The first step of defining a product is starting with WHY. In this stage we'll try to answer all the possible questions to understand our users and our brand and how these are aligned to our main goal.

The checklist

• [ ] Define the purpose

  • [ ] What's the purpose of the product?

    Define here what is your main goal? Why does it matters to build it?

    <aside> 💡 Your answer

    </aside>

• [ ] Make a list of 5 - 10 purposes

  1. Example: Build a community

From all of these select the main purpose of the product. What is one thing that this product MUST do really well?

Examples:

• Airbnb's must be able to make reservations
• Spotify's main feature is to play songs
• My website must host blog posts

<aside> 💡 Your answer

</aside>

• [ ] Define your user

  Here I do a mix of targeting the product audience and understanding the brand and the user as in the Design thinking process by answering the following questions.

• [ ] Who is your "user"?

  • Example: Digital creators

• [ ] What are the problems or desires of your user?

  • Example: They don't know what product management is

• [ ] Where does your user find the information it needs?

  • Example: Books

• [ ] Who does your user trust?

  • Example: Valuable reviews

• [ ] What does your user dislike?

  • Example: Confusing message or content

• [ ] Understanding your brand

  • [ ] How does your product aligns to your brand?

    We need to know how this product will benefit and it's aligned to the company's values and mission.

    Create your formula first and see which elements can help you to achieve your main product's purpose.

    <aside> 💡 Your answer

    </aside>

• [ ] Define success criteria

  • [ ] Finally, it's good to establish how do you plan to know if this strategy of yours will be successful. To do this we need to make a list of 5 to 15 indicators that will help us to understand if we're on a good track.
  1. Example: 10% of traffic increment on my website compared to last version