Changing The Formula
A little more here on the “Love It / Solves It” chart.
Exactly where a product falls on each axis depends on what it means for a particular consumer to “love” a particular product, and on what it means for that product so “solve” a consumer’s problem. Any change to the product (and the way it is marketed) may move the product in any direction.
For example, change the label, making it harder to find, and the product may move to the left - it’s less convenient next time the consumer goes shopping, so it solves the problem less well. But if the label suits the emotional needs of the consumer better, it may also move the product toward the top of the chart. It’s impossible to test any aspect of the product along only one of the aspects and hope to understand whether or not it’s within the consumer’s “I will buy that” zone, because motion along the other axis is just as important. Unfortunately, I’ve seen companies try to do exactly this: evaluate a product design, or a change to a product on the market, by breaking down the formula and evaluating the pieces in isolation.
The key thing to remember, as always, is that consumer experience with a product is a giant combination of factors. Do I know and trust the brand? Can I find the product? Does it speak to me in a way I understand? Can I understand what it’s promising to do for me? Do I need it to do that? Do I think it looks good? Do I think other people who see me with it will think it makes me look good? Can I afford it? And on and on. Every component to the decision is moving the product one way or the other along the Love It axis or the Solves It axis.
Some projects my company takes on seek to find big, new components of the equation–aspects of a product that the manufacturer never even considered was important, but that turns out to be useful for dragging the product far to the right, or up to the top of the chart. The Swiffer was born of the realization that cleaning products are more attractive if they keep the consumer clean. The Reebok Pump sneaker was the result of understanding that kids on the basketball court are, consciously or not, keeping themselves from playing as aggressively as they might because their shoes don’t give them enough injury-avoiding information. Discoveries like these change the game by adding new terms to the Love/Solve equation and can move the product up or to-the-right instantly.
But most design projects are about simply optimizing a product to make it as much about Love and Solve as possible given the constraints of the manufacturer, the channel, and the consumer’s willingness to accept change. And the hard part is keeping in mind that only solving a problem, or only being “appealing,” may not be enough.
