How To Build Great Products

Percolate’s Dom Goodrum offers some insights and inspiration to creatives during development of whatever product, service or experience they are creating.

Percolate’s Dom Goodrum caught our attention with nine thoughts on building great products (including Percolate), inspired by his attendance at a FanFeedr and Hard Candy Shell conference conveniently titled ‘How to Build Great Products.’ While we’ll let Dom’s full post capture the nine insights, we’ve culled a handful below that we felt were the most actionable and relevant to creating any type of product:

  • Evaluate research (and the numbers) in the appropriate context: The most meaningful (and actionable) user research is observational, taking into consideration how people use your product or service, the role it plays in their lives and how their use may change across different contexts. Learn from insightful and context-based observation – not just the hard numbers.
  • Design for participation: Create feedback loops that provide instant gratification and convert people to participants (and players).
  • Look outside your immediate category or discipline for relevant inspiration: You may find a very relevant idea to develop your marketing strategy by drawing from Darwin’s theory of evolution. Perhaps your competitive approach can employ Mimicry, Camouflage, Visibility, Kin Recognition or Strength Display to differentiate your brand in the marketplace. And just like Darwin’s evolution,  there are many other models to draw parallels from.
  • Always remember your purpose: When you notice yourself and your team getting caught up in the details, take a step back and refer to your initial strategy and objective. What are the ‘live or die’ metrics that will assess whether you’ve achieved your objective? Prioritize your decisions by staying single-minded around those core metrics, and you may prevent your product/service from doing too many things — or not the right ones.
  • Be persistent (and have conviction): Don’t let obstacles defeat you. Learn from why a recommendation wasn’t accepted or why a product test or feature received negative feedback — and try again once you’ve applied what you learned. Goodrum cites Moviepass–a subscription model for cinema-watching–as an example of a product that’s going to market in spite of the media companies that have tried to shut it down. Consumers may reward their persistence.

Dom Goodrum: Thoughts On Building Great Products

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