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The Importance of Prioritizing Customer Value and Services over Product Features

What does it mean to prioritize customer value? Many companies globally work on establishing robust consumer relationship departments or responding to complaints about their services and products.

However, product design and innovation are where customer value can be increased exponentially. Here’s why and how you should be looking at customer experience over adding features at this stage.


Avoiding Feature Redundancy


Product managers and their teams have to be ambitious with their ideas, especially during the brainstorming stage. It can be super helpful to have many concepts to choose from and refine during product innovation and design. However, the one problem you could run into without knowing is feature redundancy.


Packing everything you can into one bundle is tempting, but it’s a sign of poor conceptualization. Product managers should be able to narrow down what any one product is supposed to offer and ensure that said goal is achieved with as little engineering and mechanics as possible.


Customer value and services aren’t about adding as many features as possible. It’s about understanding what a limited number of features bring to the table and optimizing for the best possible consumer experience with those.


Gauging Customer Value


An essential question you should be asking with a product is, “What will the target population for this product value most?”


If you don’t have a solid answer, you need to find out before you can make a case for how well your product stands in the market. Customer value is not about endless features. Take an application for mindfulness, for example. If you keep adding meditation lessons and now the app has an infinite library, will your consumers be using every single one?


The answer is usually no. Instead of focusing on adding meditation lessons, you should be asking yourself what kind of QA you’ve implemented on these lessons? Have you organized them effectively? Are there customization options that could make people more interested?


What Good UX Really Means


User experience is a word that’s thrown around a lot thoughtlessly, which dilutes what optimizing for UX really means. Don Norman, the man famous for popularizing the term user experience, argues that any UX should be optimized to:


• Fulfill a customer’s exact need without difficulty

• Be simple yet elegant enough that the person using a product

will enjoy the experience

• Go beyond User Interface

• Incorporate the best of multiple disciplines that went into creating the product


User experience, therefore, is a broader concept than just a standard to follow. Product managers need to identify what an excellent user experience looks like before they can implement it.


Whether that means engaging in business origami or working with multiple product versions for market research coupled with a brilliant vision—user experience is about insight and ingenuity.


A business meeting with a product manager leading it.


Tying it All Together


It can be easy to get lost in customer value, user experience, and other larger principles that govern product R&D since there’s no way to quantify them. However, a good product manager can bring it all together, especially with budgetary and time constraints. It’s about finding the right balance and ensuring that the product is in the best shape possible.


When done right, emphasizing customer value and UX can actually help bring product managers back to the logistics of innovation in product design. Getting external help from a global design and innovation consulting firm like ours can make all the difference.


From organization innovation consultancy to product prototyping services in Abu Dhabi, we can take over the whole process for you. We help you become a business of the future with flexible, cutting-edge design testing, strategic insight, and business innovation consultancy.


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