Top 3 questions to ask when creating a new digital product
As Shona Davies stated in her recent presentation at DigiPharm Europe, the success of a digital product hinges on just one thing: how the user perceives it. Below are my top 3 suggestions for questions you must consider when producing any digital product.
1. Is it easy to use?
It must be remembered that when developing a product for HCPs they not digital experts so even if a product is extremely ‘trendy’ with a multitude of uses and various different add ons, what’s the point if it can’t be used for the purpose it is needed. When creating a product it is easy to get carried away by the visual and forget the functional, for example an online community might contain a plethora of information on a certain topic which HCP’s are eager to learn more about but if the search button is hidden behind a facing of special effects it then is highly likely the user will look elsewhere. In addition you might like to consider ‘is it effective’ and ‘is it efficient’ alongside the product’s ease of use, both provide extra insight into if a product will be successful. Ultimately we now live in a time of ‘I want what I want, where I want it, when I want it’ and any product which takes this into account has built itself solid foundations before entering the marketplace.
2. Does it give me any value?
Gadgets may look nice, and they make other people jealous from time to time but ultimately what distinguishes a fad product from a good product is its added value. A product which provides continual ‘real’ value as opposed to short term ‘perceived’ value is likely to be more successful. When considering the ‘Unique Selling Point’ of a new product you might like to also consider the reach of said value, an extremely niche product can be successful as long as there is enough value to provide so to say. For example if a disease is so rare only 100 people have it in the world, maybe a product which is an add on to a ‘Rare Diseases’ larger product might be more appropriate than one with the sole use of providing information for those 100 users.
3. Will I use it again?
The last question is similar to the above in that the value must be long term to ensure continued usability. For example let’s consider a mobile app created for HCP’s to check for updates on certain conditions, including medical advancements, regulation news and new treatments, this product would have long term value as it is reusable, it can provide new value time and time again. In the same category you might also consider can I use it on multiple devices, multi screen healthcare is big news, and a great product for desktop usage which isn’t transferable to a mobile screen could prove a stumbling block when rendering it a success.
In summary it is extremely important not to lose sight of who the product is for when creating it, by asking the above questions you can keep the user in mind.
What key questions do you ask whilst mind-mapping new digital products? Feel free to add your own suggestions below.