Key stakeholders are divided on feature priorities. How will you navigate conflicting user feedback?

As the father of Quality Edwards Deming famously quoted “In God we trust. All others must bring data”, bolstering the importance of data in everything especially in resource heavy product R&D.  Depending upon the field of research, the goal :  new to the world or efficiency/cost improvement etc stakeholders must come to agreement on what defines success at the end. Based upon success criteria, what data to collect is decided and then the channels. This needs to be followed by collection of structured and usually vast amount of unstructured data, followed by painstaking, and impartial interpretation.  The results from data should dictate the path/priorities of the product development. 

To assess potential features, evaluate them against your product strategy and long-term vision for suitability. Additionally, create low-fidelity wireframes and conduct usability testing to gain greater insight into the expected user impact. At this stage, it’s also important to consider the feasibility and viability of each feature. You may find that some require technical skillsets you don't have access to, present a lower-than-anticipated commercial opportunity, or aren’t as loved by users as you had hoped.

It is essential to start by introducing how users are currently performing their tasks. This includes identifying their frustrations, understanding how they handle potential doubts, and measuring how long it takes them to complete specific tasks. User research can provide valuable insights into what users need to accelerate these tasks and the tools they require within a system to complete actions effectively. Listening to users is crucial as they will reveal the essential features that should be included in a Minimum Viable Product (MVP). By thoroughly understanding users' current processes and pain points, the report can outline clear recommendations for product improvements and highlight the necessary features to meet user needs

At this stage, the business needs to evaluate its initial assumptions about user priorities by comparing them with insights from user research. It’s essential to clearly establish the goals that users need to achieve. Understanding these goals will help identify the core tasks the product must facilitate. Once these goals are identified, the next step is to determine the minimum features the product should have to enable users to accomplish these tasks efficiently. By aligning the product features with user needs, the business can ensure the product is both functional and valuable.

There are various techniques you can use to prioritise your new feature list based on the information and data you've gathered. MoSCoW is one such technique, but you could also consider mapping features on an impact vs. effort matrix to help identify quick wins and larger, more strategic efforts. Additionally, you could use weighted scoring if you want to assign more or less emphasis to certain dimensions like user impact or technical complexity. Another option is the RICE method (Reach, Impact, Confidence, and Effort), which scores features based on specific attributes.

Remember to stay customer-centric. Understand the ‘why’ behind data through user interviews and surveys. Be ready to pivot based on user needs and business goals. Promote transparency within your team and share updates regularly. Also, foster a culture of collaboration and transparency within your team. Share user feedback, project updates, and new learnings regularly. This not only keeps everyone on the same page but also encourages a sense of ownership and collective problem-solving. Finally, celebrate wins, no matter how small. This boosts team morale and motivates everyone to continue improving the product. Remember, product management is as much about people and processes as it is about the product itself.

🚧 There’s an inherent disconnect with the macro question this article looks to address. It makes the fatal assumption that all ‘stakeholders’ are ‘users’. In my experience, the majority of companies actually operate in a manner that supports this assumption. Your stakeholders include a wide range of personas. One of which is the folks who are included in your target audience but do not use your product. These are incredibly important stakeholders to engage. 🛣️ As with any proper product development, you should always start with your user at the center of the design process. As you work through prioritizing features, their needs should take priority whenever possible and other stakeholder’s needs prioritized accordingly.