Nobody makes bad products on purpose. Often, however, the wrong goals are in the focus. If business goals are the only drivers in product development, the probability is that the most important factor is overlooked: the customer.
To ensure that we do not lose sight of the essentials when developing new products, we learn more about the customer and his needs and preferences in a process consisting of customer research and user testing. The following episode from our series “The customer as a compass of product development” deals with the concept test.
“Setting sail” – The concept test
In the next step, we develop several solutions for the most relevant customer problems in an interdisciplinary team. Again, never lose sight of the user. In this phase of product development, user tests help us.
The concept test is a form of user testing and shows us whether a developed solution approach is of interest to the user within a group. The tester concepts are given in various forms: an already elaborated fine concept of the product as well as first rough sketches, which represent a solution approach in a comprehensible manner. It is important that you do not test a prototype functionally. Rather, the test aims at validating the solution approach for the identified customer problem and thus the idea for the future product. The reason for this is that an idea can be developed and changed much faster and easier – and so the so-called problem solution fit is achieved at an early stage of development. The concept test thus offers the possibility of aligning a solution concept in the planning phase correctly, thereby saving costs and time.
A further testing method can be found in the next episode of our series “The customer as a compass of product development”.