{"id":52012,"date":"2021-10-15T09:29:00","date_gmt":"2021-10-15T13:29:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=52012"},"modified":"2021-10-26T10:04:46","modified_gmt":"2021-10-26T14:04:46","slug":"product-ideation","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/product-ideation\/","title":{"rendered":"The Product Ideation Process in 4 Parts"},"content":{"rendered":"\n<p>What does the product ideation process look like? How does this process aid in <a href=\"https:\/\/www.shortform.com\/blog\/inspired-product-management\/\">product discovery<\/a>?<\/p>\n\n\n\n<p>In his book <em>Inspired, <\/em>Marty Cagan explores the product development process. One part of this process is product ideation or the process of creating and sharing new ideas. There are four parts to the product ideation process: <a href=\"https:\/\/www.shortform.com\/blog\/interviewing-customers\/\">interviewing customers<\/a>, concierge testing, customer exploration, and hack days.<\/p>\n\n\n\n<p>Keep reading for an explanation of each step.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\">Product <strong>Ideation<\/strong><\/h2>\n\n\n\n<p>The third step in the <a href=\"https:\/\/www.shortform.com\/blog\/product-discovery-process\/\">product discovery process<\/a> is generating ideas for products and <a href=\"https:\/\/www.shortform.com\/blog\/mvp-features\/\">product features<\/a> (a.k.a. product ideation).&nbsp;There are four parts to this process.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. <strong>Interviewing Customers<\/strong><\/h3>\n\n\n\n<p>Interviewing current or past customers can help the team generate ideas, because customers who regularly use the product may notice issues with it and consider how it can be better. If we know, from the customer, what our company needs to do to make them use our service, they\u2019ve almost generated some ideas for solutions for us. In every interview, the interviewer should consider the following questions:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Does this person have an issue that we\u2019re trying to solve?<\/li><li>How is this person attempting to solve their problem right now?<\/li><li>What could our company do that might make this person switch to our problem-solving mechanism?<\/li><\/ul>\n\n\n\n<p>Conduct many interviews with potential customers to help get the answers to these questions. Additionally, be open to hearing their answers, rather than advancing your own agenda. Finally, if possible, it is helpful to do these interviews in the subject\u2019s home or a place where they feel comfortable. This will make them much more open to you.&nbsp;<\/p>\n\n\n\n<p>At least one engineer, the product designer, and the product manager should attend these interviews. <strong>The product designer can thrive in interviews, <\/strong>because their focus is designing <a href=\"https:\/\/www.shortform.com\/blog\/product-usability\/\">usable products<\/a>.&nbsp;<\/p>\n\n\n\n<p>After the interview, the team should debrief on what they learned right away. And once the team has the answers to the above questions, it\u2019s much easier to generate <a href=\"https:\/\/www.shortform.com\/blog\/good-designs\/\">good design<\/a> ideas.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. <strong>Concierge Testing<\/strong><\/h3>\n\n\n\n<p>The idea behind concierge testing is that the company becomes the \u201cconcierge\u201d for potential customers, helping them with their needs. After <a href=\"https:\/\/www.shortform.com\/blog\/customer-interviews\/\">interviews with customers<\/a>, product teams know their needs. The product teams then focus on helping specific customers with their problems. By trying to solve specific problems, the product teams are able to better understand these issues and how they might relate to more than one customer.&nbsp;<\/p>\n\n\n\n<p>Again, an engineer, the product designer, and the product manager should do this together and debrief on their experience afterward.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. <strong>Allowing Customer Exploration<\/strong><\/h3>\n\n\n\n<p>In addition to generating ideas for designing new products, companies need to generate ideas for improving existing products. One way to do this is by observing how customers use a product, which may be different from the way its designers intended.&nbsp;<\/p>\n\n\n\n<p>eBay\u2019s \u201ceverything else\u201d marketplace is an example. When eBay launched, they wanted to be a website that facilitated transactions mostly for collectibles and electronics. But they also created an \u201cother\u201d or \u201ceverything else\u201d tab where people could buy\/sell (mostly) whatever they wanted. EBay didn\u2019t realize that their customers would sell items like cars on their site. But today, eBay has a huge market share in the used car industry.