How to connect the purpose of the project with the user's needs?
Understanding user needs is a crucial step for any entrepreneurial project. The more we focus on satisfying those needs, the better we will be able to align our actions and strategies to what really matters. This approach is fundamental in the Scope Canvas, especially in the part that covers user needs.
By identifying unmet problems and opportunities, innovative solutions can be created that authentically respond to user interests. Therefore, it is vital to first validate that the team is motivated and connected to the right reasons for undertaking the project.
Do you identify problems or opportunities?
There are two main types of needs that can arise:
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Problems or pains: these are those needs that users express directly because they are looking for a solution. For example, avoiding time wasted in lines or protecting the home from theft.
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Motivators or benefits: These opportunities are not always expressed directly by users. However, by observing and thoroughly understanding users, value-added ideas such as saving energy or improving social status can emerge.
The essential thing is to identify which of these needs can be addressed based on the team's knowledge and experience.
How are needs updated throughout the project?
Needs are dynamic and change over time. As a project expands, a significant amount of information is gathered through direct interaction with users and the use of products already released. This process allows us to constantly adjust our perceptions of what users really require and to discard those needs that are no longer relevant.
This not only involves readjusting the focus of the project, but also identifying new opportunities or changes in user behavior that can lead to better solutions.
What are the common mistakes when identifying needs?
A common mistake in the process of identifying needs is to confuse them with proposed solutions. Often, solutions come predefined or developers fall in love with a specific idea. However, it is crucial to remember that a solution may vary depending on the technology available at the time, while the underlying needs are often deeper and unchanging.
For example, the real problem is not that people want to pay their bills with their phone, but that they want to do so efficiently and without hassle. The same is true when users want to do things more quickly; the genuine interest may be in reducing steps to the bare minimum.
How do you spot opportunities that are not visible to users?
Sometimes, opportunities present themselves in the form of hypotheses based on motivators that are not explicitly recognized by users. This is where empathy and a deep understanding of the internal desires and motivators of our users come into play.
A good example of this is the famous Henry Ford anecdote: if he had asked people what they wanted, they would have said a faster horse. Instead, he envisioned an automobile, a concept that users had not imagined.
The case of the iPhone illustrates how a product can capture the attention and desire of consumers, even when they were satisfied with existing products. It shows that by knowing our users and understanding what their motivators are, we can design innovative solutions that resonate deeply.
Why is it essential to talk to potential users?
Finally, it is essential to go out and talk directly with potential users of our project. From genuine conversations with them, we can gain a more concrete understanding of their needs and motivations.
This practice not only enriches the insight we have about the user, but also provides valuable data to be included in the Scope Canvas, allowing ideas and concepts to be more solid and anchored in reality.
So, let's get out there and talk to people! Connecting our research and learnings into a more robust structure that is oriented to real user needs is an essential step towards success.
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