With that statement, you could stop reading now and probably still find value in this article. However, if you keep going, we’ll look at how we get to the intelligent part.

Creating a successful product requires three things and maturity. They all focus on user-centricity. An intelligent product is one that users need, want, and can’t imagine living without.

I need that.

Finding gaps is a great way to identify needs. Asking “Where is there white space in the market?” can reveal an opportunity hiding in plain sight. To determine if a product is needed involves a combination of market research, customer feedback, and strategic analysis. Here’s how we get there:

• Market research: Conduct thorough research to understand the market landscape, user needs, and pain points. This could be achieved by interviewing prospective users, conducting surveys, focus groups, and market segmentation.
• Competitive analysis: Analyze existing products and services in the market to understand how they address user needs and where they fall short. Look closely at what rivals are doing and identify gaps in their offerings and which potential features will close the identified gaps. This insight helps you identify areas of differentiation.
• Trend analysis: Examine trends within the product industry and see where things are headed in the future. If your product doesn’t align with current needs and anticipate future needs, it will quickly become obsolete. Additionally, research is the only way to determine whether the idea is a genuine need or simply a fad.

I want that.

• Customer feedback and validation: Engage with the people who might be your customers. Utilize the same tools as above: interviews, surveys, and usability testing to gather insight into whether your potential buyers perceive a need. This feedback refines product concepts in the market and can come from your core audience.
• Proof-of-concept: Create a prototype, PoC, or develop a minimum viable product (MVP) according to your understanding of desire in the marketplace. Each process represents a different level of complexity and commitment. Utilizing any of these manifestations will provide valuable feedback as to whether the product is needed.

I can’t live without that.

Anything that doesn’t fall under the four categories of human need (food, water, air, shelter) we can live without. Yet, we don’t always believe that. The key here is convincing the buyer that the product represents multi-dimensional value — instrumental, social, practical, and perhaps even more.

Does it generate money? Does it save money? Does it save time? Do the gains afforded by the product represent a compelling advantage to the user? Is there a philosophical alignment that can be created between the merits of your product and the values of your customer base? How do you find those areas of harmony?

• Social and environmental impacts: In today’s market, products that address social or environmental needs are usually considered more attractive. Assess the benefits and tell the right story about those benefits and you might gain a foothold with conscious consumers.
• Organizational values: As an organization, be transparent about what you believe, what you think is valuable in society, and how your organization can fill that value gap.

By employing these methods, you can determine if your product is both viable and desirable. Of course, you need to understand if it is feasible, too, but you’ll be well on your way.

Intelligent products must offer a differentiating experience. It’s one of the last sustainable competitive advantages. Go back and ask yourself whether the customer experience (CX) — which can include the look, feel, interaction patterns, and content delivery — satisfies the requirements above. An intelligent product proves its relevance by augmenting the power of what it’s trying to achieve with an intelligent experience.

Experience is the last competitive advantage. Whatever your digital product needs are, it all starts with a conversation. So, let’s talk about you.