&nbsp;<\/p>\n\n\n\n<p>eBay allowed their customers to behave in ways that they didn\u2019t expect or prepare for with their service. By doing so, they grew their business exponentially, and in response to customer demand, they built up more infrastructure around customer interests like the used car market.&nbsp;<\/p>\n\n\n\n<p>Obviously, this strategy only works in specific cases. If your product is ultra-targeted, it\u2019s more difficult to pull off. But if done correctly, as we\u2019ve seen, it can reap huge dividends.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. <strong>Internal Hack Days<\/strong><\/h3>\n\n\n\n<p>The final strategy for ideation is holding \u201chack days,\u201d in which the company\u2019s engineers, product managers, product designers, and senior executives spend the day <a href=\"https:\/\/www.shortform.com\/blog\/how-to-brainstorm-effectively\/\">brainstorming<\/a> and solving problems. Hack days may focus on a specific issue or be unstructured.&nbsp;<\/p>\n\n\n\n<p>The benefits include:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Involving engineers in generating ideas, in addition to their usual design role.\u00a0<\/li><li><a href=\"https:\/\/www.shortform.com\/blog\/improve-morale\/\">Improving morale<\/a> by generating creativity and enthusiasm for the company\u2019s larger mission.\u00a0<\/li><\/ul>\n","protected":false},"excerpt":{"rendered":"<p>What does the product ideation process look like? How does this process aid in product discovery? In his book Inspired, Marty Cagan explores the product development process. One part of this process is product ideation or the process of creating and sharing new ideas. There are four parts to the product ideation process: interviewing customers, concierge testing, customer exploration, and hack days. Keep reading for an explanation of each step.<\/p>\n","protected":false},"author":8,"featured_media":52105,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[34,79],"tags":[519],"class_list":["post-52012","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication","category-entrepreneurship","tag-inspired","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Product Ideation Process in 4 Parts - Shortform Books<\/title>\n<meta name=\"description\" content=\"Product ideation is the process of creating and sharing new ideas. 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There are four parts to this process that we will go over in detail.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.shortform.com\/blog\/product-ideation\/\" \/>\n<meta property=\"og:site_name\" content=\"Shortform Books\" \/>\n<meta property=\"article:published_time\" content=\"2021-10-15T13:29:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-10-26T14:04:46+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2021\/10\/blank-notebook.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1173\" \/>\n\t<meta property=\"og:image:height\" content=\"739\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Hannah Aster\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Hannah Aster\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.shortform.com\/blog\/product-ideation\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/product-ideation\/\"},\"author\":{\"name\":\"Hannah Aster\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/f39f52830e4f7039a16e45d12354542f\"},\"headline\":\"The Product Ideation Process in 4 Parts\",\"datePublished\":\"2021-10-15T13:29:00+00:00\",\"dateModified\":\"2021-10-26T14:04:46+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/product-ideation\/\"},\"wordCount\":699,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/product-ideation\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/10\/blank-notebook.jpg\",\"keywords\":[\"Inspired\"],\"articleSection\":[\"Communication\",\"Entrepreneurship\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.shortform.com\/blog\/product-ideation\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.shortform.com\/blog\/product-ideation\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/product-ideation\/\",\"name\":\"The Product Ideation Process in 4 Parts - Shortform Books\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/product-ideation\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/product-ideation\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/10\/blank-notebook.jpg\",\"datePublished\":\"2021-10-15T13:29:00+00:00\",\"dateModified\":\"2021-10-26T14:04:46+00:00\",\"description\":\"Product ideation is the process of creating and sharing new ideas. 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