In the age where a user’s session using a service is shorter than microwaving popcorn, making the user stop and think when he shouldn’t can be very costly.
Unnecessary means the user:
- stops to think if he selected the right thing
- stops to check
- stops to make sure that he understood correctly
- goes back to see what actually happened
Eliminate anything that produces confusion and unnecessary interruptions in the user’s flow through your product.
It is because they hire a product that you need to be clear on what job they are trying to solve.
Or as Des Traynor from Intercom phrased it:
“Focus on the job, not the customer”
Clearly understanding the job and focusing on it will also help you identify all your competitors and what the best solution is or could be.
Quote via What people really want.
Falling in love with the solution or the product creates bias. The focus is no longer the problem that you set out to solve.
Falling in love with the problem creates focus and leaves you open to different view, perspectives, changes, solutions and alternatives.
Your initial solution or product will most likely change because of this, but your will likely be much closer to solving the problem too.
Read more here.
The more you go against the current, the more you think and do outside the box, the higher the chance to both fail and win big.
You want both those chances. the first one rewards you with learnings and insights.
However, on your way to get these rewards,
Marketing and advertising used for validation and product market fit makes perfect sense.
Pushing for a major campaign when users don’t convert is inefficient or even a waste.