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What do you imagine when you hear product development?
Product development is an essential process for creating the various products and services that surround us, and many people are involved behind the scenes.
There are no unified metrics for the success or goals of product development, and they differ for each product. Even after the product is released, we will continue to improve and operate it based on user feedback and changing needs as long as we continue to provide it.
Therefore, this time, I would like to take a look behind the scenes at "product development", where there is no right answer in a sense, such as important points in development and how to understand needs. What exactly is product development? This is a must-read for those who want to know the key points of product development, and those who are actually involved in product development. Please watch until the end.
As I delve deeper into the realms of system development, app development, and digital transformation, a question I often explore is: What is product development? In our field, particularly in system and application development, this term holds significant importance.
I've noticed that terms like system development and software development are often used interchangeably with product development. While they all relate to creating new products, they have distinct purposes and emphases, which I've come to understand through my work.
・Software Development
My experience has shown me that software development is about creating content for tools used on devices like computers and smartphones. It involves using programming languages to craft a range of computer programs, including applications, mobile apps, websites, and games.
・System Development
In my view, system development encompasses a broader scope than software development. It's about thoroughly defining requirements and using hardware and other IT technologies to achieve clear objectives.
・Product Development
Then, there's product development, a term that's not limited to software and system development but also extends to physical products like electrical appliances, cars, and furniture. My understanding of product development is that it involves the entire journey from planning to release. The key goal is to understand user needs, create value for them, and ultimately generate profits.
In system and software development, I've observed a focus on the 'creation' aspect. However, in product development, there's a crucial emphasis not just on creating a product or service, but also on the 'usage' aspect from the user's perspective. This includes considerations like user engagement and the product's attractiveness and value.
To achieve this, product development, as I've come to learn, requires not just creation but also a well-balanced integration of complex tasks. This integration combines elements like design, marketing, business strategy, and usability. It's only by meeting these multifaceted requirements that we can create a product that truly resonates with users.
The process of product development varies depending on the project and company. There are several types of development methods, including waterfall, agile, and prototype, which are selected depending on the content, goals, and requirements of the project. Here, we will explain the general process of product development.
Requirement Definition
First, think of an idea for a new product. While fleshing out your ideas, research similar services from competitors and new trends to formulate a strategy. After identifying the current issues and problems that can be solved by this product, set the final goal and define the product requirements.
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Design
We design the visible parts (user interface) and invisible parts (user experience) of the product in accordance with the requirements definition. Create a prototype, check the actual functionality and usability, and get the team on the same page.
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Hypothesis verification
Hypothesis testing is important when user needs are buried and difficult to see. During this phase, you test different ideas and hypotheses to see which ones work. Confirm the direction of the product by creating a prototype or MVP (Minimum Viable Product: a product that can provide the minimum viable value to users) and incorporating user feedback early.
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Development
Engineers carry out development based on the specifications established during design. Progress may be checked and adjusted while repeating short development cycles.
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Test
Once implementation is complete, we conduct tests to confirm the quality and functionality of the product. We make sure that each feature works properly, that users can interact with the product, that it meets requirements, and that we identify and fix any bugs or issues.
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Release
Once the tests have been successfully completed and it is confirmed that there are no problems with the developed product, we will release it to the market and customers. In addition, we will conduct marketing activities and advertisements to publicize the information to the public.
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Maintenance/ Update
Product development doesn't end with releasing it into the world. Even after the release, we collect customer feedback and make necessary corrections and improvements. In addition, regular updates and version upgrades are performed in response to technological advances and market changes. In product development, it is very important to maintain quality and increase customer satisfaction.
As mentioned above, the purpose of product development is to make users feel the value and use the product . In addition, as the number of users increases, profits will increase and it can be said that this will lead to success as a business. Here we will introduce important points for developing products that satisfy both users and developers.
・Meet
There are two main types of user needs : manifest needs (users understand what they want) and latent needs (users do not yet understand what they want). Developers need to understand and satisfy both. To this end, we continually collect and analyze the results of product tests and user feedback, make improvements, and strive to increase user satisfaction.
・Market Research
By analyzing competitors and understanding market trends, you can formulate marketing strategies and update your products to better reflect your needs.
・Simple and easy-to-understand Design
If the design is complex and difficult to use, it may discourage users from using it, so it is important to create a design that is simple and intuitive and easy for anyone to understand . You can reduce stress by narrowing down to the minimum necessary functions so that you can achieve your goals without hesitation. In recent years, design that takes into account accessibility (enabling all users to access information) has become important.
