Product deconstruction is the process of breaking down an existing product like an app, website, or feature to understand who its users are, what it does for them, why it was built that way, and how it solves user problems.
It helps build a strong product sense, which is the ability to identify real user problems, design intuitive solutions, and make smart trade-offs that balance user needs, business goals, and technical feasibility.
Below is one of the structured approaches one may use to deconstruct a product.
The example taken is of Zepto, a fast-growing Indian quick commerce platform that delivers groceries and daily essentials to customers in 10 minutes. Launched in 2021, Zepto operates using a network of dark stores strategically placed in urban neighborhoods, enabling ultra-fast fulfillment.
It targets time-sensitive urban consumers like young working professionals, students living away from their families, and young nuclear families, offering convenience, competitive pricing, and real-time tracking through its mobile app.
Step 1 - Define the user segments, their needs or use cases, and how the product solves them.
Segment 1: Students living away from their families.
User Segment 2: Young single professionals.
User Segment 3: Young Nuclear Families.
User Segment 4: Elderly People.
Step 2 - Break down the top 3 features, the problem solved, and why it works.
Step 3 - Do competitive analysis.
Step 4 - Identify the Opportunities or Suggested Improvements.
Expansion in Tier 2/3 cities:
Why it matters: Smaller cities are experiencing rapid growth in smartphone usage and rising disposable incomes with lifestyle changes and need for convinience, making them ripe for digital commerce adoption.
Instant Refunds:
Why it matters: Instant refunds for obvious issues like less weight and poor quality can be automated based on customer profiles, enhancing satisfaction without requiring manual intervention.
Community or Neighbourhood Buying:
Why it matters: By ordering together, users gain access to bulk-purchase discounts, making daily essentials more affordable. At the same time, it helps Zepto streamline delivery routes and reduce overall logistics costs.
Elderly focused Features:
Why it matters: Elderly users are an underserved yet growing segment in digital commerce. Providing features tailored to their needs like simplified interfaces, voice assistance, and larger text makes the app more accessible and inclusive. This not only enhances their independence and convenience but also builds trust and loyalty among them.