In ‘Inspired’, Marty Cagan observed, “Strong teams know it’s not only about implementing a solution. They must ensure that solution solves the underlying problem.” In other words, product–market fit. A great product is viable, desirable, and feasible.

I believe great products are also…

Simple

Like The Iconic’s simplified checkout. Research and analytics revealed customer pain points entering delivery and payment details across a confusing, lengthy form. The improved version for new customers halved the steps and eased data entry.

The improved version for existing customers was simplified further—only 2 clicks—yet still satisfied strict business and third-party requirements.

Powerful

Like Float’s bulk log button. Teams tracking time log the actual hours each person worked over any period of time by setting a date range, then clicking the hours next to the person’s name. Clicking the summed hours at the top logs all of the hours for the whole team. Time on task was reduced.

Personal

Like Float’s me switch. Toggling the view focused the user on their individual tasks, projects, and reports, blocking out the noise and spotlighting their workload. Users per team increased by 35%.

Purposeful

Like Confluence’s usability review. Understanding which moments caused customers’ pain identified which features and flows to redesign. Monthly active users (MAU) and net promoter scores (NPS) increased.

Impactful

Like Seer’s redesigned end-to-end customer experience. Improving search, insights, dashboards, and sharing increased monthly active users (MAU) by 63%.

Sustainable

Like Seer’s automated customer acquisition and onboarding. Systemising sign up, invites, and settings increased the free-to-paid plan conversion rate from 0% to 6%.

Memorable

Like how this video explained Primed’s approach to complex organisational change using one powerful word.

Joyful

Like the Avalon skatepark I designed when I was 16. Understanding user needs, designing an engaging experience, and collaborating with various stakeholders was my first taste of directing product and design.