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When product capabilities become

too much of a good thing

Prepared by: Ouafi IDRISSI JANAI

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A state of frustration resulting from the multiple features on a de!ice

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Manufacturers add as many features in their products as they can.

Tacking features on to products ma"es them harder to use e!en #hen theyadd #holly different realms of functionality$

he comple%ity they introduce to the tas" at hand can be mind&boggling$

'ustomers #ill ne!er use e!ery feature of a product$

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Why manufactures #ant to ma"e their products

almighty monsters(

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Adding ne# features cost almost nothing$

Ra# materials are better but their costs are decreasing$

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It is more economical to design a product #ith many features rather than todesign many products #ith single features

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)anufactures #ant their products more competiti!e$

)ore features mean more customers$

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#hy consumers "eep buying products they #ill li!e

to curse(

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What Appeals to 'onsumers(

*o# additional features affect consumers+ perceptions of a product and theirpurchase decisions(

What(

In&store e%perience and presented participants #ith three models of either a

digital !ideo player or audio player$ ,ach model differed only in its number of

features -se!en. /0. or 1/2$

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*o#(

Rate their perceptions of each model+s capability and usability$

Pro!ide their o!erall e!aluation of each model+s utility according to si% measures

-bad3good. unli"able3li"able. not useful3useful. lo#3high

4uality. undesirable3desirable. unfa!orable3fa!orable2$

'hoose one of the models. indicating ho# confident they #ere about their

decision and ho# difficult it #as to ma"e the decision$

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51$67 of the participants chose high&feature models$

'onsumers "no# that products #ith more features are harder to use. but

before they purchase a product they !alue its capability more than its

usability$

'ustomers tend to buy products #ith more features if they don+t considerabout the price$

“My husband wants a cell phone with just numbers

 on it. He is suffering from feature fatigue with his current phone.”  

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What hey 'hoose to Add On(

Do they percei!e that a product #ith more features truly has morecapabilities(

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 What 8 *o#(

/0/ participants -99$67 females. a!erage age 1/$/ years2 #ere as"ed to:

Imagine that they #ere about to subscribe to digital !ideo player$

'hoose the features they #anted from a list of 19 features$

Rate their familiarity #ith each feature and its importance$

Rate the percei!ed capability and usability of their customied product$

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Of the 19 features. participants chose an a!erage of 19.6 for their

customied products$

Appro%imately half of the participants chose more than ;

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 Pay for one

more option

Not yet in )orocco

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What )a"es hem *appy in the ,nd(

Do they suspect it #ill be harder to use or does usability become moreimportant(

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What 8 *o#(

#o #or"ing models of the digital !ideo player = one #ith se!en features and

one #ith 1/$

Participants consulted a user+s manual and performed a series of four tas"s

#ith the product to choose their model$

/>< participants -91$/7 males. a!erage age 1

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he ma@ority -5572 of participants in the before use group chose the high&

feature model$ Only 007 of the participants in the after use group #ho had used the high&

feature model chose it$

hose #ho used the high&feature model #ere less confident in their choices

and rated the choice as difficult$

Once consumers ha!e used a product. their preferences

change$ Suddenly. usability matters !ery much$

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efore Bou Add hat Ne%t Ceature. Do the )ath

CoptEF-d=a2G#-e=a2HF1b-/G#2H

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*o# many features should a product include to contribute most to the

bottom line(

)odel:

he company focuses neither on initial nor on longer&term profits$

)a%imiing the net present !alue of the customer+s profit stream financialanalysts consider optimal$

  To achieve the happy medium

CoptEF-d=a2G#-e=a2HF1b-/G#2H

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I am the *appy )edium

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*o# do companies reach the *appy )edium(

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'onsider long&term customer e4uity and not @ust customers+ initial choices$

et the right mi% of capability and usability in a product$

uild simpler products$

'onsider offering a #ider assortment of simpler products instead of rich products$

i!e consumers decision aids$

Recommendation agents that Kinter!ie#L buyers about their re4uirements$

Offer e%tended product trials$

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Design products that do one thing !ery #ell$

KDo you ha!e any phones that ma"e phone calls(L

De!elopers lose sight of the product+s basic function it must do e%tremely #ell$

Satisfy customers #ith a tightly focused solution

Mse prototypes and product&in&use research$

Designing research that gi!es consumers an opportunity to use prototypes may

increase the importance of usability$

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Only 'an Cight Ceature Catigue

Stop e%posing your customers to feature fatigue$

Simplicity is beauty$

A good product is simple enough to use$

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)oroccan conte%t

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