We explore the concept of productization and uncover the value it offers to businesses and consumers alike. Discover why companies are shifting to a product-first approach and why productization is not a passing trend.

What do iPhone, Big Mac, MS Office, and Mailchimp have in common? They’re vital in shaping our experiences with their respective brands – how we form relationships with them. You don’t know Tim Cook personally, but you know the iPhone like the back of your hand (probably because it’s always in your hand).

Besides being a relationship touchpoint, these products also serve as a means by which companies provide value to us. Ultimately, what we’re paying for. They’re products – items a business can easily reproduce by repeating a production process. At the same time,  customers know their price and the value they’re getting.

In this article, we’ll discuss productization with a particular focus on digital products. We’ll also provide some well-known examples and uncover the underlying value this process offers to businesses and consumers alike. More specifically, we’ll highlight why today’s companies are shifting to a product-first approach and why it’s a trend that will stay.

The key to productization is making items according to the same standard. As we said, the name of the game is repeatable and reproducible. Every Big Mac is (almost) the same. So is the iPhone, MS Office, or Mailchimp. When buying these items, you know what to expect. 

However, even though these examples are household names, productization isn’t just slapping a fancy name on something and calling it a day. A distinctive name accompanied by a sleek visual style can impact the adoption of your product, but if your product isn’t much to begin with, no copy or design will make it work.

Real productization of business capabilities is a serious endeavor. We can show this on a simple McKinseyian chart. All services and products live somewhere on this scale.

What is a project brief? It might seem self-explanatory, but the art of writing a well-thought-out and well-structured project brief is not to be underestimated. After all, this foundational document is the first step toward a successful project. 

Looking to start a digital product development project? It doesn’t matter whether it’s a large-scale, ambitious plan or you just want to add a couple of functionalities to an existing solution to capture your target audience better. It’s not that important if you already have a feature roadmap or just the seedling of an idea. Whatever your situation may be, there is one document you’re sure to encounter at the very start – a project brief. 

The detailed document that helps get your entire project off the ground is probably well-known to those who’ve already done many excursions into the digital world but may be an enigma for those with less experience. 

With almost 20 years of successful project work under our belt, we’ve seen as many briefs as we have clients – great ones, mediocre ones, and outright terrible ones. 

Allow us to share some tips so you can make sure your brief falls into the first category.

One of the main purposes of a project brief is to ensure alignment between everyone involved: project stakeholders, project managers, designers, developers, clients. Before commencing the actual project, it’s of crucial importance that everyone is one the same page regarding the main goals, parameters, and project objectives.

This is how a project brief helps you:

This is how a project brief helps us:

You will notice that the benefits for us also translate into benefits for you. By providing the project details, you’re giving us a tool we can use to support you better. 

When writing a project brief, these are the five core questions you want to answer: what, why, for whom, when, and how much. 

What is it that you want to build? Is it a mobile app, a web app, or maybe both? Is it a platform for an IoT system? Maybe it’s really specific: a mobile application for booking hair styling services built in Flutter. Give us a high-level project overview, as much or as little as you know. And by all means, support it with any links, resources, or other prep work that has been created.

What problem does your future digital product solve? Don’t worry, we’ll define that in detail during the discovery process, but it’s better for you to think about it beforehand. Knowing why you’re doing what you’re doing will help you make important decisions that await you. Here’s a great example of one of our clients’ why: because people in Africa lack the right tools to manage their finances independently. 

You need to know your users. Again, we’ll explore that in much more detail later on, but chances are you already have a pretty solid grasp of your target audience. Are they in their 20s or in their 50s? Tech-savvy or not so much? You are (or might be) our client, but the product is not about you, it’s all about them. 

What is your projection for when you would like to have a working product out in the world? Are there any strict deadlines to follow? Your when is another important factor in setting up the project because we need to check our teams’ availability. It can also influence your project scope – if you’re really pressed for time, you might be wise to reduce the number of features or just go with the MVP.

Finances are a sensitive issue people tend to get anxious about, but in this case, our best advice is – don’t be. This is not a poker game. It’s best that you’re upfront with your budget because that allows us to support you in the best way possible within the given limitations. Don’t ask how much it costs, but rather ask us how we can fill your bucket.

Now that you’ve successfully answered the question “What is a project brief?” and gained a better understanding of what you are actually after, we can get more practical. Here are some of the common categories that usually populate project briefs. We’d be happy to have all of these defined, but if you can only provide a few, don’t worry. We will help you fill in the blanks.

