Afterall, They don't Care
5 Things Your Customers Care Less About in Your Product
We’ve all been there—you buy a product, excited to explore all the hyped-up features. But after using it for a while, you stumble upon a simple function that could’ve saved you time or money had you known about it earlier. This scenario highlights an important truth: the things we, as product creators, brag about often aren’t the same things customers care about.
Today, we’re diving into some of the features or aspects that many brands promote, but that often don’t change customers' opinions or behaviors toward a product.
1. The Technology Behind Your Product
No matter how cutting-edge the tech is behind your product, most customers don’t really care about it. While you may be proud of the advanced algorithms, AI, or blockchain systems powering your product, customers are primarily interested in the outcome. Does it solve their problem? Does it make their life easier? That’s what matters. Whether your product is powered by the latest technology or something simpler, it’s the result that counts. So, don’t bog them down with technical details—focus on how your product benefits them.
2. Too Many Features
We often think adding more features means adding more value, but that’s not how customers see it. People want products that are easy to use and focused on solving their specific problem, not ones overloaded with extra features they’ll never use. More often than not, too many options can confuse or overwhelm users. For example, African fintech companies like Paystack succeeded by zeroing in on a single problem—streamlining online payments—rather than trying to offer everything under the sun.
3. Your Internal Milestones
Celebrating company milestones like funding rounds or anniversaries can be exciting internally, but for customers, these achievements don’t necessarily matter. Customers are more focused on how your product can help them today, not on your company’s growth or internal celebrations. While it’s good to show that your company is stable and growing, constantly highlighting your internal wins can make customers feel disconnected. What they care about is how your product makes their lives better.
4. Fancy Design
It’s tempting to get caught up in creating sleek, modern designs, but remember that design should always serve a purpose. If your product looks beautiful but is difficult to navigate, users will abandon it. Customers value simple, intuitive designs that make their experience seamless. Think of how Jumia keeps its interface functional and straightforward, ensuring users can find what they need without getting lost in design flourishes. Your product's design should enhance usability, not complicate it.
5. Technical Jargon
Using industry-specific terms and jargon might make you feel like an expert, but it alienates your customers. People want to quickly understand what your product does and how it benefits them. They don’t want to decode technical language. Simplicity and clarity in communication are essential. The goal should always be to explain your product in the most accessible way possible, ensuring that customers immediately grasp its value without needing a translator.
At the end of the day, customers care less about the flashy extras we tend to highlight and more about whether your product solves their problem effectively. Keep things simple, functional, and user-centric. Whether it’s design, technology, or communication, focus on creating a smooth and valuable experience. The less clutter you introduce, the more likely you are to win over your customers.
