“My life is absurd… during the week I work on something I hate, I pick up the children from their extracurricular marathon sessions at school, I come home and my wife is just as tired as I am, or even more, and she also hates her job. Too much hate in the world.”
Saturday, a free day: “It’s 10.30 in the morning. What the hell am I doing here, in a supermarket, when I could be with my family enjoying the weekend?”
– Story of an ordinary human.
What is a pain point?
Pain points are those moments in which the user claims an improvement in their personal history; are moments of stress, situations in which you really need a solution. Our mission: find these points and give solutions to have something to offer, something that they really demand. After all, who does not want to improve their life?
Many times we would give anything to go through certain situations and, although we are weighed, we face them and, in one way or another, we move forward. But, why our user have to go through these situations.┬áA good product or service should avoid in every way that these moments occur.┬áFor example, when it comes to repairing a product, everything is a problem, companies that have resolved this battle and do not make the user go through such a dire situation, have won so much.
Why is it so important to detect these points when projecting a Product / Service?
There are many products and services, but the vast majority do not meet any need or solve any problem for the person. It does not mean that they will not reach the market, but it will be harder to convince their public, there will be more investment in marketing and publicity.
To differentiate ourselves or be a reference, we must see these points. Many times these moments have always existed, but they have not been solved, either due to ignorance or, as they were always there, we already consider them facts.
Project from the need, never from the possibility.
We can make thousands of products / services, but the question is if we really need them and therefore if we are going to use them.
For example, there are millions of apps, they are booming, we all want an app, but, eventually, only those that empathize with the user will survive. Those that rely on a pain point and satisfy it. We only keep the things that make our lives easier or give us a benefit at a specific moment. If your application does not solve anything at this precise moment to the user, it will ultimately disappear.
How to visualize these points?
Identifying these points requires observation which means, we must hunt the rituals, something static or slowly evolving, something that makes our character unique. We move away from trends, because they are temporary and often do not evolve according to the individual, but with the influential environment.
And here what we want is to understand the individual, not the environment, because, without understanding A, we can not understand B.
To understand how these points originate, we must first listen to our client. Let them speak all they want and tell you their story, but always focus on what you are interest. We do not want to know the whole life of our character, we want to know how they face certain situations and how they solve it or not. Listening is the word. We do not expect our users to give us the solutions, let’s get ahead of their problems so that their experience is memorable.
A good way to understand pain points is observing the user, our client, in the situation, a specific context of his life. For example, if our business has to do with the field of food, we must first understand how he cooks, how he acquires food. With that in mind, we can generate a very basic Customer Journey Map of his day (in relation to food) and build the global picture.
Visualizing these tools we can identify moments in which “something” could be solved. We talk about visualization, because we must really draw the situation, what happens before, during, and after, and thus be able to understand at first glance, in which moments there is a break or pain in your day to day or in the exercise of such a situation.
Sometimes we dealt with existing products and services. It is also a good moment to notice why our idea does not work, we may create a service that really does not satisfy anything (although we think so). At these moments we must be critical, we can use again the Customer Journey Map tool to understand in which moment the user establishes contact with us, as a company, and if we really solve something or we still make things worse.
“… theme parks are a waste of time, being almost three hours in a queue seems exorbitant, at most I can get on four attractions…”
Updated at 18/12/2020