Digital product development needs more than just innovation to succeed
In an age where going mobile has become a norm, innovation has become more essential to move ahead of the curve. Innovation will differentiate you from the rest. By keeping an eye on current trends and user behavior, you can come up new strategies to keep up with those changes, and hence retain your users. But bringing success to you digital product development requires much more than just innovation. It needs support from other aspects of your products, like the user experience, feedback & support, value proposition and so on. We take a look at some key points here.
Rich User Experience
Companies need to understand that all services and digital products are entirely user centric. So, the focus should be on keeping it simple for the users. If it’s too complicated, they’re going to drop off. If you have some complex stuff in your app that users might take time to understand, try to ease them into it over time, rather than throwing everything at them from the start. Only a digital product that is easy to use, fully functional and having an ultimate user experience can survive in this competitive era.
The Actual Development
A lot of companies choose to outsource their digital product development, so that they can concentrate on what their core is. It is a good move, but one that can backfire if not handled well. Right from choosing the correct team to outsource, make sure that you’re on top of all the processes, milestones & deadlines. And, obviously, testing of the product is very important. You don’t want to launch your app without checking for bugs yourself, as even a small mistake could ruin your entire strategy.
Feedback & Support (Kaizen method)
Kaizen is a daily process, the purpose of which goes beyond simple productivity improvement. It is also a process that, when done correctly, humanizes the workplace, eliminates overly hard work (“muri”), and teaches people how to perform experiments on their work using the scientific method and how to learn to spot and eliminate waste in business processes. – Wikipedia
This method can well be applied to digital product development as well, especially with regards to customer feedback & support. Make sure you listen to what users have to say, and don’t get disheartened by negative feedback. Look at it as an opportunity to make your product better. Not all criticism would be destructive. Identify the ones to act on, and you’ll soon have a much improved digital product.
Yes, innovation is always important for digital product development. Implementing out-of-the-box solutions can often place you much higher than your competitors if done properly. But at the same time, your users are using your current product. So keep an eye out for what they’re saying (or asking for) and make sure you align your next releases to align with all of that, so that you give them the best possible user experience.
About the author: Sruti Raizada handles SEM at RapidOps, a leading digital product development company based out of Charlotte, US that specializes in building products across Retail, Healthcare, E-learning & Finance