TEI 026: How to Design Meaningful Products by Focusing on User Experience – with

Global Product Management Talk is pleased to bring you episode
026 of... The Everyday Innovator with host Chad
McAllister, PhD. The podcast is all about helping people involved
in developing and managing products become more successful, grow
their careers, and STANDOUT from their peers. Our Guest: If
you have listened to other episodes of this podcast, you likely
have heard me say that the challenges with product management and
creating products customers love is not actually development –
while it’s not easy, we generally know how to get a product
developed. The real challenge is knowing what product to develop.
This is the realm of designing for the user, and specifically, the
user experience. Consequently, I’m pleased to interview Mark
Capper, an expert in designing user experiences.  Mark has
over 20 years of experience refining his craft of user-centered
product development and innovation across the spectrum of
organizations from startups to several Fortune 100 companies,
including PepsiCo, Johnson & Johnson, and Microsoft. He is the
founder of Kompas Strategy, an innovation agency located in Santa
Monica, CA. How do you create meaningful products for customers?
Some tools and steps include: Identifying cultural trends and
movements. Consider the driving forces impacting the target market
using environmental scanning (such as PESTLE analysis). Reviewing
social media content is helpful for identifying emerging trends and
themes.Interviewing customers and discussing what cultural trends
are important to them and how they feel about the context of a
product.Creating market segments based on customer mindsets,
attitudes, and the information collected from environmental
scanning and customer interviews.Designing the product to a
specific segment.