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By Malay Krishna – Lead Product Manager at Vyapar
One of the most challenging yet crucial skills for product managers to master is product sense. As the name suggests, product sense involves an inherent understanding of how products work. While product managers need a diverse skill set—communication, strategy, collaboration, data analysis, and technical know-how—developing product sense stands out as particularly tough. However, contrary to popular belief, product sense is not an innate gift but a skill that can be honed over time.
Product sense can be defined as an intuitive grasp of what makes a product successful and how it aligns with user needs. It is about consistently making decisions that result in positive outcomes for users and the business. Developing product sense involves understanding user behavior, anticipating needs, and creatively solving problems.
While some individuals might naturally excel in the product sense, similar to any other skill, it can be developed through practice and experience. Just like building physical muscle, building product sense requires consistent effort and practice.
Product sense is about finding the balance between empathy and creativity. Empathy allows you to understand and anticipate user needs, while creativity enables you to devise innovative solutions. Together, they help you create products that not only meet but exceed user expectations.
Product management is a relatively new field compared to established disciplines like physics or operations management. Many frameworks and methodologies in product management are still evolving, and product sense remains one of the vaguest aspects. This vagueness can make it difficult to assess and develop product sense, as there are no definitive guidelines or extensive literature on the subject.
To develop product sense, it’s essential to practice regularly and integrate empathy and creativity into your problem-solving process. Here are a few steps to help you get started:
Understanding product sense can be made clearer by examining some iconic examples that demonstrate this crucial skill in action. Let’s explore how product sense played a vital role in the success of the iPhone, Facebook, Snapchat, and TikTok.
When the iPhone was launched, phones were primarily functional—calling, messaging, and basic games. The creators of the iPhone, however, understood that users also valued aesthetics. This insight—that people want devices that are both beautiful and functional—was key to the iPhone’s success.
Initially, Facebook faced resistance to opening the platform to a wider audience. The product sense here was recognizing that people enjoy sharing and staying connected. Features like the news feed, initially seen as intrusive, were based on the understanding that users are curious about their network’s activities, driving engagement.
Snapchat’s “Snapstreaks” feature taps into the human tendency to track friendship durations. By allowing users to see how many consecutive days they’ve been in touch, Snapchat encourages frequent interaction and fosters a sense of connection.
TikTok’s success is rooted in its understanding of content consumption. The platform’s focus on short, 10-15 second videos leverages the human desire for immediate gratification, driving high engagement and repeat use.
Developing empathy is crucial for building product sense. Here are some effective ways to build empathy by observing and interacting with users:
1. Observing User Interactions
Key Questions to Ask Users
Importance of Microfunnels
Understanding user actions within micro funnels—small, specific flows within the product—can significantly impact overall retention and usability. Observing how users navigate these micro funnels and asking targeted questions can help refine the product’s navigation and improve user engagement.
2. Deconstruct Everyday Products
Empathy in product design can be significantly enhanced by deconstructing everyday products. This process involves analyzing how you and others interact with a wide range of products, from everyday items like water bottles and chairs to software applications and websites. Here’s how you can cultivate empathy through product deconstruction:
A great way to understand product nuances is by comparing similar products within the same category. This can reveal differences in functionality, design, and user experience.
Example: Compare cameras from two brands to see how features, aesthetics, and usability differ. In the software realm, compare communication tools like Microsoft Teams and Slack to understand their unique approaches. Teams might feel more professional, while Slack could have a more vibrant and casual interface.
Don’t limit your analysis to software. Everyday items like plates, remotes, and chairs can offer valuable insights.
Example: Compare plates from two different brands to see how they differentiate through branding, design, and functionality. Understanding these differences helps identify what makes a product stand out versus blending into a commodity market.
When using new products, pay attention to your own reactions. Note moments of frustration and delight to better understand user experiences.
Example: Using Google Photos, you might notice the app creates collages or videos from your photos. This feature, although not perfect, can be delightful as it shows the product’s effort to enhance your experience. Note these reactions to replicate positive user experiences in your own products.
Make it a habit to deconstruct products regularly. This practice helps you gain deeper insights into user motivations and preferences.
Example: Set aside time weekly or monthly to analyze different products. Write down your thoughts and feelings about their design and functionality. Compare competitive products to see how each one communicates its value and uses color, branding, and user interface design.
Leverage existing case studies and collaborate with peers to deepen your understanding. Join communities or take courses focused on product management to enhance your skills.
Example: Participate in product tear-down sessions with fellow aspiring product managers. Discuss and analyze products like Slack versus Teams or Google Search versus Bing. Understand the strategic decisions behind design choices, branding, and user interactions.
Five Key Tenets for Developing Empathy in Product Design
Empathy is crucial for designing products that truly resonate with users. Here are five essential principles to keep in mind:
Always design with the assumption that users are in a hurry and distracted. Unlike product developers, users are juggling multiple tasks and distractions. Whether they are watching TV, listening to music, traveling, or working, they are not fully focused on your product. Therefore, clarity and simplicity are paramount.
Actionable Tip: Make primary actions and call-to-actions (CTAs) highly visible and intuitive. Avoid relying on detailed labels or verbose instructions as users likely won’t have time to read them.
Confusion and nervousness are the primary reasons users abandon product flows. Even simple tasks like entering a phone number can cause drop-offs if users feel unsure or uneasy.
Actionable Tip: Ensure every step in the user flow is clear and unambiguous. Guide users with obvious next steps and avoid presenting multiple options that could lead to decision paralysis.
