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What's the most effective way to prioritize features and functionality when developing a new product?

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Developing a new product is an exciting but challenging process. You have to balance the needs and wants of your customers, the capabilities and resources of your team, and the goals and vision of your business. How can you decide which features and functionality to include in your product, and which ones to leave out or postpone? In this article, we'll explore some of the most effective ways to prioritize features and functionality when developing a new product, based on the best practices of product R&D.

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Kristin Pardue

Entrepreneur | Social Change Leader | Coach | Educator
Tom Morgan

Creative Technology Lead, Accenture Song, United Kingdom, Ireland & Africa | IfATE Chair — Digital

1 Define your product vision and strategy

Before you start brainstorming and evaluating features and functionality, you need to have a clear idea of what your product is, who it is for, and how it will solve their problems or fulfill their desires. Your product vision and strategy should guide your decisions and help you align your features and functionality with your value proposition, your market positioning, and your competitive advantage. You can use tools like vision statements, value proposition canvases, or lean canvases to define your product vision and strategy.

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Kristin Pardue

Entrepreneur | Social Change Leader | Coach | Educator
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I would also emphasize defining the Job To Be Done, the Pains, and Gains your product is trying to solve for the customer. Gather cross-functional teams together and get their input, and then go out and test your internal assumptions and understanding with real consumers/customers. If you don't take time to test, you may be designing for the wrong opportunity. Let your future and current users be your guide.

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Dr. Jose M. Vicente-Gomila

Director at NeoTRIZ
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What are the main functions your product will satisfy? Are these functions suitable for the jobs your customers do? If yes, then these are the main features to develop. You may translate that 'jobs' into features through QFD for example

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Ravi Sharad
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The importance of having a well-defined product vision and strategy that acts as a compass to guide teams towards success. Understanding product vision and how it helps align teams and attract customers; developing a product strategy including market analysis, target audience identification, competitive analysis, and value propositions; setting SMART product goals and objectives aligned to strategy; prioritizing features and functionality using methods like MoSCoW and Kano models and user feedback analysis; emphasizing user feedback collection and incorporation into decisions; balancing innovation and maintenance; leveraging iterative development for continuous improvement; communicating vision and strategy clearly to all stakeholders.

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Thana Letchumi Ponudurai

CSM | CSPO | Product owner |Project Management | Startup |Agile
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To define a clear product vision, you need to visualize what the end product going to be. How it helps the target group, why you need this product , what is the advantage abd differentiation you are creating compare to your competitors.

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2 Understand your customers and their needs

The next step is to understand your customers and their needs. You need to know who your target audience is, what problems they have, what goals they want to achieve, what motivations they have, and what expectations they have from your product. You can use tools like personas, customer journeys, problem scenarios, or jobs-to-be-done to understand your customers and their needs. You can also conduct user research, interviews, surveys, or testing to validate your assumptions and gather feedback.

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3 Generate and collect feature ideas

Once you have a clear understanding of your product vision and strategy, and your customers and their needs, you can start generating and collecting feature ideas. You can use various methods to generate feature ideas, such as brainstorming, ideation workshops, user stories, or feature maps. You can also collect feature ideas from different sources, such as your customers, your team, your competitors, or your market trends. You can use tools like feedback forms, suggestion boxes, or online platforms to collect feature ideas.

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4 Evaluate and prioritize feature ideas

The final step is to evaluate and prioritize feature ideas. You need to assess each feature idea based on its value, effort, risk, and alignment with your product vision and strategy. You can use various frameworks to prioritize feature ideas, such as the MoSCoW method, the Kano model, the RICE score, or the value vs effort matrix. You can also use tools like prioritization matrices, roadmaps, or backlogs to organize and communicate your feature priorities.

By following these steps, you can prioritize features and functionality when developing a new product in a systematic and effective way. You can ensure that your product delivers the most value to your customers, uses the most efficient resources from your team, and achieves the most impact for your business.

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Tom Morgan

Creative Technology Lead, Accenture Song, United Kingdom, Ireland & Africa | IfATE Chair — Digital
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I think this understates the duality of technology and creative working together. The way this has been written implies that the designs or ideas come first then are handed over to technologists for estimation. This works, but it’s not reflective of how great features are made. The best features fuse creative and technological capability earlier on in the design cycle.

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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?

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Rishu Dalpati

Staff Product Manager | Ex-VMware | SaaS, Network & Cloud Security, Hypervisor | Azure? | AWS? | CSPO? | CPM? | DDIP? | FOCP? | PRINCE2?| CSM?| ITIL V3? | VCP?| VCA?| CCNA?| MCSA? | Six Sigma - Yellow Belt
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In my experience: - It's significant to define MVP - It's very important to pick the needs of maximum number of customers, instead of their luxury - Keep revisiting with feedbacks - Check with analytics about user behavior - Check tge feature score through RICE or Kano model

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What's the most effective way to prioritize features and functionality when developing a new product?

1

2

3

4

5

1 Define your product vision and strategy

2 Understand your customers and their needs

3 Generate and collect feature ideas

4 Evaluate and prioritize feature ideas

5 Here’s what else to consider

Product R&D

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What's the most effective way to prioritize features and functionality when developing a new product?

1

2

3

4

5

1 Define your product vision and strategy

2 Understand your customers and their needs

3 Generate and collect feature ideas

4 Evaluate and prioritize feature ideas

5 Here’s what else to consider

Product R&D

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