Product Strategy starts with people: build what matters

When building a product - whether you're a startup or a mature company - the most important question is: Who are we building this for, and why?

At 20tab, we believe that product strategy must begin with people, their needs, their context, and their expectations - not features or technologies. That’s how we ensure we build not just usable tools, but valuable solutions.

In this article, we break down the 3 golden rules of user-centered product development, and how understanding the context of use can shape everything from UX to marketing to post-sale experience.

Rule 1: The product solves a real user problem

This may seem obvious, but many products still fall into the trap of solving invented or company-centric problems.

A successful product always answers a clear user need.
Examples:

• I buy sneakers ➜ I expect to move better and more comfortably
• I buy a camera ➜ I expect to take good pictures easily
• I join a social platform ➜ I want to connect with people effortlessly

Before building anything, ask: What problem are we solving, and how painful is it for the user?

Rule 2: The value is defined by the user

The perceived value of a product depends on:

• The severity of the problem it solves
• The quality and consistency of the outcome
• The context of use
• The urgency or scarcity of the solution
• The competition in the market

In practical terms:

• A serious problem + a reliable outcome = high willingness to pay
• A minor issue + inconsistent solution = low or no willingness to pay

If I buy premium sneakers, I expect them to perform every time I use them. If I only need shoes for a one-time use, I’ll likely go cheap.

The point: value isn’t defined by features. It’s defined by the user experience in a given context.

Rule 3: The user matters before and after purchase

It’s not enough to attract attention before the sale, you need to support the user afterward to generate trust and retention.

Examples of good post-sale experience:

• A florist sends a confirmation text after a flower delivery
• A sneaker brand offers guides for cleaning and maintenance
• A digital product sends onboarding tips or usage stats to improve engagement

Ignoring the post-sale experience leads to poor satisfaction, bad reviews, and lost users, no matter how strong the marketing was.

At 20tab, we always design products with lifecycle value in mind, not just acquisition.

Context is everything: why usage matters more than features

People don’t talk about products, they talk about outcomes in context.

You’ve probably said:

• “Those shoes are so comfy!” not “They have a 12mm sole”
• “That app saved me time!” not “It uses React and Node.js”

Big brands know this:

• Coca-Cola shows their product in everyday moments
• IKEA showcases products in dynamic, changing spaces
• Meta tailors your feed based on time and usage patterns

Understanding how, when, where and by whom a product is used improves both the product and the marketing. Even a small change in context changes what users expect from your solution.

The better you understand the context, the better you build and communicate.

Final Recap: The 3 golden rules of people-first product thinking

1. Solve real problems for real people
2. Define and communicate value based on user perception and outcome
3. Support the user before and after the purchase, across different contexts

And most of all:
Design for who, where, why, and how - not just what.