Product management

We all employ a user-centred design (UCD) approach to inform what products we build and how they should work, but all that customer insight gives us one oft-overlooked learning: the actual language customers use to speak about their problems.

When launching a new product or improving an existing one, it's tempting for product teams to look at competitors as a starting point. But if the goal is to launch a proposition that truly solves your customers' problems, do you even need to look at your competitors in the first place?

Opening an easter egg always has that moment of delight. As a child, you’re giddy with excitement as cardboard gives way to plastic which gives way to foil-wrapped chocolate. But as you get older and wiser that delight starts to fade.