Speakers: Sabine Gerhards, Sanja Jepurovic, Manuel Cottone
Moderation: Roberto De Bonis
Location: Colab & Café Auer & Co.
Ideas that taste good: Why early validation is essential
The (digital) world is dynamic and characterized by innovation – ideas for new businesses are springing up like mushrooms. But which of these ideas are really in demand? The speakers tried to answer this question. They also highlighted the importance of early validation and user-centered product development, which often make the difference between success and failure.
The tasting of a creation by a Michelin-starred chef was cited as an illustrative example. How can the chef know whether the dish is good if he has not tasted it beforehand? The guest would never visit the restaurant again. It’s the same with ideas.
Challenges in user validation
Many start-ups and companies have a wealth of ideas, but rarely rely on feedback from real users. Internal assumptions often drive development, resulting in features that miss the market. In addition, it is difficult to convince customers of the added value of user validation. Psychological factors such as confirmation or overconfidence bias as well as cost and time factors make it difficult to realize that early user testing or validation of the product idea is valuable. Nevertheless, studies such as the Business Value of Design by McKinsey (2018) show that design-driven companies achieve higher returns and greater customer satisfaction.
Feature-driven vs. user-centered
A large number of projects show how important the difference between feature-driven and user-centered design is. Especially nowadays, there is a feeling that every product needs to be enhanced with an AI-based function. A prominent example is the Apple iPhone, whose success can be attributed to clearly defined user needs. This contrasts with products such as Meta Quest, which shine with innovative technologies such as virtual reality (VR) and augmented reality (AR), but ultimately do not solve any real problems for users – an expensive mistake that needs to be avoided.
Conclusion: little effort, big impact
The development of a user-centered MVP does not necessarily require a large budget. Even small steps, such as obtaining user feedback or testing the idea at an early stage, can provide enormous insights. This is how we at Panter increase the probability of success and develop solutions that are really needed. With this approach, our customers can minimize risks and use their resources efficiently.
Would you like to find out how we are redefining the customer experience? Find out about our CX entry-level offers and take the first step.
