The CIRCLES Method

One-Stop Shop for Making Killer Product Decisions

Author

The Product Master
March 24, 2024

Feeling lost in a sea of product ideas? Whether you're launching a brand new app or revamping an existing one, making the right call can be tricky. But fear not, product warriors! The CIRCLES Method is your secret weapon for crafting winning product strategies.

What is CIRCLES?

Think of CIRCLES as a roadmap to clear thinking. It's a structured framework that breaks down the decision-making process into seven key steps, ensuring you don't jump to solutions before truly understanding the problem. Let's dive into how it works, using real-world examples to light the way.

Before diving into the case world, let’s break down each step

C For Comprehend the Situation

Start by getting a clear picture of the current situation. This might involve:

  • For a new product: Researching the market and existing solutions. Identifying any gaps or opportunities. Understanding the business goals.

  • For an existing product: Analyzing user data and feedback. Identifying areas for improvement or decline in engagement.

I For Identify the Customer

Who are you building this product for? Understanding your target audience is crucial. Consider:

  • Demographics (age, location, income)

  • Needs and pain points

  • Goals and motivations

  • User behavior and preferences

R For Report the Customer's Needs

Once you know your customer, what are their specific problems or unmet needs? This might involve:

  • Conducting user interviews or surveys

  • Analyzing user reviews and feedback

  • Identifying common frustrations or pain points

C For Cut Through Prioritization

Once you know your customer, what are their specific problems or unmet needs? This might involve:

  • Conducting user interviews or surveys

  • Analyzing user reviews and feedback

  • Identifying common frustrations or pain points

L For List Solutions

Now it's brainstorming time! Think creatively and come up with ways to address the prioritized customer needs. This could involve:

  • Generating new features or functionalities

  • Improving existing features

  • Exploring different design solutions

E For Evaluate Trade-offs

No solution is perfect. Here, you analyze the pros and cons of each option. Consider:

  • Development effort and cost

  • Potential benefits and impact on users

  • Alignment with business goals

  • Risk factors and potential drawbacks

S For Summarize Your Recommendation

Based on your analysis, recommend the best course of action. This might involve:

  • A single solution you believe is the strongest

  • A combination of solutions

  • Further research or testing before making a final decision

Case 1: Building a Mobile Language Learning App (Starting Fresh)

Imagine you're tasked with creating a language learning app. The app store is a battlefield, so how do you make yours stand out?

CIRCLES in Action:

  1. Comprehend the Situation: Become an app archaeologist! Unearth the strengths and weaknesses of existing language learning apps. Is there a niche you can fill, like focusing on conversational skills for travelers?

  2. Identify the Customer: Who's your ideal student? Busy professionals on the go, students cramming for exams, or jet-setters wanting to order coffee like a local?

  3. Report the Customer's Needs: What are their pain points? Do they find traditional methods dull or crave interactive content to keep them engaged?

  4. Cut Through Prioritization: Not all problems are created equal. For busy professionals, gamification features that make learning fun might be more important than complex grammar lessons.

  5. List Solutions: Time to brainstorm! Think bite-sized lessons, interactive quizzes, and voice recognition features to make learning more engaging.

  6. Evaluate Trade-offs: Every solution has two sides. Gamification can be fun, but ensure it doesn't distract from core learning objectives.

  7. Summarize Your Recommendation: Based on your research, prioritize features that cater to your target audience. This might be a focus on interactive exercises or gamified learning paths.

Case 2: Revamping a Fitness Tracker App (Improving Existing Product)

CIRCLES in Action:

  1. Comprehend the Situation: Become a data detective! Analyze user data to see where users are abandoning ship. Are certain features going unused?

  2. Identify the Customer: Who are your core users? Fitness enthusiasts or casual exercisers with different goals? Understanding their needs is key.

  3. Report the Customer's Needs: What are their frustrations? Do they crave personalized workout plans or miss social features to stay motivated?

  4. Cut Through Prioritization: Prioritize based on impact. Maybe a lack of personalized plans is a bigger deterrent than missing a calorie counter.

  5. List Solutions: Brainstorm ways to address these needs. Think AI-powered workout suggestions or a social leaderboard to create a sense of community.

  6. Evaluate Trade-offs: Consider the pros and cons. Personalized plans require more development effort, but could significantly improve user engagement.

  7. Summarize Your Recommendation: Based on your analysis, recommend the most impactful features. This might be integrating a personalized workout plan generator or introducing a social element.

The Power of CIRCLES

Using CIRCLES offers several benefits:

  • Laser Focus on Customers: It ensures your solutions truly address user needs. By constantly circling back to the customer perspective, you avoid features that miss the mark.

  • Crystal Clear Communication: The structured approach helps you explain your recommendations to stakeholders with ease. CIRCLES provides a framework for outlining the problem, the research, and the rationale behind your proposed solutions.

  • Data-Driven Decisions: It encourages you to base your decisions on research and user data, not just gut instinct. CIRCLES compels you to gather data to understand the current situation and validate your proposed solutions.

  • Prioritization Prowess: It helps you identify the most impactful problems to tackle first. With CIRCLES, you can systematically evaluate different needs and prioritize the ones that will have the biggest positive impact on your product and users.

By incorporating CIRCLES into your product management process, you'll be well on your way to making stellar decisions that drive user satisfaction and product success.

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