How to drive Product Innovation through a Creative Mindset ❓
A creative mindset in product management can fuel the power of vision & helps to manifest solutions from multiple approaches. It serves as the most important tool in recognizing opportunities & subsequent paths to resolve users’ pain points.
Top 5 steps in developing a Creative Mindset:
- Identify & understand your user segment.
- Define the users’ pain points.
- Create an overall product vision.
- Discover opportunities & gaps.
- Develop mock-up of prospective solutions & collect feedback throughout the product lifecycle.
Identify & understand your user segment 👥
Figuring out what, why, and for whom in the early stage helps in structuring the problem statement better in subsequent steps. Often you will be overwhelmed by the different sets of users who are using your product. Acknowledge and understand each set of users & their journey around your product. Try to bucket the users, for instance, power users, casual users, etc.
Define the users’ pain points 😣
Once you have identified the user segment, try to connect with the users on regular basis & observe their interaction with the product to develop an understanding of their key challenges. Create user personas & value proposition models to document your learnings. Understand deeply what was the task they are trying to achieve, what kind of emotions your product evokes, & what other products they are using in achieving the same task or goal.
Create an overall product vision 👁️
The Product vision describes the purpose of a Product, the intention with which the Product is being created, and what it aims to achieve for customers and users. The Product vision describes the future state of the Product and what problems it tries to resolve or what ambitions it tries to fulfill.
It allows your team to think out of the box & without any constraint.
The most commonly used template with an example:-
Example:- Product Vision Statement for Samsung Galaxy Note 20 👇
For the creative user who needs to be productive in the office and on the go, the Note 20 Ultra is a phablet with an S-Pen that is easy to carry and gives you full computing & creative productivity no matter where you are.
Unlike smartphones, the Note 20 serves your on-the-go needs without having to carry an extra device.
Discover opportunities & gaps 🔎
Brainstorming sessions with various stakeholders are a good way to unearth various ideas. Jot down those ideas and make them part of your product backlog. It is key to ensure that brainstorming sessions address a specific pain point & are goal-based rather than open-ended.
Scouting for gaps and opportunities internally as well as externally helps a lot in shaping your solution approach. The easiest way is to do a competitive analysis, talk to users, & talk to your competitors’ users.
“Product teardowns” of similar products can also serve as a great tool to understand how the products function, how their design is more superior, and how they have solved the problem innovatively. Create a Screenwise walkthrough of the user journey and capture all the statistics possible to create a hypothesis ( such as time taken to do signup, communication channels ).
Develop mock-up of prospective solutions & collect feedback throughout the product lifecycle 👨💻
Before finalizing the single approach, it is often advisable to create mock-up alternatives & expose them to potential user segments, internal stakeholders, or fellow PMs. The product development process is time taking and resource-consuming process so it is very crucial to identify in the early stage if the selected approach is working or not.
Constant testing throughout the discovery, define, design, develop and deliver phase — can help to capture new insights and distilling your solution with feedback.
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