Customer Decision Process : why it should be defined during product design phase ?

“We spend a lot time designing the bridge, but not enough time thinking about the people who are crossing it.” -Dr. Prabhjot Singh?

Understanding your customer is important before designing a product as it helps to ensure that the product meets their needs and preferences.But why even when designing great User Centered products that help users solve their problems these products fail in the market ?

One main reason is failing to identify the Decision Making Unit (DMU) and define the Decision Making Process (DMP ) earlier when designing the product .?

“A Decision Making Unit is a small group of people who influence a particular purchase or decision process. This might look obvious in B2B yet it can have a significant impact on B2C sales as well “.?

The DMU vary from very simple ( the direct user ) to sometimes very complex (several stakeholders involved) . In his book “Disciplined Entrepreneurship “ Bill Aulet is the Managing Director of the Martin Trust Center for MIT Entrepreneurship at MIT define the main players in DMU as :?

• Champion – Wants the customer to purchase of the product
• End User – Actually uses the product to create value
• Primary economic buyer – Primary decision maker signing off on spending the money
• Primary and Secondary Influencers – Subject matter who? can influence the others?
• Person with Veto Power – Anyone that can stop the purchase such as higher level management, a homeowners association, regulatory entities, bargaining units, or unions.
• Purchasing Department – Trying to drive prices down even after agreement
• Compliance Officer – Legal and regulatory compliance

Understanding the decision making process is important before designing a product as it can help businesses to identify the key decision makers within an organization, and to tailor their sales pitch and messaging to the specific needs and concerns of these decision makers. By engaging the decision makers and gaining their support, businesses can increase the chances of making a successful sale and bringing their product to market.

?A simple example is when buying a game for your child . Think of how many people are involved in this process , the child who is the end user interested in owning the game and the parents ( or anyone else ) who in this case resuming many roles in the DMU along with others who can influence to buy this specific game .

Having a clear understanding of the decision making process can also help businesses to identify potential roadblocks and obstacles to the sales process, and to develop strategies to overcome them. For example, if a decision maker has concerns about the cost of the product, businesses can provide information on financing options or cost savings to address these concerns.

?Overall, understanding the decision making process is essential for designing a successful product. By gaining insights into the needs and concerns of key decision makers, businesses can create products that are more likely to be successful in the market and meet customer needs.