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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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