产品学习笔记-问题场景和替代方案PROBLEM SCENARIOS & ALTERNATIVES

疑问

用户需求与产品需求的关系？问题场景Problem Scenario和用户故事的关系？下面测试表格中Onboarding和Engagement是导入和应用的意思吗？

思维导图

学习成果

After reading this tutorial and engaging with the related practice you will be able to:

Take new ideas and frame them in terms of an objectively testable customer needOperationalize your ideas on value propositions with a before and after storyboardConduct customer discovery to refine and test your ideas on customer needs

学习笔记

Problem Scenarios are where you identify specific objectives for your product. They may be tasks, habits, or desires that you’ll deliver against. These should be real and observable, hence the emphasis on ‘alternatives’: if these problem scenarios exist, the customer is doing something about them now. It’s important you understand those alternatives- your proposition will need to be better.

WHAT? Testable definitions of desires, jobs to be done.

WHEN? Whenever you need to know why customers would care.

WHY? If no one cares, no one buys.

The basic idea is that by focusing on a customer’s fundamental problems/needs (which rarely change) instead of solutions (which change a lot), your company remains anchored in a foundation that’s highly durable yet innovation-friendly.

Leaving Where Your Are, Going Where the Customer Is

I like to organize needfinding around three key elements: 1) problem scenarios 2) alternatives and 3) value propositions.

Only after you have a working view on the relevance of problem scenarios and an understanding of current alternatives would I recommend evaluating value propositions.

our key question around these problem scenario-alternative-value proposition trios is: How much better is my value proposition than the current alternative(s)? Is it ‘better enough’ that the customer’s going to buy or use my product?

In fact, you can roll all this into a testable formulation I like to call the ‘product hypothesis’ (though if could also apply to an individual feature) as follows:

Designing Testable Propositions

Once you’ve identified pairings of problem-scenarios and value propositions, I recommend drafting pivotal metrics to focus your discovery and testing. This will allow you to pair your qualitative hypotheses with quantitative evidence to focus your work and drive to informed, confident decisions. You may have testing you want to do earlier or later in the customer journey (ex: acquisition before or referral later), but for the core product design, I recommend the following breakdown: onboarding, engagement, and outcomes.

The following table summarizes the questions teams should answer as they test their value proposition relative to a target PS/JTBD.

Interviewing Subjects to Discover and Test Problem Scenarios

Going Deep: Storyboarding a Before & After Scenario

With this format, we push ourselves to make communicate better and make sure we’ve really thought through our problem scenario as a testable hypothesis.

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