Blog

BaseKit 2024 Product Roadmap

We have exciting news for 2024 as we unveil the innovative design features shaping the BaseKit product roadmap this year, focused on AI, design excellence and customer engagement.

More
Filter By
Reset

In Say NO by default, Derek Sivers writes about a presentation Steve Jobs attended with various record labels. They were asking about features, and he essentially told them to stop asking.

“I know you have a thousand ideas for all the cool features iTunes could have. So do we. But we don’t want a thousand features. That would be ugly. Innovation is not about saying yes to everything. It’s about saying NO to all but the most crucial features.”

There exists a trap in software development. One you might call the Zone of Suck. It’s where platforms end up when they fall into the middle ground between two different ends of a spectrum.

Here we’re going to focus on one Zone of Suck in particular – the one which lies between simplicity/focus and complexity/functionality.

What is the Zone of Suck?

The Zone of Suck can be incredibly easy to fall into. After all, every SaaS platform has to evolve and iterate over its lifecycle. Software development is a journey into the wild, and there’s always uncertainty ahead.

All we can do as developers is run with an idea and a vision, test, iterate and see just how far we can go.

In the face of the unknown, iterating to appeal to more types of users might look like a good idea. But if you’re not mindful of the Zone of Suck, those good intentions can quickly lead your platform astray.

Let’s take software used to build websites as an example. It usually falls into two categories. Either it’s web design software, created primarily for a professional developer or designer. Or it’s a site builder, designed to give a small business owner an accessible way to take their custom online. Complexity lies at one end of the spectrum, Simplicity at the other.

If you stray into the middle ground, expert users find that some of the technical features they need laid out before them are missing, or have been tucked out of sight behind an unnecessarily slick, beginner-friendly UI.

Meanwhile the rest of your users still stumble across those advanced features, but instead of an added bonus they clutter the experience – and the application feels like it has an unforgiving learning curve. They just want to get up and running – they don’t want to become a web designer.

It’s the best of platforms and the worst of platforms – trying to do everything at once, and appealing to no one in particular. In other words, it’s sitting square in the middle of the Zone of Suck.

Beware the feature request trap

What makes the Zone of Suck so easy to get drawn into is the fact that it’s difficult to keep a piece of software simple while meeting the evolving needs of users. You need to keep a close relationship with those customers, and building and maintaining that relationship isn’t wholly within the remit of developers – that’s why UX research exists as a discipline.

It’s tough to manage the relationship, too. There will always be a user who wants exactly what you have, with just one more feature for something only they do. But while adding that feature might help them, does it add value for the majority of your users? Or do they end up with all the complexity and none of the benefits?

Decisions about adding features need to be based on a clear understanding of who your audience is, what they really care about, and what their larger goals are outside of your product. Otherwise your application will quickly become bloated.

37 signals advocates a similar philosophy in their book Getting Real. “The best software takes sides. When someone uses software, they’re not just looking for features, they’re looking for an approach.”

You can see high profile examples of tools that have strayed from their focus. Google Analytics, for instance, was once a tool that any professional marketer could try to get to grips with. But its latest version, GA4, offers so much granularity those same marketers now need to hire specialists. Marketers have taken to Reddit using words like, “unintuitive”, “trash fire”, and “one of the biggest failures in Google’s history.”

The BaseKit journey to simplicity

We’ve learned that our end users – small business owners – will rarely find value in complexity and granular features. They need different products from those offered to web designers and other audiences.

For our small business end-user, time is the most precious resource. So almost all of our updates and all of the iterations of our software are designed to win them back more time – whether by providing easier integration with other tools, or by refining our UI, or streamlining our onboarding UX.

We know our audience of small business owners are wearing multiple hats and might be using dozens of different tools to keep their operations running. Since they have workflows beyond our products, joining up our products to fit their workflows is important. And if there’s any way we can get more of the right, simple tools in one place, we want to explore it.

We’re looking for SaaS partners

If you’re running with a vision of simplicity, and if small business owners are in your sights – whether they’re accountants or hairdressers, yoga teachers or software solopreneurs – we’d love to see how we can support your vision.

For example, if you already have an application that serves small business customers, you can use our API to bring our robust, secure, well proven technology into your existing application – giving your customers a smoother way to manage their business without hopping between software.

