Feature Stub
Validate product ideas without building: the power of "Feature Stubs"
Method to test user interest in new functionalities by simulating features in the user interface and collecting feedback before full development.
GOAL
Validate product ideas without building them fully by using feature stubs.
TOPIC:
DIFFICULTY:
Easy
Innovative ideas often stem from intuitions and hypotheses, but before investing valuable time and resources in their realisation, it is crucial to test their validity. A practical and cost-effective method for doing this is to use "feature stubs."
What are Feature Stubs?
Instead of building a complete and functional feature, feature stubs integrate a clickable element into the user interface that simulates the desired functionality. When users interact with the stub, they are gently informed that the feature is still under development and offered the opportunity to complete a short survey to provide feedback on its potential usefulness.
How to Implement Feature Stubs:
Be transparent: It is essential to inform users that the feature is still under development and that their feedback is vital for its improvement.
Limit exposure: To avoid damaging the brand's reputation in case of malfunctions or a suboptimal user experience, testing the stubs on a subset of the target audience is advisable.
Collect leads: Feature stubs can be used to collect email addresses of potential customers interested in the feature, creating a valuable contact list for future marketing campaigns or product launches.
Define metrics: It is essential to track click-through rate, survey response, and signups to assess the test's success and collect concrete data on user interest.
Feature stubs are valuable tools for any product development team. They offer a quick, efficient, and cost-effective way to validate ideas and collect concrete data on potential user interest.
Benefits of Feature Stubs
This method offers several advantages:
It allows you to test user interest without fully developing the feature. This way, you can assess whether users are interested in the feature before investing time and resources in its completion, reducing the risk of failure.
Provides valuable qualitative data: Through surveys, you can collect detailed feedback from users better to understand their needs and expectations regarding the feature. This data can be used to improve the design and development of the feature itself.
Reduces the risk of launching a feature without an interested audience: By avoiding investing in features without a potential market, feature stubs help optimize resources and increase the chances of product success.
Success examples:
eDreams: The travel website eDreams used feature stubs to test a new travel feature. The stub simulated the feature and invited users to provide feedback. The data collected allowed eDreams to make informed decisions about the development of the feature, ensuring that it was in line with user needs.
Twitter: The "retweet" function on Twitter originated spontaneously from users copying and pasting tweets to share them. Observing this behaviour, Twitter developed and introduced the official "retweet" button based on an evident demand from users.
