You have an idea for an app, a platform, or software that could change your business. Maybe you've been thinking about it for months, perhaps years. The problem? You don't know where to start.
Above all, you're afraid of wasting time and money on a project that then doesn't take off.
It's a legitimate and shared fear. Without citing surveys and research, we can safely say that at least 70% of digital projects fail or don't reach their initial objectives.
Not because the ideas were wrong. Often the problem is execution:
- important phases skipped
- underestimated budgets
- misaligned expectations
- inadequate teams
The good news? Building a successful digital product isn't magic. It's a process that, if followed methodically, drastically increases the chances of success. Let's talk about how to transform your idea into a concrete, functional product ready for the market.
Phase 1: Idea validation (before writing a line of code)
The first mistake many companies make is jumping straight into development. "I have a fantastic idea, let's start building it!" Result? After six months and tens of thousands of euros, you discover that no one really wants what you've built.
Validation serves precisely this purpose: understanding if your idea has a market before investing heavily.
Define the real problem
Don't start from the solution ("I want an app that does X"), but from the problem. Who has this problem? How much does it cost them today? How do they currently solve it? If you can't identify a concrete and measurable problem, stop. A digital product without a clear problem to solve is just an expense.
Practical example: instead of saying "I want a booking management app," ask yourself: "My customers waste time on the phone to book, my staff spends hours managing the calendar manually, we lose bookings because we don't respond quickly enough. This costs us X hours per day and Y lost customers."
Identify your target
Don't say "everyone." No product is for everyone, especially at the beginning.
Who are your first 100 users? Where do you find them? What keeps them awake at night? How much are they willing to pay to solve their problem?
If you're building software for manufacturing SMEs, your target isn't "Italian companies" but "manufacturing SMEs between 20 and 100 employees, with complex production processes still managed on Excel, concentrated in specific geographical areas."
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Validate with interviews and paper prototypes
Before building anything, talk to at least 10-20 potential users. Show them sketches, wireframes, clickable prototypes made with tools like Figma or even just PowerPoint presentations that simulate the flow.
The right questions to ask:
"How often do you face this problem?"
"How much does it cost you today to solve it?"
"If this solution existed, would you use it?"
"How much would you be willing to pay?"
If the answers are vague or enthusiastic but without concrete commitment ("Yes, great, if you make it let me know"), the idea probably isn't mature yet or the problem isn't that urgent.
Phase 2: Product definition (what to really build)
Once the idea is validated, it's time to define what to build. And here a fundamental concept comes into play: you don't build everything at once.
The concept of MVP (Minimum Viable Product)
An MVP isn't a reduced and ugly version of the final product. It's the simplest version that allows you to test the core hypothesis with real users. If you're building a food delivery platform, the MVP isn't "Deliveroo but with fewer restaurants." The MVP could be a simple system where you receive orders via WhatsApp and manage them manually, just to validate if there's demand.
The goal of the MVP is to learn, not to impress.
User stories and prioritization
Write features as "user stories": "As [type of user], I want to [do something] to [get this benefit]."
Example:
"As a restaurant owner, I want to view all the day's orders on a single screen to not waste time checking phone and email"
"As a customer, I want to see the menu with photos to decide what to order more easily"
Then classify everything into three categories:
- Must have: without these features the product doesn't work
- Should have: important but not blocking for launch
- Nice to have: improvements for subsequent versions
Your MVP contains only the "must haves." Everything else comes later, when you've validated that the core works.
Before writing code, create wireframes (screen layouts) and an interactive prototype. Tools like Figma, Adobe XD or even Balsamiq allow you to simulate the app's flow without developing anything.
This allows you to:
- Test usability with real users
- identify UX problems before they cost dearly
- Have a clear vision to communicate to the development team
- Make changes in hours instead of weeks
A good prototype can save you 30-40% of development costs, because it avoids rework and direction changes midway.
Phase 3: Technical planning (solid foundations)
Now that you know what to build, you must decide how to build it. And here technical choices become strategic.
Choice of technology stack
There isn't a "better" stack in absolute terms, but there is one more suitable for your project. Consider:
- Product type: web app, mobile app, both?
- Necessary scalability: starting with 100 users or expecting 10,000 in the first year?
- Budget: some stacks are faster and cheaper for MVP
- Available team: better technologies that your team (or your partner) knows well
For an MVP of a management web app, a classic stack like Node.js + React + MongoDB can be perfect. For a mobile app where user experience is critical, consider React Native (cross-platform) or Swift/Kotlin (native).
Don't be seduced by the latest technological trends.
The coolest technology often isn't the most reliable or the one with the most support.
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Architecture:
monolith or microservices?
For an MVP, almost always the answer is:
monolith. It's simpler, faster to develop, cheaper to maintain. Microservices are needed when you have extreme scalability needs or very large teams. At the beginning, simplicity beats sophistication.
You can always evolve the architecture later, when the numbers justify it.
