Feature Fatigue

Om Malik argues for simplicity:

University of Marylands Robert H. Smith School of Business researchers Roland Rust and Rebecca Hamilton just finished a study on a phenomenon they describe as feature fatigue the frustration that occurs when consumers are overwhelmed and confused by the number of features on their electronic devices and other gadgets. As part of their research, the duo found that though initially consumers attracted to feature packed products, they are soon confused by it all, and this can lead to dissatisfaction with the product and the company that manufactures it. Or as Jason Fried likes to say, less is more dude.

Simpler is better despite popular wisdom and a marketplace ingrained in the creation of products that are ever smaller, faster and more feature laden, said Roland Rust, Our research showed that consumers will be initially attracted to the mobile phone that does everything for example, but once they get it home they become frustrated, Rust said. Companies can actually make more money in the long run by making products that are simpler than what customers think they want. The smarter strategy is to design simple, dedicated devices like the iPod, that do one thing very well, to build long-term satisfaction and profitable customer relationships.

Published by

Rajesh Jain

An Entrepreneur based in Mumbai, India.