Our minds were young and fresh not that long ago. Sure maybe we were a little naive, but that is because we looked at the world with wide, trusting eyes. And then it happened. We could no longer trust what we saw and lines were drawn between viewpoints that separated brother from sister. It was… The Dress.
Was it blue and black? Or white and gold? For a few weeks, the internet boiled with heated discussions and color / lens filter analysis. Finally resolved, the world began to repair the bridges burned. Until tragedy struck again weeks ago. I present to you… The Jacket.
Blue? White? Brown? Black? We’re still waiting for the first districts to report their votes on this one.
This is a pitfall can trip-up even the experienced innovator at two crucial waypoints.
1. Understanding the Customer and Pain Points.
When researching and listening for pain points, they can often go misinterpreted. It is most common when customer empathy has not been explored enough. The famous quote attributed to Henry Ford applies here.
“If I had asked people what they wanted, they would have said faster horses.”
If you’re only listening to what a customer wants, you’re missing 75% of the picture. You’ve got to observe them, understand how they feel, and try to get inside their head.
A great way to do that is to journey map while interviewing a customer. Ask them to describe the entire pain point; from the earliest decision to well after the pain point. Pay attention to their tone of voice, the words they use, and their gestures. Ask many questions to get at the root cause of the pain point. This often shows possible growth opportunities as well.
2. Analyzing Tested Prototypes
There is nothing more frustrating than looking at test data (for example: 56% conversions) and then looking at yourself and saying “Is that… Is that good?” What you need is a solid feedback loop, and this is something games do very well.
Which final results screen would you rather see?
The one on the left tells you that you won, you completed all the parts, and you should move forward. The one on the right tells you… that progress was made? There is one star, but the empty space makes it feel like there could be more? How many parts did you complete?
You can set your own prototype test to give you all the feedback you need. Before the test ever begins, set the success metrics that will define your test and your prototype. It is beneficial to know the benchmark metrics that you are trying to surpass (if they are available) and how much difference you are trying to make. Use this data to plan for enough testers to be confident in your results. After the test, you will have a clear understanding of your outcome, and whether to pivot or persevere.
Don’t get caught wondering if your prototype was golden, or left you black and blue. Use journey mapping and success metrics to know what your seeing.