Wicked Problems, Simple Solutions
Building Products That Are Tough on Problems but Easy on Users
Over the years, I’ve realized that building great products doesn’t mean simplifying problems or complicating things for the sake of it. It’s about tackling those "wicked" problems and creating seamless, user-friendly solutions. The truth is, while the problems may be complex, users want something that just works.
For the sake of this article, a "wicked" problem is a complex challenge without a straightforward solution—like issues in finance, healthcare, or mobility that impact daily lives. Tackling these problems means identifying messy pain points and saying, “Let’s solve this.”
Welcome to Episode 14 of Product with JnrJose
Why Great Products Offer Simple Solutions
Users shouldn’t feel the complexity of the problem. Look at Piggyvest, for example, a digital savings app in Nigeria. It addresses a major human problem when it comes to building the financial discipline of saving, while this might sound simple, the most complex problems to solve are those that involve influencing human behavior. Piggyvest has been able to do that so well that many have testified to being able to build strong financial discipline through the use of the product, and many have even been able to maintain the same lifestyle outside of the product. This is possible because the product has been able to crack the ability to influence human behavior regarding financial discipline. Great products simplify complexity, creating solutions that “just work.”
Being Tough on Problems, Soft on Solutions
Solving wicked problems begins with understanding the problem itself, not rushing to solutions or cramming in features that don't address real needs. Early in my career, I fell into the "feature factory" trap, believing that more features meant a better product. Instead, I learned the hard way that this approach often dilutes a product's impact, making it less valuable to users. The key is to focus on the core problem while keeping the solution as simple and effective as possible.
To zero in on the right problem, you need to ask pointed questions that reveal its true nature:
What is the core issue preventing users from achieving their goals?
How are users currently addressing this problem, and where do these solutions fall short?
How critical is this problem to users, and how many are affected by it?
Does solving this problem align with our company’s strategic goals?
What measurable impact will solving this problem have on our users’ lives?
Iterate, Simplify, and Stay Focused
Great products emerge from ruthless prioritization and relentless iteration. Each iteration should simplify the experience, peeling away unnecessary complexity to reveal the most efficient solution. Achieving this requires discipline—focusing on the problem’s core while resisting the urge to overbuild.
For instance, during one project, my team developed an operational API feature that, on paper, seemed beneficial. However, testing revealed that it added unnecessary complexity, confusing users rather than helping them. Letting go of that feature allowed us to refocus on what truly mattered to our users and their goals.
The takeaway here is simple yet profound: good products may impress the experts, but great products empower even the most inexperienced users. A truly exceptional product is intuitive enough for someone with no guide, manual, or expert assistance to navigate effortlessly.
Designing for simplicity doesn’t mean dumbing down a product; it means respecting your users' time and removing barriers to adoption. Great products don’t require explanations—they guide users seamlessly, solving their problems with minimal friction. That’s the benchmark of design excellence.
When to Pivot, When to Double Down
Knowing when to keep or drop a feature is key. For instance, we once developed an API feature for operational support, but testing showed it made our product more complicated. Letting go allowed us to refocus on what users truly needed.
for example, Uber tackled the complex problem of real-time ride-hailing but kept it simple for users with a straightforward interface, “Where are you going?”
Deliver Solutions That Feel Effortless
The hallmark of a great product is its ability to tackle complex problems while feeling effortless to use. Users don’t care about the sweat, iteration, and hard work that went into building the product; they care about how simple and effective it solves their problem.
To deliver this kind of simplicity:
Focus relentlessly on fundamental user needs.
Test, learn, and iterate until you’ve removed every unnecessary barrier.
Be willing to let go of anything that doesn’t serve the core purpose.
In the end, great products are built on a simple principle: solve wicked problems but deliver solutions that respect users’ time and attention. Embrace the complexity behind the scenes, but let your users experience only the ease. That’s the art—and beauty—of a truly great product.