In short, a pain point is a particular problem that your prospective customers are currently facing. There are many different pain points that people can experience (often simultaneously), and many may not even fully realize that they are experiencing them at all.
Generally speaking, the most successful products- including apps- are ones that can adequately address specific pain points and offer customers relief from them. This is why it’s critical for app developers to understand pain points in general, but especially the pain points that they want to target through their application.
Apps constructed that don’t effectively address at least one critical pain point have little chance of finding success within the market.
While many pain points can often be thought of as simple problems that your product or app should be providing a solution to, they are typically found within several overarching categories. Four of the most common pain point categories that developers should consider carefully throughout the app creation process include:
These pain points typically involve prospective clients not receiving the instruction and support they require, especially at critical stages of the sales process and overall customer journey. A typical example of a support pain point includes a customer not knowing who to contact if they have questions or not receiving adequate information if they do know who to contact. Whatever type of application you are working to develop, it’s essential to keep this paint point in high regard.
Pain points within this category typically revolve around prospective clients who spend too much money on current products, providers, and problem solutions. They want to spend less, and apps with this pain point target are typically built to help them do that in various ways.
These pain points revolve around prospective customers wasting too much of their time on current products, providers, and problem solutions. They want to use their time more effectively or simply have more time to commit to other things. An example of this could include a manual task that takes hours to complete.
Pain points under this category involve customers who want a way to improve internal processes, like assigning specific tasks to employees or keeping automated track of completed project elements.
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There are several ways to determine your potential customer’s pain points. Still, the primary ones involve asking several specific questions and conducting various types of research throughout your app development, testing, and implementation processes.
Various types of research should be repeatedly conducted throughout the app development process. For example, developers who have an idea for an app should look extensively into similar, successful apps that already exist on the market before developing theirs. They should conduct competitive analysis and work to figure out why the app is successful, its features, and its potential shortcomings that their app can improve upon. You want to find and study competing applications to figure out how to make a superior product that prospective customers would be happy to switch to.
Once that research has been done and the app is officially in the creation process, other types of research can be conducted to help developers get a better sense of how effectively it addresses its intended pain points. It can also indicate how customers respond to the app’s features and functions and what can be done to improve it before it’s officially launched.
Quantitative research can provide developers with statistical and numerical data, and it’s usually conducted in the early stages of app development. It typically involves:
Qualitative research involves observing how potential app users interact with and respond to the app. Developers can use this information to analyze user behaviors, emotions, and general thoughts regarding the app and its performance. This research is typically conducted through:
Once you have understood the customer pain points you want your app to address, you can genuinely start to delve into the creative portion of the app development process. You want to ensure from the beginning that you are tailoring your application to customer’s needs and wants to provide an effective solution to their problems.
It can be helpful to use your potential customer’s terminology and language- which you likely discovered through your research- to help you connect to them and show that you understand what they’re going through.
Talk directly about their pain points and what your app will do to solve them better than competing applications. Use your research data results, testimonials, and other forms of social proof to emphasize everything that your app can do for your users. This will help give your app the best possible chance to see success in the market and beat out the competition.
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