Every startup hits some bumps along the road. You know this, of course. Funding problems, new competitive factors, flaws in the current business model…your local bookstore has two shelves on these topics. 

Sometimes, though, problems live at the product level. Product issues can be a real blind spot; ignored long enough, they spell big trouble. But, how to identify and prioritize? Let’s discuss.

A major red flag

Ever heard someone on your team say, “those are just user problems”? The phrase is a red flag, and may be more common than you may think. This thinking characterizes a company where teams operate in silos, disconnected from one another and the realities users are experiencing. 

This happens to the best of teams, when everyone’s nose-down and working hard. The Biz folks are chasing funding and growth, Marketing and Sales are all about leads and deals, and Engineering is deep in the next feature build. 

Meanwhile, users are abandoning ship and the company’s reputation is taking a hit. Customer Experience likely knows what’s really going on, but who talks to them? Sorry, CX!

User problems = business problems

The hard truth is, user problems are business problems. Users are your raison d’etre and if you don’t have your finger on the pulse of your community, you’re likely headed south…and not the south that involves sandy beaches and pina coladas. 

If your onboarding or checkout processes aren’t clear, users are likely getting frustrated. If your messaging is vague, they may not even know what action you want them to perform. With each issue, you’re throwing up barriers to success. Don’t be, in the words of They Might be Giants, “Your Own Worst Enemy.”

Yoda says: embrace your data mindset

What to do? You likely know the answer. Get back to the essentials and ask your users what’s really going on. Do that user testing – it’s easier than you think. Run a survey or a focus group – and listen to the word on the street. 

As for those friendly folk over in CX? I promise you they have insights. Ask them about the biggest customer pain points. They might even have some great ideas about how your product could evolve.

After you’ve gathered your qualitative data, go for the quantitative stuff. Collect your usage reports, your A/B test results, and do some analysis. Metrics will show you the way. Share your insights and get the added benefit of putting your team on the same page.

Apply your insights to solving user problems

After you’ve done your homework, you should have a better grasp of your users’ biggest challenges. You can finally prioritize fixes, realign your product, and start delighting customers once again. As an extra bonus, you might even discover some hidden opportunities along the way.

So, democratize your product! Listen to your people! Data analysis sounds like a dry concept, but it’s the reality check you need.

LimeTech is a creative tech company with a focus on app development. We help brands grow their impact by building digital products that please customers and solve business challenges. Our work includes strategy, design, content, and tech planning. Check out our portfolio or reach out to start a conversation about your project.