Unpack and define what your product attributes mean with your team. Saying you want a simple and easy to use product is a high-level statement and doesn't give actionable direction.
Why?
Simple or easy to use means different things to each person on your project team and it's missing necessary context.
You'll need to get your team on the same page. This needs to be negotiated. Set up a meeting and hash it out.
This prevents your team from executing in a variety of interpretations and it will prevent you from having unnecessary disagreements that slowing you down.
So, how do you align everyone's vision and make these terms clear and actionable?
You'll have to anchor it to a common reference point.
Your reference point is your user and the world around them.
The user, the environment, the industry, and how your brand should present the product will affect how you describe what simple and easy means.
I included an example from one of my previous projects. You can see what small attributes define simplicity and what motivators were discovered.
If you leave the context undefined, you run the risk of creating a poor user experience and a bad product.
Here are some of the questions I use:
Who are your target users?
Are they unfamiliar, novices, advanced, or expert users?
What is the current experience? Storyboard it.
How are they using the current solutions?
What moments have a big impact? These can be obvious or subtle.
What things can be improved that they aren't aware of? (Compensatory)
How can it be easy to understand?
How do we organize complexity?
What other interactions are familiar in their world?
What type of experience are they expecting?
What hints or affordances do your users recognize?
What should be changed, added, or removed?
What needs time for ideation and refinement?
What needs to be validated with user testing?
What's the quickest most affordable way to test it?
Qualitative research can answer these questions if you and your team need to fill in any unknowns.
For example not defining your user type will cause problems:
Oversimplifying for an expert user will frustrate them.
Oversimplifying for a novice will cause them to be lost and unsure of what to do next.
These users have different needs and expectations.
My next post will apply this idea to a kitchen blender.
If you have other questions that you use to help define your product goals please share!
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