In UX, focusing solely on features risks missing the bigger picture. Product Thinking urges designers to understand the real job users “hire” a product for — and then build around it. The feature is just an extension of a deeper problem-solution fit. The real UX isn’t a button, layout, or animation — it’s the core problem your product solves.
Key Takeaways:
- Start with the Problem: A product exists to solve a specific problem. Without a meaningful problem, no feature will matter. Designers must fall in love with the problem — not just with beautiful solutions.
- Jobs to Be Done: Like in the example of milkshake sales (Clay Christensen), understanding the hidden reasons behind user behavior is critical. Users may not articulate their needs — so we need to observe, question, and validate.
- Features ≠ Product: Features support the product — but cannot replace it. Uber’s countdown is helpful, but the real UX is getting a ride reliably, anytime.
- The Product Core: Define what the product solves (problem), who it serves (audience), why it exists (vision), how it will work (strategy), and what it aims to achieve (goals) — before designing what it includes (features).
- Problem-Solution Fit: Visual and interaction design can enhance usability, but true value comes from the solution's alignment with the user’s core problem. If that alignment is missing, the product will fall short.
- Say No to Feature Creep: Product Thinking gives designers the power to ask: Does this feature solve a real user problem? Does it align with our product vision? Does it help our audience succeed?
Why It Matters:
In an era of feature overload, Product Thinking brings discipline, empathy, and clarity. It strengthens collaboration between UX and product teams and helps deliver experiences users truly need. As the UX field matures, Product Thinking is fast becoming its most vital principle.
Credit: Nikkel Blaase
