What are user pain points and how do you solve them?
February 4, 2019
February 4, 2019
One of the primary drivers of any product management decision around feature prioritization is will the feature solve a customer pain point or at least continue to improve upon an existing solution of a pain point. However pain points come in all shapes and sizes and can often leave product managers wondering what exactly is a customer pain point and how do we go about defining them.
At a high level, a pain point is a problem a potential customer experiences. Factors to consider about this pain includes the following:
Frequency of pain point: Is the pain something a potential customer experiences constantly? Daily or weekly? Is it even less often or is it only in certain situations where the pain point exists? When you have a good understanding of the frequency of a pain point you can start to get a better sense of expectations for when you have leads in trial of your product, what is considered a healthy lead. For example, if the pain point you solve is something that a customer needs to do once a month, then you would not expect daily logins to your product so would not consider them stale unless perhaps more than 6 weeks have passed as an example.
Type of pain you are solving for. The reality is there are all different types of pain out there for customers. This could be financial pain of paying too much for an existing solution, time pain where the current options take too long to complete, organizational pain where perhaps someone has many options to do the task but you are consolidating their solution into a single place to resolve the pain point. Whatever the pain point you are solving, you need to be able to articulate the type of pain point and you can obviously be solving more than 1 at a time.
Degree of pain point you solve. Some pain points are minor inconveniences where someone can live with it but with your solution life is better. In other cases, some pain points are critical to success in life or business. The more you solve more important and high level of pain points, the more value you bring and therefore the more you are worth. Always equate the degree of pain you solve into the amount of money someone would pay for it.
Who experiences the pain point. Going through the process of creating user personas that define what market segment could potentially use your solution for the pain point will go a distance into defining your target market, marketing strategies and price points for your product. Additionally, your user personas should drive your feature prioritization as you should be building features for not only solving a specific pain point, but for solving the pain point for a specific market segment that experiences it. The needs of a market segments vary even though they may experience the same pain point.
Pain points are everywhere and product managers need to become experts in the understanding of the pain points they solve and how to continue to solve them as their product matures. The reality is the world around you changes and as a result, so does the need of your users so while you solved pain points at one time, you may not be anymore so constantly keep an eye on them to ensure your prioritize features related to them to the top.