Unraveling the Value of Product Design from Outcomes

Unraveling the Value of Product Design from Outcomes

Unraveling the Value of Product Design from Outcomes: Connecting User Goals, Behavior, and Journey

Introduction:
When it comes to product design, one of the biggest benefits of starting from outcomes is having a clear understanding of what needs to be achieved. Ultimately, what do users want to accomplish? How do their actions and states tie into the business? And what journey do users embark on to reach those outcomes? Starting with outcomes can sometimes turn research into a process of "checking answers" or "connecting the dots." However, it also makes it easier to explore and determine the true value that should be provided. As creators, we often think about "what to create" in terms of outputs, which may lead us to miss opportunities to delve into user motivations from a higher level of abstraction. Therefore, it is crucial to detach ourselves from thinking about outputs and focus on outcomes when generating ideas.

Common Points:
While technology rapidly changes, the essence of human nature remains constant. Combining modern technology with the fulfillment of fundamental human desires can lead to the creation of valuable products. The Michelin Guide, for example, ingeniously provided people with a reason to drive by packaging destination-worthy restaurants across France, Europe, and the world. It's fascinating to note that the initial purpose of the Michelin Guide was to give people a reason to drive. By making something appealing to friends, family, and ourselves, we can spark conversations and word-of-mouth sharing. This concept is reminiscent of the chicken-and-egg problem that CPG companies solved a century ago through advertising and coupons. Today, startups are using incredible mobile applications to generate demand and solve the same problem, proving that the approach is still effective.

Connecting Insights:
As new technologies and platforms begin to scale up, they start tapping into existing consumer psychology, creating opportunities for rapid and scalable growth through growth hacking. Among the three components—new technology, exciting customer behavior, and growth insights—the first is the most critical. Numerous new technologies are just around the corner, offering certain opportunities in marketplaces, B2B, mobile, and other existing categories. However, one or two breakthroughs are necessary to capitalize on these opportunities. Video is a massive domain, not limited to music videos alone. It can be utilized in various forms of entertainment and media, driving its growth. One significant opportunity lies in automatically generating videos when users engage, leading to more video sharing activities and consequently increasing viral acquisition and engagement.

Unique Ideas:
A growth hack that I envision is creating offline experiences that are visibly appealing and make people want to use the app. (Considering the high costs of advertising on platforms like Facebook and Google, and the literal existence of millions of apps in the app store.) As online channels become saturated, the real world becomes incredibly enticing. The intersection of new technology, exciting customer behavior, and growth insights is where the magic happens. Combining these three elements can result in something truly fascinating.

Conclusion:
While technology may change, people do not. By discovering groundbreaking products at the intersection of technological advancements and human behavior, we can build the startups of the future. To achieve this, here are three actionable pieces of advice:

1. Start from outcomes: Instead of focusing solely on outputs, delve into the outcomes users want to achieve. This will enable you to explore and provide the true value they seek.

2. Embrace new technologies: Stay ahead of the curve by keeping an eye on emerging technologies and platforms. Identify the opportunities they present and leverage them for growth.

3. Create appealing offline experiences: In an era of saturated online channels, offline experiences can be a breath of fresh air. Design products that entice users with visually appealing offline interactions, making them eager to engage with your app.

By incorporating these strategies and understanding the connection between outcomes, user behavior, and technology, you can unlock the full potential of product design and create impactful solutions for the future.