Towed Away : Highlight Features

We explore another auto-related mistake in my past in this episode to spend time discussing a need to highlight features.  In fact, an argument can be made that unknown features are not features at all.  For example, I can give you ten dollars, but if I do so by hiding where it cannot be found that is not helpful.  Am I even giving you anything in that case?

The feature in our story of a handicapped parking space is one we expect all parking lots to have.  However, it is only useful when people know where those spots are.  While the story has a special situation that hides the feature, I have seen plenty of similar situations where these spots are poorly marked at best.  Thus, it becomes too easy for that feature to be lost to those that can use it.  This same situation occurs at times with VIP or other parking spots/areas that are not marked well.  People that might want or need to use the feature miss out because they do not know how to access it.  When we create a feature for our customers, we need to make sure they are notified of its existence.

Every feature big and small requires effort.  There is planning, design, implementation, and testing that goes into every feature.  It makes no sense to use those resources on a feature only to see it never get used.  We need to consider communication through navigation, notifications, and other methods.  Thus, our users can easily determine where and how to use the features we provide.  When we fail to highlight features we might as well have never created them.

If you like this season, you will probably like Scott Adams' book, "How to Fail at Almost Everything and Still Win Big: Kind of the Story of My Life."