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Marcus Castenfors
Feb 11
You were so excited to finally have pushed the button. You had been working hard for
months and you were thrilled to show the world the fruit of your labor. And then, trouble
started. Customers were unhappy, stakeholders were furious, team morale sank.
This story is not uncommon. Perhaps you have experienced it yourself? Personally, I have
definitely been there. It’s not fun.
The question is: why do we end up in this type of situation? Why do we keep building the
wrong products?
In this article, I have listed 9 antipatterns to building the right product — lessons that I
have learned from the trenches.
Photo by John Matychuk on Unsplash
The solution that you launched wasn’t based on insights around the customers’ problems or a
market opportunity. The Product Manager relied on their own gut-feeling and expertise to
make decisions.
“-Steve Jobs never did any user research” —Someone with an inflated ego
Conduct research to find problems that are worth solving for customers
The team knew that there were issues with the solution, but no one dared to speak up.
These are common statements why testing prototypes and concepts on customers is not
prioritized.
“Testing with one user early in the project is better than testing with 50 near the end.” —
Steve Krug
Create a rhythm for conducting usability testing, for instance once every two weeks.
Have the mindset of always testing prototypes on real users — early and often
Make usability testing a spectator sport. Involve the entire team to watch how users
are interacting with the solution. This will foster empathy and ground everyone on the
main usability issues
You tested the solution on customers, but what you were really doing was looking for
anything that would support the opinion that you already had.
Be aware of confirmation bias and seek feedback often. Be willing to change your
mind
Take a step back from your role and put yourself in the shoes of customers and other
stakeholders
During Product Discovery, explore multiple directions (maximum 3) for the solution.
The goal is to learn and you will acquire far more knowledge if you have multiple
competing concepts. This approach is more costly but you will gain more insight
around the right solution to customers’ problems
A/B test to mitigate the risk of being wrong
6. You were in a time crunch
Management forced you to launch because of an important market window or customer. You
had to cut corners.
Push back. If the product is not ready, don’t launch. The situation will be far more
uncomfortable if you launch a crappy product compared to letting stakeholders wait a
bit longer.
You fell in love with the features and the solutions, rather than the problem to solve for
customers. You were thrilled that the team had delivered a boatload of stories.
Understand your customers’ problems using research and define what metrics can
measure that you have solved their problems. Focus on those metrics rather than the
output of features
The customer wanted a feature that was really important to him or her.
Customers are experts in explaining problems, not solutions. When you receive
specific feature requests, use the 5 Whys to understand the root cause. If the problem
is unclear, pick up the phone and interview the customer to gain more clarity
For instance, the Product Owner only worked with a Designer and didn’t involve engineers or
other stakeholders outside of the core team.
Make Product Discovery a team sport. Everyone in the team should be involved in
contributing. Having a collaborative approach will gel the team and use the team’s
diverse expertise to create a well-rounded solution
There you have them. Perhaps, you have one to add? If you do, please write a comment.
UX
Product Management
Product Discovery
Marcus Castenfors