We despise feature matrices. They are a gaudy and biased technique that publishers employ to inflate their product above the competition. Often there is a laundry list of features that the publisher’s product contains, without explanation of the actual use of the product itself. For example, the majority of matrices look something like this:

See how the rock obliterates the iPad and Kindle on these simple features. The problem is that the matrix is missing the most essential dimension of quality which is so often absent in the majority of feature matrices. Design.

We believe that a design is successful when it is both intuitive and simple for customers to use. I can study a competitive matrix on two cars and see one has more features, but how do they drive. They both might boast GPS systems, but which is easier to use? Which car better fits me and which car is a smoother, more enjoyable vehicle? The answer isn’t in a feature matrix. The only way to discover which car is the best is to take them for a test drive.

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