The Trap Is Set
Imagine a scenario where a stakeholder comes to the product team with a feature request for their latest product, a smart home thermostat: "I think we should integrate a feature that uses machine learning to predict when the homeowner is about to arrive and adjust the temperature automatically."
This seems like a great idea, right? But here's the trap: While the feature sounds impressive, it focuses on the solution (machine learning) before truly understanding the underlying user need. This can lead us down a path of building features that may be complex, expensive, and ultimately miss the mark for what users truly care about. This is the classic Feature Trap.
Applying Outcome Judo
Instead of jumping on this feature request, the product team decides to dig deeper, applying Outcome Judo. This isn't about throwing out good ideas, but redirecting the conversation to what truly matters: the user's experience. The lead developer initiates the conversation: "That's an interesting idea! Can you tell us more about the situation where this feature would be useful?"
The stakeholder responds, "Well, we want users to walk into a perfectly comfortable home without having to manually adjust the thermostat. It's all about comfort, convenience, and energy efficiency."
Exploring the Underlying Need
The team reflects this back to ensure they've understood the core need: "So, if we could achieve this outcome, that the home is comfortable upon arrival and optimizes energy usage, with minimum effort by the customer, that would achieve the goal, right?"
The stakeholder nods, "Exactly. That's what we're aiming for."
Broadening the Solution Space
Once we know the outcome, the team can explore a broader range of solutions. So, our team replies to the stakeholder, "Your idea might help us achieve that. Would you be open to us exploring other possibilities as well, to ensure we address the need in the best possible way?"
The stakeholder, feeling heard and valued, agrees: "Yes, of course. I'm open to suggestions."
Collaborative Problem-Solving
The team then gathers to brainstorm. They discuss the stakeholders' suggestions but also consider several alternative solutions, such as geofencing, which could offer a simpler and more cost-effective solution. (Think of geofencing as your phone letting the thermostat know you're on your way home!) They evaluate each option against the desired outcome of comfort and efficiency.
Converging on the Best Outcome
After exploring various options, the team presents their findings to the stakeholders: "Based on our discussion, we've explored several technologies. We liked the machine-learning idea, but we found that combining geofencing with user-set preferences could achieve the desired outcome more cheaply. It's simpler, cheaper, and quicker to develop."
The stakeholder is impressed by the thoroughness of the team's exploration and agrees with their recommendation: "That sounds great. Let's go with that approach."
Conclusion
This detailed interaction showcases Outcome Judo in action, and its power in helping us escape the Feature Trap. The Feature Trap is a common pitfall where teams focus on building features without truly understanding the underlying user needs and desired outcomes. This can lead to bloated products with features that users don't find valuable.
By applying Outcome Judo, the product team was able to:
Move beyond the initial feature request and delve into the user's desired experience (comfort, convenience, and energy efficiency).
Explore a wider range of solutions that could achieve the desired outcome, ultimately landing on the best solution, not just fulfilling a feature order.
Foster collaboration and innovation by working together with the stakeholder to find the optimal approach.
Ensure the stakeholder felt valued by actively listening to their input and demonstrating the value of focusing on outcomes.
In a way, this process trains stakeholders on how to bring problems, not just solutions. By defining desired outcomes, teams and stakeholders can collaborate to create truly user-centric products that solve real problems and deliver real value. By focusing on outcomes before features, teams can build products that users love.
Want to learn more about how to articulate and discover customer outcomes? Check out this great resource: Leveraging the Customer Job Map for Better Product Discovery: https://methodsmentor.substack.com/p/leveraging-the-customer-job-map-for