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Myth 5:

Consumers want more features

The problem: As an idea turns into a product and starts shipping, its designers and engineers seem to have an unlimited number of new ideas for new features to include in the next version, each feature designed to make the product “more complete.” However, in the eyes of the consumer, the exact opposite is happening. The early users are wondering why the key feature is so hard to use, buggy, or incomplete.

Consumer Behavior Bubble Chart

The reality:

Consumers only want a few key features, and they want them to work well.

The Consumer Behavior Bubble Chart enables comparisons of different features or services to determine how many consumers use each feature (Attraction), how much time consumers spend with each feature (Usage), and how often they return to use the feature again in the future (Stickiness).

The solution: Before shipping a product, all you have is your professional training and experience to aid you in designing a product. But once you have built and shipped the product, you have access to a wealth of consumer usage information that can help drive future design decisions. Use this data to tell you where your value really is and focus on continuously improving that value.

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