How do you measure and improve the usability and desirability of your product concept?

The digital experiences you deliver to customers, employees, and partners are key differentiators and drivers of business value. But the complex web of technologies underpinning those interactions have become nearly impossible to manage. Simplifying this complexity and delivering seamless digital experiences takes the right combination of digital experience monitoring (DEM) and AI. The challenges of delivering digital experiences today Why DEM and AI are so critical to success The AI capabilities needed to deliver seamless and consistent digital experiences

In my experience, defining clear goals and metrics upfront is crucial for a successful product concept. It not only guides your design and development but also ensures you're building something truly valuable for your users. Take the time to understand your users' needs and measure your success accordingly.

Defining measurable goals necessitates strong collaboration with cross-functional teams. I’ve observed that designers who work in isolation while defining goals sometimes end up focusing on the wrong aspects of the problem. It’s essential to engage minds from other functions—individuals with diverse skills and unwavering commitment—to ensure that measurable goals align with the functions involved and lead to beneficial outcomes for all. Remember, effective collaboration across functions is key to successful product development and achieving user-centric results.

- Usability is a minimum requirement—there is no user experience without usability. Metrics: usability testing, time taken to perform a task, successful page navigation during the course of completing it. Improvements through continuous tracking and actions loop. - Desirability is emotional need- how to design for positive emotional experiences. Improvements through: Visceral level of design: the first impression of a design, both in terms of how the user perceives the product and how it makes the user feel, Behavioural level: the emotions we feel as a result of either accomplishing or failing to complete our goals. Reflective level: the user’s reflections about the product, both before, during, and after use. Metrics: A/B testing

In my opinion, usability tests are crucial for understanding how users interact with your product. By simulating real scenarios and gathering both quantitative and qualitative data, you can uncover insights into user behavior and preferences. Tools like think-aloud protocol and heat maps provide valuable feedback. Metrics such as task completion rate and satisfaction scores offer concrete measures of usability. These tests empower you to fine-tune your product for a seamless user experience.

In B2B an important criteria is whether customers are investing in testing your new solution for their product development. How many customers are lined up? Have they been sampled? Is there a test plan? Do they invest money in testing it? Are they giving regular feedback on tweaks and improvements to make your idea work for them? Are multiple cross-functional stakeholders interested in the progress? etc.

So many brands have no idea of the reasons their customers purchase - and more importantly the reasons why potential customers DON’T purchase and how to use this data to iterate and improve on product drops and launches. 2 ways to do this are: Implementing post purchase surveys or email surveys to people who joined your sign up form but didn't purchase. Analyse reviews - Analyse your own reviews, but ALSO the reviews of your competitors is a great way to figure out what the market is hungry for. Once data is collected, you use it to make decisions on future product drops and iterations, and also build this into your ad creatives, landing pages and emails to skyrocket conversion rate and repeat purchases.