The Handbook of Building Digital Products
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What’s your Company’s Unique Selling Proposition (USP)?

In the previous chapter you deciphered your customer segments, named your customers and conducted customer interviews. Now, we are going to build the following things:

  • Firstly we will prepare a master list of features and benefits of your product.
  • Secondly we will map your customer journey to know how your product will address customer pain points as well as provide greater onstage experience.
  • Thirdly we will design the value propositions to build a repeatable and scale-able business model.

Master List of Product Features and Benefits

You already know your customers’ pain points, and based on your observations, let’s prepare a master list of all features and benefits that your product has. And how it helps solve customer’s problems in a more meaningful way. Let’s apply the popular Who, What, Where, When, Why and How to process and prepare product feature list:

  • Who? You already know the target customer for your product.
  • What? Keep in mind the key attributes, dimensions, materials, product features, and functions of your product. Keep market realities in check, but don’t let it stop your imagination. (i.e., whether a specific feature is feasible or not).
  • Where? Whether the product is in use indoors or outdoors.
  • When? What are the situations under which your product is in use? Will your product be used every day, on a specific event or rarely?
  • Why? If your product is not unique, why will a customer pick you over similar products?
  • How? How is the consumer going to use the product, and how will you deliver them with an optimum experience?


Do it for your Product:

Use the template provided below to fill all the features you should provide in your product to support your customer expectations, address their pain points, and provide a competitive edge. While writing the product features, be creative. Think of ways to make it very exciting. How will you get the attention of someone who you’ve just met with your product? How will you describe it so that they will understand how great your product truly is?

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Now that you’ve got your product features in place and you know your customer, you’ll want to look from a holistic viewpoint at what the customers are doing before, during, and after the time they use your product. It will add context to your project and highlight opportunities you may have otherwise missed.

The technique used here is customer journey mapping , which helps to document the customer’s experience from beginning to end, their service interactions, and accompanying emotions in a highly accessible manner. We’ll discuss it in the next chapter.