Context
A digital product team needed to decide which product improvements and new features were most valuable to customers — and which opportunities should be prioritized.
The challenge was that many ideas sounded promising, but simple rating questions made it difficult to distinguish between “nice to have” features and the ones customers genuinely valued most.
Approach
I designed a quantitative prioritization study using MaxDiff to understand the relative importance of different product features and improvement areas.
Rather than asking customers to rate every option independently, participants repeatedly chose which options mattered most and least to them. This created clearer trade-offs and made it possible to identify which features truly stood out when customers had to prioritize.
The analysis helped reveal relative preference patterns across the full set of options and showed where customer priorities were strongest.
Where relevant, I also examined differences between customer groups to understand whether certain needs were particularly important for specific segments.
Key Insight
Outcome
The study informed product strategy by helping the team prioritize which new features to build, which existing product areas to improve and where investment was likely to create the greatest customer value.
Methods
Quantitative Research · MaxDiff · Feature Prioritization · Customer Segmentation · Product Strategy