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For any product manager, it's very important to balance both elements.
Updated on 2008-08-18
Created on 2008-01-27
Category: Computers & Internet
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Feature Presentation: Financial Page: The New Yorker
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You might think, then, that companies could avoid feature creep by just
paying attention to what customers really want. But that’s where the trouble
begins, because although consumers find overloaded gadgets unmanageable, they
also find them attractive. It turns out that when we look at a new product in a
store we tend to think that the more features there are, the better. It’s only
once we get the product home and try to use it that we realize the virtues of
simplicity. A recent study by a trio of marketing academics—Debora Viana
Thompson, Rebecca W. Hamilton, and Roland T. Rust—found that when consumers were
given a choice of three models, of varying complexity, of a digital device, more
than sixty per cent chose the one with the most features. Then, when the
subjects were given the chance to customize their product, choosing from
twenty-five features, they behaved like kids in a candy store. (Twenty features
was the average.) But, when they were asked to use the digital device, so-called
“feature fatigue” set in. They became frustrated with the plethora of options
they had created, and ended up happier with a simpler product.
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