The Product feature matrix maps out how the benefits your product offers matches customer needs. One axis represents the importance of these features to the customer. the other measures the perceived differentiation. Your key differentiators collectively specify your Value Proposition.

When is it useful?

Use this framework when deciding your future value proposition.

Where do you want to invest in innovation to open up as big a gap in your competition as possible? Where do you want to merely match competitors? Where might you be overinvesting and can simplify your offer and reduce cost?

An Example?

For a Samsung smartphone, a key differentiator could be the screen quality and the battery life.

А key liability could be the lack of good apps in the Android Playstore and the phone’s image as less “cool” than the iPhone.

Overinvested features could be the camera – Samsung has a perceived advantage, but the customers don’t care.

Irrelevant could be customer service and the product manual – not great, but not important to customers.

How do you do the analysis?

You have to do this analysis for just one needs-based customer segment since multiple segments will put importance on different factors.

Standard market research can measure the importance and preference of customers. Conjoint and/or cluster analysis will provide more rigorous data.

Indicate on the matrix the trend line for each feature – is it becoming more important and/or differentiating?

How can you adapt this concept?

This has much in common with the Basis of Competition. The difference is that the basis of the competition diagram assesses differentiation for the whole industry, the brand-Product feature matrix takes the perspective of a single product.

You could also chart the same data as a graph.

Need a product features matrix?

If you have one product and one feature only, you probably don’t.

If you can’t remember every feature, and the different benefits each offers, and the use cases, and the business rules, then you may need a feature matrix.

Not convinced?

Ever heard of Backrub?

Well, grasshopper…

Once upon a time, there was a search engine and the search engine’s name was Backrub… [true, btw]

That’s all it did. Search.

Then it changed its name to Google. A-ha!

Then it added Gmail, Maps, Reader, Wave, and other products. Some worked. Others didn’t and were closed down.

Definition

A Product Features Matrix combines two or more related products into a single composite product.

Purpose

You can use feature matrices to help your development and/or QA teams understand proposed changes to the product, the business case, and identify any potential issues.

The product features matrix has several purposes:

Product owners can see the mix of features across the product set. This helps define the Product Roadmap.

Business Analysts can see which products complement each other. Understanding this allows them to write accurate requirements and business rules.

Developers can see what features have been implemented into different products.

Marketers can use the features matrix to set up the pricing pages. Products can be structured by feature, importance, platform, among others.

Customers can identify the feature they need most. Knowing this allows them to buy the product that matches their needs.

Benefits

• Controls scope/feature creep.
• Improves the product development plan.
• Ensures a consistent message to customers.
• Help customers choose the correct product.

Risks

• Developing features customers don’t want
• Confusing the marketing message
• Wasting development time
• Removing conflicting features
• Unbundling features