In the fast-paced world of small teams and agile product development, there’s an underrated approach to making critical decisions that often looks like procrastination but is, in fact, a strategic advantage. I call it “Just-In-Time Product Design.”
This concept borrows its name from “just-in-time compiling” in computer science, where code is optimized and executed at runtime rather than ahead of time. Similarly, in product design, decisions are made not at the earliest possible moment but at the most opportune one, allowing for maximum flexibility and relevance.
The Context: Small Teams and Big Decisions
In small teams, the product owner often wears multiple hats: strategist, designer, and decision-maker. This concentrated responsibility makes every decision weightier and, paradoxically, more susceptible to delay. But not all delays are created equal.
“Just-In-Time Product Design” is not about avoiding decisions but about timing them to align with the moment when they are most informed and impactful. Instead of rushing to lock in a feature or roadmap prematurely, the product owner waits for the point of optimal clarity—when user feedback, team bandwidth, and market signals converge.
Why Just-In-Time Isn’t Procrastination
Procrastination suggests indecision or avoidance. Just-In-Time Product Design, on the other hand, is intentional. Here’s why it works:
- Information Density Increases Over Time
Early in the product lifecycle, decisions are often made with incomplete data. Waiting allows the product owner to gather real-world insights—user feedback, usage patterns, or competitor actions—that were unavailable at the outset. - Reduces Over-Commitment
Premature decisions can lock a team into paths that are expensive or impossible to reverse. By delaying decisions until they are necessary, teams maintain flexibility, avoiding sunk costs and design debt. - Enables Rapid Iteration
Similar to just-in-time compiling, which only processes what’s needed when it’s needed, this design philosophy encourages focusing on the next most valuable thing, leaving room for pivots and adjustments.
Not Required at All Phases
While Just-In-Time Product Design can be transformative, it’s not required for every phase of product development. This approach is most valuable during the conceptualization of big, foundational features, such as a new dashboard or a major workflow overhaul.
For example, the initial design of a dashboard might benefit from waiting until enough user needs and business requirements are clear. However, once that dashboard is built, extending it with new charts or filters becomes straightforward. The heavy decision-making phase has passed, and incremental updates can be made with confidence and less deliberation.
This makes JITPD particularly suited to moments when the stakes are high, and the direction is uncertain. Once a solid foundation is in place, traditional iterative processes can take over, leveraging the clarity and stability that the earlier strategic timing provided.
Creating Time and Space for the Product Owner
One of the key benefits of Just-In-Time Product Design is the mental and operational space it creates for the product owner. In small teams, where resources and time are stretched, the product owner often feels the pressure to resolve everything upfront. This approach challenges that instinct by emphasizing deliberate patience.
- Time to Reflect: With breathing room, the product owner can weigh trade-offs and think creatively rather than defaulting to the obvious or safest choice.
- Time to Listen: User feedback can dramatically reshape priorities, but only if the team has the humility to listen and the flexibility to adapt.
- Time to Collaborate: Waiting to decide opens the door for collaboration, ensuring that diverse perspectives shape the product.
Borrowing from Just-In-Time Compiling
The parallels between just-in-time compiling and product design go beyond the name. In both cases, the key is balancing efficiency with optimization:
- Efficiency: Decisions are made when necessary, reducing wasted effort on speculative work.
- Optimization: The outcome is better tailored to current conditions, maximizing its impact.
Just as just-in-time compiling enables programs to adapt to runtime conditions, this approach allows product teams to adapt to the shifting realities of users, markets, and technology.
When to Use Just-In-Time Product Design
This philosophy isn’t a fit for every context. Larger teams with rigid structures or long development cycles may struggle to adopt it. However, for lean, nimble teams where the product owner is one of the only decision-makers, it can be a game-changer.
It works best when:
- Feedback loops are fast, such as in SaaS or consumer apps.
- The team has strong alignment and trusts the product owner’s judgment.
- Flexibility is critical to outmaneuver competitors or respond to rapidly changing markets.
The Strategic Mindset Behind the Delay
Ultimately, Just-In-Time Product Design is about cultivating a strategic mindset. It recognizes that not all progress is linear, and sometimes waiting is the most productive thing you can do. By leaning into this approach, product owners can make better, more informed decisions that drive their teams toward success.
So, the next time someone accuses you of procrastinating on a product decision, you can smile and say, “Actually, it’s just-in-time product design.”
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