I found a post from Techcrunch today that neatly summarized a process that I’ve used for many years but didn’t put into concise words: Make Products that Suck Less.
I have been through the new or improve a product process so many times that all of the advice listed seems old hat, but it bears repeating and sharing in these modern times. It seems that you can’t turn the corner in a store (or online if that’s your thing) without running into a product, while initially interesting or attractive, that is utterly terrible in its function and form. I should know as I too have fallen victim to some of the crimes outlined in the story post.
Item number one on the list is It only takes one person to make your product suck. Truer words have seldom been spoken. Just recently a client that shall remain nameless decided to make the entire process of getting their product hard for users to understand because someone in another part of the company thought it might be hard to get it done right. Let that sink in for a moment. You have money, you want to give it to this company for their oh-so-cool-new-shiny thing. The company wants to sell it to you, but someone decides that it would be easier for them or their team to simply not do the work, thus making the process of getting said product many times more difficult. Thus, if you, the customer, really want the product you must now wade through suck to get to it.
Item five is another favorite of mine, Customers demand sucky products. Not on purpose (at least not all of the time) but people will often ask for things that make no practical sense in a product and refuse to buy a product if it doesn’t include these features. Again, a unamed employer once held focus groups and polled industry analysts about what features they would want in the next version of the product. The ideas came pouring in and many of them were truly, completely awful. The kind of awful that if you built it into the product you would never be able to sell it without returns. After months of study, data collection, internal discussions and executive consultation nearly every outside feature idea was eliminated from the product plan.
I’ve often wondered how a freshly minted product manager (or PM in the tech world) is expected to be successful when they start a new job, given that they often don’t know the political back story of a company nor the history of a product and its customers. The kernels of information in this Techcrunch story should be required reading for such product owner folks, or anyone else who wants to ship a succesful product. I don’t profess to be an expert at making products but I have created a fair share of them. I can say this safely: if possible, a product will suck more often than it won’t, and that just shouldn’t be the way it works.