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Developers should go back to basics and stop trying to load products with special features: turns out, consumers don’t care about them.According to consultant Donald Reinertsen and Harvard Business School professor Stefan Thomke, tons of features actually frustrate consumers and overcomplicate the product.
In an article published by Harvard Business Review, Reinertson and Thomke say it’s ridiculous that even toasters have complicated instruction manuals:
Product-development teams seem to believe that adding features creates value for customers and subtracting them destroys it. This attitude explains why products are so complicated: Remote controls seem impossible to use, computers take hours to set up, cars have so many switches and knobs that they resemble aeroplane cockpits, and even the humble toaster now comes with a manual and LCD displays.
Product managers should simply focus on providing customers with the best experience instead of coming up with new uses for a product.
They cited the example of Walt Disney, who didn’t try to load Disneyland with more rides and attractions than any other theme park. Instead, he focused on providing a magical experience.
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