Stop Building Features, Start Solving Problems

Too many organisations are feature-focused: they look at their backlog and ask, "What can we build next?" But what if the question was, "What problems should we address to create the most value?" The difference between these two questions is where true opportunity lies.

Too often, teams are caught up in refining backlogs filled with features, tweaks, and ideas, without taking a step back to understand the real needs driving them. This approach can result in a lot of output—but not a lot of meaningful progress. In fact, a 2019 report by Pendo revealed that approximately 80% of features in software products are rarely or never used. By focusing too soon on features, companies miss the chance to explore the deeper customer problems and frictions that, when solved, deliver significant value.

Approximately 80% of features in software products are rarely or never used, according to research by Pendo

What if, instead of prioritising features, you prioritised value creation opportunities? Imagine starting not with a list of features but with a question: "Where are our customers struggling the most, and how can we turn these pain points into value creation opportunities?" These friction points—the moments where customers encounter barriers, frustration, or unmet needs—are where the real growth potential lives.

Journey management is one way to make this shift. By taking a broader view of the customer journey, organisations can uncover moments of friction that might not surface on a feature-level backlog. Once these value creation opportunities are identified, the next question becomes, "Which of these will bring the biggest value to both our customers and our business?" It's about moving from "What should we add?" to "What impact should we create?"

This approach not only aligns your teams with customer needs but also ensures that your efforts are being directed towards creating meaningful change—not just more features. When you identify the highest value opportunities, you can allocate your resources in exploring right solutions to deliver the value.?

The key is to be opportunity-driven, not feature-driven. Look for friction. Ask questions. Identify the big value unlocks. The features that follow will be the ones that truly matter.

If this resonates with you and you're keen to dive deeper into the transformative power of Journey Management, follow me on LinkedIn, where I post weekly on this topic. Let's journey together towards CX excellence.

#JourneyOps #JourneyManagement #CustomerCentricity