Feature Definition
/Introduction
In this article, I will explain the tasks and objectives of the feature definition phase, which involves formalizing a list of things to do, and evaluating ideas to prioritize them. The difference between a great product and an average one often boils down to the features it offers and how they align with market demands. By the end of this phase, you will have a detailed list of features with high-level details about each of them, and an understanding of how they align to meet the company goals.
Before diving into the this phase, you should conduct user research to gather valuable insights that inform your decision-making process. You should have identified your target audience and the key problems that you aim to solve. This will guide your decisions and should serve as a guide post for everyone involved in the process.
Brainstorm
To gather a list of features, you will want to brainstorm with the right people. This will ensure you capture diverse perspectives, foster creativity, validate assumptions, and get stakeholders involved.
When creating a brainstorming process, keep the following things in mind:
Define the objective: Clearly state the problem you are trying to solve, to keep everyone aligned.
Gather the right team: Make sure your sessions have people with diverse perspectives from various teams.
Logistics: Use a functional meeting environment, and have the right tools (whiteboards, sticky notes, comfortable room).
The brainstorming process will follow this format:
Set ground rules: Tell the team about the expectations, and priorities of the effort, and clearly state that all ideas are welcome, and criticism and debate are not.
Select a brainstorming method: Choose which brainstorming technique you will use for this effort.
Capture ideas: Have the team share all their ideas (nothing is too wild). Record every single idea on sticky notes, or in digital tools.
Group and Prioritize: Clarify the ideas as a team, and group similar ideas together. Define an initial priority for each group.
Review and Reflect: After the session, take a step back and evaluate how it went. Was the correct information discovered? Use this reflection to improve future brainstorming sessions.
Repeat: Have additional brainstorming sessions when you determine you need to discover different information.
Formalize the Feature List
Once you have a clear understanding of your users and their problems, you will begin formalizing a feature list. You will collect details and develop finer insights into each one. During this phase, you will collaborate with cross-functional teams, including designers, engineers, and stakeholders, to gather their input and perspectives.
Some important details you should capture:
Feature Name/Title: Descriptive enough that the entire team understands the intention
Description: What the feature is and its primary function.
Purpose/Benefit: The primary reason for this feature. What specific problem does it solve for users?
Dependencies: Are there features or systems that this relies upon or needs to integrate with?
Technical Requirements/Specifications: Any specific technologies, standards, or technical constraints to consider.
Design Mock-ups or Wireframes: Visual representations of what the feature would look like.
Stakeholder Feedback: Notes or feedback from key stakeholders.
Competitive Analysis: Are there similar features in competing products? If so, how does this feature compare or differentiate?
This list is not complete and does not apply to every idea. Try to capture as much data as possible, which will be beneficial as you refine your roadmap.
Evaluate The Feature List
Once you have captured details about the features, it is important to evaluate each of them to understand:
Market trajectories: How does the feature align to current or future market trends to stay ahead of the competition?
Customer insights: Does the feature address you target audience's preferences, behaviors, and needs?
Product Goal: Is this feature aligned with our core values, and the stated product goal?
Constraints: What is the effort required to complete this feature? Is this feasible within resource limitations?
At this point, you will have a robust catalog of feature ideas, with details about each one. You can move onto the next step, and prioritize them.
Prioritizing Features
Prioritization involves ranking the features based on their importance, impact, and feasibility. You will consider factors such as user value, market demand, technical complexity, and potential business impact. Because the process has been collaborative with stakeholders, the prioritization process will be well-informed and take into account various viewpoints.
Output from the Feature Definition Phase
At the end of the Feature Definition Phase, we have a detailed list of the various features we plan to implement. Each feature is accompanied by high-level details, including its purpose, target audience, expected benefits, and estimated effort required for implementation. This comprehensive feature list serves as a foundation for the next phases of product development, such as design, development, and testing.
Resources
There are a variety of resources that are helpful during this phase. It is outside the scope of this article to discuss them in detail, but I did want to share some important resources that the reader can study independently.
Tools
Notion - Documentation suite and project management.
Miro – Comprehensive Suite with many tools to collect and collaborate on ideas.
Google Docs, MS Word, or any office suite – Collecting data in spreadsheets and shared documents is useful.
Brainstorming Techniques:
Brainwriting: Everyone writes down ideas on sticky notes or index cards without discussing them first. This ensures every voice is heard and prevents groupthink.
Mind Mapping: Start with a central idea and branch out into sub-topics, which can further branch out. It's a visual way to see how ideas connect.
SWOT Analysis: Examine Strengths, Weaknesses, Opportunities, and Threats related to the product or the feature in question.
Role Play: Play the role of different users or stakeholders to understand their perspectives and needs.
Articles
University of North Carolina at Chapel Hill - Tips and Tools for Brainstorming
More Then Digital - Best Methods For Brainstorming
Next Steps
The Feature Definition Phase is a critical step in the product management process. By formalizing a feature list and evaluating ideas based on market trajectories, customer insights, company goals, and constraints, we ensure that our product addresses the needs of our target audience while aligning with the broader vision of the organization. Prioritizing features based on their importance, impact, and feasibility further refines our roadmap and sets the stage for successful product development.
With a detailed feature list in hand, we are ready to move forward with the next stages of bringing our product to life, and can formalize the product roadmap.