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What is the Feature Library?
The Feature Library is a global repository of digital features used by leading brands worldwide, offering teams the ability to compare their product's user interface and feature execution with industry leaders. It simplifies the research and design process, saving time and effort for internal teams, while promoting efficient teamwork and informed decision-making on feature implementation and prioritization
Context
Prioritizing the Features Set was crucial to meeting the underserved needs of the target audience. This was achieved by focusing on features that addesse their pain points. The prioritization process enabled me to establish a robust product-market fit, taking into account various factors, including business goals, market trends, technical feasibility, user impact, revenue potential, user adoption, customer retention, and resources and constraints.
Feature Prioritization Puzzle
Making informed decisions regarding feature prioritization and development is a challenge for any product team due to the lack of access to data and metrics quantifying the impact of specific features on client acquisition and retention. This scarcity makes it difficult for product managers to effectively prioritize feature development.
An underserved market
Product teams often rely on platforms like Mobbin, Page Flows, Pttrns, Collect UI, Pulse (11:FS), and others to define the feature set. These platforms provide references for competitors' offerings. However, they primarily focus on UI components or user journeys, rather than the features themselves.
The Quest for True Value
Without concrete examples of feature execution and lacking knowledge of the actual impact of competitor features on their journeys, product teams struggle to understand what customers truly value in the product. Consequently, tracking competitors' features and monitoring market trends in real-time becomes virtually impossible.
Planning & Execution
Prioritizing the Features Set was crucial to meeting the underserved needs of the target audience. This was achieved by focusing on features that addesse their pain points. The prioritization process enabled me to establish a robust product-market fit, taking into account various factors, including business goals, market trends, technical feasibility, user impact, revenue potential, user adoption, customer retention, and resources and constraints.
To build and optimize the product, we chose to utilize the Product-Market Fit approach within the Lean Product Process framework. Embracing Agile methodologies, particularly Scrum, we dynamically adapted our approach, fostering adaptability and responsiveness to evolving project needs.
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Methodology & Framework
Product Roadmap
To kickstart the Product Roadmap, we first performed a hierarchical decomposition of the project using the Lean Product Process framework. This method allowed us to break down the project into manageable components, defining its scope through task, subtask, and deliverable delineation. This approach facilitated effective planning, resource allocation, and progress tracking throughout the project lifecycle, aligning stakeholders, prioritizing tasks, and clearly communicating goals and milestones.
With team members spread across four different time zones, establishing a clear communication plan became paramount to our success. We focused on utilizing tools like Jira and Teamwork to track progress efficiently and keep everyone aligned. Weekly catch-ups emerged as essential meetings where we refined and validated requirements, ensuring everyone was on the same page.
Coordinating cross-functional teams
Research and Analysis
The research phase had the objective of confirming the hypothesis that, although there were limited solutions in the market for assisting digital teams in comparing and deriving inspiration from digital features, there existed a substantial "Problem Space." Within this space, numerous Underserved Needs were not adequately addressed by the existing solutions. This research phase involved conducting interviews with UX and UI designers, Product Managers, as well as Client Advisors who specialized in digital intelligence and customer-centric research, Desk research, Competitor Analysis and Usability tests on existing solutions.
User Interviews & Quantitative Surveys
The interviews proved invaluable for gaining a deeper understanding of user pain points. Among the most significant discoveries were identifying how users search for instances of feature implementation, the tools they rely on, and the issues they encounter.
Competitor Analysis
The competitor analysis encompassed eight available tools within the market. This assessment facilitated a deeper understanding of the Feature Sets provided by each competitor and also pinpointed gaps highlighted in the interviews. These gaps included the absence of tools that elucidate why specific features should be implemented, assist in defining priority, and the limited number of companies offering examples of features within member-exclusive environments (behind the login).
Smart budgeting
With clics' budgeting system, you can rest assured your resources are spent wisely.
Other research methods
Other research techniques, including those commonly employed in Lean Six Sigma, were utilized. For instance, the observation process involved systematically analyzing processes and activities within the targeted segment. This included keenly observing and documenting events, behaviors, interactions, and environmental factors affecting study creation and management on the platform to uncover undisclosed pain points and unaddressed requirements. Additionally, we established a Stakeholder map to systematically analyze and identify key stakeholders, their roles, interests, needs, and potential impact on the design process and outcomes.
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Set it up once, and you're good to go. No hassle or code required.
I'm a paragraph. Click here to add your own text and edit me. I’m a great place for you to tell a story and let your users know a little more about you.
Key findings and insights
The research process enabled us to gain profound insights into the requirements and expectations of our target audience. By immersing ourselves in the intricate details of their needs, I identified the pain points and recognized the frequently neglected unserved needs of our target audience. Below, I have compiled a list of the most prominent pain points and underserved needs that were uncovered during the Empathize and early stages of the Define phase. The pain points and underserved needs were subsequently organized using the GUT priority matrix, prioritizing problems and demands based on their importance.
Users lack an understanding of the relative importance of features for different segments
Users struggle to locate industry-specific feature examples.
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Users remain uninformed about the latest developments in the industry.
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Users lack access to competitor customer areas (behind the login).
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Limited information available about the impact of certain features on client acquisition and retention.
Understand the impact of specific features on client acquisition and retention.
Make informed decisions regarding feature prioritization and development by understanding what customers truly value in the product.
Tracking competitors' features, and monitoring market trends in real-time.