Our white label website builder is also yours to offer as part of a package or as a separate product, so you can scale your offering while maintaining your vision for simple, elegant software.

For more thoughts on software development and partnership, see our blogs on the huge potential of open ecosystems and our guide to scaling: build vs. buy vs. white label.

You can also request a demo of our software, or get in touch to discuss what a BaseKit partnership could look like.

We use cookies to personalise content and ads, to provide social media features and to analyse our traffic. We also share information about your use of our site with our social media, advertising and analytics partners. View more
Cookies settings
Accept
Privacy & Cookie policy
Privacy & Cookies policy
Cookie name Active
Privacy Policy

  1. Introduction This privacy policy sets out how we use and protect any information that you provide to BaseKit. We are committed to ensuring that your privacy is protected. Any personal information you provide when using our products or services will only be used in accordance with this policy. Note that this policy does not cover how we use and protect information provided to us from website builder customers. If you are a Go Sitebuilder customer, please see the Go Sitebuilder Privacy Policy. If you are a customer of another company that offers BaseKit’s website builder, please see the company’s privacy policy available via their website. We may change this policy from time to time by updating this page. You should check this page to ensure that you are happy with any changes. This policy is effective from January 2019.  

2. What information we collect We may collect the information you provide when you get in touch with us via the website, email, or phone.
  • You transfer your information to us via the website by filling in and submitting a form. We offer a number of different forms to help you find out more about the products and services we offer.
  • We have a number of different email addresses you can use to contact us. If you’re not sure which one to use then we recommend you send an email to support@basekit.com
  • We don’t provide a central phone number but BaseKit team members may provide their direct phone number for you to contact them.
 

3. How we use the information The information that we collect and store about you is primarily used to help us to stay in touch with you to provide our products and services. However, we may also use your information:
  • To improve our products and services
  • To send promotional email communications about special offers, news, product updates or other information which we think you may find interesting
  • To contact you for market research purposes
Note that we will only use your information as described in 3 and 4 above when you have explicitly opted in to receive such communications. You may opt out of these communications at any time by clicking the Unsubscribe link in any email or by sending a request to support@basekit.com  

4. Storing your personal data We store the data we collect using third party tools such as CRMs and databases. Any data we store is only accessible directly by a small number of authorised staff. The third parties that we use may store your data in locations outside of the EEA. We carefully review each supplier to ensure they handle data in line with this policy. We will store your data for as long as you remain a customer of BaseKit, or where you have actively been in contact with us about our products and services. We will keep data for up to 5 years if you’re not a customer or if we don’t hear from you.  

5. Security We are committed to ensuring that your information is secure. In order to prevent unauthorised access or disclosure, we have put in place suitable physical, electronic, and managerial processes to secure and safeguard the data we collect and store. The transmission of information via the internet is not completely secure and we cannot guarantee the security of data sent to us electronically. The transmission of data is entirely at your own risk.  

6. How we use cookies A cookie is a small file which allows websites and apps to identify individual users and store information about each user’s preferences. A cookie does not give access to any more information than a user chooses to provide. We use cookies:
  • To identify where visitors to the website came from
  • To identify the content that is being viewed
The third party suppliers that we work with may also use cookies for similar purposes. We carefully review each supplier to ensure they handle data in line with this policy. You may choose to enable or disable cookies. Most web browsers automatically enable cookies, but you can usually modify a browser’s settings to disable cookies if you prefer. If you disable cookies you may not be able to take full advantage of our websites.  

7. Disclosing your information We may disclose your information to third party suppliers that we work with to provide our products and services. We carefully review each supplier to ensure they handle data in line with this policy. We may also disclose your information where we are required to do so by law.  

8. Controlling your personal information You may choose to restrict the collection or use of your personal information in the following ways:
  • When providing any information to BaseKit via this website, you may opt in to receive promotional email communications.
  • If you receive a promotional email, you may opt out by clicking the Unsubscribe link at the bottom of the email.
  • At any time you can opt out of promotional email communications by sending a request to support@basekit.com
  • If you would like us to delete all the information we have collected about you, send a request to support@basekit.com
  • If you would like to otherwise restrict the use of the information we have collected about you, send a request to support@basekit.com
  • Should you wish to access the information we hold about you, please send a request to support@basekit.com
Save settings
Cookies settings