Development roadmap in sprints
Divide development into 2-3 week sprints, each with clear objectives and verifiable deliverables:
Sprint 1-2:
Infrastructure setup, user authentication, basic dashboard
Sprint 3-4:
Core features (those "must haves")
Sprint 5:
Essential integrations (payments, notifications)
Sprint 6:
Testing, bug fixing, optimizations
Each sprint ends with a working demo. This allows you to see concrete progress, give immediate feedback, and correct course if necessary.
.Phase 4: Agile Development (building the right way)
Agile development isn't just a methodology, it's a mindset: building iteratively, testing continuously, adapting to feedback.
The right team
A typical digital project requires
- Backend developer: manages business logic, database, API
- Frontend developer:
builds the user interface
- UI/UX designer:
designs the user experience
- Project manager:
coordinates everything and maintains the roadmap
- QA tester:
verifies quality and stability
You don't necessarily need an internal full-time team. Many companies work with partners like Huulke who provide already tested teams, reducing costs and risks.
Continuous communication
Weekly updates aren't optional. You need to know:
What has been completed
What's blocking the work
If timelines are still realistic
If risks or modification needs emerge
A good development partner doesn't overwhelm you with technicalities but keeps you updated on what matters for the business.
Continuous testing, not final
Don't wait until the end of development to test. Every feature should be tested as soon as it's completed:
- Unit tests: test individual code components
- Integration tests: verify that pieces work together
- User acceptance tests: real users try real features
Bugs discovered during development cost a few hours. Those discovered in production can cost weeks and damage reputation.
Phase 5: Pre-launch (the last critical improvements)
You have the product almost ready. It's time to prepare the ground for launch.
Beta testing with selected users
Involve a small group of users (10-50) before public launch. Give them early access in exchange for detailed feedback. Observe how they use the product, where they get stuck, what they find confusing.
Often you'll discover that features that seemed intuitive to you aren't at all. Better to know before than after launch.
Performance and security
Don't launch a slow or vulnerable product. Verify:
- Loading times: pages that load in less than 3 seconds
- Responsive design: works well on mobile, tablet, desktop
- Security: encrypted data, robust authentication, protection from common attacks
- Backup: automatic and tested backup systems
A security breach or critical bug in the first month can sink a product before it even takes off.
Documentation and support
Prepare clear documentation for users: quick guides, FAQs, video tutorials. And make sure you have a support system ready: chat, email, ticketing. Users will forgive minor bugs if they feel someone is listening to them and responding quickly.
Phase 6: Launch and iteration
The launch isn't the finish line. It's the beginning of the real journey.
Soft Launch vs full launch
Consider a "soft" or gradual launch: open access to a limited number of users, monitor everything like a hawk, fix problems that emerge, then expand gradually.
This approach reduces the risk of public disasters and allows you to learn in a controlled environment.
Metrics that matter
Not all metrics are equal. Focus on those that indicate if the product really works:
Activation rate: how many users complete the initial setup?
Engagement: how often do they return after the first visit?
Retention: how many users are still active after 30 days?
NPS (Net Promoter Score): would users recommend the product?
Vanity metrics like downloads or registrations impress investors but don't tell if the product creates real value.
Ciclo di feedback e miglioramento continuo
Collect feedback systematically: in-app surveys, periodic interviews, behavior analysis. Then act.
Plan regular releases (biweekly or monthly) with incremental improvements. Successful digital products are never "finished": they evolve continuously based on what users ask and the market requires.
Errors to absolutely avoid
Building a digital product is complex. Some errors are almost universal:
1.
Feature creep (adding too many features) "Let's also add this, and this other thing..." Before you know it, the project has tripled in scope and budget. Keep focus on the core.
2.
Underestimating time and costs Always add a 20-30% buffer. There will be unforeseen events, modifications, unexpected complexities.
3.
Not involving users early enough Building in isolation for 6 months and discovering users don't like it is a disaster. Involve them from the prototype onwards.
4.
Choosing the wrong partner A cheap but incompetent team will cost much more than a professional but more expensive one. The quality of the development partner can make or break the project.
5.
Launching too early (or too late) Too early = unstable product that frustrates users. Too late = lost opportunity, competitors surpass you. Find the right timing.
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The role of the right partner
Building a digital product internally requires skills that few SMEs have: senior developers, UX designers, technical project managers, DevOps. Hiring a complete team costs hundreds of thousands of euros per year.
A partner like Huulke allows you to access all these skills without the costs and risks of hiring. We work with you from idea validation to launch and beyond, translating your business objectives into concrete technical roadmaps.
We don't just provide code, but strategic consulting: we tell you when an idea is too ambitious for an MVP, when a technology isn't the right choice, when you can cut features without compromising value.
If you're thinking of building a digital product, don't start alone!
Contact us to understand together how to transform your idea into a concrete, functional product ready to conquer the market.
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