Developing a product that nobody would use is like accepting jewelry that Sauron gives you …

It will ends badly.

I was one of those 9 kings who would later become Nazgul, the good thing, a difficult client saved me .

When I was working as operations director in a development agency, 90% of my time was spent talking to prospects and writing scopes about their ideas and then being developed.

The problem was that less than 5% of those documents were converted into sales , it was not surprising that the agency was going through a difficult time, and the worst … Our biggest client was about to cancel the project .

The client summoned me and the director of the company to inform us that he was going to demand the return of the advance and the cancellation of the project because we were delaying on the delivery dates, in addition that the execution of the project no longer seemed correct ( I wanted to change the entire development flow 😱).

In our agency we could not take the luxury of accepting their conditions, so we decided to make a leap of faith in a vacuum and make a proposal based on mere intuition , we were going to do a product and competition investigation to improve the product.

We sat down to plan the way in which to carry out the investigation and we developed our method: Product design in 14 steps , we were close to something big, we saved the client and we also developed what would be our star product: Workshops to design products .

With our product design workshops as a requirement to develop applications, we not only create a new standard product to sell, but we also increase the percentage of sales development closing (1 in 3 customers who took our workshop, developed with us) and We reduce the amount of unnecessary scope documents , in addition to mitigating the risk of not knowing the product we are going to develop.

I cannot say that at that time we were designing user experience (because we did not sit with users), but what we can assure is that we were on the right track for this. Since the first step in developing the empathy needed to make user experience is to create the culture of never stop learning , it is only a matter of transforming that never stop learning from your users .

Never stop learning ➡️➡️➡️ Never stop learning from your users.