The decision that brought FigJam to life

Key Concepts:

• FigJam
• Whiteboarding/Diagramming/Brainstorming Tool
• Product Launch Strategy
• Differentiation
• Design Sprint
• Product Soul/Personality

FigJam: From Unpopular Idea to Successful Product

This section details the development and launch of FigJam, a whiteboarding, diagramming, and brainstorming tool. The initial reception to the idea of creating a second product alongside an existing one was unpopular and controversial. The process of bringing FigJam to market was challenging, particularly the transition from a single product to a dual-product offering.

The "Soul" of FigJam: Differentiation Through Fun

Approximately one month prior to its launch at Config, the FigJam team realized the product was incomplete, lacking a crucial element – its "soul." It was perceived as "boring." The team's proposed solution was to differentiate FigJam by making it "fun." This concept was met with skepticism from some team members who questioned the viability of "fun" as a core differentiator. However, in retrospect, this decision proved to be the correct strategic move.

Design Sprint for Rapid Exploration and Conviction

To address the need for a distinct product identity and to rapidly explore potential features and product shaping, the team conducted a design sprint. This methodology allowed for the swift generation and evaluation of numerous ideas. The design sprint provided the team with the necessary conviction to move forward with the vision of a fun and engaging product.

Synthesis/Conclusion

The development of FigJam highlights the challenges and rewards of product innovation. Despite initial unpopularity and controversy, the strategic decision to differentiate the product through "fun," facilitated by a design sprint for rapid idea exploration, ultimately led to a successful outcome. The experience underscores the importance of identifying and injecting a unique "soul" or personality into a product to achieve market differentiation and user engagement.