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Good Innovation Starts Here: The Critical Role of Use Cases

  • Writer: Luna Guo
    Luna Guo
  • Feb 4
  • 6 min read

Use cases! A terminology I'm sure we've all heard many times when product design and success is discussed, but rarely do we ever think we have overlooked. Or have we?


From a marketer's perspective whose career is rooted in getting neck deep in understanding consumers, the best of us can fall victim to getting use cases wrong. It's common enough that I will find myself encountering questionable products choices on a weekly basis. So let's explore this a bit.


What is a use case?

Imagine you're planning a nice dinner party. You wouldn't set the table with hammers and drills as cutlery or play loud rock music when you're aiming for a serene ambiance, right? A use case is much like setting up that dinner party—it’s about understanding the specifics of how something will be experienced and used by its guests (or in a product's case, users). Use cases are the blueprint that helps us create things that fit seamlessly into our user's needs, like an ATV that can glide over rocks or a coffee maker that’s simple enough to operate before we’re fully caffeinated. By understanding the who, what, when, where, and why behind a product’s use, we can craft experiences that are not only functional but also delightfully intuitive.

Understanding use cases is critical in a launch roadmap

When do products fail on use cases?

Overlooking the use case is like forgetting to proofread a love letter before sending it. When products miss the mark on key areas in the consumer journey, that's when they have failed the use case. There are 5 common pitfalls to keep in mind when reviewing use cases:


1 - Missing contexts

One of the most common mistakes brands make is overlooking the context of when a consumer interacts with it. Oftentimes, we think we have figured it out, when the reality is we haven't properly uncovered the situation. A classic case is when we think we've done enough research to understand how a consumer might interact with a product, and don't follow up after the product has been in market.


A good example of this is loperamide tablets (Immodium). They're a lifesaver for those sudden--say, unexpected--bathroom emergencies. As a tablet, they're particularly useful for people to have on-the-go, as the format makes them easy to carry around. However, the often tightly sealed blister packs seem designed to test a user's patience instead. The packaging also fails to account for how people might not have objects like scissors lying around when on the road and in a bathroom emergency. Not only do products like this miss the mark on the consumer's needs, they fail to consider the context in which a product is used.

Difficult to open packaging

When the product doesn't take into account the environment or conditions under which it will be used, functionality issues and user dissatisfaction often follows.


2 - Mismatched expectations

When a product fails to align with what consumers expect or need from it--particularly based on their habits and preferences--it can lead to disappointment. This mismatch can happen when brands introduce products or features or that their target audience neither wanted nor appreciated, often because they didn't properly research or understand their audience.


A frequent example of this is when websites have not been optimally designed for mobile (or vice versa). I often see websites that look great on the web, but then don't account for easy navigation, readability, and usability from the ~60% of people who visit sites from a mobile device. Something as simple as this problem can easily deter consumers from coming back to the site because they didn't get a great experience on one platform or another.


Another example is using AI where AI might not have been desired. Sure, AI might be the trend taking over every industry right now, but consumers who are looking to reach out to customer service agents are usually looking to talk to a live human. Yet, companies are putting out AI chatbots to handle consumer issues instead as a solution. This becomes frustrating for consumers, and many have stated that sole reliance of AI for customer service is a determining factor on if they would consider switching brands.

AI chatbot

3 - Brand identity disconnect

A failure in this category happens when a product strays too far from a brand’s core identity or promise, confusing consumers. As a result, users are unsure about the product’s value proposition, leading to a lack of interest or trust in the product offering.


In 1989, Pepsi launched Pepsi AM to compete with coffee. A year later, the product was discontinued. You were probably already confused as soon as the words "Pepsi AM" were read, and unsurprisingly so. Pepsi has built itself as a soda brand--and sodas aren't associated with breakfasts in consumers' minds. Pepsi AM was a big flop because it failed to consider the ingrained morning beverage habits of consumers. The use case of a “morning soda” did not resonate with consumers' breakfast routines.

Pepsi AM

4 - Overestimated market demand

When brands launch products based on an assumed demand without enough market validation, this often results in products that--despite being innovative or even technically advanced--do not meet a substantial need or desire in the market. Oftentimes, the poor demand can be traced back to not meeting consumers' needs and use cases. Poor adoption subsequently follows.


A recent example of this?

The Cybertruck. Expectations were high at launch for how many of these vehicles would make it into households, but at the end of 2024 it became clear that Cybertruck sales would fall short of those goals. For many reasons, including a slew of recalls and safety concerns, market demand fell short of expectations. When critical functions for driving a vehicle--with a prime use case being getting the user from point A to point B safely--misses the mark, demand fails to follow.

Tesla Cybertruck

5 - Failure to evolve with consumer needs

Another common misstep is when brands get complacent with their offerings and don't adapt to changing consumer preferences or needs. Products that fail to evolve become quickly outdated, as competitors may better address new trends or user demands, leaving lagging products in the dust.


A classic example of this is Kodak, who--despite being the undeniable leader in film photography--was hesitant to embrace the wave of digital technology that was hitting society. Instead, they focused their concerns on avoiding digitalization for fear of cannibalizing their own film business. But consumers' use cases for cameras were shifting: they wanted simpler, more portable, and more instant gratification photos. The resulting reluctance allowed competitors to overtake them as the digital revolution unfolded.

Kodak film


So how does one make sure they get the use cases right?


It's about the whole experience.

Getting use cases right involves understanding the entirety of the customer journey. It involves empathizing with your target audience's routines, quirks, and preferences along every step of the way to create the experience that they'd expect. And while that might seem simple by theory, it's a lot harder to do in practice.


Here are some guidelines to keep in mind to help create that great experience for your consumers:


1 - Research, research, research

Walk a mile in your customer's shoes, live a day in their life. Just surveys and interviews might not be enough; sometimes it really takes digging deeper to understand the details in use cases that might not surface in certain applications alone. Remember that the whole journey might begin before and after interaction with the product--so research there, too.


2 - Be a change chameleon

Consumer preferences are always in flux. Stay agile and ready to adapt or pivot. Look out for shifting trends, new pain points, competitive approaches, interesting complements, or fresh desires emerging in your user base.


3 - Test where possible

Before a masterpiece is unveiled, sketch it out, build it up, and test it down. Developing prototypes--even if it's a rough idea--and seeking early feedback can save you from floppy post-launch moments.


Sometimes even the most seemingly promising of innovations can get their use cases wrong. By stepping into the shoes of your users, anticipating their evolving needs, and validating where you can before launch, you can dodge common use case pitfalls. The success of products isn't defined by just its features, but by how seamlessly it integrates into the lives of those who use it. So champion the whole consumer experience, and be keenly aware of what use cases you're appealing to when creating.



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