The "Feature Constellation" Framework That Unlocks 10x Customer Value

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LaunchPod | Product Management Podcast

LogRocket

96 episodes

2 days ago

LaunchPod is a product management podcast hosted by LogRocket's CEO, Matt Arbesfeld, and VP of Marketing, Jeff Wharton, where they talk to product leaders about the issues they faced in their careers, how they found solutions to those issues, and how you can apply these solutions in your own day-to-day product role.

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The "Feature Constellation" Framework That Unlocks 10x Customer Value | Aleks Bass (CPO, Typeform) - Repeat

LaunchPod | Product Management Podcast

43 minutes 21 seconds

2 months ago

The "Feature Constellation" Framework That Unlocks 10x Customer Value | Aleks Bass (CPO, Typeform) - Repeat

How do you decide what to build when growth is flattening and you're facing intense competition from free products? When Aleks Bass joined Typeform as Chief Product Officer, she was faced with this exact challenge.

In this repeat episode, we cover:

The "Feature Constellation" Concept: How combining features can unlock exponential customer value and willingness to pay.
Prioritization at Scale: How Typeform used a MaxDiff survey to rank 86 features and find a 75% overlap in what all their user segments wanted.
Research-Driven Strategy: The step-by-step process for turning deep customer insights into a clear, actionable product roadmap that aligns the entire company.
Identifying Your True ICP: How the research revealed three distinct customer groups and helped Typeform prioritize marketers, who had bigger budgets and a higher willingness to pay for less mature features.
Balancing Data and Intuition: Why deep domain expertise is a product manager's superpower and how to use research to bolster, not replace, your gut instinct.

Find part two of this episode here: https://youtu.be/iNHArB4q2TU

Links

LinkedIn: https://www.linkedin.com/in/aleksbass/
Typeform: https://www.typeform.com/

Resources

How To Say "Not Yet" To Enterprise | Deepti Mendiratta, VP Of Products (HungerRush) | LaunchPod: https://youtu.be/WHapWGbuS0Q

Chapters

00:00 How Combining Features Creates 10x Value
02:26 The Challenge: Flattening Growth & Hyper-Competition at Typeform
04:45 The Danger of "Incrementalization" in a Horizontal Product
07:50 Reigniting Growth with a Customer-Centric Strategy
11:50 The Research Plan: How to Figure Out What to Build, Fast
15:15 The Methodology: Using a MaxDiff Survey to Prioritize 86 Features
19:00 Surprising Discovery: 75% of Features Were Wanted by Everyone
24:30 Why Feature Maturity Matters for Different Personas
33:35 Unlocking Exponential Value with "Feature Constellations"
34:30 Case Study: Why "Video Answers" + "AI Analysis" is a 10x Combination
38:30 How to Use Research to Drive Company-Wide Alignment

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Special Guest: Aleks Bass.