Experience Centered verse Product Centered

January 25, 2019

Gina Trapani at Postlight wrote a fantastic article about personal finance apps and the gaps they fail to solve. The thesis being:

The problem with these birds-eye view, dashboard apps is that you have to connect all your accounts to them. They download all your transactions, and boom—they know a lot of things about you. A lot. Your salary, your credit card balances, whether you have kids, how much doggie daycare cost, how many times a month you order from Seamless or get a Lyft, how bad your Amazon habit really is. And in return you get… charts.

Gina ends the piece by saying:

Off the top of my head, here are a few insights I’d love to get from my money management app:

The entire article reminded me of the famous quote by Theodore Levitt that goes like:

People don’t want a quarter inch drill, they want a quarter inch hole

Which leads into Jobs to Be Done. It’s a simple belief, someone hires a service to do a job.

Gina’s post covers gaps only a new product could fill. But at any company Customer Success can think like this to fill existing gaps.

For example, it’s not unusual for a service’s welcome email series to center on Do X and Y in the product!Configure this feature.

But what if a welcome series is experience driven? That shifts the focus from what one should do in a service to what a service allows one to do. That’s their desired outcome.

While thinking about the experience, think about the customer’s state of mind. If a service is for marketers, don’t only think about onboarding flow. Think: what is the complete experience moving to a new marketing tool like?

Best of all, experience thinking requires talking to customers to understand their motivations. And it creates compassionate empathy for understanding their current situation.

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