We Don’t Need Perfect Solutions: About the ‘Key Motivators’ Framework

What are the circumstances in users’ lives that triggered them to start looking for a solution like yours? What is their desired outcome? What does success look like? What’s holding users back from achieving their desired outcome? What else did they consider or try, and why didn’t it work for them?

Remember to not get hung up on just being functionally better Emotion plays a big role in the perception and weighting of “better.” That’s why we focus on desired outcomes and chase the bigger context—aligning with customer wants versus needs.