Ingredient 2. Understand Customer Needs

101 Design Ingredients to Solve Big Tech Problems — by Eewei Chen (10 / 125)

👈 Identify the Root Cause | TOC | Promote Your Team 👉

Give them what they really want.

“People’s behavior makes sense if you think about it in terms of their goals, needs, and motives.”
— Thomas Mann, writer, critic, and Nobel Prize laureate

The Problem

Customers leave when there’s nothing special to keep them loyal to a brand’s product or service.

The Solution

Target a customer’s deepest desires and solve problems that really annoy them.

• Get real. Gain firsthand experience of what customers actually do and feel. Martin Belam, from The Guardian newspaper, conducted guerrilla usability testing in public places to better understand customer needs in a natural environment.[7]
• Identify barriers. Find out what’s stopping customers from completing important tasks. Create situations more conducive to success. I refer to cognitive models like BJ Fogg’s behavior model, which shows it is possible to motivate and train people to overcome barriers using well-timed “triggers” to increase their likelihood of success.[8]