Leveraging Design Thinking for SaaS Products

Design thinking is a collaborative and iterative approach that applies human-centered design methods to create innovative solutions. It bridges the gap from problem space to solution space, offering a structured methodology to determine the value of your solution in the market.

For a SaaS product, design thinking can be instrumental. It helps answer critical questions like:

• Do your users understand your solution?

• Do they want to use your solution?

• Will it solve their problems?

• Will your solutions delight your users?

The 5 Phases of Design Thinking

1. Empathize:

   • Research user needs, setting aside assumptions.

   • Gain insights through user observations, interviews, and active listening.

   • Use techniques like video recordings and open-ended questions to build empathy.

2. Define:

   • Summarize and synthesize learnings from interviews.

   • Use tools like Affinity Maps to group observations and identify themes.

   • Validate personas and conduct additional research as needed.

3. Ideate:

   • Brainstorm ideas to find innovative solutions.

   • Use “How might we” questions to frame brainstorming sessions.

   • Balance broad and narrow scopes to keep the team focused.

4. Pretotype:

   • Create fast, cheap prototypes to test with users.

   • Validate solutions with real data before committing resources.

   • Use techniques like Concierge Tests, Wizard of Oz tests, Landing Pages, Explainer Videos, Crowdfunding, and Storyboards.

Types of Pretotypes:

• Concierge Test: Offer manual service to gauge interest before developing digital solutions.

• Wizard of Oz: Simulate automated service with a hidden manual process.

• Landing Pages: Advertise solutions online to gauge interest before development.

• Explainer Videos: Use videos to explain solutions and gather user feedback.

• Crowdfunding: Test willingness to pay upfront for future value.

• Storyboards: Visually predict and explore user experiences.

5. Test & Iterate:

   • Confirm solution fit through user testing.

   • Use feedback to refine and improve the solution.

Validating Solutions with Lightweight Tests

Design thinking advocates creating lightweight solutions to test with users before committing to full-scale development. For example, you might develop a simple web interface to handle order tracking and let a few small businesses try it. Gather feedback to ensure the solution meets their needs before building the complete feature set. This approach minimizes risks and confirms that your solution works.

Imagine asking users if a proposed feature, like real-time inventory tracking, solves their problem. If the majority respond positively, you’re on the right track.

Cross-Functional Team Collaboration

A cross-functional team, including engineers, sales, support, and passionate user advocates, enhances design thinking. This team brings diverse perspectives, increasing the likelihood of success. Although UX is part of this team, design thinking is not solely UX-led. Instead, product management drives the process, ensuring all voices contribute to a user-centric solution.

Understanding and Validating User Problems

Design thinking helps understand user problems and validate solutions, ensuring you build a product likely to succeed.

Deciding Which Problems to Pursue

Use a scorecard to evaluate problems based on:

• Market attractiveness

• Problem severity

• Problem frequency

• Current solutions

• Fit for the company and team

• Feasibility

Comparing scores helps identify the best opportunities to pursue.

One goal is to validate ideas quickly and cheaply before allocating resources. Design thinking provides a fast, low-cost validation method, fostering a culture of experimentation and quick learning.

Examples:

• Concierge Test: Offer a manual order fulfillment service and gauge customer interest. If most users say they’d use it again, consider developing a digital version.

• Landing Page: Create a landing page for a new feature, like same-day delivery, and measure sign-ups. High interest indicates potential success.

Design thinking validates opportunities and provides a robust start for addressing them. The goal is to find validated solutions to real problems, ensuring your product creates value for customers and your company.

Design Thinking Conclusion

Reflect on key questions:

• How does your solution solve the problem?

• What are the most important parts?

• How might people feel about our solution?

• What would you do differently next time?

By continuously iterating and testing, you ensure that your SaaS product evolves to meet user needs effectively and delightfully.