3 Things that every product or service should have

In this blog I do not only want to cover digital products or services but products and services in general.
Before I start, I want to highlight that what I am going to mention are extracts from my experience as a user and client of many products, brands and services, base on the theoretical knowledge I have acquired from different workshops, seminars, courses, books by authors such as Jürgen Klaric, Eric Rise, Frane Ponti, Peter Drucker, Steve Jobs biography, and the experience that I have gradually acquired as UX Designer and Product Designer.

The following 3 things that I am going to mention, are the minimum that every product or service should have to stop being a commodity in the market (and to be able to position itself and win the hearts of its users and customers.

1. UTILITY

It is crucial that every product or service that we offer focuses on being really useful for the user or client. The world is overloaded with totally mediocre products and services. Several of us have seen amazing marketing and advertising campaigns of  that dazzle us, but when we actually get to know their products or services, we realize that they are not very useful and generate frustration. This happens because two fundamental errors are made when designing a product or a service. The 2 big mistakes that many entrepreneurs or product or service designers make are:

A. We fall in love with an idea that we have and not with a real problem that needs to be solved.

It’s happened to all of us: We think we have the best ideas in the world, we fall in love with them so much that we even hide them and kept them with secret thinking that someone else could copy or steal them. Falling in love with an idea and not validating it with users, customers or the market in order to know if our idea is really something they need and would be willing to pay for, leads us to be blinded, makes us stubborn, self-centered. It makes us think that we already know how to execute an idea or service that ends up being totally useless for the user, for the client or for the market.

Validating ideas by iterating with users is the most effective way to identify real problems that a segment or market niche has.

“We must fall in love with problems, not with ideas, and try to design products and services that solve those problems”

The key is to identify a real problem that many users have, that many clients have, that  a segment has, that a niche has and only then try to design the best solution possible for said problem.

EXAMPLES:

DOMINOS PIZZA
Real problem: Food deliveries take too long.
Solution: As a promise, the brand seeks to deliver the pizza in maximum 30 minutes.

UBER
Real problem: Countless deficiencies in public transportation systems around the world that leads to the dissatisfaction of users.
Solution: Improves the user experience by facilitating door-to-door private transport service through an application that connects drivers with users and provides improved customer service.

AIRBNB
Real problem: Quality lodging is very expensive and with many limitations on occasion.
Solution: Connect travelers with locations that can provide private accommodation spaces with better conditions and cheaper than hotels through an application.

B. Focus more efforts on the sale than on improving the product or service.