This is the decade of the digital product. Right now, there are more than 11,000 software companies around the world, employing over 20 million software developers, and bringing in revenues of more than $100 billion.
How can software and technology companies drive growth in this competitive market? By prioritising customer-focused product design. The “best” products aren’t the ones with the most features or the most advanced technology; they’re the ones people are adopting and using over and over again. The best way to get potential customers to use a digital product is to design for what they need and want – and make it easy to use.
Too many companies build technology for technology’s own sake, without a real understanding of the product’s purpose or value. However, considering the end-user experience – why the customer is using the product in the first place – and designing that as part of the development process will ensure a more successful product. Instead of approaching product design as a closed-end task, companies should integrate the expertise of designers, engineers, marketers, and UX professionals in collaboration with each other throughout the entire development process.
One area ripe for this kind of change in 2021 is cyber-security. The cyber-security market is expected to grow by 10 per cent in the next seven years to $326 billion. What is concerning is that most cyber-security companies are still advertising what their products can do, instead of how their products will be used and the outcomes they will provide. “Cyber-confusion” remains a major problem in the industry, with products delivering more advanced security solutions than ever, but which are increasingly difficult to use.
Customers expect the same easy-to-use experience from any software product as they would their iPhones – including their cyber-security products. One of the reasons for the iPhone’s continued success has been its customer-centric design. Why are technology products becoming more and more complicated to use when they should in fact be simpler? As companies compete to create secure connections for the new remote workforce, user-friendly product design is more important than ever.
In an economy fueled by software and data, companies should be thinking differently about how they build their digital products. To learn more about customer-centric product design, download your complimentary copy of the Amazon bestseller, The Product Mindset: Succeed in the Digital Economy by Changing the Way Your Organization Thinks.
by Kim Mirazimi, Vice President, Technology, 3Pillar Global