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Designing a product is about much more than defining the features. It is about understanding everything the customer needs to be happy.
Designing a product is about much more than defining the features. It is about understanding everything the customer needs to be happy.
Read more about The Whole Product in Geoffrey Moore: Crossing the Chasm.
For different perceptions of a product
For different perceptions of a product
Generic product: This is what is shipped in the box and what is covered by the purchasing contract. A smartphone usually comes with a charger and maybe headphones.
Expected product: The product that the customer thought she was buying when she bought the generic product. This is what will convince the customer to buy. For example a smartphone wouldn't be as valuable without available apps.
Augmented product: The product fleshed out to provide the maximum chance that the customer will be happy for her purchase. For smartphones it could be, covers, selfie stick, speakers, hi-fi headphones etc.
Potential product: The products room for growth as more and more ancillary products come on the market and customer specific enhancements are made. Compare the actual possibilities for smartphone users in 2005 with today.
A simplified model
A simplified model
The Whole Product can also just be defined in two steps as:
What we ship.
Whatever else the customers need in order to achieve their compelling reason to buy.
Why
Why
The Whole Product is defined in order to make sure that we - or our partners or other suppliers - can provide what customers need to be convinced to buy. E.g. the availability of fast and accessible recharging has prevented customers to buy electric cars.
When
When
In the ideation phase when you have decided what your basic idea should be.
But come back to this exercise whenever you have learned more about your customers and what they need.
Resouces
Resouces
Article by Roger Snyder: Whole Product Concept
The Whole Product as a concept is also described in detail in Geoffrey Moores bestseller: Crossing the Chasm.
Video introductions below:
The short 1 minute introduction
The short 1 minute introduction
The half hour lecture
The half hour lecture
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