Successful products which sell well are defined by clever product design, especially now that consumers have a lot more choice and have the power to rate products publicly. Product design is not something that should be rushed, you need to spend time evolving a product and making something that customers will really value.
We’ve highlighted some of the reasons consumers buy into products below, so that you can adapt your product design.
Creating products that consumers will buy into
Create for the customer
When designing a product, you should not be thinking about what you would like it to do or look like. Instead, you need to get into the mind of your customers and ask yourselves what their needs are and why they would want to use your product.
The key to capturing customer attention is to create a product which solves a problem they have, or a product that solves a problem they didn’t know they had. You should spend time creating a customer persona and asking questions about what that customer likes, dislikes, and needs in their life. Doing some research such as surveys and focus groups will also help.
The product needs to be clear in what its purpose is, otherwise consumers will get confused and lose interest.
Create a ‘WOW’ moment
The ‘WOW’ moment is the moment when a customer sees/tries your product and falls in love with it. At this stage, they are going to think “wow, that product is really cool/handy” and this is when they will invest in your products.
Prototyping is a key stage of getting the design of your product right so that you can give consumers that moment. By creating prototypes, you can see the product in real life and examine it for anything that might have been overlooked initially. This is also a good stage to do some user testing, as you can get target customer groups to use the product and tell you how it makes them feel, what they like and what they feel is missing.
Keep it simple
The key part here is ‘simple’. We haven’t said make it basic, or make it cheap, but most consumers want a product that fits their need and isn’t ridiculously hard to use in the process.
If a product is too complicated to use, no matter how beautiful it is consumers will not want to go through the faff of using it. Your product should serve a purpose and it should serve that purpose in an efficient manner or should come with suitable instructions!
As mentioned above, a way of outlining pain points in a consumer journey is to test the product with focus groups of potential customers. When getting users to test the product, you will be able to see straight away if they struggle with using it, and can make amends accordingly.