1. Solve a problem: "I hate getting into my car during winter because it's too cold" - Remote start 2. Improve upon existing products: - Our phone is now 20% faster 3. Trends and market analysis: "Renewables are getting a lot of investment and attention" - Green energy focused product. 4. Customer feedback: "I wish the band on my watch wasn't so itchy" - New watch band material
The list goes on.
What about when you can't rely on customers input because they can't envision what it is you want to do? Sometimes, the customer does not know if they even want it. So when doing user interviews you'll get the yes man answer, based on irrelevant data. For example, adding touch-id to iPhones, if you go around asking people do you want a fingerprint scanner on your phone, they would have looked at you funny at the time.
Often times you'll hear don't create a solution, then look for the target audience. But to what extent?
What are your thoughts?
https://www.ycombinator.com/library/6g-how-to-talk-to-users
> The second mistake that we pretty much all make is we talk about hypotheticals. We talk about what our product could be. We talk about features that we want to build. We ask questions like, "If we built this feature, would you be interested in using it? Or would you be interested in paying for it?" That is wrong. Instead, talk about specifics that have already occurred in the user's life. This will give you stronger and better information in which to make product and company changing decisions. You also want to talk in general about the user's life. You don't want to just talk about the specific problem or, sorry, the specific solution that you're presenting.
> Try to extract information about the users, the path that led them to encounter that problem. Ask them questions about their life in more broader ways to extract context around how they arrived at this problem. Learn about their motivations. Learn about why they got themselves into that problem in the first place.
> The first question is, "What is the hardest part about doing the thing that you're trying to solve?"
> The second question …, "Tell me about the last time that you encountered this problem."
> The third question is, "Why was this hard?"
> The fourth question is, "What, if anything, have you done to try to solve this problem?"
For your example of Touch ID: The way to figure out that this is a product people would want by the interview process is not to ask them about a fingerprint scanner, but to identify logging in to a phone as a "pain point". This particular use case of touch ID existed long before smartphones. It's just that smartphones were the first mass-deployed login device that are used sporadically but frequently during the day in order to justify the deployment of it. While fingerprint login was also used in laptop computers before smartphones, the lack of touch ID doesn't cause as much friction because people log in to their laptops less frequently than a phone, and because a laptop comes with a much easier to use keyboard than even a phone's login screen. Plus you've got the cachet of iPhones, and the universal implementation of features that Apple brings to its devices. How many iPhone users really cared about touch ID? I don't know. Fewer than their are/were people with touch ID enabled iPhones though. Which wouldn't be the case if Apple had made it an optional purchase.
P.S. I hate the term "pain point", but it's what's used these days.
Good luck!
customers do not know if they will like something. they can only tell you whether they want to buy it or not, when you built it and present it to them.