Controlling Product

In a general sense, without the likes of customer development (I’ll write more about this at a later date and how it comes in to play with the way I do things), users have no idea what they want until you have given them something.

There must be control within yourself to not feed the beast and give them the whole kitchen sink when they only needed the sink plug.

I’d prefer to deliver in short, fast increments, than longer bigger drops as they’re harder to measure results from. If your drops are short and fast, it’s easier to listen to them to choose your next direction. Even if you do deliver short and fast drops, you as the person delivering must measure, analyse and then make a decision on ‘what’ to deliver next.

I personally look at it like this;

  • Deliver in short, fast increments.
  • Have absolute control over what you deliver and always err on the side of caution, I prefer to give the sink plug rather than the sink.
  • Listen for feedback.
  • Analyse the feedback – Don’t make a decision on one persons feedback, listen to 5 out of 10 and make a decision on 99 out of 100.
  • Deliver in short, fast increments. Rinse & Repeat.


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Head of Interaction and Service Design at DigitalDWP.

One thought on “Controlling Product”

  1. Really nice Advice Gavin, I find that customers can dramatically change their design ideas from there inital design ideas, recently I started introducing changes slowly rather than all at once so no time is wasted in having to change stuff which the customer is unhappy with.

    I do believe that a lot of customers don’t understand whats good for them or not, but sadly some you just have to deliver what they want so theirs a pay cheque waiting for you at the end of the tunnel.

    I look forward to your update on this post!

    Greg Wayne
    Web Design Bournemouth

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