Part 3 of 19 in Make Your Users Heroes: An Indian Founder’s Guide← Part 2Part 4 →
Stop obsessing over creating an awesome product. Instead, focus on developing awesome users. Sounds counterintuitive, doesn’t it? But here’s the harsh truth: your product is just a tool. If it doesn’t make your users feel like heroes, it’s not worth the code it’s written in. In India, where a burgeoning startup scene is often overwhelmed with ‘me-too’ products, the real differentiator is user success.
Your Product: A Subset of the Bigger Indian Dream
Every Indian startup founder dreams of being the next Byju’s or Zerodha. But these unicorns didn’t just build products; they built pathways for users to fulfill their aspirations. Your product should be a stepping stone in your user’s journey, not the destination. Indians are aspirational, and your product must align with that larger-than-life narrative.
Understand Their Aspirations
Do you know what your users really want? Spoiler: it’s not your product. They want what your product can enable. Whether it’s financial freedom or educational advancement, your product must serve as a bridge to their goals. For example, Zerodha didn’t just offer a trading platform; it made investing accessible and affordable for the common man.
Build for the Context
India is diverse, with varied needs and constraints. Your product must reflect this reality. Take Udaan, which understood the logistical nightmares of Indian small businesses and addressed them head-on. Always ask: is your product contextually relevant to the Indian user?
Design for User Heroism
If your user doesn’t feel like the protagonist in their own story, you’ve already lost them. The design should empower users, making them feel capable and smart. The best products make users feel like they have superpowers.
Simplify Decision-Making
India’s digital literacy is still evolving. Your product must simplify decision-making processes. Look at CRED; it gamified credit card payments, transforming a mundane task into an engaging experience. The clearer the path, the more likely users will engage.
Feedback Loops
You can’t afford to operate in a vacuum. Constantly seek user feedback and iterate. This is non-negotiable. Users need to see that their input shapes your roadmap. Consider using AI to analyze feedback at scale, creating a co-creation environment with your users. Co-Creation is not just a buzzword; it’s a necessity.
Handholding: The Path to User Success
Your job doesn’t end when the user signs up. It begins there. Most products fail because they abandon users halfway through their journey. Indian users, particularly first-time digital adopters, need guidance.
Onboarding Matters
A well-designed onboarding process can make or break your product’s success. Guide users to their first ‘win’ within the product. Make it intuitive. Swiggy does this brilliantly by taking users straight to ordering with minimal friction.
Continuous Support
Even post-onboarding, users need constant support. Leverage chatbots for instant assistance but also offer human touchpoints. Remember, your goal is to make users self-sufficient, but they’ll need support along the way.
The Curse of Expert Knowledge
As founders, you know too much about your product. This ‘curse of knowledge’ blinds you to the usability issues real users face. You’re not designing for yourself; you’re designing for someone who doesn’t speak tech jargon or care about your cutting-edge tech.
Test with Real Users
In India, where digital literacy varies widely, real-world testing is crucial. Conduct usability tests with your target demographic. If a street vendor can’t use your payment app, you’ve failed.
Check Your Assumptions
What you think is intuitive might not be so for your users. Never assume; always validate. A/B testing is your friend. If you think your product’s layout is perfect, test it. Let data guide you, not your gut.
Stories from the Ground: Indian Products that Upgrade Users
India has seen products that have genuinely transformed user experiences. Let’s explore some:
- Cred: They turned paying credit card bills into a rewarding experience, flipping the narrative from a chore to a game.
- Udaan: Made B2B trade simpler for small retailers, addressing unique Indian logistical challenges.
- Paytm: Not just a wallet, but a financial ecosystem for millions, simplifying complex financial transactions.
- Byju’s: Transformed the way students learn, using engaging video lessons that cater to the aspirational Indian student.
Bottom Line
If you want to succeed in the Indian startup ecosystem, shift your focus from product obsession to user obsession. Make your users the heroes of their stories. Your product is merely a tool in their hands. Embrace this mindset, and you’ll not only build a successful startup but also a community of loyal users.
FAQs
Why should I focus on users rather than the product?
Because users are the ones who will drive the success of your product. A great product that doesn’t resonate with users is destined to fail.
What are some practical steps to make users feel like heroes?
Design intuitive interfaces, simplify decision-making, and make sure your product aligns with their larger goals. Engage them through feedback loops and continuous support.
How can I understand my users’ aspirations better?
Conduct user interviews, surveys, and usability tests. Also, analyze data from user interactions with your product to uncover patterns and needs.
How can AI help in co-creating with users?
AI can process vast amounts of user feedback and data to identify trends and issues, helping you to iterate and improve your product in line with user needs.
What is the ‘curse of expert knowledge’?
It’s when founders assume users understand the product as well as they do. This leads to design and usability issues that can alienate users.
Want guidance in making your users the heroes? Reach out to Malpani Ventures for mentor-investor support tailored for Indian startups.