Why are you doing this?! ??

Hey Folks! Continuing my saga of frustration & disappointment: I'm still baffled by all the tools I've recently tested/ demo-ed that allow me to collect data, but don't allow me to do anything with it.?

As a result, I'm not able to buy the tool - because if I can't push data to HubSpot and use it as a trigger for other campaigns, I may just as well not have it at all. This is a really good example of where a missing integration is costing you a customer?

But why are Product Managers doing this?

Building features without seemingly understanding how they are going to be used by the user, and what for exactly?!?Well, one explanation is that - no matter how vivid your imagination is - your users will always find a way to use your product in a way?different than intended:?

Another - is that you either don't know your users well enough, or aren't using the FAB framework.?

Build your features in a FAB way

Remember the Pareto rule? The 80/20 one? Basically, about 80% of the value comes from the top 20% of functionality. What’s more the majority of users only use 20% of the features.

How do your users find the 20% they need?

Product managers can use the FAB (Features, Advantages, Benefits) model and a few tricks to help users experience value and?drive adoption.

• A feature-benefits analysis explores the interactions between features, advantages, and benefits of a product.
• A FAB statement is a kind of sales message that promotes the features, advantages, and benefits of a product to the customers.
• Features?are the characteristics of the product.
• An?advantage?is how the feature helps your customer.
• The product’s?benefits?refer to what the user gains from using it as well as how it is better than its competitors.
• Benefits are the outcomes of using features.?Product managers?should focus on delivering benefits rather than just features.
• The FAB model helps product teams write compelling product descriptions. Such descriptions are important not only to sell the product but also to set the right expectations and avoid the?value gap.
• From the user’s perspective, clear FAB statements help identify the most appropriate functions to use, which reduces?time to value.
• Identifying the links between features, advantages, and benefits also helps to?differentiate the product?for different target markets.
• Product managers who use the FAB model find it easier to?prioritize features?for development and avoid?falling into the build trap.
• To deliver the right benefits to the right users, divide them into?segments.
• Next, use?tooltips?and other?in-app guidance?to highlight the relevant features for each user segment.

Qualitative feedback?is a good source of language you can later use to describe your product features, advantages, and benefits to other users.?

Invite more (relevant!) users to user interviews?

Another?common issue is that PMs simply don't?understand?the benefits their product brings to their users - because they don't talk to them often enough.? Invite your users to focus group interviews in-app, based on behavioral segmentation (= only the users that have engaged with certain features / match a certain persona profile):?

You can both segment your audience & build these targeted interview invites in-app without any coding in Userpilot of course.???

Hope this was useful!?

P.S. Finally! The signups for our next Product Drive FREE online conference are LIVE - and this year's edition is really star-studded!???

With Marty Cagan, Wes Bush, Maja Voje, Ben Williams and Dan Olsen headlining the event - don't miss our on learning how to build products your users will love.?

Grab your seat before it goes - and see you next week!?