I recently watched a keynote by Tomer Sharon, UX Researcher on Google Search at the Google I/O 2014 conference entitled 'Perfectly Executing the Wrong Plan'. This talk was so good I have decided to break out the topic and explore it as a framework in this post.
Tomer is at the forefront of what is being called 'Lean User Research', which applies agile methodologies to the existing techniques of User Experience (UX). With connectedness leading to greater and greater complexity, and the need to get products to market rapidly so we can generate insights, it makes sense that we need to start to re-evaluate some of the more traditional UX processes that can often eat up time and resources.
The keynote itself was centred around app development, but this can definitely be applied to any product. It also is more focused on startups, but definitely has applications in all organisations. I'll build the framework around this broader product categorisation.
Perfectly Executing the Wrong Plan
Why do a huge number of products fail in the market? One of the primary reasons can be the fact that the product being built isn't actually solving a problem for the customers, which means that they will ultimately not care about what is on offer.
This leads us to the most important concept - whoever was creating the product failed to fall in love with a problem, which means there was no opportunity.