In a saturated market, building a product that not only stands out but also delivers exceptional performance is a monumental challenge. It requires a balance of innovation, technical excellence, user-centric design, and a clear understanding of market needs. Having led EWN Bangladesh Limited and developed products like HRClerks (our ATS web application), I’ve learned invaluable lessons that can guide anyone striving for excellence in product development.

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1. Identify a Real Problem

The foundation of a standout product is solving a genuine problem. At EWN Bangladesh Limited, when we developed HRClerks, it wasn’t just to create another ATS. It was born out of our frustration with existing tools that were either too complex or lacked the features we needed. By identifying a gap in the market and validating it through direct feedback, we built something that resonated with users.

Key Actions:

• Conduct thorough market research to identify pain points.
• Validate your idea through surveys, interviews, or focus groups.
• Focus on solving one core problem exceptionally well before expanding.

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2. Understand Your Target Audience

A product that performs well is one that caters directly to its audience. At EWN, every project begins with understanding the end-users. Whether it’s the LMS system we built for a KSA university or a ride-sharing app, knowing the audience’s preferences and behaviors was critical to tailoring the experience.

Key Actions:

• Build user personas to understand demographics, pain points, and goals.
• Observe how users interact with competitors’ products.
• Maintain constant communication with users throughout the development lifecycle.

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3. Design with a User-First Mindset

Great design isn’t just about aesthetics—it’s about usability. Products like HRClerks stand out because they prioritize simplicity and efficiency, ensuring users can achieve their goals with minimal friction.

Key Actions:

• Invest in UI/UX design expertise (we specifically hired designers with strong Material Design and iOS experience for this reason).
• Conduct usability testing to identify and fix pain points.
• Focus on accessibility and inclusivity, making your product usable for a broader audience.

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4. Build Scalability and Performance into the Core

Performance issues can ruin even the most innovative product. During the development of our ride-sharing platform, scalability was a priority. We optimized the backend (built on Django) for high traffic and ensured the app could handle dynamic pricing calculations seamlessly.

Key Actions:

• Use scalable technologies and frameworks.
• Plan for future growth by designing flexible architecture.
• Regularly stress-test your product under high loads.

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5. Differentiate with Unique Features

To stand out, your product must offer something competitors don’t. For HRClerks, it was the intuitive dashboard, streamlined hiring workflows, and integrated analytics. For our ride-sharing app, we introduced dynamic pricing adjustments based on real-time traffic conditions—something most competitors lacked.

Key Actions:

• Analyze competitors to identify gaps in their offerings.
• Incorporate innovative features that add real value to users.
• Continuously improve your product based on user feedback.

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6. Ensure Seamless Execution

A standout product isn’t just about innovation; execution plays an equally critical role. EWN’s success with various projects stems from strong project management, regular code reviews, and maintaining open communication among team members.

Key Actions:

• Use tools like JIRA, Trello, or Notion to manage tasks efficiently.
• Establish clear deadlines and milestones for your team.
• Regularly review progress and adapt plans as necessary.

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7. Embrace Feedback and Iterate

No product is perfect from day one. The best-performing products are the result of continuous refinement. HRClerks, for example, has gone through multiple iterations based on client feedback to better meet their hiring needs.

Key Actions:

• Set up channels for user feedback (live chat, surveys, or beta testing groups).
• Monitor analytics to understand user behavior.
• Treat every release as an opportunity to improve.

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8. Market Strategically

Even the best products fail without proper visibility. At EWN, we prioritize strategic marketing to ensure our products reach the right audience. For HRClerks, we combined targeted digital ads with in-depth content marketing to establish trust and generate leads.

Key Actions:

• Identify the platforms where your audience spends time and focus your marketing there.
• Highlight your product’s unique selling points in all campaigns.
• Leverage testimonials and case studies to build credibility.

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9. Plan for Post-Launch Success

The product journey doesn’t end with the launch. Providing excellent support and updating your product regularly are crucial for long-term success. Our LMS project for a KSA university exemplified this, where we ensured a year of post-launch bug fixes and support.

Key Actions:

• Offer prompt and helpful customer support.
• Release regular updates to fix bugs and introduce new features.
• Monitor your product’s performance and adapt to changing market needs.

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10. Cultivate a Strong Team

Finally, none of this is possible without a passionate and skilled team. At EWN, our success is rooted in a culture of collaboration and a commitment to professional growth. We invest in hiring the right talent, whether it’s developers, designers, or marketing professionals.

Key Actions:

• Hire team members who align with your vision.
• Provide opportunities for skill development.
• Foster a culture of open communication and accountability.

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Conclusion

Building a standout, high-performing product is both an art and a science. From identifying a real problem to delivering exceptional execution, every step matters. My journey with EWN Bangladesh Limited and HRClerks has taught me that success comes from a combination of user-centric design, technical excellence, and a relentless focus on solving real problems.

By applying these principles, you too can create products that make a lasting impact in the market.