・Support & Maintenance
Comprehensive customer support can give users peace of mind and improve user satisfaction.
・Improvement Analysis
When developing a product, it can be difficult to include all features in the first version. In order to clarify the true user needs, it is important to release a product with the minimum functionality ▶︎ Feedback ▶︎ Revise.
・Determine the Evolved Needs
It is important to set indicators for development, such as what kind of product to create and what needs to satisfy. To ensure that your team is working towards the same goal, regularly check priorities and progress based on metrics.
I hope that the explanations so far have conveyed how important it is to understand user needs and reflect them in products. However, it is becoming difficult to understand these needs as technology and people's values change.
Every product in the world has changed shape, usage, and value over time since its birth.
There was a time when the electronic appliances, computers, CDs, etc. that we take for granted today were born, and just owning something gave you a certain status . From then on, ownership became commonplace, and people began to seek greater convenience, and the precision of products gradually improved to reflect those needs. In recent years, the value of things that cannot be seen has become more important. For example, when listening to music, CDs were the norm, but now it is becoming more common to subscribe to services such as Spotify and enjoy music.
In this way, products and services are overflowing and it has become commonplace for them to exist, and now the products that were visibly "owned" are now being transferred to the Internet, which is built into computers. I started to "use" it through. Product value has evolved from "ownership" to "experience".
Additionally, the revenue model has changed significantly. Up until now, when purchasing something, it was common to make bulk purchases, but now subscription-based purchases have become popular. With the proliferation of products that value experiences and offer recurring payments, it has become important not just to get people to buy, but to keep users using them . This has forced developers to focus not only on product releases, but also on continuous improvement and updates.
In modern society, users place more importance on real feedback such as online reviews, and are increasingly demanding higher product quality and functionality. In response to changing needs and rapid trends, developers are now conscious of releasing services quickly and in the shortest amount of time possible. As a result, emerging needs are updated on a daily basis, and many high-quality products are now on the market. The important thing here is how to bring out latent needs. By conducting thorough market research and observing user reactions with minimal functionality, we understand diverse and difficult-to-understand needs . Providing users with truly valuable experiences is the key to successful product development in modern society.
What people expect from technology is changing. In the past, there was a strong perception that products and services were things that made people's lives more convenient, but in modern times, with the advent of new technologies such as AI and machine learning, it is possible to do things that cannot be done with human power. It is expected that the company will be able to make the world a better place.
Here we will list examples of the use of AI technology in each industry.
・Automotive Industry
Since AI can recognize images, it can perform autonomous driving and predict congestion. It is also possible to record noise and analyze patterns, and analyze driving data from the driver's driving, so it is possible to quickly detect and analyze impacts, and compare with accident data to prevent accidents. .
・Medical Industry
The burden is heavy due to a shortage of doctors, and AI is helping to reduce the burden of labor, including through genomic medicine and medical supplies. Imaging diagnosis in particular is making a major contribution. By analyzing images such as X-rays, MRIs, and CT scans, it can replace diagnostic equipment and discover the cause of diseases. It is said that the ability to perform detailed examinations reduces the risk of oversights, and it is also expected to improve work efficiency by reducing the amount of labor required by doctors.
・Manufacturing Industry
In the manufacturing industry, AI can also address issues such as labor shortages and aging employees. Products manufactured in factories can be visually inspected using AI. Industrial robots can perform production, equipment management, quality inspection, demand forecasting, etc., and can cover areas that are difficult to perform manually, such as 24-hour operations.
In response to the ever-changing market environment and new technologies, we combine a wide variety of factors, including consideration for a sustainable society, improving user experience, and optimizing data utilization, to create products with even more value. We look forward to contributing to people's lives.
Society and customer needs change with the times, and if we don't respond quickly to these changes, even products that we've spent a lot of time and money creating may end up failing to capture the hearts of users.
Product development involves various phases, from the planning stage to actual development, release, and improvements after release after understanding the needs of society and customers. However, I think you have realized that it is actually very deep. Furthermore, in modern society, various services have been created and have become convenient, but for developers, the current situation is that the needs are buried and difficult to find. It will bring you one step closer to success in product development in modern society.
At JIITAK, we are constantly working on advanced technology and updating our technology and knowledge to develop better products. In addition, we handle development from idea generation to strategy design, value verification, development and operation all at once. If any of you who read this article have any ideas or have any problems with product development or operation, please contact JIITAK!
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