Contents
What is a feature?
A feature is a term that comes from the world of technology and programming and translates from English as "attribute" or "characteristic." It is not just a distinguishing trait, but a useful added function that significantly enhances a gadget or product. In the context of programming, features are improvements to the code that do not affect the core functionality of the program but expand its capabilities and attract users.
In marketing, a feature can be defined as a unique aspect of a product that helps distinguish it from competitors and attract consumer attention. For example, a mailing service may operate without templates, but having such features makes it more convenient for clients and helps attract new users. Also, a unique design of an item, such as a kettle with backlighting or an original clasp on a bag, can be considered a feature that adds extra appeal to the product.
Types of features
Among programmers and marketers, the feature has gained the status of a term and classification. The main types of features include:
- Killer feature (from "killing feature") — is a unique property of a product that makes it a market leader. For example, data encryption in the messaging app Telegram, ensuring user safety.
- Basic feature — the core function without which the product loses its value. For instance, a messaging app without encryption may quickly lose users.
- Wow feature — is an unexpected characteristic that makes using the product particularly enjoyable. For example, a kettle with backlighting or the ability to find out the cost of a taxi ride in advance.
Killer features drive progress and inspire competitors to create similar products. However, over time they may become basic functions. Basic features are necessary to maintain user interest, while wow features attract attention but require good implementation of the core functions.
Why are features needed?
Features play an important role in attracting customers and increasing profits. The main tasks that additional functions solve include:
- Improving user experience.
- Distinguishing the product from competitors.
- Forming user habits.
- Expanding the market and improving positions within it.
Without regular updates and the addition of new features, a product may lose its relevance, and users will switch to competitors. Therefore, entrepreneurs and marketers are constantly searching for new ideas and testing them to enhance the value of their offerings for users.
How to choose a feature?
To choose the right feature, it is important to consider user feedback. Key sources of ideas may include:
- Requests to customer support.
- Analysis of popular pages on the website or app.
- Customer reviews and their suggestions.
- Issues and complaints that may indicate shortcomings.
- Ideas from developers who notice promising opportunities.
Before implementing a new feature, it is essential to answer several key questions: who needs this feature? What problems does it solve? How does it improve the core product? Thus, it can be determined whether the innovation will be in demand and avoid adding unnecessary functions that may negatively impact the core product.