I was recently studying the success of Ola, the Indian ride-sharing giant, and I couldn’t help but notice how brilliantly they validate new features before a full-scale launch.

India is a fast-growing market. It is crucial to validate your product’s new features before going full-steam. It saves you time, money, and your reputation.

Ola has a market share of ~55% in India. They have spent millions in R&D. Their meticulous approach to feature validation is what makes them stand out in the market.

-> Step 1: Identify the Need
Before you even start developing a feature, understand what problem you are solving. For instance, Ola identified that the Indian market has various payment preferences, from digital wallets to cash. So, they offer multiple payment options, unlike some global competitors.

Takeaway: Ensure there is a demand for what you plan to offer.

-> Step 2: Define Success Metrics
What does success look like for you? For Ola, the key metrics were user adoption rates and transaction volumes for each payment method.

Takeaway: Get crystal clear on your KPIs (Key Performance Indicators).

-> Step 3: Build a Minimum Viable Product (MVP)
Rather than releasing a feature with all bells and whistles, start small. Ola first tested their multiple payment features in smaller cities before a nationwide rollout.

Takeaway: An MVP allows you to test the waters without sinking the ship.

-> Step 4: Measure and Analyze
After the MVP launch, Ola meticulously tracked user interaction and transaction data. This led them to understand that UPI payments were becoming increasingly popular.

Takeaway: Your metrics will show you what’s working and what’s not.

-> Step 5: Iterate and Improve
Based on user feedback and data, Ola continued to refine the feature. They even introduced local payment methods to make the process more seamless.

Takeaway: Never stop improving. Your first version is just that—a first version.

-> Step 6: Full-Scale Launch
Once confident, Ola pushed the feature to all its users. Today, the multiple payment option is one of the reasons people prefer Ola over other ride-sharing services in India.

Takeaway: A validated feature can become your unique selling proposition (USP).

Validation isn’t a one-time process. It is a continuous cycle of improvement, especially in a dynamic market like India.

Would love to hear your thoughts and experiences with feature validation!