Be sure to read Part 1 of “Creating a Human-Centric Solution” to read more about why it’s important to ask the right questions to your customers.
The goal of spending time with your customer is to keep their needs at the center of every design and business decision. Map your customer’s current experience to make confident decisions. This will help you identify opportunities to create a better version of a solution or solution that doesn’t yet exist. By understanding the actions that cause pain, your product or service will eliminate or reduce this pain.
A clear picture into your customer’s thoughts and feelings will inform you about their decisions. You can then mold and shape your product to support these decisions and build customer confidence.
It’s important to understand expectations so you can deliver on your promise. For example, people who use TurboTax might expect other lengthy online applications to have a similar conversational tone and interaction.
Using your journey map, identify moments where people might be delightfully surprised. An example of this is the three-month free access to SiriusXM Premier Service that BestBuy includes in their customer’s “Thank you for your purchase email.” Surprises create memorable experiences, and memorable experiences bring customers back.
These surprises, however, don’t have to be extravagant. Getting in and out of the DMV in 20 minutes instead of three hours is a delightful surprise.
Use all the data you have collected so far to brainstorm blue ocean strategies next. Prioritize the ideas that are at the intersection of high business and customer value.
Since no one hits the bull’s eye on the first try, every founder’s goal should be to test and validate their ideas. Our initial solutions and the forces driving customer behaviors are seldom congruent.
Once opportunities and the moments that matter are identified, create a list of tasks. The list should identify how you plan to eliminate customer pain-points, address unmet needs, and help customers achieve their goals.
This to-do list of tasks you create will be your blueprint to manufacture a human-centric solution. Use this list to prioritize your work and decide on what you want to build first. You can prioritize by complexity of needs, common pain-points, and the solutions that will yield the highest business and customer value. Human-centered solutions are not possible without humans. Involve them early and as often as you can.