This list is by no means exhaustive. However, it should serve as guidance as to what we find useful when starting a project. Sometimes clients will sit on all this information and never think that it might be relevant for the product they’re setting out to build. The list above gives your team a great resource to align internally before you approach us or any other partner. It will be a great asset during the preparatory phase.

Reading the list above, you might be fooled into thinking that the more you provide, the better. That isn’t necessarily true. While we’ve seen project briefs that are basically “I need an app” written on a post-it, we’ve also seen clients overdo it.

So – as much as it’s ill-advisable to define things by what they are not – in this case, we find it useful to point out a couple of items you might think would be wise to include, but in reality would be of little use to us. 

Here are the dont’s for a project brief:

Sometimes more is better, and sometimes more is just – more. When we’re sifting through hundreds of pages of unnecessary documentation, we’re losing time, and you know what time is on a project.

Hopefully, our guide helped you understand what makes a solid project brief. Before jumping to making this into a to-do list, it’s important to understand the idea behind it. The purpose of a project brief is to present us with the right information, so we can support you better.

When you have all your info in order, it will be much easier for you to start a conversation with your future design and development partner, and it will be immensely easier for that partner to set up your project on the right track from the very start. 

And if you want a really brief answer to the question above, it’s – contact us, of course.

Note: This post has been updated on February 7 to include the information about Vision Pro’s launch.

On February 2, 2024, Apple’s highly aniticipated Vision Pro mixed reality “spatial computing” headset finally made its way into the hands of the users. As the reviews pour in, we share the perspectives of our product strategists Ante and Zach, who commented on Apple’s revolutionary product back when it was first announced on WWDC23.

Just like the original announcement sparked excitement and applause among many supporters while leaving others underwhelmed, our strategists had opposite opinions on this new immersive piece of technology.

You may have heard the phrase “Internet of Things” or its overt abbreviation, IoT, and likely without the context of its meaning. The internet is certainly a broad term with quite a confounding meaning so what could “Internet of Things” possibly mean? And more importantly, why should you care?

There are billions of devices connected to the internet, with more coming online each and every day. You interact with, benefit from, and even depend upon these devices regularly, whether you realize it or not. The Internet of Things describes the concept of adding internet capabilities to something, for example, a process, system, or device. IoT solution development enables these advancements by designing and implementing technologies that allow such processes, systems, and devices to function effectively.

From the micro-sensors found within your Bluetooth-connected toothbrush to the software that powers complex manufacturing machinery on an assembly line, IoT involves this dynamic interaction between technology-enhanced “things” that are capable of processing and communicating data amongst each other. 

IoT systems can vary greatly depending on their use case but generally include the collective network of embedded devices, channels, and software that communicate with one another within a specified digital ecosystem. This can be as simple as an application for unlocking your front door with an RFID and mobile app or as complex as an irrigation system that monitors soil pH, temperature and pressure changes, wind, and heat to administer a water and fertilizer blend to a row of plants, at a specific volume and speed.

From products such as Amazon’s Alexa and your Apple watch, to the autonomous vacuum cleaner that your family pet wants to play fetch with, IoT comprises many of the digital devices and products that we rely upon daily. This interconnected web of products and software make everyday tasks more convenient and have the ability to dramatically enhance one’s quality of life. 

IoT makes up the foundational technology that enables smart safety driving features in cars, allows doctors to safely and remotely monitor a patient’s vital signs, provides farmers with real-time insights into its livestock and produce health, and makes it possible for meteorologists to predict the weather patterns weeks in advance.

There are several systems that make up an IoT ecosystem and each component plays an essential role in the collection, communication, or processing of that data. 

Endpoints refer to the nodes that capture, collect, and transmit input data from the user or the environment. These are things like sensors, beacons, cameras, or near-field communication devices, while inputs could include an athlete’s heart rate, the electromagnetic signature of a power plant, or the pressure of gas moving through a pipe, for example. This data from the endpoint is then transmitted to a gateway or hub, which transmits the data via the internet to the cloud for processing.

With endpoints, IoT is enabling a concept known as edge computing, whereby some of the data processing is occurring at the endpoint or edge (i.e. on the device’s local edge server) thus not requiring it to be sent to the cloud first. In some cases, these endpoint nodes act as routers within a mesh network and the firmware embedded on them allows for data sharing with other nodes in the network. This data is quickly passed back to the client, such as a smart device. 

An application is a collection of software and cloud services that consume and analyze data using methods such as machine learning or artificial intelligence to make sense of the data and provide insights or outputs back to the users or system. An application typically has some type of graphical user interface so users can easily interact with the data and the devices connected to the system. 

