2. Nov 2022Business

How to build a successful digital product

Creating a great digital product is as much art as it is science. At GoodRequest, we know about this, we have created hundreds of digital solutions. All of them have one thing in common - the effort of the digital studio and the partner to build a successful product. This is specific advice if you are trying to do the same.

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1. Find the problem

You have a real people problem that is worth solving.

You have a real people problem that is worth solving. Finding the right problem is just as important as finding a good solution. Look for the primary problem, that is, something that really bothers or limits people. They will be willing to pay for a solution.

In the beginning, there is always a problem, not a concrete solution - an application, website or technology. Focus on the problem and the solution will appear. It doesn't work the other way around.

2. Research the market

You can bring something that is not on the market.

Get to know the competition, map the market and find your "niche" - a gap in what the competition offers or a unique perspective for a solution. Ask what you can bring better than what is on the market today.

It is not enough that you are ten percent better. You need "uniqueness" so that people are interested in the new product and come to you. There are only two ways to differentiate yourself: to be better or to be cheaper.

3. Get to know the customer

You know your customer personas perfectly.

You already know who your customer is, now go get to know them. Find out how them works, look for his motivation, problems, what they wants to achieve and what they struggle with. Create their character and hang it on your wall.

Face-to-face conversations work best. Prepare a script of questions and ask five to seven customers. Also include extremes such as "power-users", or vice versa, less experienced people. You will get to know the personas of your customers perfectly.

4. Validate and iterate

Collect feedback and validate everything with customers.

Start creating solutions, don't settle for one option. Choose two final variants, build a prototype and test it with customers. Get feedback and iterate the solution. There is no need to develop the prototype, use Figma or Framer tools for that.

Don't invent the perfect solution. You cannot create it from behind the table. Get it to customers as soon as possible, get feedback and iterate. This is how excellent solutions are created.

5. Start small and gradually build up

Make decisions based on data.

You know the problem, you have the solution. Build an MVP* and get it to market as soon as possible. Collect feedback from customers, respond to their requests. Don't add features by feel, track the data. Prioritize what will bring value to customers and the business and cost the least effort.

Ask what else you can take away so that the product still makes sense. The smaller the product, the faster you can get it to market. Also with less risk.

^*^{Minimum viable product}^{– a product with the fewest possible number of functions, but which is fully usable and allows to quickly get feedback from customers for further development.}

6. It doesn't stop at the launch

Continually improve the product.

The journey does not end with the launch of the product. This is where it all begins. Measure customer behavior. Talk to them. Look for ways to improve the product. The ability to respond to customer feedback is what adorns the best products in the world.

Creating a product is a marathon. An experienced team that is forward-thinking, able to grow with the product and respond to constant market changes is key.

7. Plan for the long term

People don't like change.

Update gradually, regularly and let people adapt to the news. If there are too many of them at once, users will start to get lost in them. This is doubly true for software. Build your product to be recognizable from the start and stick with it.

Focus on software support – regular updates, support for newer devices, systems, bug fixes and optimization are key for today's users.

8. Choose the right pricing strategy

A quality client base is essential.

After creating a good MVP and early versions, create a product that people want and enjoy using. Based on user behavior and usage of individual features, you will find out what will work to decide how to monetize.

Consider different monetization models. One-time payments or subscriptions, charging for the whole product or part of it, payment per team or per user, or you can look for alternative ways of generating income.

9. Expand and broaden your horizons

Reach new markets or target groups

It's a great way to reach as large a customer base as possible. This can be achieved in different ways. You can extend your product to multiple operating systems or devices, or you can offer all of these options at the same time.

We know from our own experience that despite the fact that Android has the majority market share in Slovakia and Europe, iPhone owners are more active, buy more and use more applications.

10. It won't work without good marketing

Prepare thoroughly for the release.

The prerequisite for success is to market the application to the target users. Don't be afraid to push the boundaries of traditional marketing and find a meaningful combination for your target group to promote your product successfully.

Marketing is often a significant part of the budget, and for good reason, an app without users is simply a waste of money.

11. Choose the right partner

Successful implementation depends on it.

An experienced partner plays a significant role in the success of your digital product. Although each project has its own specifics, larger agencies have certainly worked on many projects and some of them could be compared to your solution. Check them out, they will help you form an opinion.