Following the Kaizen philosophy of continuous improvement, companies make meaningful product changes to increase their customer base or frequency of usage.
- Start-ups have advantage over incumbents in speed and agility to introduce improvements
Adding new features
- Expand scope of product, generate buzz, attract new or non-customers
- May be risky: only explore ventures valued by customers, like speed
Improving existing features
- Deliberate improvements
- Add significant value to feature that customers will appreciate
- Frequency improvements
- Generate more usage for a feature used infrequently
- Adoption improvements
- Targets features currently not adopted by a portion of customer base
The software company implemented a new type of messaging notifications (adoption improvement), a re-design of message results view (deliberate), and scaled filters for queries (frequency).