Software Products are a Messy Game, Here’s How We Do Better

Building software products is complex and unpredictable. Many companies fall into common traps that lead to undesirable outcomes; products that fail to deliver value, or worse, projects that never see the light of day.

These pitfalls can arise from misaligned priorities, insufficient understanding of user needs, or inadequate planning for scalability.

The result is often the same: a promising venture bogged down by technical debt and unmet expectations.

Why Software Products Fail

The statistics around software product failure are daunting. Studies suggest that around 70% of all digital transformations fail, and nearly half of all software projects exceed their budget or fail to meet deadlines. Common reasons for these failures include:

1. Building an App, Not a Product, or Even a Business

One of the biggest pitfalls in product development is focusing solely on building an app without considering the broader context. A well-coded app is just a piece of the puzzle. The real question is whether it’s part of a sustainable business model and solves a genuine problem for real users.

It’s not uncommon for teams to prioritize getting a functional app to market quickly, but this approach often misses the mark. A product is more than just lines of code; it’s about delivering value to both users and the business. If your focus is only on the app, you’re missing the bigger picture — how it integrates into a business strategy and addresses user needs effectively.

In essence, don’t just build something that works — build something that users love and that can drive your business forward.

2. Not Involving Marketers or Commercial Minds Early On

Creating a product that functions is one thing, but creating a product that sells is an entirely different challenge. Many teams make the mistake of excluding marketing and commercial expertise in the early stages of development.

A great product doesn’t guarantee a rush of customers. You need marketing professionals to provide insights into user behavior, market positioning, and pricing strategies. Their early involvement can fundamentally shape the product’s development, making it more marketable and easier to sell.

If you think your product will sell itself just because it’s functional or well-designed, think again. Success often requires a strong marketing and sales strategy, so bring these experts into the conversation from the start.

3. Misunderstanding User Needs

A common trap is assuming you know what users want without truly understanding their needs. You might develop a feature-rich app that is technically impressive, but if it doesn’t resonate with users, it won’t gain traction.

Effective product development requires ongoing user research, not just at the beginning but throughout the product lifecycle. User needs change over time, and if you’re not continually engaging with them, you risk building something that becomes obsolete or irrelevant.

A successful product simplifies and enhances users’ lives. The only way to ensure this is by continuously listening to your users and adapting your product to meet their evolving needs.

4. Failing to Plan for Growth

Launching a product is a significant milestone, but it’s just the beginning. If you haven’t planned for growth, initial success could turn into a stumbling block.

Scaling a product isn’t just about upgrading servers or adding more features. It’s about envisioning how your product will evolve as your user base expands. Are the features you’re building now capable of supporting thousands or even millions of users? If not, your product might crumble under its own success.

Product growth planning should be an integral part of your development process from day one. Anticipate the challenges that come with scaling and build your product to handle them, so you’re ready when the demand spikes.

DigitSense’s Approach

At DigitSense, we believe that successful product development is not just about writing great code; it’s about building solutions that drive business success and resonate deeply with users. Here’s how we do it:

1. User-Centric Design Enhanced by AI

Our foundation is built on understanding the end user’s needs. We begin each project with extensive research, diving into user behaviors, pain points, and expectations. But we go beyond traditional methods by leveraging AI-driven insights to enhance our user research. AI helps us analyze vast amounts of data on user behaviors more efficiently, allowing us to create even more accurate user personas and anticipate trends in user needs.

We also employ usability testing throughout the development cycle, using AI-powered predictive analytics to simulate how users might interact with new features. This iterative process allows us to validate our assumptions and refine the user experience, ensuring the product is not only functional but intuitive and engaging.

2. Use of Agile Design Methodology

Agility is key to our product development process. We employ Agile design methodologies to stay flexible, adapt quickly to changes, and continuously improve the product. Agile practices allow us to iterate faster, incorporating user feedback at every stage of development.

For instance, we structure our projects around Agile sprints, breaking down complex tasks into manageable cycles. This keeps the development process responsive and ensures that the product evolves based on real-world needs.

3. Cross-Functional Collaboration from Day One

Successful product development is a collaborative effort. Involving multiple perspectives early on is crucial to product success. At DigitSense, we bring together developers, marketers, business analysts, and commercial experts from day one.

This cross-functional collaboration ensures that every aspect of the business — technical, commercial, and user-related — is aligned from the start.

By having all key stakeholders involved from the beginning, we avoid misalignments and ensure that the product is positioned for both market success and technical excellence. This holistic approach means that by the time the product launches, it is both functional and easy to sell.

4. Scalable Solutions

Building for scale is another core principle at DigitSense. We carefully select technology stacks that not only meet current needs but are also built to handle future growth. Scalability is more than just a technical requirement — it’s about designing a product that can evolve as the business and user base expand.

By planning for growth from the beginning, we ensure that our products are not only built to last but also capable of evolving alongside our clients’ businesses.

Software development is challenging, but with the right approach and mindset, it’s possible to navigate these complexities and build successful, scalable products.

At DigitSense, we’ve refined our process to avoid common pitfalls and deliver products that not only work but thrive in the market.

If you’re facing challenges in your product development journey, let’s talk. We’ve helped businesses overcome obstacles and achieve their goals — and we’re ready to help you too.