Using concept evaluation to avoid product failures

In 2016, the startup shoptosurprise launched an online gift feature that allowed users to create custom hampers, but the initiative failed due to a lack of user interest in custom gifts, highlighting the importance of concept evaluation in product development. Concept evaluation involves defining an idea, identifying its target audience, assessing user needs, and understanding its potential market impact before development begins. This process ensures that products are built to meet actual user needs, optimizing resource allocation, reducing the risk of failure, and improving user trust. The blog also explores how Google's failure with Google Glass exemplifies the necessity of thorough concept evaluation, pointing out that the product's high price, unclear use-case, and premature launch led to its downfall. By validating concepts through user research and prototyping, companies can better align their products with user expectations and market demands, thus increasing the likelihood of success.