Decide on your new product's feature set

How German digital Startup" TauchApp" decided on their feature set for their product idea before founding the company.

German digital Startup TauchApp (Dive App, in English) is a product idea that brings together a community of divers and provides key diving information such as temperatures of water and infrastructures at the diving spot and provides the ability to search for new diving spots. The app is a great platform for those diving regularly as a hobby or those who would like to start diving.

Challenge

Limited resources meant limited options. For TauchApp, measuring customer demand for three feature sets and collecting significant demand analytics and metrics should be inexpensive. Getting access to key metrics such as Customer Acquisition Costs (CAC), conversion rates and KPI’s can be a costly endeavor. Doing so also meant exerting manual efforts to acquire such valuable insights, resulting in far too much time being spent on the task.

  • Test the real customer demand pre-prototype for multiple feature-set variants and pick the one with the highest user acceptance to put into product development.

Main objectives

Since TauchApp was still in the idea phase, it was essential to understand if there was a product-market fit for their idea before founding the company. For TauchApp, this meant measuring the overall demand for the idea, but what feature set their potential customers will resonate with the most to put it into product development. Getting real customer demand data for the different feature sets of TauchApp meant the Startup would get their initial MVP right and possibly increase their Return on Investment (ROI) in the future.

Variants integrated, measures, and tested using Horizon

TauchApp chose Horizon as the tool to conduct a multivariate pretotype test. They created simple, yet compelling landing pages using one of our Horizon templates and duplicated them to convey their different feature sets clearly, to measure user acceptance of their target audience.

1

Creating simple landing pages using one of Horizon’s best-practice digital product templates, with features, benefits, identical Call-To-Actions, and sign-up fields to measure conversion rates.

2

Duplicating the landing pages with limited effort into two more variants and changing only the feature sets to measure what variant has the highest user acceptance.

3

Create Facebook ad campaigns to acquire unique visitors on the landing pages. Integrate the ads and landing pages into Horizon for automated and seamless data analysis, aggregation, and interpretation.

Result: Three variants to one in two weeks with Horizon’s automated multi-variate testing

Gathering significant demand analytics and user acceptance metrics previously cost an exuberant amount of money, time, and effort. But by encompassing all tools needed to conduct a prototype test into one platform, Horizon enabled TauchApp to collect and use all metrics necessary to make a final product development decision at the fraction of what it would cost using the manual method.

In just over 2 weeks, TauchApp had a clear indication of demand for their idea and user acceptance metrics for all three feature sets. This metric was crucial to make a strategic decision on how to position their MVP. In addition to user acceptance, TauchApp also had access to their lead conversion rates, Costs per Click, Single/Double Opt-In data, and their CAC’s - which can all be used in their investor’s pitch. This information provides TauchApp with a substantial competitive advantage within their market and ensures they are strategically developing their idea in the right direction, using robust data.

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