- Bill Gurley on Startups and Risk (Business Insider) — No one’s fearful, everyone’s greedy, and it will eventually end.
- Pants — a build system from Twitter and others.
- pup — commandline tool for parsing and processing HTML.
- Use Regulation (Slate) — the take on privacy that says that data collection isn’t inherently bad, it’s the (mis)use of the data that should be policed. The author of this piece is not a believer.
Startups Class, Container Deployment, Cryptopocalypse, and Program Design
- EP245 Downloads — class materials from the Udacity “How to Build a Startup” course.
- scrz.io — easy container deployment.
- The Factoring Dead: Preparing for the Cryptopocalypse — how RSA and Diffie-Helman crypto might be useless in the next few years.
- How to Design Programs — 2ed text is a work-in-progress.
Understanding the Difference Between User Problems, Business Needs, and Solutions
First, let me say that I love all the emphasis on Customer Development, Early User Research, and Product Market Fit that I’ve been seeing these days. What I don’t love is the massive confusion that often comes along with it.
There’s a particular type of confusion I’ve seen on teams at the very beginning of the product development process that I’d like to try to clear up. Or possibly add to. We’ll see.
Some people don’t seem to understand the difference between a Business Need, a User Problem, and a Solution. But you have to understand the difference, because if you don’t, you’ll end up doing the wrong sort of research and designing the wrong product.
A Business Need
At its very simplest, a Business Need is what a product will do for your company. This can often be expressed in the form of a metric that needs to be moved or a hypothesis about how building a new feature or product will make you a billionaire.
Here are some examples of business needs:
- Improve the conversion rate on a landing page so that we get more people trying our product.
- Increase revenue by selling more widgets.
- Get more registered users for free by getting our current users to share our product.
- Increase engagement with our product so that people are more likely to be retained users.
- Build a huge user base so that we can eventually monetize it.
What’s interesting about these Business Needs? Well, in one way or another, all of these things, if executed correctly, should eventually increase our revenue or decrease our spend. We need to do these things to have a viable business. But there are all sorts of ways to do them, some of which are great for users and others that aren’t.
To identify a business need, typically you’re going to want quantitative data. You need to know what your metrics are in order to figure out which ones need to be higher. You don’t determine a business need by talking to users.
Obviously business needs might be caused by user problems. For example, if your onboarding process is hard to use, you could have low conversion rates. But the business need is increasing the conversion rate, which you might do in a number of different ways.
A User Problem
Your users have problems. Some of the problems they’ll pay you to solve for them. Some of the problems you’re probably causing for them with your terrible UX. Some of the problems they don’t even know they have.
Here are a few examples of user problems:
- It’s hard to share documents across different computers.
- The first time experience with a particular product is confusing and complicated.
- The user can’t use an app when it’s not connected to the Internet.
- A person has trouble finding a good hair salon in her area and booking an appointment.
You’ll note that these user problems are all quite different. The first one inspired lots of companies, like DropBox. The second one is common to many products. The third one is mobile specific. The fourth one could be solved by a number of different types of products, some of which are quite low tech. There are roughly an infinite number of other user problems that could exist.
The common factor here is that these are problems experienced by humans. The other common factor is that there is no guarantee that solving a user problem will actually fulfill a business need. Sure, solving problems for people is generally a good thing, but there are some user problems that people will pay you to solve and others that they won’t.
To identify a user problem, your best bet is observational and generative research. Watch people in the wild using your product or other products. Follow people around while they perform various tasks or do their jobs. Understand the things that make life difficult for people and then identify the biggest, most important problems that you could solve for them.
A solution, as the name implies, is how you solve a problem. Ideally, your solution will solve a user problem which will fix a business need.
Here are a few examples of solutions: Read more…