Depending on the scale of the IoT system, as well as its use case and environment, various channels can be utilized to send data to the cloud. These include WiFi, LiFi, Bluetooth, wireless cellular networks, mesh networks, LTE, satellite networks, various area networks like WAN, LPWAN, MAN, and more. 

Popular brands like Starbucks, Nike, Tesla, and Peloton have embraced the value of such technologies and have begun developing diverse ecosystems supporting them. Quality brands deeply understand the value these technologies can create for their users, and the return on investment for their company’s bottom line. It’s no surprise that industry-leading organizations are rapidly dedicating resources to innovate digital products and solutions in this space. 

Have you ever lost interest in buying something simply because the setup or installation process was going to be a hassle? Companies that simplify the product onboarding experience are more likely to convert interested customers into long-term, happy users. In fact, there’s a popular marketing adage that goes something to the tune of “the cost of acquiring a customer is much higher than the cost of retaining one.” 

Regardless of the exact relevancy of this statistic in today’s digital market, the onboarding and offboarding experience has become a fundamental focus for companies, and even an obsession for others. In the words of Amazon’s founder and ex-CEO, Jeff Bezos, “The most important single thing is to focus obsessively on the customer.”

Amazon is one of many market leaders that has looked to simplify the check-out process to a single click and has ensured that returns are just as easy as ordering. It reduces the risk to the buyer and creates a greater sense of convenience. 

Through IoT, a user will likely provide more data to the system, maybe even a constant stream of data. More doesn’t necessarily mean better, but in most cases, as long as the data practices are sound, it does provide greater insights due to the power of large numbers and the value of metadata analysis. These insights can inform the business unit, which can then provide more value to the end user such as personalized recommendations or features.

Data can be very accurate and effective when it can be accessed. But what happens when you turn that information access off for privacy reasons? Or it automatically diminishes due to limitations in network connection? Whatever the reason, when the flow of data is reduced, IoT can become hugely effective. 

By providing end-to-end solutions for the user, it’s also providing enhanced data collecting capabilities. Through edge devices and other node-like sensors, the product can capture a more complete picture of the user and can collect that data from where it originates, at the source.

The longer a customer uses a digital product, the more likely they are to spend money with that company. Retention typically depends on the level of interest a user has in the company providing them a service or serving them information, as well as the product’s perceived value.

If a company fails to make an effort to personalize and innovate its offering, it can lead to high user churn rates and decrease the net promoter score of that customer, or the willingness to promote the product to others. IoT offers an entire ecosystem, including various channels a company can use to create a relationship with the client. More contact points likely means a more loyal customer.

When data is collected at scale, it can be used to form metadata, which can then be utilized for further statistical analysis and data science tests. These insights can be hugely valuable to businesses because they help them refine their offering, and deliver a better, targeted experience to the customer. Think of Netflix’s movie recommendations based on your past browsing history or when Doordash asks if you want to re-order that favorite Thai dish you always get, for example. These are highly dependent upon algorithms that collect, and compare your behavior against large samples of data. 

For businesses, IOT powers the operation of machine systems and robotics, but it is also a source of intelligence for decision-making. This sophisticated network of systems ultimately creates a safer, more efficient, and intelligent operations environment for companies and its employees, especially at scale. 

New York Air Brake, a manufacturer of air brake and train control systems, leverages a sophisticated IoT system. Remote sensors are installed on thousands of freight trains to analyze train forces, fuel activity, engineer driving behavior, rail track topography, weather conditions and other key performance parameters. Once analyzed, this data is converted to provide real-time and historical insights for improved train safety and performance optimization. 

It ensures that trains are running on time, at the same time improving both the safety and operational efficiency of railroad systems. This type of sensor system, enabled by IoT, is expected to save the US rail industry $1 billion in fuel costs, equating to 250 million acres of forestry in CO2 emissions.  

NYAB reports that its IoT system is delivering fuel savings between 8 and 12 percent, amounting to a tremendous reduction in fuel budgets, emissions, and maintenance costs for the railroad companies.

There are a multitude of benefits that a company can realize by providing IoT to its customers, employees, and workflow systems. 

By creating branded channels for information and news, social networks to connect with others, and marketplaces to browse customer-favorite items, companies are able to control the information shown to their users on their unique and private channels.

It’s no secret that companies that can maintain users’ attention, are able to capture more of their time, and effectively monetize. 

Through real-time product feedback loops such as onboarding tutorials and connectivity instructions via an application, or error messages and usability signals through the hardware itself, IOT enables users to experience a more convenient use of products that make their lives easier. Many companies today provide real-time delivery tracking of items, granting users’ greater insights into the status of their package, be it food delivery or the new outfit they bought from Zara. 

