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4 PRODUCT STRATEGY MISTAKES & HOW TO AVOID THEM

By Susanna Jane | November 19, 2015 | 6 Comments

Mobile apps fail for a variety of reasons, whether from poor user interface, poor functionality, no real value, etc. But sometimes, the failure can be attributed to mistakes that were made during the app or product definition stage. Here are four common strategy mistakes and how to avoid them: 1. Taking Too Long To Start Many projects take too long to start. You shouldn’t start development right away, but the delay can result in the idea never becoming fully realized. Often, people try to do so much from the beginning, which is harmful to the launch date. How to avoid it Fast prototyping, trying to release a minimum viable product, building and adapting off of feedbacks received to ensure the product doesn’t get stuck in development hell. 2. Confusing Customer and Product Requirements Consider these: • customers may not know what they want • customers may not know be aware of all the possibilities, hence the reason why they have a professional product team in the first place • customers may not be in a position to determine the wide range of needs and opportunities Therefore, it is the product team and not the customer that must perform the product requirements. How to avoid it Focus on requirements for building a good product and not what the customer thinks is required. Your team must understand the market, trends, technologies, and all possibilities for the product. 3. Creating Requirements In a Vacuum Products are always complex and so are the requirements. Teams are made up of people with different areas of expertise: project managers, product owners, engineers, developers, designers, architects, etc. Building a successful mobile app requires these expertise. So why should you perform app requirements without input from the product team? This may seem obvious on the surface, but this happens all the time in product definition. How to avoid it Get all your team involved in product strategy and conceptualization. An adaptive and iterative methodology requires an integrated approach, meaning members of your project team work together throughout app development, including app definition. 4. Thinking that Innovation is Value If you have the ability to include certain features or functionalities, doesn’t mean you should. When new technologies advance, there is a push to be the first to implement them. The issue with this approach is that the drive to be innovative can overshadow the value proposition. These features or functionalities don’t add any real value to the end user and aren’t integral to the product. How to avoid it Remember that you’re designing a product for a specific target user. Would this feature or functionality add any value to the user? Is it important to the app? Would it significantly enhance the app? Do the benefits outweigh the cost of implementation? If the answer is no, then you should exclude these features or add as a later implementation. A solid product strategy may not automatically equate to market success, but it can offer your app a greater chance. By avoiding these mistakes, you can provide the foundation needed to successfully break into the market.

5 Comments

jones

About 10 Min ago

Great article, i love how indept the top is.

Reply

Mary

4 days ago

There are many fine points regarding application development here.

Reply

Mark

2 days ago

I completly agree with Mary. Android and ios develoment is the next step for any business.

Gomez

About 50 Min ago

Its just like it was when websites came around. People did not think their business needed one but look now every business that whants to stand out needs to have one.

Jacky

About 20 Min ago

Few years ago android and ios apps where mostly for fun and play but now most people rely on them as if it was mandetory. I personally think every normal company should have an android and ios application.

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