STEP 2.3: A CASE STUDY
Refines His Product Design
Leo has finished his interviews. He has a notebook filled with quotes and observations. Now it's time to turn that messy feedback into a clear, strategic decision about his product.
The Challenge
The feedback was very positive about quality and durability, but a critical design flaw was revealed: the wallet was too small. Leo needs to synthesize this feedback to decide how to move forward.
The Action
Leo uses the 'Feedback Flywheel' to cluster his interview notes into core themes.
Pains
- "My current wallet is falling apart after just a year."
- "I hate the feeling of buying something I know I'll have to replace."
Gains
- "I want something that will develop a nice patina and look better with age."
- "I love knowing the story behind who made my stuff."
Current Solutions
- "I just use a rubber band right now."
- "I keep buying the same $20 wallet every couple of years."
Aha Moment: The desire for a durable, story-rich product is incredibly strong. But the feedback on the 4-card prototype was also clear: it's not practical enough for most people's daily needs.
The Outcome
Leo's decision is clear: Persevere with a modification. The core problem is validated, and his audience is actively seeking a better solution. He just needs to make a small but critical adjustment to his design.
Leo's Action Plan:
"I will redesign the wallet to comfortably hold 6 cards while maintaining the same minimalist aesthetic and quality construction. This is the sweet spot between form and function that my customers are asking for."