“We focused too much on what we wanted to bring to the world,” Ivan put it. “We needed to pay attention to what the world wanted from us.” Ivan Zhao, co-founder Notion.
Focusing on user needs, isn't just an annual sticky note fest at Notion. Nor does gathering user feedback need to be expensive and time consuming. Using emails for starters is sufficient, and logging all the feedback qualitatively in order to steer product direction is a good start.
Questions to keep in mind:
- How are users actually using our product? You might find that users see value that you might not recognised.
- In what context are users using our product? Where are they? On which devices? Is there a reason why your product meets a need in a specific context? How can your product improve for the user, based on this contextual insight?
- What are your users complaining about the most? This might give an indication as to what they actually care about because let's face it, complaining is annoying in of itself. Users' complaining is a good sign. It shows they care about something.
- What are users asking for and why? This can give you an idea of what users actually want to use your product for, and where you fill a gap in the market.
Article by Ange Tonge - user researcher, product owner and music producer.
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