Product design lessons from the creation of Sumo Oranges

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Friday, 18 October 2024

5 Mins

by Hardy Sidhu

In the fast-paced world of digital product design, inspiration can come from the most unexpected places. While our industry thrives on cutting-edge technology and innovative thinking, we can often learn from nature and time-tested processes.

Enter the Sumo Orange—a citrus fruit that took decades to perfect and, in many ways, offers a masterclass in how to design products that not only stand out but also delight users in ways they didn’t know they needed.

The Sumo Orange isn't just a fruit; it’s a blueprint for thoughtful innovation. It embodies the same principles that digital product leaders should prioritize—meticulous user research, attention to detail, seamless user experiences, and a commitment to sustainability. If you’re a product manager, UX designer, or digital strategist, the Sumo Orange has more in common with your next launch than you might think. Here's how its creation can inform and elevate your digital product design strategy.

1. Long-Term Vision: The Foundation of Exceptional Products

One of the most critical lessons from the Sumo Orange is the importance of patience and long-term planning. Developed over 30 years through careful crossbreeding, it wasn’t rushed to market. Instead, it was cultivated for perfection—optimized for taste, size, and ease of use. This mirrors what’s often missing in digital product design today: long-term thinking.

In the world of SaaS and digital products, it’s tempting to prioritize MVPs (Minimum Viable Products) and rapid iterations. While these are essential, the true differentiation comes from asking: What will this product look like in five years? How will it evolve? Just as the Sumo Orange was nurtured to stand the test of time, digital products require strategic foresight. Considerations like scalability, future-proofing, and long-term value must be woven into the fabric of your design process from day one.

By designing with the future in mind, you're not just meeting today’s needs—you’re setting the stage for tomorrow’s demands.

2. User-First Design: Remove Barriers, Drive Engagement

One of the Sumo Orange’s standout features is its ease of use. Its skin peels effortlessly, a small but significant design feature that makes it incredibly consumer-friendly. In digital product design, this aligns with the principle of reducing friction. Users should experience a seamless journey from the moment they engage with your product to the moment they achieve their goal.

Ask yourself: Where are the pain points in my user’s journey? Whether it's clunky navigation, lengthy sign-up processes, or confusing interfaces, every friction point is a risk. In a world where attention spans are shrinking, users don’t tolerate inefficiency—they simply leave. The Sumo Orange’s success is a reminder that the simplest solutions often create the most value. Focus on designing an intuitive experience where every interaction feels natural and, most importantly, easy.

In digital product design, convenience is king. Products that prioritize ease of use will drive higher engagement, loyalty, and satisfaction.

3. Crafting Unique Experiences: Differentiate or Be Forgotten

In a crowded citrus market, the Sumo Orange stands out due to its distinctive size, texture, and taste. Similarly, digital products need a unique value proposition to succeed in today’s saturated digital landscape. Differentiation is no longer optional—it’s essential for survival.

Innovation doesn't always mean reinventing the wheel; sometimes, it’s about rethinking the familiar. Look at what already exists in the market and ask: How can we make it better? How can we make it different? The Sumo Orange didn’t invent citrus; it improved upon it. It enhanced the user experience through thoughtful design, making the familiar feel fresh and exciting again.

The same applies to digital products. What features can you optimize to surprise and delight your users? Whether it’s integrating AI for personalization, improving performance, or enhancing accessibility, the goal is to create a product that stands out in a meaningful way—something that users not only want but love.

4. Details Matter: The Invisible Impact of Micro-Interactions

From its bumpy exterior to its burst of flavor, the Sumo Orange is a product designed with care at every touchpoint. It may seem like a simple fruit, but every detail—from its easy peeling to its juiciness—was intentional. In digital product design, micro-interactions serve the same purpose: seemingly small, but capable of creating a deep impact on user experience.

The tiniest details—like the responsiveness of a button, a well-timed animation, or a thoughtful error message—can transform a good experience into a great one. These micro-interactions may seem minor, but they build trust and foster a deeper connection between the user and the product. They’re the silent champions of user satisfaction.

As you design your product, pay attention to the small moments. They have the power to make or break the user experience. Just as the Sumo Orange’s peelability transforms it into a joy to consume, micro-interactions can transform an interface into a pleasure to use.

5. Sustainability and Purpose: Designing for Impact, Not Just Profit

The Sumo Orange isn’t just about consumer enjoyment; it’s also a product of sustainable agriculture. Grown with minimal environmental impact, it reflects a larger trend that digital product leaders cannot afford to ignore: sustainability is no longer just an add-on. It’s a core requirement.

In the digital space, this means optimizing for energy-efficient design, responsible data use, and ethical technology development. Sustainability is about more than environmental impact—it’s about creating products that are socially and ethically responsible. Today’s users, especially Gen Z and Millennials, care deeply about the impact of the products they use. They want to align with brands and platforms that share their values.

Building a digital product with a purpose means considering the long-term impact—on users, on society, and on the planet. Just as the creators of the Sumo Orange considered the broader impact of their agricultural practices, digital designers should aim to create products that contribute positively to the world.

6. Storytelling: Build Emotional Connections, Not Just Features

The Sumo Orange’s appeal isn't just rooted in its design—it’s also tied to its narrative. The story of its Japanese origins, its painstaking development, and its promise of quality makes it more than just a fruit—it’s an experience. In digital product design, storytelling is equally critical.

Beyond functional features, what is your product’s story? What problem does it solve, and how does it improve the user’s life? Storytelling builds emotional connections. It helps users understand the "why" behind your product and forges a deeper, more loyal relationship. Whether you’re launching a new SaaS tool or a mobile app, your product’s narrative is key to differentiating it in the market.

Today’s digital leaders understand that empathy, storytelling, and brand purpose are just as important as technology and functionality. A compelling story can elevate your product from just another tool to something that users genuinely care about.

Conclusion: Designing for Delight in a Saturated Market

The Sumo Orange teaches us that exceptional product design comes from a balance of innovation, user-centricity, and attention to detail. It’s not enough to simply create a product; the product must create an experience that resonates deeply with users.

For digital leaders in 2024, the challenge is to move beyond the basics. To design products that are not only functional but delightful. To look past immediate gains and build for the long-term. By taking lessons from the Sumo Orange—long-term vision, seamless usability, differentiation, attention to detail, sustainability, and storytelling—you can create digital products that don’t just meet expectations—they exceed them.