The Problem of Adding Features to a Failing Product

Adding more features to a failing product is often a tempting solution, but it's rarely the right one. This is especially true in the startup world, where new products often face a “Trough of Sorrow” after initial launch. In this stage, features get added haphazardly, leading to a “Frankenstein product” that lacks focus and tries to do too much.

• Instead of adding more features, the problem might lie at the core of your product.
• Adding features on the edges won’t help if your users aren’t even getting there.

Introducing the "Zoom In" Pivot

Eric Ries, in his book "Lean Startup", proposes a powerful solution called the “Zoom In Pivot”. This strategy involves focusing your entire product on a single feature that demonstrates significant user engagement.

• It emphasizes the importance of focusing on a Minimum Viable Product (MVP) that delivers real value quickly and efficiently.
• By streamlining the product experience, you can better cater to user needs and potentially unlock greater growth.

Choosing the Right Feature to Zoom In On

The process of identifying the feature to zoom in on mirrors the approach of choosing a new product for a startup.

• The chosen feature should be highly engaging and have the potential to attract a large market.
• It should stand out from competitors and have a clear distribution model.
• You should be passionate about it.

Leveraging Usage Metrics for Decision-Making

To determine the best feature to zoom in on, carefully analyze your current usage metrics. Look for features with the highest engagement and usage. This data will provide valuable insight into what aspects of your product resonate most with users.

Developing Your Zoom In Pivot Hypothesis

Based on your product strategy and usage metrics, formulate a hypothesis for the smaller, zoomed-in product. This hypothesis should outline the core features of your product and define your desired outcomes.

• Establish goals for key metrics: How much higher should the usage of the zoomed-in feature be?
• Should the usage of secondary features drop to zero or minimal levels?

Testing and Iterating Your Zoom In Pivot

Testing your zoom in pivot is relatively straightforward. You can easily modify your user interface to highlight the feature you're focusing on. The following approaches can be implemented:

• Adjusting your landing page to showcase the new positioning.
• Redirecting users directly to the zoomed-in functionality after they sign in or sign up.
• Using modal lightboxes or prominent UI elements to channel users towards the zoomed-in featureset.
• Guiding users back to the highlighted feature at the end of their typical workflow.
• Burying less important features in submenus, removing them from global navigation, and rewriting headlines to de-emphasize them.

A/B Testing for Optimized Results

A/B testing is crucial for optimizing your zoom in pivot. Test different variations of your user interface and landing page to see what best drives user engagement with your highlighted feature. This process will help you refine your approach and maximize the effectiveness of your pivot.

• Focus on new users during your A/B testing, as they are the most likely to be influenced by your changes.
• Monitor your key metrics closely to assess the impact of your variations.

Analyzing Key Metrics After the Pivot

After implementing your zoom in pivot, meticulously monitor your key metrics. Look for a significant increase in the usage of the highlighted feature and a decline, ideally to near zero, in the usage of secondary features. Also, evaluate aggregate stats such as frequency of use, time on site, and content shared to ensure they remain stable or improve.

Iterating and Adapting Your Product Strategy

The process of creating a successful zoom in pivot may require several iterations. If your key metrics don't move in the desired direction, it could indicate that the chosen feature might not be the right fit, or that your user base might not be receptive to the pivot.

• You may need to further develop the featureset in alignment with your pivot strategy.
• Consider alternative solutions: You might accept the reduced metrics and hope to improve them later, or explore a different feature set altogether.