When it comes to the ecommerce checkout process, what’s one thing that retailers are doing wrong? What’s one thing they’re doing right?
From a product manager’s perspective, there’s no one thing everyone gets wrong – it depends entirely on the circumstances.
This is why context and understanding of user needs are so important. Figure out what people need – their goals, frustrations, distractions… everything – then figure out how well your ecommerce capability meets those needs. Improve, then rinse and repeat.
And don’t forget Marty Cagan’s observation that “people don’t know what they need until after they’ve seen it”.