How can you prioritize the most important features to highlight at a product launch?

Know the problem you are solving and why it matters to your ideal customer. Understand how the challenge you solve impacts not only the decision maker, but the users of your product. Lead with empathy and insight.

One of the key aspects of precise value proposition is good customer segmentation. When creating value proposition canvas you always segment your potential customers and try to tailor your proposition to the desired segment. Value proposition canvas consists of 2 parts: Customer Segment, it consists of pains, gains and jobs of your customers. Value Proposition - focuses on the business and how it can create value for the customer. It includes: Products & Services, Pain Relievers and Gain Creators. All parts of your value proposition should be based on the segment you described earlier.

Mon produit résout le problème de la recherche d’un bon restaurant pour obtenir des recommandations locales authentiques. Contrairement à nos concurrents, qui souvent se concentrent sur des avis anonymes ou sponsorisés, notre plateforme est alimentée par une communauté locale qui partage des expériences vérifiées et honnêtes, offrant ainsi une transparence et une confiance accrues aux utilisateurs.

I personally like to use the concept of aha-moment to determine key features of my product. Aha-moment is the point at which a users realize the core value of a product and understand how the product can help them or solve a specific problem they're facing. It's when the user first experiences the primary benefit or unique selling proposition of the product. Aha-moment is critical for user retention because it often determines whether a user will continue to use the product or abandon it. Try to predict what is the aha-moment of your product (based on the value proposition) and determine the key features based on it. At first try to deliver those features, that impact the aha-moment most (make it closer, more vivid, etc)

Claims is a fascinating space when it comes to product innovation, the benefits that you choose to bolster your “claims” can be broadly bucketed into two types with simple example of a product say which claims to good for immunity : 1 High perception benefits ( Must have RTBs or reason to believe), for example “contains vitamin C”, is already perceived highly to be good for immunity by most consumers and will create believability about your claim, 2 High Performance( Differentiation ) Benefits - These benefits may not be very high on perception map of the consumers but will be actually very effective in delivering the claim and can also become your differentiators eg Mushroom extract

Never neglect testing your ideas on real users. If you want to introduce a new feature - try to create a mock-up or a simple landing page and show it to your target audience. Do not overdo it: 90% of time (if you didn’t skip previous crucial steps in product development and segmentation) just the very first and simple version of your (paste here anything) design/landing/mock-up will be sufficient to test the idea. Hint: you can also use chatGPT or other LLMs to generate questionnaires, or even test your ideas! Just describe the segment you want to ?talk“ to!

One word comes to mind: BENCHMARK! In review of your product features, how do they compare to available common feature sets available from others? What are those that meet comp, those that incrementally improve, faster, smaller, easier and the ONE that that has potential to change the game, to leap beyond to support a paradigm shift? What are the elements that stand out as unique, innovative and that radically simplify the user experiences? Those are the elements that support you leaping ahead and punching on the competition, those the strategic product opportunities to leverage and win. You usually know when you have one and they perform beyond expectations.

Two things are essential when prioritizing features to highlight. 1. Having a strong understanding of your competition. Make sure you know which features are table stakes and which ones are differentiated. I’d start with highlighting the differentiated features while making sure not to gloss over table stakes. 2. Integrating research throughout the development process makes it possible to be constantly validating assumptions so the top features naturally rise to the top.