Problem Space Exploration: Diverge and Discover
A framework for initial problem space exploration in product design
Welcome to the first stage of your product design journey, the pivotal "diverge and discover" phase. Think of this stage as a comprehensive brainstorming session, an intellectual exercise that stretches and challenges your creative thinking. Here, your aim is to explore the problem space from every conceivable angle. To do this effectively, you'll need to immerse yourself in rigorous market research, critically assess existing solutions, and engage in insightful dialogues with potential users. Your ultimate goal? To amass a treasure trove of information and ideas, weaving together a rich, diverse tapestry of insights that will serve as a roadmap for the rest of your design journey.
This article is part of a series dedicated to illuminating the product design process, each installment delving into a different phase. In this piece, we'll focus on the goal of the diverge and discover phase, the potential approaches to tackle it, the useful design artifacts you might create, and the essential questions to answer before moving on to the next stage. While this article offers a structured guide, remember that it's merely a starting point. The beauty of the product design process lies in its flexibility, its ability to be tailored to different contexts and needs. Adapt and modify as you see fit, using this article as a springboard to dive into the exciting world of product design.
Phase Goal: Deep dive to understand the problem space
At this stage, your primary objective is to gain a profound understanding of your users, the problem at hand, product objectives, the competitive landscape, and the overarching market environment. The importance of this discovery step cannot be overstated. It precedes the design of the product itself and sets a firm foundation for your entire design process.
To successfully navigate this problem space, you need to leverage a variety of sources and go broad. Immerse yourself in research, scrutinize existing solutions, and engage in meaningful conversations with your potential users. The intention is to unearth a rich vein of information and ideas, a diverse mosaic of insights that will shape and influence the subsequent stages of your design journey.
Approaches
Secondary Research
Begin your journey with secondary research, a crucial step to familiarize yourself with existing user perspectives. This involves a deep dive into academic articles, industry reports, and competitor analyses. By doing so, you can identify current trends, market gaps, and potential opportunities. This process can also help you understand the strengths and weaknesses of your competitors, giving you a clearer idea of where your product can carve out a niche in the market. Remember, the goal here is not just to gather information, but to interpret and understand its relevance to your product and users.
Curate Existing Research
While new research is important, it's equally essential to leverage any existing research you or your client/company may already have. This could be in the form of past studies, user feedback, or product analytics. These resources can provide invaluable insights into user behavior and preferences. For instance, user feedback can help you understand what users loved about previous versions of a product, or what they felt was missing. Similarly, product analytics can give you hard data on how users interact with the product, which features they use most, and where they encounter difficulties.
User Interviews
Understanding your users is at the heart of the design process. One of the most effective ways to achieve this is through user interviews. These conversations allow you to delve into users' needs, pain points, and experiences. Ask open-ended questions that encourage users to share stories about their experiences. Listen for the problems they encounter, the workarounds they create, and the desires they express. Their insights can prove invaluable in shaping your product, guiding you towards solutions that address their needs and enhance their experience.
Stakeholder Interviews
Engaging stakeholders in the discovery process can provide a unique perspective on the problem. These individuals could be internal stakeholders, like product managers or executives, or external stakeholders, such as investors or partners. Interview them to understand their views, expectations, and objectives. They may bring to light business constraints, strategic goals, or market insights that could significantly influence your design decisions. Remember, their input can often shed light on aspects that may not surface during user research, making their involvement a key component in comprehending the multifaceted nature of the problem space.
Potential Design Artifacts
Research FigJam or MIRO board: Use these tools to visually organize your research findings, create mind maps, and brainstorm solutions.
User Perspectives and Insights Document: Compile the insights from your user interviews. Capture their needs, pain points, and experiences to help guide your design decisions.
Industry Research Insights Document: Document your secondary research findings. Highlight the state of the market, the competition, and potential opportunities.
Client or Stakeholder Outreach Insights Document: Record the insights from your stakeholder interviews. Understand their objectives and align your design process accordingly.
Phase Exit Questions: Ensuring Clarity Before Proceeding
Before you move on to the next phase of product deisgn, answer these exit questions. They will help document your understanding and ensure you are on the same page with your clients or stakeholders.
What do we already know about the user?
What do we need to know about the user?
Remember, the goal of the "diverge and discover" phase isn't to rush into design solutions but to really understand the problem space. The depth and breadth of your understanding here will significantly influence the success of your product. Take your time, stay curious, and never stop asking questions. After all, good design starts with understanding.
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