My product works. Why don’t they want it?

Have you ever designed a product that works but that customers just don’t want to use?

We've put a product to market only to find that the users just don't want to use itThey’re buying it, so there’s perceived value in it. It's functional, it does what we say it will do, it really works! But they’re not repeat buyers and not making good recommendations to others (it’s sort of making the company look bad). 

What went wrong? In some cases, there’s warning signs to watch for during your design development. And, if looking to the design process for an answer, there's some tools and strategies to help prevent that from happening before product launch, or to help as a starting point when you plan for your version 2.0.

This podcast will review the strategies and pitfalls and how to avoid them.

  • Get the right level of detail in your user process flow (or user task analysis).
  • Follow-through on early warning signs that you might not have the right level of detail.

I'll also share a memorable phrase that will help you remember to apply what you've learned.


There are some actions you can take today. If you’re in the development phase of something now, reacquaint yourself with your user profile, process and use scenarios. Make sure you and your team agree that they’re at the right level of detail. And, whenever you get feedback from a customer, take another, discerning look at those user files to make sure they’re enough (all of them, not just the part related to the feedback). 

Once you've had a chance to listen, I want to hear from you. Share your answers to one of these questions in the comments section.

What are your stories of designs that customers just didn’t like or want to use? Can you tell us about a specific detail and some of the history of what you did to resolve it, or what you would do differently next time?

If you are new to process flowcharting, get in touch with your local Quality Professional, or see this resource from ASQ: What is a Flowchart? Process Flow Diagrams & Maps | ASQ

Did you find an idea, help, or inspiration? Then please share:

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