As a society, we have collectively pushed the boundaries of customer expectations when it comes to customer service and usability.

By creating software, platforms, and marketplaces where their users can engage and interact with content and other users, brands enable them to feel connected with one another, often sharing their experiences, learning, and growing.

The pandemic showed us that community has no boundaries and connectedness isn’t only about proximity. Changes in work-life dynamics have brought about a massive consumer demand for telecommunication, digital self-service, and immediate gratification. These changes in the way we work, live, and communicate with each other has and will continue to be led by innovations within IoT.

As hardware components reach a theoretical minimum in both size and cost to manufacture, the emergence of IoT into businesses and everyday life is inevitable. The idea of adding internet capabilities to a telephone was the biggest hit of the late 20th century, so why not add internet to other things to make them smarter too?

Understanding the powers and limitations of IoT is not only helpful for health enthusiasts looking to improve their fitness and quality of sleep but also for established enterprises looking to mature their business to better serve their customers and employees. 

Infinum partners with companies like Phillips, one of the world’s largest consumer electronics companies, paving the way for direct-to-consumer appliances and home goods such as coffee makers, vacuum cleaners, and tooth brushes. 

As it becomes the norm, ask yourself, where could you be leveraging IoT for a greater tomorrow? 

Taking a radical turn in the existing strategy or product offerings can seem like risky business for any company, big or small.

However, when a company decides to launch a new digital product or pivot its strategy, they don’t just cross their fingers and hope for the best. There are reliable ways to protect an investment and de-risk a business decision. One of those ways is idea validation. When done right, it brings an array of benefits, but most of all, the confidence that you’ve made the right call. 

Meta’s recent jump into the Web 3.0 space has been no surprise. In 2021, the company publicly announced that nearly a third of its workforce was working within augmented reality (AR) and virtual reality (VR) projects, preparing for a shift in consumer trends to a digitally immersive world only seen in Sci-Fi movies. The company’s commitment to this shift from advertisements and social networking into the metaverse was indicated by its official name change to Meta.

The company’s pending failure to sell its digital products and services has led to dramatic, company-wide layoffs, adding more burden to Meta’s public image. These shortcomings have been accompanied by struggles to navigate new GDPR data regulations and Apple’s limitations on the App Store regarding governance and commission structure for apps developed and deployed by developers for various Meta’s hardware subsidiaries.

A company like Meta certainly has the resources, staff, and tactics in place to research, ideate, test, and iterate new concepts for digital products and services, so why do their efforts so far appear mainly as a failure? Some possibilities are confirmation bias, lack of product fit, and premature technology.

Our teams at Infinum often experience confirmation bias firsthand in product workshops with clients. As humans, we tend to search for evidence that validates our own beliefs. It’s often easier to seek out data that supports your belief when you know what to look for, and you tend to only focus on that data. It also feels good to think you’re right. A company like Meta clearly believes that future generations will prefer to consume and communicate information in these virtual environments, but only time will tell. 

Our cross-functional teams of designers, strategists, and technologists leverage integrated product discovery workshops, design sprints, and development to ensure that ample research and validation takes place before a company makes any hefty investments or radical changes to its core product or service. Infinum also leverages an agile development process to ensure we’re constantly trying and testing new ideas. Making incorrect hypotheses is inevitable, and testing is a great way to understand if there’s a market for your product.

Discovery is a great way to steer the development of your digital product in the right direction, at the same time giving you confidence about its market success. Aligning your product with the needs of actual users beforehand saves you from stress further down the road.

Here are three benefits workshops can bring to your project.

The majority of corporate venture studios and new product development initiatives result in failures. Leveraging an independent design and development company like Infinum enables you to easily scale your commitment to these R&D initiatives. Our teams tend to move much quicker than larger organizations whose corporate bureaucracy hinders speed and agility. 

Workshop sessions are intended to induce creative idea sharing from members who typically have less say in the product development process. In addition, these sessions are fun and fulfilling as they break up the normal work week and jumpstart conversations that might not happen otherwise. Workshop facilitation by our experienced strategists ensures that everyone is participating.

Stagnation and complacency are often the death of a company, as competitors get to answer the shifting consumer and market demands more quickly and acquire market share. Workshopping can be considered a form of investment that unlocks new opportunities for business creation and growth. It provides a framework for evaluating user pain points and brainstorming new ways to solve them.

Taking on a company project or innovation initiative may seem like a daunting endeavor where risk and downsides are more than a possibility.

However, with the right technology partner, you can keep a sharp focus on your business while having professional researchers, strategists, designers, and engineers bring that concept to life at a reduced time and cost.