How To Choose The Right Features & Functions For Digital Products | Torinit
Choosing the right features and functions for digital projects is essential. This is true whether you are launching a minimum viable product(MVP) or expanding on an existing property. When you develop and/or implement the right features for your product, you will get the maximum return on your investment.
Deciding which ones to include, however, is a challenge. To help, we’re providing an overview of four effective methods to choose the best functions for your products.
Customer Journey Mapping
Customer journey maps (aka UX maps) are a multifaceted tool that can solve several problems for digital products. In a recent article, we discussed how to reduce dropped carts with eCommerce customer journey maps. They are also a valuable method for choosing features.
This approach maps out the customer journey from discovery to sale, to repeat customers. This is informative for product development and improvement because it uncovers the bare minimum required to get from the beginning to the end. This is particularly beneficial while choosing functions for an MVP.
Value VS Complexity Quadrant
The value versus complexity quadrant measures the benefit of features against the complexity of using and/or developing them. This is a practical framework for prioritizing features and functions.
The ideal features for a digital product are low complexity and high value. These require the fewest resources while garnering the most results. This is especially valuable for MVP features.
The Kano Model
Developed by Professor Noriaki Kano, this model comprises of five categories:
Must-Be: Features that customers take for granted. These must be done and must be done well. Ex. Having chairs and tables in a sit-down restaurant.
One-Dimensional: Features that, done properly, increase user satisfaction. Done improperly, they decrease satisfaction. Ex. An internet service provider claiming faster speeds has a positive effect if it achieves them, but if they are equal or slower than competitors it is viewed negatively.
Attractive: Like one-dimensional qualities, these give satisfaction when fulfilled. These do not, however, cause dissatisfaction if unfulfilled. Ex. value-added features aren’t expected, so providing them is a bonus, but not having them will usually go unnoticed.
Indifferent: Features that are not inherently good or bad. They may have significance in development but users are unaware of them. Ex. The coding language can determine what you can do with an app, but it’s not apparent to most users.
Reverse: The consideration that not all customers are alike. Ex. some customers prefer something more technical, while others just want to maximize ease of use. Narrow down who your ideal customer is and meet their needs.
With this approach, the goal is incorporating features that result in the highest customer satisfaction, rather than focusing on product functionality.
This is another approach well-suited to new product development. It ranks features by comparing their potential value to the costs, efforts, and risks of implementing them. It is a good way to discover which features to start with.
This approach is a more in-depth version of the Value VS Complexity Quadrant. Instead of placing features and functions into one of four positions, they are given a numerical score and ranked against each other. The two models work well together, as you can use weighted scoring to compare features that tie in the quadrant.
Leverage Digital Product Guidance from Strategic Technology Partners
The above models are a great start for choosing the features and functions of your MVPs and new digital products. But to get the most informed decisions you need a partner that can give you a full scope of your product and its fit in the market.
Torinit helps businesses like yours develop new products with real insights and proven strategies to launch, grow, and scale.
Contact us today and discover the Torinit difference!