1: High-Level Quality Product- Specification
You can use visual representation to explain the working of your product.
• You should explain the solution to the customer but not technology features because the customer is only interested in the value he/she is getting from the product.
• When you share a brochure with your customer, he comes to know about the strength & weaknesses of any product.
• It is not a functioning prototype rather it is only a visual representation. Since it is a high-level brochure, therefore, your team and customer both are aware of product benefits & its working.
• It is very important that there should not be any differences among team members regarding the final product; otherwise, it would result in wastage of time& money.
• If your product is a software or a website you can show your product to the customer through the following things:
• Storyboard
• Powerpoint presentation
• Morph website
• There should be clarity in logical flow when the customer switches from one screen to another.
• If your product is hardware or physical product, you should design a high-level brochure showing the benefits & characteristics of the product perfectly.
• Until you don’t understand who is your customer and what are the values required by him, you can’t define your product. Without doing this your product will not be accepted and you won’t get a strong position in the market.
• Therefore, work backward, the first customer then product.
• You should refine your product on this journey so that your final product is highlighted perfectly.
2: How to make a High-Level Product Brochure?
You should focus on the following 3 things to make a High-Level Product Brochure:
• Features: What are the characteristics of the product?
• Functions: What functions are performed by the product?
• Benefits: What are the benefits of any customer?
A brochure helps you in understanding the customer’s point of view & you come to know if you are moving in the right direction or not.
The continuous process of innovation gets boosted when you show your product through this brochure because you can see your ideas & knowledge in this brochure.
This can be explained with the help of the following example where a design was drawn on a paper that led to the invention of a product:
• ALTAEROS Energy is a large company that makes wind turbines. These wind turbines help in producing low-cost renewable energy. When some youngsters started this company they never thought this small idea will achieve a great height one day.
• Their idea was to make a wind turbine that will be fixed in the sky and anchor will be connected to the sea ground level. When the team tried to explain their idea to others, many questions were asked such as:
• What will be the location of the turbine in the sky?
• Where will be the anchor located in the sea?
• Potential customers were also having various doubts about this product in their minds.
The team draw their product on a paper and showed how the product will look & work. This created doubts among the team and after giving a deeper thought, finally, they draw the final image of the product, and final agreement about product specifications took place.
Therefore, the clarity of product specifications such as the product look & working should be given through the visual representation of a product on paper.
3: How to design a High-Level Brochure?
This can be explained with the help of the following example:
• Two entrepreneurs, programmers, named Max & Collin were making a new business plan for their company named “Lifetime supply”. Their idea was to provide lifetime supply to their customer in the product folio.
• They identified some things that were lifetime supply needs of the customers. For example, corporate people need socks; the Young generation needs deodorants, etc.
• They researched and found that the business model should be based upon subscription. This will provide an option to the customer to renew or not renew his annual membership and the price will be decided accordingly.
• They find this a suitable business for them. They planned a website & an app because they wanted their customer can reach their product & schemes through mobile also. They started giving final shape to their customers & market.
• Initially, they targeted parents of college-going students as their customer segment because their product was related to the area of personal hygiene. Generally, parents are much concerned about the personal hygiene of their children. This expanded their customer base & profile day by day.
• First, they converted their idea of product into a brochure to know the customer’s reaction about their product. This brochure was in detail that contained all the three aspects features, functions & benefits of their product.
Following was the information covered in a brochure:
First page of the brochure:
- How the subscription works?
- Why buy these products?
- Tips & benefits to parents if they buy the lifetime supply of these products.
Second page of the brochure (information about product portfolio):
- Types of products
- Vertical of products
- Oral hygiene products
- Deodorants products
- Shower products
- Packages & prices
Now, if it is a website, you can use the PPT & storyboard format. In a website, you can use the following to highlight your product:
Pages: You can use headers. For example, if you click the deodorant page it will show various products, pricing, and payment, etc.
- Tabs
- Product headers
A good brochure & website must include the following information:
- Draft, Company name &Tagline
- Name of all Products
- Image of products showing how the product looks.
- Identified benefits that match customer’s needs.
- Other benefits
- Benefits them immensely. Customer should feel that he needs the product immediately and the product will be highly beneficial.
- A clear call to action. What should the customer do & how they should do it.
- You should design it considering customer priority.
You can take the help of a designer or you can outsource for designing your brochure. You should focus on customer priority & value while deciding the content. You should ensure that you are developing the right product for your customers & your brochure should communicate all the terms clearly.
You should implement this visualization in your product. You should understand the steps of designing a brochure & storyboard because this is the base of your final product.