What is a Problem?4:17 with Tomer Sharon and Hope Armstrong
A problem, is defined by two components: 1. The gap between the current and desired state. 2. How much the problem owner wants to do something about it.
[MUSIC] 0:00 Hi, my name is Hope Armstrong, I'm a teacher and 0:09 product designer here at Treehouse. 0:12 I wanna tell you about a TV stand, when I moved into my last apartment I spent 0:15 some time unpacking boxes, and reorganizing everything. 0:20 During this process, I realized the TV stand was missing. 0:25 I love watching movies and TV shows so 0:29 I knew I needed to put something together so I could still watch my shows. 0:32 After leaving my TV on the floor, propped up against the wall for 0:37 a few days, I realized I needed a real solution. 0:40 When my dad visited he routed around my closet and 0:44 found an old computer monitor arm. 0:47 He discovered it worked quite well to hold the TV on the entertainment stand. 0:50 Let's dive in. 0:54 But decided against it when I realized it was costly and 1:00 wouldn't provide any additional functionality. 1:04 Years later, I still use my free computer monitor arm to hold in my TV. 1:08 It works well enough and it didn't cost me any extra money. 1:12 A problem therefore is defined by two components, one, 1:16 the gap between the current and desired state. 1:19 And two, how much the problem owner wants to do something about it. 1:23 It works well enough and it didn't cost me any extra money. 1:27 Do people need my product? 1:34 The first step and 1:37 probably the most critical one is figuring out the problem the product idea solves. 1:38 Life is too short for you to work on a product that doesn't matter. 1:43 You don't have time to work on the wrong product. 1:48 If the product doesn't solve a problem people care about, 1:51 it is most likely that the business fails. 1:54 You'll waste money, you'll spend time you can never get back and 1:57 you'll be taking a huge risk. 2:01 Well, you might agree with everything I just said. 2:03 Many businesses invest time and energy into developing a product while neglecting 2:06 the critical part of what I like to call falling in love with the problem. 2:11 What these businesses do sounds very reasonable, 2:17 they approach as many people as they know, usually friends and family. 2:20 Describe their product idea and ask them if they'll use it. 2:25 If they think it's useful, if they'll pay for it and how much they'll pay for it. 2:28 If they're a little bit insecure, they launch a survey asking the same questions. 2:34 The feedback they collect usually encourages them to think they have 2:40 validated their product idea. 2:43 And they quickly move ahead at full speed to establishing their business and 2:45 nailing down product development. 2:49 The vast majority of businesses later wonder why product sales are not 2:52 taking off. 2:56 Why people sign up, then don't use their product. 2:57 Why their beautiful so-called validated creation is crashing to the ground. 3:00 Perhaps their target audience didn't actually need the product. 3:06 In the book UX Strategy, 3:10 Jaime Levy brings up an anecdote about a client of hers who is convinced 3:12 there's a need for someone to curate the wardrobes of busy professionals. 3:17 The client hypothesizes that these folks don't wanna waste time in the morning 3:21 thinking about what to wear. 3:26 Once she does the competitive analysis, she demonstrates to the client not only 3:28 that the service exists, but that users are pretty satisfied with their options. 3:33 Unless his service plans to offer clear differentiation, 3:39 fulfilling a need that the competition can't, it's not worth pursuing. 3:43 She ends up saving her client from pouring time and money into an ill-fitted idea. 3:48 So the lesson here is to research what's currently available in the market 3:54 early on, before investigating too deeply whether people want your product. 3:59 This workshop will introduce you to the difference between a need and a want. 4:05 This distinction will help you to solve problems in ways that 4:10 capture the attention of users. 4:13 Let's dive in. 4:15
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