In digital product development, a well-structured discovery phase is critical to a product’s long-term success. Bringing a digital product from concept to reality or reimagining a current digital product can be very challenging. In this post, we’ll explore the five major pitfalls that teams most often encounter during digital product discovery.
Lack of User Research
User research is the bedrock upon which any successful digital product is built. It serves as the compass, guiding product teams toward the needs, preferences, and pain points of their target audience. Without comprehensive user research, teams are essentially navigating in the dark, risking building products that miss the mark entirely.
Custom product development, by its nature, involves crafting unique solutions tailored to specific user groups or industries. The absence of user research becomes even more dangerous in this context. When designing a product without a deep understanding of your audience, you’re essentially shooting in the dark, hoping that you’ll hit the target.
To avoid this pitfall, invest the time and effort in gathering user insights and data to shape your product’s direction, reducing the risk of developing a solution that doesn’t resonate with your audience. This may include things like surveys, interviews, developing personas, usability testing and data analytics data. User research will pay dividends as you navigate growing your product and business in the future.
Assumptions and Biases
Assumptions and biases will sabotage digital product discovery. They often emerge from a lack of concrete data and a reliance on personal opinions or preconceived notions. These cognitive traps can lead product teams astray by building features or functionalities based on what they believe users want, rather than what they actually need.
Custom product development can exacerbate this pitfall since it often involves innovative solutions and unique problem-solving approaches. When you’re venturing into uncharted territory, it’s easy for biases to creep in, clouding judgment and potentially steering the project off course.
To counteract assumptions and biases, actively seek out diverse perspectives within your team and, if possible, from external sources. Encourage open dialogue and constructive criticism and rely on user research and data to guide decision-making. Product design outsourcing can also be a useful strategy, as external designers can provide an objective viewpoint free from the internal biases that can plague in-house teams.
Ignoring Competitive Analysis
In the competitive landscape of digital product development, ignorance is not bliss; it can be a recipe for mediocrity. Failing to analyze the competition can result in missed opportunities or the creation of a product that offers little differentiation.
Custom product development often requires a unique value proposition to stand out in the market. Yet, without a comprehensive understanding of what similar products are doing well or poorly, it’s challenging to craft a compelling selling point.
To avoid this pitfall, conduct a thorough competitive analysis during the discovery phase. Investigate not only direct competitors but also indirect ones that may offer similar solutions. Identify gaps in the market and areas where your product can excel. Using tools like Venn Diagrams or a SWOT Analysis can help your team better visualize your product’s unique value proposition.
Scope Creep
Scope creep is a common menace in digital product development. It involves the gradual expansion of a project’s scope without clear justification or prioritization. This expansion can lead to endless feature additions, increased development time and budget overruns.
Custom product development is particularly susceptible to scope creep, as stakeholders often have grand visions for unique features and functionalities. Without a disciplined approach to managing scope, the project can quickly spiral out of control.
To prevent scope creep, establish well-defined boundaries during the discovery phase and stick to them rigorously. Prioritize features and functionalities based on their impact and alignment with the project’s goals that you clearly define during the discovery phase.
Not Involving Cross-Functional Teams
Digital product development is a multidisciplinary endeavor that requires input from various experts, including designers, developers, marketers and more. Failing to involve cross-functional teams can lead to a product that’s either technically challenging to build or lacks a cohesive user experience.
Custom product development often involves solving complex problems that require collaboration among specialists from different domains. Ignoring the contributions of these experts can result in suboptimal solutions.
To avoid this pitfall, ensure that cross-functional teams are actively engaged throughout the discovery process. Encourage collaboration and open communication among team members with diverse expertise. It is especially important to foster a successful relationship between your product and engineering teams.
In custom product development, digital product discovery is a pivotal phase that can make or break a project. The five major pitfalls discussed in this post—lack of user research, assumptions and biases, ignoring competitive analysis, scope creep, and not involving cross-functional teams—pose significant risks to the success of any digital product.
About the Author:
Joshua Campbell is a Principal Product Strategist at Sparq with over a decade of experience in product and project leadership focused on discovering and delivering customer-centric digital products. He loves helping teams achieve success through strong collaboration and a clear understanding of a shared goal. Outside of leading product teams, Joshua enjoys spending time with his wife and three adult children, playing golf, and serving his community as a board member and Outreach Director at his local church.
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