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Lean Product Playbook
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2. Identify Underserved Customer Needs

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Importance vs Satisfaction Framework

Disruptive Innovation: 10X improvement over the existing experience/solution


When a new product enables such a better way of doing something that people can’t imagine going back to the old way, that’s disruptive innovation
Ex: Amazon, Swiggy, Zomato etc..now we can’t think of going back to ordering on phone and picking up the orders
By identifying the right Opportunity and building a product that solves that pain point will help create a value for the customer
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Measuring Importance and Satisfaction

Scoring
1
Name
Scale
Remarks
1
Importance
Not at all important
Slightly important
Moderately Important
Very Important
Extremely Important
Unipolar Scale: >0 5 Point Scale
2
Satisfaction
Completely Dissatisfied
Mostly Dissatisfied
Somewhat Dissatisfied
Neither Satisfied nor dissatisfied
Somewhat satisfied
Mostly Satisfied
Completely Satisfied
Bi Polar Scale : This goes from -ve to +ve. Always have odd number of choices - 7 point scale suggested
There are no rows in this table
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Related Frameworks

Gap Analysis (Not Preferable)
Gap = Importance - Satisfaction
Bigger the Gap , the more underserved the need

Jobs to be done ( Preferable)
Opportunity Score = Importance + Max(Importance-Satisfaction,0)
Customers decide to buy based on how well it delivers their “desired outcomes” for the “jobs to be done”
Define a rich definition of the “Problem Space”


Visualising Customer Value

Customer Value Delivered = Importance * Satisfaction ( Area of rectangle/square )
Opportunity to Add Value = Importance * (1 - Satisfaction)
After the feature is released, we can redo the survey to understand if the value has been created or not & is there further scope to create value
Note: Importance & Satisfaction are in %
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