Too much information can overwhelm users, causing them to leave your product. It’s better to communicate one key message at a time rather than bombarding users with multiple features and capabilities.
Actionable Tip: Focus on the most critical information and functionalities. Run experiments to find the optimal amount of information that keeps users engaged without overwhelming them.
User decisions are heavily influenced by the immediate context. What users see and feel at the moment of decision-making can significantly impact their choices.
Actionable Tip: Use contextual cues like comparisons, social proof, and clear benefits to influence decisions. For example, highlighting the positive outcomes of using your product versus not using it can effectively sway user choices.
From the app store listing to the home screen, ensure your product’s goal is always clearly communicated. Users should immediately understand what job your product is meant to accomplish for them.
Actionable Tip: Regularly run experiments with your onboarding process and other key user interactions to ensure your product’s value proposition is clear and compelling.
After empathy, the other important skill to develop for good product sense is creativity. Let’s explore how you can build creativity.
1. Learn from Great Product Thinkers
One of the most effective ways to boost your creativity is to spend time with people who are already creative and have strong product fundamentals.
2. Understanding Problems
One of the most critical skills for product managers is the ability to thoroughly understand problems before jumping to solutions. Many product managers make the mistake of rushing into solution-finding without fully grasping the issue at hand. This often leads to ineffective solutions that don’t adequately address the real problem. Here’s why understanding problems deeply is crucial and how you can do it effectively.
It’s common for product managers to have a pre-conceived solution and then try to fit a problem into it. This approach can lead to struggles within the team as they attempt to implement solutions that aren’t well-suited to the actual issue. The key is to avoid this trap by first ensuring that you have a clear understanding of the problem.
Good product thinkers excel at reframing problems. They distill the issue down to its core essence, which leads to more effective solutions. Here’s how you can reframe problems to uncover better solutions:
Example 1: The Slow Elevator
Example 2: Long Grass in the Garden
Breaking Down the Problem
Breaking down the problem into its core components can often reveal simpler and more cost-effective solutions. Here are a few more examples:
Example 3: Feeling Cold in a Room
Example 4: Slow Car
3. Follow Technology and Domain Changes with Curiosity
To thrive as a product manager, it’s crucial to stay informed about the latest technology and domain changes. This involves being curious and proactive about understanding new trends and shifts that could impact your work. Here’s how you can keep up and why it matters.
Product managers need to be aware of the latest trends and advancements in their field. This involves:
Learning About New Trends: Spend time understanding emerging trends and their potential impact. This includes attending keynote events from tech giants like Apple, Meta, and Google to see what technological and societal changes they are focusing on.
Understanding Technological Possibilities: Knowing what is possible within your domain helps you come up with creative and effective solutions. Stay informed about advancements in technology and shifts in user behavior to stay ahead of the curve.
At the macro level, focus on significant platform shifts and societal changes:
Platform Shifts: Be aware of major technological shifts like Web 3.0, augmented reality (AR), and artificial intelligence (AI). These can drastically change how products are developed and used.
Societal Changes: Understand how changes in society, such as the rise of remote work, affect user needs and product requirements.
Regulatory Changes: Stay informed about regulatory developments, especially in developing countries where regulations can change rapidly. This ensures your product remains compliant and competitive.
Product managers often encounter skepticism about new technologies. Rather than dismissing these as fads, approach them with an open mind:
Opportunities in New Technologies: Consider the potential of new technologies. For instance, early skepticism about e-commerce has given way to its widespread acceptance and growth. Ask yourself how emerging technologies could benefit your product if they reach their full potential.
On a micro level, focus on specific technological advancements and improvements:
Engage with Experts: Regularly meet with engineers and domain experts to discuss the latest developments. Understand new coding languages, APIs, and technical improvements that could enhance your product.
Detail-Oriented Awareness: Pay attention to minor changes and updates that could provide new opportunities or improve existing functionalities.
Having a good product sense can play a major role in understanding users’ needs, preferences, and behaviors, ultimately leading to the creation of products that resonate deeply with their audience. Hence, we can say that a good product sense differentiates a good product from an average one. Product managers should cultivate important skills like empathy and creativity to thoroughly understand their audience, and deliver products that not only impress users but also drive business outcomes.
Having a product sense is the ability of product managers to consistently design products or make changes to existing products that have the intended impact on their users.
Great product sense is a mixture of empathy and creativity. To develop a good product sense, they need to be in the middle of being very empathetic to the user and creative in the way they approach problems or solutions.
Product sense involves understanding user needs, market trends, and the competitive landscape to develop intuitive and impactful product solutions. On the other hand, product thinking goes beyond this by encompassing a strategic mindset focused on problem-solving, innovation, and long-term product vision. While product sense emphasizes empathy and market understanding, product thinking emphasizes critical analysis, strategic planning, and holistic product development.
Product sense involves the ability to understand user needs, market dynamics, and product strategies to conceptualize innovative solutions. It emphasizes empathy and creativity in identifying opportunities and defining product direction. Execution, on the other hand, focuses on implementing those ideas efficiently, translating them into tangible products or features, and managing the development process to deliver value to users.
Product sense typically revolves around three key pillars: empathy, creativity, and problem-solving. Empathy involves understanding user needs and behaviors deeply. Creativity entails generating innovative solutions to address those needs. Problem-solving entails identifying and framing problems effectively to devise optimal solutions. This structured approach guides product development and decision-making processes.
About the Author:
Malay Krishna – Lead Product Manager at Vyapar
