There is a lot of uncertainty when developing a product and choosing what features to implement next. This is where product discovery and research can help.

It aims at reducing the amount of uncertainty around solutions to pain points by ensuring that the target audience is getting what they want. User driven design is at the core of any good product or tool. This means that in order to be successful with a build, the buck starts and ends with the user.

Discovery is never a one size fits all. As researchers we want to stay away from recycling the same activities and deliverables, opting instead to modify the process to fit the problem at hand. Slowly making our way thru the product, identifying areas that may need additional concentration and focusing on personas and their individual needs in order to create tailored experiences that work for the specific audience. This ensures that, even if the goals vary from user to user, everyone is getting what they need from the product.

While the API center serves the purpose for which it was intended, as innovationists, we can’t help but notice the details.

After participating in discovery user interviews for the API Center, many have expressed frustrations associated with the limited functionality and lack thereof. There is an underlying problem with the use of this tool, pain-points associated with discoverability, difficulty navigating, task prioritization, and documentation.

After the interviews we were able to get a clear picture of what the users needed. The asked for overall reduction of friction, integration with other tools they use, facilitate the testing process, cut back on navigation and simplify, and create a collaborative environment where hand-off, versioning and API management is a team effort.

Focusing in on the discoverability challenges

We must work on the discoverability aspect and plan a strategic digital marketing strategy within Discover in order to ensure users find the API center when they need it, and drive adoption ensuring that when they are there, they are engaged. Making it a single source of truth in terms for all our internal API needs.

Personas are fake people.

Not really fake but made up characters who are in the situations and scenarios that a typical user would be in. They have the different origins, roles, characteristics and narratives, and like all of the users, are looking to accomplish specific tasks.

Why are they important?

Personas are a valuable tool to help you get to know your customers, as well as how you can meet their needs or solve their problems. With detailed personas in place, everybody has a more consistent overview of your target audience. Plus, you’re better equipped to provide empathy and insight when discussing features and product changes. Use this template to outline need-to-know information about your customers and take your marketing to the next level