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Myth 4:

Consumers will find a product’s value

The problem: Most companies feel that it is best to have lots of features so that users can navigate to and use whichever features fit their needs. These companies are usually disappointed, as users don’t look for the features they want. Instead, users struggle to find value and give up.

Consumer Churn Graph

The reality:

The value must find the user.

The Consumer Churn Graph demonstrates how focusing on improving a user’s ability to find value in a product will increase a user’s success with the product.

The solution: Instead of focusing on how to get more users to your product or trying to design more features for more segments of users, focus on removing or hiding rarely used features and highlighting your key features and value.

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