Startups are known for a lot of things, but one of the things they are NOT known for is having loads of excess capital to blow. That's why problem space research is so important

Years ago, we worked with a client who saw an opportunity to serve people earlier in their customer lifecycle. They aimed to launch a new marketplace where their early-stage customers could find help. This marketplace would help their brand create relationships earlier. Smart use of technology would make them more efficient than competitors, allowing them to undercut the entrenched middlemen.

To design the app experience they imagined, we had to start with the business operations. We started with a set of swimlane diagrams. These charts helped us map out the functions of the app, their team, their customers, and their marketplace participants. There were a lot of unknowns about how it might work, so we sought expertise from folks with experience in the space. We interviewed current providers and former business owners in the space to understand operational norms.

The research was staggering. We learned that many of the features our clients thought they'd need to build would have certainly gone unused. Furthermore, our research uncovered many design considerations that were not on our radar. Some users would be older than we realized, and for many, English was a second language. These demographic factors changed the design; clear writing, larger fonts, and higher contrast became priorities.

​Because our clients chose to invest in early problem space research, they saved by skipping features users would not have valued. They also improved the quality of their development investment, as we were able to update designs to better serve an audience we now understood much better.​ ​​​​ ​​

Disruption is the name of the game in the startup space. But to disrupt a space, we must first understand it. Use problem space research to make sure you understand your audience and its needs. This way, you can avoid building the wrong thing.