With the last issue
, we’ve completed the Discovery
part of 5 D’s. There is a common misconception about Destination and Discovery that if we work very hard during those stages then the Design & Definition of the product will be very straightforward. Well, if that was the case then there would never be a Google Graveyard
(projects Google killed).
Why is that so? Because, Destination
mostly describes the problem. We only scratch the surface of the actual solution during the late stages of Discovery. Problem definition and early testing are extremely crucial to define and design the right product. However, they are by no means a step by step guide that we can follow to define and design products.
Why? That’s because those stages focus on user feedback and company goals to define problems. And we all know that users (and companies, too) do not know what PRODUCT they want. They only know what RESULTS they want. It is our job to build the product to provide them with the results they want. That is why we the product people exist.
New Subscribers! Read This First
Before we dive deep in Definition, here is a recap of 5 D’s of Product Design & Development framework of mine, especially for new subscribers. 5 D’s covers the 5 main stages of product design and development:
Destination: Vision, Strategy, Roadmap
Discovery: Inspiration, Ideation, Testing
Definition & Design (You are here)
Data and Optimization
Definition, together with Design, is the part we shape the product. Think of prior steps (Destination and Discovery) as the clay for a ceramic jug we want to make. Then, Definition and Design is where we shape the clay into a jug. And then, Development is the part where we bake the clay shaped jug to get a ceramic jug. Finally, when the ceramic is ready, then we can smoothen the edges, paint it however we want and make it even better, similar to what we do with Data & Optimization process.