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Mind the Hidden User Journey
As a Product Manager, it is your job to think about how you can help the customer/user with your product; how you can solve his/her problem; how you can help them do their job better.
What is often forgotten or neglected: As a Product Manager, you should also ask yourself what hidden steps the user needs to take. Especially regarding things that might not seem directly connected to your product.
I call this the “hidden user journey”.
Buying a car.
Some years ago, I was about to buy a new car.
I actually fell in love with Audi. Looking back, there were many things, which pushed me towards the decision to buy an Audi A3.
This was before “Diesel Gate” and the brand was really strong. Audi put a lot of effort into smart brand building — from Branded Content (Toni Stark drives it — awesome) to impressive advertising campaigns.
The respective website was also quite good. It was fast, asked the right questions, quickly matched me with the perfect car.
I went on-site.
Again, great experience. From the look and feel to the car itself. I jumped in, smelled the new-car-flavour, a nice lady explained me the details.
“Take my money!”
