“What do I want?” – the first question in product development (and life)

As an actor, the most powerful question to ask oneself is “what does my character want?” Every subsequent choice the character makes flows from the answer. If an actor is lost in a scene, returning to this question will quickly focus one’s performance on something specific and vital.

The same guiding question applies to finding a new job, working with clients, negotiation and sales or product development. Knowing what a client or customer wants focusses everything that follows on making a genuinely useful and commercially successful product. Muddled decisions that delight no one and frustrate everyone result from not clearly understanding what one wants.

User-centred design returns again and again to “what does the user want?” To orient myself when reviewing a wireframe, design or piece of development, I chose a persona, “get into character” and ask myself as the user "what do I want?“ Everything – decisions about the onboarding flow, the placement of widgets and controls, the most relevant data to visualise, everything – starts there. 

Do you know what you want – and do you know what your customers want?

“What do I want?” – the first question in product development (and life)

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