse. That's okay. Embrace failure as a learning opportunity. The key is to adapt and keep moving forward.

7. Stay Inspired

Look at what others are doing. Inspiration can come from unexpected places. If you see a product with a clever design element, think about how you could adapt it to your own project. I personally use Mobbin for my daily UI/UX inspiration - honestly, it's life-changing.

8. Celebrate the Small Wins

Finally, don't forget to celebrate your 1% wins. Small improvements may not always grab headlines, but they're the building blocks of a great product. Whether it be a comment in Slack, a post on your internal message board, even a cake if you're in an office, take a moment to acknowledge your progress and keep that momentum going. Here are some ideas for how to celebrate with your remote teams.

In summary

In the world of product design, the 1% theory is your secret weapon. It's a straightforward approach that anyone can apply. So, whether you're designing a website, an app, or a physical product, remember that small, consistent improvements can lead to a big impact. Embrace the 1% mindset, and watch your product evolve into something truly remarkable.