Product Concept Testing
Designing the best possible product requires understanding how and why people use your product, which requires deep engagement with customers and prospects. Because most of the product life cycle costs are engaged in the design stage, it is critical to understand the voice of the customer before the design gets too far along. Campos helps our clients iterate product design based on customer feedback in an ongoing cycle.
There are many tools for facilitating effective product development. We use the LUMA Institute’s human-centered design framework, and engage customers and prospects both in one-on-one and focus group settings.
In one human-centered design exercise, Campos gives participants $100 in Monopoly money, broken up into $10 bills. They are then presented an array of potential features that could be added to the prototype, and asked to use that $100 to “buy” additional features. Participants decide how much they would pay for each feature, revealing which are most important to them, but they also have the option to keep some or all of the money, opening up a conversation about satisfaction with the current prototype.
Campos also conducts ethnographies, observing how people use a product in a natural environment. This can happen in homes or on-site where products are already in use, or Campos can transform its facility or an outside space to resemble an environment in which a prototype would typically be used. Ethnography allows us to identify product usage pain points and areas for improvement.
For many organizations, this stage is the most valuable part of understanding the experience from the point of view of the customer. Observing and subsequently having video of customers talking about their experiences with your product and their perceptions of it allows our clients to motivate internal teams to act on the insights customers provide.