How do you customize your product feature scoring and ranking for different segments and personas?

1 Identify your segments and personas

The first step is to identify your target segments and personas, based on your market research and customer insights. A segment is a group of customers who share similar characteristics, needs, and behaviors, such as industry, size, or location. A persona is a fictional representation of a typical customer within a segment, based on their goals, pain points, motivations, and preferences. By defining your segments and personas, you can tailor your presentation to address their specific challenges and opportunities, and show how your product fits their context and use cases.

2 Define your feature categories and criteria

The next step is to define your feature categories and criteria, based on your product's value proposition and differentiation. A feature category is a broad group of features that serve a common purpose or function, such as security, performance, or usability. A feature criterion is a specific attribute or benefit that a feature provides, such as speed, reliability, or flexibility. By defining your feature categories and criteria, you can organize your product's capabilities and benefits into a logical and coherent structure, and communicate them clearly and concisely.

3 Score your features for each segment and persona

The third step is to score your features for each segment and persona, based on their importance and relevance. A feature score is a numerical value that represents how well a feature meets a criterion for a segment or persona, on a scale of 1 to 10. For example, a feature that provides high security might score 10 for a segment that values data protection, but only 5 for a segment that prioritizes convenience. By scoring your features for each segment and persona, you can quantify and compare their value and impact, and identify the most compelling and relevant ones.

4 Rank your features for each segment and persona

The final step is to rank your features for each segment and persona, based on their score and priority. A feature rank is a relative position that indicates how important a feature is for a segment or persona, compared to other features. For example, a feature that scores 10 for a segment might rank first, while a feature that scores 5 might rank fifth. By ranking your features for each segment and persona, you can prioritize and emphasize the ones that matter the most, and create a customized and persuasive presentation.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?