Enakshi PalWhenever we use a new product, the first thing we see is...
“How cool is the new feature? How eye catchy and engaging it is?”
Building eye-catchy features is cool BUT, behind every successful product lies one simple question.
Is this product really solving the PROBLEM?
We create products to solve real problems for real people. It's not about adding in as many features as we want. It's about understanding our users’ daily struggles and making their lives easier.
When we focus on solving pain points, we build products/features that truly connect with users.
And the first step in that journey starts by knowing our users.
Why Users (Not Features) Are the Heart of Every Product?
It’s really tempting to dive into product development with flashy features, but wait!
What problem are we solving for our users?
People use apps or services mostly to look for a solution. And that solution can only come when we understand the pain points they experience daily.
This is where User personas help us move ahead with the solution.
But, What Are User Personas?
You can think of user personas as detailed profiles that represent your target audience. They help you go beyond the generic assumptions and get into the mindset of your users—their challenges, goals, and pain points.
The main ingredient to add before creating the user personas, is to identify the pain points.
How do we do that?
The BASICS.
1. Do the Talk!
Talk to your users. Whether it’s a one-on-one interview or a quick survey, ask them what frustrates them the most. What’s not working? What’s taking up too much time? Their answers will reveal what they really need.
2. Observe their Behavior.
Watch how users interact with your product. Where do they struggle? What tasks take them too long? Where do they give up and leave? This can give you insights into unseen pain points.
3. Do some Data Analytics!
Sometimes the pain is in the numbers. Look at your product’s data. Are users dropping off after a certain point? Low engagement or high bounce rates can point to friction in the user experience.
4. Customer Support Knows Everything!
Your support team talks to users every day and knows the common complaints. Tap into that resource to see recurring issues.
5. Check Out Competitor Reviews.
Look at what users are saying about similar products. Where are those products failing, and how can YOU do better?
Now that we have identified the pain points. Let's look at the User Personas.
Let's say we are fixing the problem for the Uber Users.
1. Identify the Goals!
What are the specific outcomes the user hopes to achieve?
Example: “Sasha wants to commute comfortably and on time without worrying about parking or transit delays.”
2. What's their Motivation?
What drives the user to use your product? Why do they care?
Example: “Sasha values convenience and reliability, which is why she uses Uber because it saves her time and reduces the stress of finding a ride.”
3. What is making them frustrated?
What are the roadblocks or frustrations the user experiences?
Example: “Sasha is frustrated by the surge pricing during peak hours and the inconsistent availability of drivers when she’s in a hurry.”
4. Reaction Matters?!
How does the user typically act or respond to similar products?
Example: “Sasha prefers apps that are easy to use and offer transparent pricing. She’s more likely to stick with Uber if there are rewards or loyalty perks.”
5. What's next?
Jobs To Be Done (JTBD).
What is the user trying to achieve? This is the core task they need to get done.
Example: “Sasha, a young professional, needs a reliable and affordable way to get to work every day without the hassle of public transportation.”
When we know the answers to these questions, we are not just guessing what users need but, we have a clear guide to building something that feels like it was made specifically for them!
