“Who”, “What”, “Why”, “How”, “When” in Product Development
“Who,” “what,” “why,” “how,” “when,” and “where” are collectively known as the WH questions. The WH questions are a common technique used to gather information or elicit answers to a question/problem relating to a certain context.
So, how does this relate to software product development? The interesting thing about WH questions is that they can be applied to product development too. Let’s dive in.
Who
The users, customers, personas, and other stakeholders involved.
- Who are the target personas for this product,
- Who is the key persona?
- Who is the target customer and the users for the product?
- Who are the stakeholders involved in the development process?
- Who will be responsible for various aspects of the product’s development and launch?
Related tools and techniques
- User personas: These help create detailed profiles of target users and stakeholders.
- User stories: They provide narratives about how different personas will use the product.
- RACI Matrix: This tool helps clarify roles and responsibilities within the project/product initiative.
What
What the product is about.
- What problem or need is the product addressing?
- What benefits should the product provide to the customer?
- What are the key features and functionalities of the product?
Related tools and techniques
- Problem statement: Provides a clear understanding of the challenge or opportunity the product development process is centered around.
- Wireframes/mockups: These visual representations help define the product’s functionalities
- PRD (Product Requirements Document): It outlines the product’s functional and non-functional requirements.
Why
The underserved need or problem of the customer, which presents an opportunity.
- Why is this product necessary or important?
- Why would customers choose this product over alternatives?
- Why is now the right time to develop and launch this product?
Related tools and techniques
- Business case: This document outlines the rationale for the product from a business perspective.
- Initiative proposal: It presents the case for undertaking the product development.
- Goals and success metrics: These metrics define how product performance and success will be measured.
How
The way the product delivers benefits to the customer.
- How will the product be designed and developed?
- How will the product be tested and validated?
- How will marketing and sales strategies be implemented?
- How will customer feedback be collected and incorporated?
Related tools and techniques
- Epics, user stories, tasks: These are Agile development artifacts that break down work into manageable pieces.
- Technical design, architecture diagrams: These illustrate the technical aspects of how the product will be built.
When
The milestones and deadlines to be met.
- When is the expected launch date for the product?
- When should the development be completed? When will the testing wrap up?
- When will the deployment be done? Any specific deployment windows?
- When will the product be demo-ed to the customers?
- When will product performance review take place post-launch?
- When will the product be updated or improved after its initial release?
Related tools and techniques
- Project plans/Release plans: These lay out the timeline and milestones.
- GTM (Go-To-Market) plan: This outlines the strategy for launching and promoting the product.
Note — The specific tools and techniques used in software product development can vary depending on the industry, domain, project, and methodology. They may also evolve over time with changing methodologies and technologies.
In the world of product development, asking and answering these WH questions — Who, What, Why, How, When — can be instrumental in guiding you toward success. So, the next time you embark on a product development journey, remember to start with the WH questions, and you’ll be on the right track to delivering a successful product.
References
- Product School | Link: PRD Template
- “The Lean Product Playbook” by Dan Olsen
- Product Plan | Link: Product Plan — 5 Ws and H
