3.1. Make the Intangible Tangible
âPeople are easily distracted. Weâre wired to focus our attention on tangible things that we can see and touch to the point that we overlook the importance of intangible experiences and feelings. But when youâre creating a new product, regardless of whether itâs made of atoms or electrons, for businesses or consumers, the actual thing youâre building is only one tiny part of a vast, intangible, overlooked user journey that starts long before a customer ever gets their hands on your product and ends long after.
So donât just make a prototype of your product and think youâre done. Prototype as much of
the full customer experience as possible. Make the intangible tangible so you canât overlook the less showy but incredibly important parts of the journey. You should be able to map out and visualize exactly how a customer discovers, considers, installs, uses, fixes, and even returns your product. It all matters.