One of the biggest traps in product planning is focusing on outputs over outcomes — that is, discussing what to build before clearly defining its purpose . (As Jakob Nielsen said, a wonderful interface to the wrong features will fail, so even if you build that thing well, it won’t succeed.)
Despite the increase in design awareness, many apps and websites fail because they solve problems that nobody cares for. Before you decide on specific products and features, you should know the problem you need to address. Otherwise, you’re taking huge risks in building the wrong things.
Focus on Outcomes not Outputs
An output is a product or service that...