The correlation between product design and the achievable business position in the digital commodity market
The following diagram was made when I was consulting a baffled start-up about the general refurbishment of their product. Quite soon I got to the point where I needed to present the fact that their extended demoing and sales efforts wouldn’t produce any results due to the poor condition of the product. The problem was that the company hadn’t considered the quality of the interface (product design) as a reason behind the low sales and high churn rate. For a human-computer interaction designer, this was a shocking revelation, since the interface is that very touchpoint where visitors meets the features needs to be sold. I pulled together all of my interface design and digital strategy experience and created a ‘staircase’ diagram to mirror back the visitors’ value-judgment systems and present the process of how a product get positioned in their heads and eventually on the market.