How to build products that win the hearts of customers?


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First Published in Outlook Startups on November 20th, 2023.

At its core, user-centricity puts the needs, preferences, and experiences of users at the center of all thinking and doing so that brands can create relevant products that address existing problems and requirements of users.

WHAT IS COMMON between start-up founders and passionate chefs? They both thrive on experimentation. They eagerly gather their ingredients, toss in a pinch of passion, a dash of innovation, a sprinkle of hope, and bring their best-ever cake to the world.

But here’s the twist in the story. As it turns out, the cake is not exactly winning hearts. It was a masterpiece of baking. But then, what went wrong?
As they reflect on their creation, they realize that they missed the mark because they didn’t quite grasp what the customers really wanted. It is time for them to refine their approach. And just then, comes the epiphany- success awaits, but only if they serve up what the customers are hungry for.

But let’s keep the cake aside now. Talking in real business terms, the solution is to craft user-centric products, through a strategic approach. Start-ups sometimes tend to miss out on this key ingredient which can change promising endeavours into cautionary tales.

At its core, user-centricity puts the needs, preferences, and experiences of users at the center of all thinking and doing so that brands can create relevant products that address existing problems and requirements of users.

Why User Research Matters For Start-ups

In the fast-paced landscape of start-ups, it’s not enough just to be able to thrive. A start-up must adapt, conquer, and then thrive some more, if you aim to succeed in the long run. They must constantly identify areas for improvement in the ever-shifting market dynamics.

As per the U.S. Bureau of Labour Statistics, only 25 percent of new businesses make it to 15 years or more; and the most common reason for failure is not investigating the market well. Hence, let’s understand the role of user research in the start-up world.

The High Stakes of Product Development

Since start-ups operate under constrained budgets and resources, it is important that it’s being invested in the right space with a strategic approach. Product development is a high-wire act without a safety net and there are high chances of a product not succeeding.

This calls for a deep user research approach encompassing user interactions, quantitative research, and competitive analysis, which will help you understand the real market needs. While the entire process may seem to be time-consuming, it can help you identify and address potential issues before they become expensive problems. This proactive approach minimizes financial risks and streamlines the development process, saving both time and resources.

Ensuring Product Market Fit

Understanding your target audience intimately is akin to having a secret map to a hidden treasure trove, and user research equips start-ups with this map.

The first step here is to identify your target audience as all users present in the market may not be relevant for the business you are trying to build. You can divide your users into buckets of how crucial their opinions are and accordingly interact with them.

Through the research process, it is important to go deep into the user’s context, motivations, pain points, and behaviours, so that one can understand the product value through a first-hand understanding of the users and the market space you intend to operate in. This will help you to fine-tune product design, strategy, and placement, ensuring an increased market fit. Understanding and connecting with your customers is the key element for any business!

Strategic User Research as a Competitive Advantage

In a market that’s overflowing with competitors vying for attention, it’s crucial to go beyond competing and strive to differentiate yourself, to offer something unique that captures the hearts and minds of your target audience. But news flash: everyone else is also trying to do the same!

That’s when user research proves to be invaluable to you. It can influence the long-term direction and strategy of the business based on a deep understanding of user needs. Through that, you can develop answers that address their specific needs and aspirations. This approach can set you apart from the crowd and elevate your start-up above the noise by solving critical user needs.

In essence, user research isn’t just about avoiding pitfalls; it’s about identifying and solving critical user needs and creating a solid foundation for growth. And developing user-shaped products isn’t a one-time affair either; you have to identify the scope and need for innovation consistently. It’s an ongoing commitment to understanding, adapting, and delighting those who matter the most – your users.

For start-ups, it’s the compass that keeps your ship steady amidst turbulent waters. As you prepare to set sail anew, keep in mind the words of Steve Jobs:

“You’ve got to start with the customer experience and work backward to the technology.” So, whether you’re baking cakes or building business empires, User Research is the bridge connecting your innovation to the hearts and minds of your audience.

– Shipra Bhutada

Link to website:

Shipra Bhutada
Shipra Bhutada is the accomplished Founder & Director of User Research at User Connect Consultancy. With an incredible 18-year career dedicated to unraveling user insights, she brings her expertise to bear in delivering human-centric solutions across diverse domains. Her foundation includes a postgraduate degree in New Media Design from the prestigious National Institute of Design, Ahmedabad. Shipra's leadership continues to advance the field of user research, enriching the understanding of user experiences.


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