VOC / Customer needs - Influence of Paradigms
Posted by Narendra Rao on January 9, 2008
Paradigm is the mental model of how we see the world & form opinions. We tend to see world as we want to see it rather than as they are. Paradigms tell us what are rules & regulations to be successful in this world.
Paradigms constantly filter incoming information. They influence the way we do things & the way we make decisions. Past experiences influence the way we see the future. Product managers must be aware of their own paradigms, particularly when understanding user requirements, so they can consciousl reduce their effect. Company executives often say “We know what the customer wants better than the customer.” Often companies get into trouble because of this.
While collecting user requirements or while doing ethnographic observations, be conscious about paradigms - Yours, theirs & companies. For every observation, ask question “Why” multiple times until underlying needs surface. From customer’s language of his needs, understand the consequences of all needs. For example, For a camera, customers might say “I need 3X zoom, auto focus, large screen etc.” The consequences could be “camera should be simple & easy to use, I should relax/enjoy using this” etc. Consequences represent what customer wants to have happen & there is more feeling & emotion. Designing products at consequence level lead to creativity & shall be much different than that at basic function level.
Asking question “Why” multiple times lead to understanding customer’s purposes & goals, overcoming all paradigms. They are stable & long run. Designing products at this level can be radically different & hugely successful.
