The invisible divide in product design

If you've ever been part of building a product, you've likely encountered a curious phenomenon: the further a product evolves, the more complicated it becomes — but not in the ways you'd expect. Instead of just stacking features on top of each other, products often become disjointed and harder to navigate because of a growing rift between two unseen forces: intent layers and feature layers.

Understanding this divide is key to creating products that are not just functional, but loved. Let's break down what these terms mean and why they matter so much.

What are intent layers and feature layers?

Intent layers: The user's why

At the heart of any great product lies the user's intent — the reason behind their actions. Why are they using the product? What outcome are they trying to achieve? Intent layers are, in essence, the mental models users carry with them when interacting with your product. They're not visible in the interface, but they drive everything from the structure of your workflows to how users expect to engage with features.

When a user opens an app, they don't care about how it was built or which technologies power it. They care about the outcome. If I'm booking a flight, my goal is simple: find a ticket that matches my criteria, and complete the transaction. My intent doesn't change based on the feature set available in the app — I'm still looking for the easiest path to a flight booking, even if the app is evolving over time.

Feature layers: The product's what

Feature layers are the physical manifestation of the product. They're the tools you offer to users in order to achieve their intents. Features are built out in response to the ever-changing needs of the users and the market. These layers are added over time to make the product more capable, efficient, or flexible.

For example, a flight-booking app might initially offer basic flight search. But as users' needs grow, you add filtering options, a flight price comparison tool, and an option for booking hotels. You add these features to meet the evolving demands of users who want more control, more information, and ultimately a richer experience. Each new feature adds a layer to the product.

While intent layers often remain consistent, feature layers evolve continuously — and that's where the problem begins.

The growing gap between intent and features

As products grow, the gap between intent layers and feature layers starts to widen. Here's why:

• Features drift away from the original intent: In an attempt to please as many users as possible, products often pile on new features. But not all of these features are aligned with the core intent of the user. Sometimes, features are added just because they're "cool", or because a competitor is offering them, not because they actually address the user's underlying needs.
• Feature overload: The more features a product has, the harder it becomes for users to see how they all tie together. Over time, users begin to feel overwhelmed, and they start losing sight of the product's core purpose.
• Inconsistent user experience: As more features are added without carefully considering the overall user experience, navigating through them can become confusing. What was once a simple, intuitive tool for achieving a task turns into a maze of menus, buttons, and options.

When these layers no longer align with the original user intent, the product doesn't just become harder to use — it becomes disjointed. And users, naturally, will start looking for alternatives that offer a simpler, more intuitive experience.

The challenge: Balancing intent and features

As a product evolves, there's a delicate balancing act between adding new features to meet user needs and staying true to the original user intent. The ideal product doesn't just pile on features — it continuously refines and focuses on improving how the user's intent is fulfilled, no matter how many layers are stacked on top.

How can you bridge the gap?

• Continuous user feedback: It's not enough to collect feedback once and call it a day. Successful products must constantly listen to how users are interacting with features. Feedback needs to be an ongoing process so that you can continuously realign feature development with evolving user intent.
• Feature prioritization: Instead of adding features haphazardly, every new feature should be thoughtfully considered in relation to the user's primary goal. Ask yourself: Does this feature genuinely improve the experience for users? Or does it just add complexity?
• Iterative refinement: Product development isn't about adding new features indefinitely — it's about refining and improving what already exists. By focusing on fine-tuning current features and making them more seamless, you can create a more cohesive experience.
• Simplification and de-layering: Every so often, go back to basics. Analyze the intent layer and feature layers to see where the product has deviated from the core mission. This isn't about eliminating features, but understanding which layers have piled on without truly enhancing the user experience.
• User-centered design: Design your features around the user's needs and goals, not around the features themselves. Always return to the question: What is the user really trying to do here?

The true mark of a successful product

A successful product doesn't just accumulate features — it aligns its feature layers with its intent layers. It becomes more than just a collection of tools; it becomes a seamless experience that users can intuitively understand and engage with.

As product teams, we need to shift our mindset from "feature creation" to intent fulfillment. It's not about packing in as many options as possible. It's about ensuring that every feature added to the stack serves a clear purpose, enhances the user journey, and aligns with their original intent.

When this alignment happens, products stop becoming complicated and start becoming elegant. Users can flow through them with ease, and they become more loyal to the product because it actually works for them.