Product: Unimeal / My role: Head of Product & UX / 2022

How we decided which feature to build first using user insights

Product: Unimeal / My role: Head of Product & UX / 2022

How we decided which feature to build first using user insights

Product: Unimeal / My role: Head of Product & UX / 2022

How we decided which feature to build first using user insights

⚠️ Problem:
There are two feature ideas in the product backlog from previous research. Their RICE scores are similar. At first glance, our users need both features. There are no resources and no sense in developing two ideas at once. The team needs to make a decision and prioritize.

⚠️ Problem:
There are two feature ideas in the product backlog from previous research. Their RICE scores are similar. At first glance, our users need both features. There are no resources and no sense in developing two ideas at once. The team needs to make a decision and prioritize.

⚠️ Problem:
There are two feature ideas in the product backlog from previous research. Their RICE scores are similar. At first glance, our users need both features. There are no resources and no sense in developing two ideas at once. The team needs to make a decision and prioritize.

To understand user needs, we used the KANO framework, which analyzes customer emotional responses to products and features.

The Kano Model questionnaire categorizes product features into two-axis scales: satisfaction and functionality.

With the survey, product teams can prioritize features in the product roadmap based on how likely they are to satisfy customers. This approach to product development is much more strategic and customer-centric.

KANO Survey

Product teams typically use the KANO model to evaluate a large number of different feature ideas to prioritize them. In our case, we decided to focus on only two.

We needed to get answers from active users of our product. Users who remember what it consists of and how it works. That's why we added a screening question at the beginning of the survey:

When was the last time you used Unimeal?

  • This week

  • Last week

  • 2-3 weeks ago

  • More than a month ago → Disqualification

Next, we wrote standard questions for the KANO model for each feature.

Analysis

After we collected a statistically significant number of responses, we calculated the distribution of responses.

It turned out that our users were indifferent to the functionality of creating their own recipes in the app. They desire the function of swapping out ingredients in recipes.

Conclusion

We discovered that one of the ideas did not require further consideration and deprioritized it. We found out what could bring more value to our users and focused the team's efforts more clearly.