"Product Features - Ali El Amrani"

1. #product features
Ali E. Amrani Porto. J u l y 2 0 , 2 0 2 3
S ources: MIT , S tanford, HP, web, own

2. Hello, I am Ali

3. PRODUCT FEATUREs
s p eed , a c c el era t i on, d es i g n
c om fort , s ec uri t y , s i z e
c os t , environm ent

4. X

5. PRODUCT FEATURE?
product features refer to specific
functionalities or characteristics of a product
that provide benefits or value to the user
features of a product include design, quality,
functionality, experience…

6. Proc es s or, R A M, SSD
G PU, bat t ery c yc le/c harge, w eight . . .

7. KEY TAKEAWAYS
focus, simplicity
focus on the problem
fewer, simple, interrelated features

10. facebook had only few features when it
launched in 2004
a c c o u n t s , r e s t r i c t e d t o
@ h a r v a r d . e d u e m a i l s
f r i e n d s a n d I n v i t a t i o n s
p r o f i l e s , s i m p l e
f e w p r i v a c y r e s t r i c t i o n s
t h e r e w a s n o l i k e , n o m e s s a g i n g . N o p o k i n g o r n o t i f i c a t i o n s . N o
w a l l s o r s t a t u s u p d a t e s . O n l y o n e p h o t o w a s a l l o w e d .

11. when designing/choosing
features, you must frame
the right problem/need.
be very specific!
F
OCUS

12. frame the problem by focusing on what is relevant

13. Inappropriate frames will result in designing
the wrong features
Too un-focused
Overlooking key problems
Generic features
Too narrow a focus
Features for the wrong problem
Unforeseen problems

14. FOCUS
Once you frame the problem well,
focus on the core of the problem
What is the number 1 priority of the user ?
(now you validated the problem, and identified the customer)

15. determine the problem Unit
(metrics), or the decision
Unit of the client
UNITS: MOBILITY EXAMPLE
Speed, looks: km/h, design
Size, Comfort: # passengers
Time: Fast-track, environment: f, t , $
Important: it helps understand the
decision makers, the influencers,
and their units of decision
B2C, B2B, B2B2C, B2G

16. 3D Printer Example
Who are the decision
makers?
User: students
Influencer: department
Buyer: university
Fund: state (long cycle)
Price range : $500 to $70k
Your startup is making a new
3D Printer. How do you pick
the features?

17. at this point, you might be
considering many features
how to pick the right one(s)?

18. ✓ the feature that solves the problem (pain)
the feature that gives you a competitive
advantage
the feature that is needed by a large
customer base
nice to have features will come later

19. remember, it is easier to sell
aspirin, than it is to sell
vitamins
a ‘pain’ vs a ‘nice to have’

20. pain
nice to
have
features

21. quantify the value proposition of
each feature in units if you can
match the problem unit with features units

22. mistakes by entrepreneurs
offer too many features
try to make everything – Ex: Hardware/software
3D printer
less features will enable you to concentrate
your limited resources and efforts

23. House of Quality is a tool used to align
the problem and customer needs with
features and technical specifications
HOUSE OF QUALITY
It helps focus on problem by capturing the
relationships with solution features

24. Feasibility
wrt
Alternatives
(Competition)
Priority
Problem (need)
Problem 3
Problem 2
Problem 1 10
5
1
Important Features
Feature 1 Feature 2 Feature 3
x 1 x .5 x 0
X
X X
EXAMPLE
HOUSE OF QUALITY

26. CISCO PHONE EXAMPLE
A l i E . A m r a n i
s o f t w a r e
H a r d w a r e
D i s p l a y
D e s i g n
S i z e
C a m e r a

27. PRODUCT
DESIGN &
DEVELOPMENT
A l i E . A m ra ni

28. obrigado,
meus amigos
Ali E. Amrani
Porto.