User Stories vs User Personas: Which is better?

Summary

This video explores the product development process, focusing on feature creation and redesign for apps like Zomato and Fold Money. The speaker emphasizes starting with problem identification and working backward to create effective solutions. They discuss various features like group ordering, scheduling, and B2B services like Zomato for Enterprise, highlighting the designer's role in defining scope, conducting research, and refining user experiences. The importance of collaboration between product managers and designers is also stressed, along with examples from fintech app Fold Money, illustrating the steps to enhance user features such as budgeting and portfolio tools.

Takeaways

• 😀 Zomato's feature development process often starts from user feedback or data insights, such as identifying high-volume orders or addressing restaurant pain points.
• 😀 Group ordering, which facilitates large group purchases for events or workplaces, is an example of a feature driven by clear user and restaurant needs.
• 😀 Product managers are responsible for defining the scope of features, including group ordering, while designers work on crafting the user experience once the scope is decided.
• 😀 Order scheduling came as a result of feedback from restaurants struggling with large, late orders and the need for better preparation.
• 😀 When working on new features like order scheduling, the design process begins only once the feasibility and scope are determined by the product manager.
• 😀 Zomato for Enterprise is an example of a B2B solution that addresses corporate food expense management, allowing employees to order without paying upfront.
• 😀 Zomato for Enterprise requires extensive coordination between product managers, designers, and internal tools to create an effective solution for companies and employees.
• 😀 New product features often begin with a high-level problem statement, which may not be fully defined at first but evolves through user research and collaboration.
• 😀 As a designer, working on undefined projects often involves assisting product managers in defining scope and solving high-level problems with minimal details at first.
• 😀 When redesigning an app, such as Fold Money, the design process can be reversed by starting with existing solutions and then working backward to identify potential gaps or new features.
• 😀 Features like budgeting, portfolio management, and calculating net worth can be valuable additions to an existing app, enhancing the user experience with new financial tools.

Q & A

What was the main reason behind implementing the group ordering feature in Zomato?

The group ordering feature was implemented in response to customer needs, particularly for large orders made for events like office parties or get-togethers. It became clear through data analysis that many users were ordering large quantities of food for groups, and restaurants provided feedback indicating the need for a more streamlined way to manage such orders.

How did the feedback from restaurants influence the development of the order scheduling feature?

Restaurants likely provided feedback about difficulties they faced with late deliveries due to large, unexpected orders. This feedback prompted the development of an order scheduling feature to help restaurants better plan for and manage such situations, ensuring timely deliveries and improved customer satisfaction.

What are the main components of Zomato for Enterprise?

Zomato for Enterprise is a tool that helps companies manage food-related expenses for their employees. It allows office managers to place orders without personally paying, instead charging the company's account. The tool requires designing internal systems for the client, as well as interfaces for employees making orders.

What are the challenges faced when designing Zomato for Enterprise?

The challenges include defining the scope and understanding the different user categories, such as the companies and employees involved. Additionally, designing internal tools for clients and ensuring smooth experiences for both managers and employees adds complexity to the project. It requires extensive research and involvement from experienced designers and product managers.

Why is it important to define the scope before designing a feature like group ordering?

Defining the scope is crucial because it ensures the feature addresses the right problems and meets user needs. Without a clear scope, it becomes difficult to prioritize the right functionalities, decide which restaurants to include, and set appropriate restrictions and limits for the feature.

What role does a designer play in the early stages of a product like Zomato for Enterprise?

In the early stages, a designer typically works alongside the product manager to help define the scope and understand the various user needs. They might conduct research, gather requirements from potential users (e.g., employees or companies), and contribute to shaping the feature's functionality and user experience.

How does the process of redesigning an existing app, like Fold Money, differ from designing a new feature?

Redesigning an existing app typically involves analyzing and improving current solutions. Designers start by understanding the existing features and how they can be optimized. In contrast, designing a new feature from scratch requires extensive research, defining the problem, and developing a solution before moving to design.

What are some of the existing features in the Fold Money app mentioned in the script?

The Fold Money app already includes features like displaying bank balances, tracking finances, showing transaction overviews, managing credit cards, and recording expenses (both regular and cash expenses).

How does a product manager's role differ from a designer's role when launching a new feature?

A product manager is responsible for defining the feature’s scope, gathering data, obtaining approval from leadership, and setting priorities. They are typically the ones who validate the business requirements. In contrast, designers focus on translating these requirements into an effective user experience, handling the design and ensuring the feature solves the right problems.

What kind of feedback might lead to the creation of an order scheduling feature in a food delivery app?

Feedback from restaurants experiencing issues with large orders arriving unexpectedly or too late might lead to the creation of an order scheduling feature. This feature would help restaurants better prepare for large orders, ensuring they can deliver on time and meet customer expectations.