Author Archives: ellensinsite

About ellensinsite

I design technology for people.

Researching Customers for Business

Trello, a versatile, easy to use,  tool for collaboration, sold to Atlassian for $425 Million, rather than becoming the next $1 Billion+ SAAS application.

trello

Hiten Shah explains Why Trello Failed to Build a $1 Billion+ Business in medium.com.

Researching your customer base and understanding who your customers are early on, will allow your company to know what to implement into your product and where to take it next.

Shah says “Instead of focusing on building a wide product for everyone, Trello should have dug deeper into its use cases in the beginning to figure out why people were signing up, what they were using the product for, and what people found so valuable that they’d be willing to pay to use Trello.

If you have a broad product with a lot of applications, dive into all of the different use cases first:

  • Is there a competitor that’s able to do this — or is already doing it today?
  • What’s the revenue potential for people using this use case?

By doing research around your customer base and your competitor’s customers, you can segment out the use cases with the highest lifetime value.”

Don’t build a single feature, like the kanban board, that the competition can simply copy. Make sure your software integrates into everyone else’s products so much that copying it would be pointless.

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Understanding Industrial Design

The lines between physical and digital world are blurring. Everyday items such as a clocks, maps and books are available to people in both a physical and digital form.

As the digital and physical worlds of products combine, UX designers and Industrial Designers benefit from collaboration. Designers of digital and physical must understand aspects of both to create a product that embodies the best of both worlds.

Understanding Industrial Design: Principals for UX and Interaction Design by Simon and Kuen Chang is a helpful introduction to industrial design. This book discusses factors such as material selection, sustainability, weight and sense of touch. Just about every page on this book has super cool example of industrial design. Each product is accompanied with a color photo and an explanation for why the product was built that way.

OP-1 Synthesizer

OP-1 Synthesizer – with 3D Printable Replaceable Parts

The book covers industrial design fundamentals such as endurance, clarity of purpose and sustainability. It also illustrates the importance of aesthetic beauty, playfulness and thoughtfulness in design. The authors advocate for creating beautiful designed products for people who need assistance with daily activities and medical devices.

Lilly Insulin Pen

Lilly Savvio Huma Pen for Insulin

Researchers found that diabetes patients view their insulin pens as “a tangible expression of their medical condition and therapy”. When dining out, people prefer using an insulin pen that blends in like other accessories. A pleasing design, like this, conveys different social and emotional messages to the patient and those around them. Providing patients with beautiful, thoughtful devices that they appreciate and enjoy is a sign of respect.