Popularised “The Lean Product Playbook”, the Importance and Satisfaction framework is one of the most powerful frameworks to identify customer needs and validate your knowledge of the problem space before you set out to design a solution

Importance

Importance is a measure of how important a particular customer need is to a customer

The differences in importance of needs will influence a customer’s decisions and preferences when using your product

Satisfaction

Satisfaction is a measure of how satisfied a customer is with a particular existing solution that provides a specific customer benefit

All products will have differing levels of satisfaction for the same customer

In addition, the same product can provide different levels of satisfaction to different customers

A customer cohort either

• Enjoy using your product
• Accept your product’s limitations, perhaps with workarounds to using your product
• The low point of satisfaction being a customer that is completely frustrated with their experience with the product

How To Survey Your Users

Importance x Satisfactions Questions & Ranking

Importance – Questions & Ranking

	Not At All	Slightly Important	Moderately Important	Very Important	Extremely Important
Customer Value Add 1
Customer Value Add 2
Customer Value Add 3
Customer Value Add 4
Customer Value Add 5

Satisfaction – Questions & Ranking

	Completely Dissatisfied	Moderately Dissatisfied	Somewhat Dissatisfied	Neutral	Completely Satisfied
Customer Value Add 1
Customer Value Add 2
Customer Value Add 3
Customer Value Add 4
Customer Value Add 5