We know the destination before we leave home to work in the morning. Just like that, we need the vision to be set before our UX rocket can blast off so that we know which star our rocket will land on.

Setting the vision for a design is the most important part of the process.

Unless you want your UX rocket to land on the sun and turn into a pile of ash.

Recently I came across this Quora answer^[1] by Ian McAllister^[2] about “Amazon’s working backward process in product development”. In their process, they do an internal press release of the product as the first step of the product design before the researching stage.

How? they haven’t even built the product yet! — this is the exact same thought I got when I read it. But when I looked into it I realized that it is really useful and guess what? In my head, “Why not try it myself in the next project?” And that happened. There’s nothing better than a first-hand experience they say. Here’s how it went.

UX team worked with our marketing team to come up with a nice press release copy. As we were writing the copy, we envisioned how our target group would be excited to have our product, how would they give feedback on our product. And we made a description of it, a sample user feedback and a call to action of course. As a result of it, the problem we are solving is understood and the goals were set.

When writing the copy we made sure that we kept the copy as short as possible, less technical jargon and more of English. And we made a FAQ section too! We knew the copy is done when we too started feeling the excitement. Next, we resumed our normal process of designing a product with the research stage(design sprints, brainstorming sessions).

Why do I think adding this extra step to our product design process brought in value?

We see loads of useful products that are not getting sold like they deserve to be. If you look closely into those products, sometimes their marketing teams and product design teams have targeted different target groups. Sometimes the marketing team doesn’t have a clear idea on the value proposition of the product. Sometimes the UX team has the wrong focus. By working with the marketing team early on the UX process, we can tackle these kinds of mismatches.

At the end of the day, what matters is if we sell or not.

When we did the pitch to our own team(“internal” press release, remember?) we saw what makes the users excited to have the product from the responses from team members who didn’t know the product.

We could identify the delight factor more than just solving the problem. It saved the product being just a problem solver. It added a bigger value to it.

We found ourselves spending time talking about unwanted features in preliminary research stages. In such scenarios, we could validate our concerns with the press release copy and nip it in the bud without spending so much time and resources on building not so important features. The FAQ section of the press release copy helped a lot in narrowing down the focus.

In summary, just as understanding the requirements of the user, setting the expectations and delivering up to those expectations is important to build trust about the brand within users. Doing the internal press release is all about making sure that we don’t disappoint the users and also adding the delight they expect. Trust is one of the most important things to have as a brand. And an internal press release copy can be used as a reality check while building the product.

Read Article to Me (Mobile Version)

Source URL: Read More
The public content above was dynamically discovered – by graded relevancy to this site’s keyword domain name. Such discovery was by systematic attempts to filter for “Creative Commons“ re-use licensing and/or by Press Release distributions. “Source URL” states the content’s owner and/or publisher. When possible, this site references the content above to generate its value-add, the dynamic sentimental analysis below, which allows us to research global sentiments across a multitude of topics related to this site’s specific keyword domain name. Additionally, when possible, this site references the content above to provide on-demand (multilingual) translations and/or to power its “Read Article to Me” feature, which reads the content aloud to visitors. Where applicable, this site also auto-generates a “References” section, which appends the content above by listing all mentioned links. Views expressed in the content above are solely those of the author(s). We do not endorse, offer to sell, promote, recommend, or, otherwise, make any statement about the content above. We reference the content above for your “reading” entertainment purposes only. Review “DMCA & Terms”, at the bottom of this site, for terms of your access and use as well as for applicable DMCA take-down request.

Acquire this Domain
You can acquire this site’s domain name! We have nurtured its online marketing value by systematically curating this site by the domain’s relevant keywords. Explore our content network – you can advertise on each or rent vs. buy the domain. [email protected] | Skype: TLDtraders | +1 (475) BUY-NAME (289 – 6263). Thousands search by this site’s exact keyword domain name! Most are sent here because search engines often love the keyword. This domain can be your 24/7 lead generator! If you own it, you could capture a large amount of online traffic for your niche. Stop wasting money on ads. Instead, buy this domain to gain a long-term marketing asset. If you can’t afford to buy then you can rent the domain.

About Us
We are Internet Investors, Developers, and Franchisers – operating a content network of several thousand sites while federating 100+ eCommerce and SaaS startups. With our proprietary “inverted incubation” model, we leverage a portfolio of $100M in valued domains to impact online trends, traffic, and transactions. We use robotic process automation, machine learning, and other proprietary approaches to power our content network. Contact us to learn how we can help you with your online marketing and/or site maintenance.