CTO Guide to Digital Product Growth - Five strategies to supercharge digital product growth

By understanding user needs and carefully considering business opportunities you’re more likely to succeed at digital product growth. Growth should be thought of at the beginning of the product design; it should be considered as part of the core product features.

On an enterprise level, growth can be defined as driving full product adoption. Users are encouraged to engage with every feature of the product, resulting in maximum ROI for the organisation. For consumers, this growth is more likely to be measured through increasing numbers of users, the frequency by which the product is used and the adoption of additional features.

A carefully considered and well-planned product should have user value at the heart of it from the very beginning. Your product should fulfil an audience’s unmet needs. Using frameworks like Jobs-To-Be-Done, you can interrogate user journeys to identify gaps and opportunities and use this to help inform the kind of product you should develop. This way, you’re recognising a need or a problem, and providing a solution which addresses it in a way that’s genuinely useful to the user. Once you’ve established how your product is going to uniquely address customers’ needs, you’ll need to define some key performance indicators (KPIs). When your product makes its way to users, it’s the KPIs which will tell you whether your product is succeeding where it set out to do so, or if there are still some features to iron out.

The five strategies below have all individually played integral roles in the success of other products. It’s worth considering these during your own developmental process, to see if you could reap the benefits of using one or more of these tried and tested methods.


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