Prod Story 1: What Idea?

We live in a fast-paced world driven by innovation, and the creation of new consumer products plays a crucial role in meeting the ever-evolving needs and desires of people

Personally, my interest in design comes from a desire to solve problems, to find something that can be improved, a product, a process, a method, an interaction, a need, a desire, and figure out what can be done to improve it. That is the core of my approach to product development and how I believe the best products are created

To successfully create a new product that solves a problem there are a number of steps that need to be followed, different products will follow them to different degrees, and the order may change depending on the problem being addressed, and they may also bleed into one another. But as a framework, it is a good basis for judging if what you want to do is set up in the best way possible to give it every chance for success

This process is the Question's Premise, the Who, What, Why Do, Why Now, Where and How methodology to product development, and in this blog we explore these aspects and the method to understand the market you are designing for

Who

Understanding your potential customer is vital to create a product that addresses their specific needs and preferences

Methods for defining your 'Who' are explained below:

• Market Research; Conduct comprehensive market research to gather data and insights about potential customers. This can involve analyzing existing market reports, industry trends, and consumer behavior studies. Use surveys, interviews, or focus groups to directly collect information from your target audience

• Customer Segmentation; Divide your potential market into distinct segments based on shared characteristics, behaviors, or preferences. This helps you tailor your product and marketing strategies to reach each segment effectively

• Competitor Analysis; Study your competitors and identify who their target audience is. Analyze their marketing efforts, customer reviews, and social media engagement to gain insights into the demographic and psychographic profiles of their customers This can guide you in finding your own unique target audience

• Customer Feedback and Surveys; Engage with your existing customers through surveys or feedback forms to gain a deeper understanding of their demographics, preferences, and purchasing behavior. This direct feedback can help you refine your target audience and identify potential new customer segments

Remember that you do not have to do all steps, but the more steps you can include the more comprehensive your data and the better targetted your 'Who' will be

Identifying your target audience is an ongoing process, just as your product evolves and the market changes, continuously reassess and refine your understanding of your target audience to ensure your product remains relevant and meets their needs effectively

Example: Baby Strollers

The target audience for baby strollers would be parents or caregivers of infants and young children. Understanding the specific needs and preferences of parents in terms of comfort, safety features, and ease of use is crucial for designing and marketing baby strollers effectively

What

What is your problem, what is the need for it, what is it for, and what is your solution, these are different quadrants in your Products matrix that need to be fully understood:

• Defining your problem is critical to understanding the purpose of your idea and gives the measuring stick to judge your idea. Understanding the issue, its causes, the results from it and the impact it has on potential users from as many aspects as possible provides a level of insight that can ensure your idea can make a difference

• Defining your product idea by clearly stating its purpose, features, and benefits are pivotal to understanding the point of your idea and if your solution can tackle your problem

• Brainstorm creative concepts and consider how your idea differs from existing products in the market

• Identify unique selling points that set your product apart and provide added value to customers

Example:

Fitness Trackers Explanation Wearable devices monitor and track various aspects of physical activity and health

They provide features such as step tracking, heart rate monitoring, and calorie counting, fitness trackers offer users a comprehensive tool for tracking and achieving their fitness goals

Why Do

Why would your idea solve the problem better than the competition, why would a user care enough to want, buy, use and re-use or re-buy your idea? These are the questions to determine 'Why' you should do your idea

Identify the problem or need that your product aims to solve. Understanding the motivations behind the creation of your product helps you establish a strong foundation and purpose

Consider why your product would enhance people's lives, save time or money, improve efficiency, or provide a new and enjoyable experience.

Example: Smart Home Security Systems These products offer enhanced security features such as remote monitoring, motion sensors, and video surveillance, allowing homeowners to protect their property and loved ones

These systems target individuals who prioritize home security and seek peace of mind

Why Now

Examine the current market trends and determine why your product idea is relevant in the present time. Consider technological advancements, shifts in consumer behavior, emerging market opportunities, or changing regulations that create a favorable environment for your product to thrive

Example:

Electric Scooters The growing concern for environmental sustainability and the need for alternative transportation options have created a favorable environment for electric scooters. With advancements in battery technology and a shift towards eco-friendly transportation solutions, electric scooters have gained popularity as a convenient and emission-free mode of urban transportation

Where

Identify the potential market for your product. Analyze the in-area competition and evaluate the market size, growth potential, and profitability. Determine the target distribution channels and consider whether your product will be sold online, in physical stores, or through a combination Example:

Solar-Powered Outdoor Lighting for Sub-Saharan Africa

Targeting areas with limited access to electricity and reliable infrastructure, countries like Kenya, Tanzania, and Uganda facing challenges in terms of rural electrification

Solar-powered outdoor lighting systems address this need by harnessing renewable energy and providing lighting solutions for outdoor areas, enhancing safety and security in communities that lack reliable electrical grids

How

There are 2 steps within 'How'

• The Product 'How'

• The Marketing 'How'

Product:

Outline the steps required to bring your product from the concept stage to the market and develop a detailed product roadmap, including:

• Design

• Prototyping

• Development

• Tooling

• Electronics

• APP

• Manufacturing

• Packaging

• Branding, and marketing strategies

Attempt to gain professional advice and collaborate with experts in product development, design, and marketing to ensure a successful launch

Marketing:

With your product 'How' understood, then investigate your marketing 'How'

How to Target Your Market: Once you have identified your target market, it is crucial to develop a comprehensive marketing strategy to effectively reach and engage with your audience. Utilize various marketing channels such as social media, digital advertising, content marketing, and influencer partnerships to create awareness and generate interest in your product

Craft a compelling brand message that resonates with your target audience and highlights the unique value your product offers. Personalize your marketing efforts to connect with customers on a deeper level and build brand loyalty

How to Win Your Market: Winning your market involves differentiating your product from competitors and delivering an exceptional customer experience. Focus on creating a product that offers distinct features, quality, and value that set it apart from existing options

Example:

Instant Coffee Machines

These machines simplify the coffee-making process by providing instant coffee options, eliminating the need for grinding beans or complex brewing methods. Understanding the desire for efficiency and simplicity drives the development of instant coffee machines

Reach coffee enthusiasts through targeted social media and digital advertising. Highlight the convenience and speed of brewing with instant coffee machines. Stand out with sleek designs, user-friendly interfaces, and advanced brewing technology

Conclusion

Anyone can come up with an idea, but whether the idea is worthwhile or not is not always considered as emotion and belief dictates many new ventures. However, many of these fail as the idea is not actually solving a problem or is designed for the creator, not the public

By following a systematic approach with careful consideration of various factors, this risk is reduced and the chances of creating a viable and successful product increase, it is not the only important criterion but if addressed it will help in ensuring time and money are not wasted on unviable ideas or imagined problems

By understanding your target audience, defining the product's purpose, analyzing the market, and implementing a well-planned strategy, you can increase the chances of success Remember, innovation and adaptability are key in a rapidly changing consumer landscape, so stay open to feedback, iterate on your ideas, and continuously evolve your product to meet the ever-changing needs of consumers