With the challenge at hand, Smashing jumped into action. Our team gathered findings from large-scale academic studies, industry reports, and news articles, and reviewed 100+ competitor products and services. We analyzed our market research data to reveal consumer insights, identify market trends and opportunities, and future-cast what product features will be must-haves, performers, and delighters in the future years. Knowing the value of working face-to-face with our clients, we then flew over to their headquarters and hosted a Product Envisioning Workshop. Using the insights we had gleaned as a guidepost, we facilitated three rounds of brainstorming that produced 100+ product feature ideas. Through the one-week workshop, we realigned the client’s multi-disciplinary team around a unified product vision and ignited some much-needed excitement and passion for the new endeavor.
Once back in Seattle, we conducted user interviews with five participants and an online survey with 70 respondents to validate the product’s vision and ability to fulfill or solve user needs and pains. Simultaneously, we analyzed the 100+ feature ideas generated from the workshop and mapped it against known consumer preferences to develop three testable concept ideas. We rapidly illustrated the concepts to test them in one-on-one user interviews with eight people who represented the target consumer. Based on key takeaways from the concept testing, we then modified our concept ideas to define a recommended approach that addressed all user feedback. Additionally, to help our client consider alternative business models, we performed breakeven analysis for several pricing strategies (e.g. monthly lease vs. one-time purchase, premium add-ons, etc.). The culmination of our work provided the client’s senior leadership team with a product vision and strategy that would capitalize on differentiated business opportunities and, effectively, a directional blueprint they could use to approach implementation.