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Product Improvement
Oct 29, 2021 • 7-10 min read

The Underlying Logic of Product Improvement: Do Less Addition, More Multiplication

As a product manager, nothing is more frustrating than seeing the product's features grow while user engagement dwindles. Recently, while optimizing our product, I came up with a straightforward yet effective approach—do less addition, more multiplication.

I. Beware of "Feature Obesity": Why New Features Can Be Poisonous?

1. Three Pitfalls of New Features

  • Resource Blackhole: Developing a new feature can consume a significant amount of manpower and time, potentially delaying the iteration of core features.
  • Cognitive Bias: Customers may say they "want" a feature, but they might not actually use it. For example, when asked if they want a "night mode," 90% of users might say yes, but less than 10% will actually use it.
  • Communication Cost: New features require supporting PR and training; otherwise, users might not even know they exist.

2. How to Add New Features Correctly?

  • Scenario Validation: Instead of asking "Do you want it?", ask "If we had this feature, in what situation would you use it?"
  • Minimum Viable Release: Start with a lightweight version. For example, WeChat's "Tap" feature was first released as a simple version and then expanded based on user feedback.
  • Align with Core Value: New features must be strongly related to the product's core goal. For example, DingTalk's video conferencing feature aims to reinforce the positioning of "efficient communication."

II. Reviving Old Features: Creating 10x Value with Existing Functions

1. Make Features More User-Friendly (Intentional Improvement)

  • Deep Dive into Pain Points: Why do users use this feature? For example, users use the calendar function not just to record dates but for "time management."
  • Case Example: Apple Calendar added a "schedule suggestion" feature that automatically recommends times based on user habits, turning a passive recording tool into an active management tool.

2. Increase Usage Frequency (Boost Frequency)

  • Gamification: Add incentives like "daily check-ins" and "achievement badges" to features. For example, Keep's exercise check-in feature.
  • Expand Scenarios: Integrate features into high-frequency scenarios. For example, Alipay's "utility payment" feature, originally low-frequency, became a high-frequency entry point after being integrated into the homepage.

3. Lower the Barrier to Use (Reduce Costs)

  • Simplify Processes: Remove unnecessary steps. For example, an e-commerce app shortened the "confirm order" button from 3 steps to 1, increasing conversion rates by 20%.
  • Automation: Use AI to replace manual operations. For example, a design tool that automatically generates color schemes, making it easy for beginners to get started.

III. The Underlying Logic of Product Improvement: The User Value Priority Rule

  1. Save Lives Before Cosmetic Surgery: Prioritize fixing bugs that affect core experiences before adding decorative features. For example, fixing payment failures is more important than adding new skins.
  2. The 80/20 Rule: 80% of the value comes from 20% of the features. Cut features with usage rates below 5% and focus resources on refining core modules.
  3. Let Data Speak: Use A/B testing to validate the effectiveness of improvements. For example, a social app changed the "like" button from red to blue, increasing click rates by 15%.

IV. Pitfall Guide: Improvements to Avoid

  • Leaders' Impulsive Features: The boss says, "I think users need this," but there's no data to back it up.
  • Competitor Follow-Through Features: Just because someone else is doing live streaming doesn't mean you should follow suit, or you'll end up with something that doesn't fit.
  • Tech Show-Off Features: Adding complex features to demonstrate technical prowess when users don't actually need them.

V. Final Words: Product Improvement Is a "Subtraction Revolution"

True product improvement is not about addition but multiplication. By optimizing existing features to double or even tenfold their value, you can achieve more. Remember: Users don't want more features; they want better outcomes. For example, WeChat's "Scan" function evolved from simple QR code scanning to payment, adding friends, and translation, each iteration reinforcing the core value of "connection."

This article was rewritten using AI. Please refer to the original - https://hiwannz.com/archives/654.html

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