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A way to access competitor customer areas (behind the login) as most tools available a primary focused on public sites.
Design question
How can we enable digital teams to effortlessly discover, compare, and draw inspiration of digital feature executions within and outside their industries while supporting seamless teamwork, improving efficiency, and empowering effective prioritization of user-relevant feature implementations?
Personas & Targeted customers
After conducting market research, we have identified three personas associated with our Problem space.
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For a deeper dive into the Personas, please click here.
Key Features and Innovations
Prioritizing the Features Set was crucial to meeting the underserved needs of the target audience. This was achieved by focusing on features that addesse their pain points. The prioritization process enabled me to establish a robust product-market fit, taking into account various factors, including business goals, market trends, technical feasibility, user impact, revenue potential, user adoption, customer retention, and resources and constraints.
Intuitive filters & Predictive search capabilities
Intuitive filters ensure users to discover precisely what they are seeking, while the predictive search suggest relevant options based on keywords.
Contextual tags & Informational Labels
Contextual tags helps users to locate where specific features are implemented and informational labels helps finding detailed information related to the feature.
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Desirability Score of features and priority ranking
Contextual tags offer a Desirability Score for product features, placing consumer opinions regarding feature importance and desirability at the heart of decision-making. This approach eliminates the need for subjective opinions and assumptions, allowing brands to make confident investments.
Download and share images with team in customized spaces
Option to create a shareable link for the image to communicate more easily with your team and download as many images as the user wish to share it with Product and UX/UI team.
Interested in learning more about the features?
Iteration & Prototyping
The iterative process played a crucial role in refining our product. We initiated with a Low Fidelity prototype on Figma, offering a basic framework to gather initial feedback and insights. Following the first round of interactions and validations, we progressed to develop a High Fidelity prototype.
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Low Fidelity
High Fidelity
Design-to-code efficiency
By choosing Figma, we enhanced product documentation for CSS and HTML specifications. Figma streamlined the process, enabling our Development team to generate CSS code snippets and export design assets with ease.
Why Figma?
Testing & Results
The MVP tested by clients validated the hypothesis established during the research phase. Analysis of both quantitative and qualitative data from a survey completed by over 200 users within the Digital teams of leading brands in Insurance, Banking, Energy, Superannuation, and Wealth management revealed that the product effectively filled an existing market gap and exhibited strong market fit. Nonetheless, user feedback highlighted the necessity for improvements in the platform's navigation components, which were adversely affecting satisfaction levels.
Trialled by the Greatest
"A tool that’s done the hard work for you, and provides a quick way to get comparisons of the market, and what other brands are doing in our industry."
St. James's Place, Wealth Management (UK)
Launch and Go-to-Market Strategy
The go-to-market (GTM) strategy for the Feature Library began with a soft launch of a Minimum Viable Product (MVP) to existing customers and friendly brands, allowing them to test and provide feedback on the platform. This initial phase helped refine the product based on real-world usage, preparing it for a full-scale launch. The final release is focused heavily on optimizing Sales and Distribution Channels, while prioritizing Customer Retention and Expansion strategies to maximize long-term growth and customer satisfaction.
Branding and
Positioning
Highlighting the platform's Competitive Intelligence features which were unique offerings not available from competitors.
Marketing and
Lead Generation
Raising awareness and attracting potential customers through promotional videos, email marketing campaigns, decks, and social media content.
Pricing
Strategy
Implemented the Van Westendorp Price Sensitivity Meter (PSM) to determine an optimal price range that balances affordability with perceived value.
Customer Onboarding
and Support
Created a low-touch onboarding process, supported by tutorial videos, to help customers get started quickly and receive ongoing assistance as needed.
Analytics and Optimization
Utilizing data collected during the trial period, along with quantitative and qualitative survey results, to measure success and continuously improve the product.
Lessons Learned & Key takeaways
This project posed some challenges that prompted us to reassess testing methodologies and launch strategies, ultimately yielding valuable insights and key takeaways for future endeavors. Among the lessons learned, I believe three were particularly prominent:
Improving Testing
Problem: The initial round of testing involved conducting task-based usability tests, where users were tasked with finding specific information on the platform. While these tests revealed some issues that were addressed prior to the trial period with actual clients, they failed to capture genuine discovery and exploration behavior. Once clients began using the platform without guidance, they uncovered additional issues that had not been previously addressed.
Solution: Following this incident, it was decided that before releasing new features to users, more time would be dedicated to dogfooding, and a soft launch with a limited audience would be deployed.
Improving Launch Strategies
Problem: During the market launch phase, the sales department struggled to understand the value proposition of the solution and communicated its capabilities poorly in the European and UK markets.
Solution: It required an intervention from the product team to refine the communication package. With the sales pack improved, a second launch was conducted in the EU/UK territory, resulting in a significant increase in conversion rates for the free 2-week trial, jumping from 4% to 67%.
Refining Stakeholder Mapping
Problem: Assuming potential users held budgetary authority, we overlooked including the economic buyer persona in our Stakeholder Map, leading to project delays.
Solution: To prevent this in the future, we've revised our interview script to include questions identifying the economic buyer and decision-maker with budgetary authority. This ensures we rely less on assumptions and gather more concrete data for a comprehensive stakeholder analysis.
Products
Take a look at some of the products I've developed to get a better understanding of my work approach and the frameworks I apply.
