What is a product matrix and how to use it?

Product matrices—and mobile app product matrices, in particular—come in many forms, each designed to address a specific aspect of your product strategy.

For example, a product feature matrix for your app helps you visualize its upgrade paths by mapping out the differences in features across its different subscription plans. A monetization matrix, in contrast, enables you to assess different revenue streams and create a balanced approach to monetization. Meanwhile, a competitor research matrix provides a comprehensive view of how your app stacks up in your target market.

But what exactly is a product matrix? And how do you create one? And why does it matter? Let’s now see what a product matrix is and how you can build your own. We’ll also see how you can put these to use. Here goes.

What is a product matrix?

A product matrix is essentially a grid or a table that allows for side-by-side comparisons of your different product dimensions. In general, your product matrix’s rows represent the comparison or evaluation criteria, while the columns represent the different entities across which you’re making the comparisons. These entities can be anything from competitors in a competitive matrix to user segments in a user segmentation matrix and product versions or subscription plans in a product feature matrix. Let’s dive straight into the different types of product matrices now, and all this will get even clearer.

Types of product matrices 

Brand product matrix

A brand product matrix aligns your product offerings with your overall brand identity. In this matrix, the rows represent key branding dimensions—such as visual identity, messaging, and tone—while the columns represent the entities you want to evaluate. For example, you can assess how your messaging changes across different stages of the buying journey, evolves between your various product plans or user segments, or even compares to the messaging of your competitors. Ultimately, this matrix lets you see how consistently your branding is applied across all touchpoints.

This matrix is highly flexible.

• For instance, a user segmentation matrix can also serve as a type of brand matrix if you’re looking to compare how your brand is perceived across your different target user groups. 
• Similarly, a customer journey matrix can be viewed through a brand lens if you evaluate how well your brand elements—like visual design, messaging, and tone—are maintained from the discovery phase through retention. 
• Additionally, a competitive benchmarking matrix can also function as a brand matrix by comparing your brand’s visual identity and messaging (among other factors) against those of your competitors, helping you identify areas where your brand stands out and where it might need further refinement.

However, the core idea remains the same: You are measuring how consistently and effectively your brand is communicated and identifying areas where it can be strengthened.

Product value matrix

A product value matrix helps you determine whether your product’s features, benefits, and overall offering justify its price. It provides a clear, side-by-side comparison of different plans or versions, enabling you to assess value from the customer’s perspective and make informed decisions about product optimization and pricing strategies.

It helps you determine if each upgrade is truly worth the extra cost by addressing questions such as: 

• Does the additional set of features or benefits justify the upgrade? 
• How do the features, benefits, and overall user satisfaction compare across various subscription plans? 
• Is there a clear incremental value that motivates users to upgrade from a free or lower-tier plan to a more premium option? 

Additionally, the product value matrix reveals whether your pricing structure is competitive and aligned with market expectations, while also indicating if the overall user experience is perceived as valuable compared to industry benchmarks.

A sample product value matrix would look like this:

Value metric	Free plan	Standard plan	Premium plan
Features	Basic analytics, limited integrations	Advanced analytics, more integrations	Full analytics, priority support, AI insights
Benefits	Try the platform for free, no commitment	Access to core features for growing businesses	Full access to all tools for scaling enterprises
Pricing	$0/month	$19.99/month	$49.99/month
Customer satisfaction	Good for testing, limited usability	High satisfaction for growing businesses	Excellent for enterprises & high-volume users
Perceived value alignment	Best for individuals & small startups	Ideal for SMBs & mid-size businesses	Designed for large businesses & power users

Product feature matrix

A product feature matrix allows you to visually compare the core functionalities and benefits of your mobile app across different versions or subscription plans.
In a product feature matrix, the rows represent individual features or functionalities while the columns represent the various product tiers, like free, basic, and premium.
This layout lets you quickly see which features are included, included in a limited or “lite” capacity, or absent in each plan, helping to inform decisions on how to optimize your upgrade path.
Using a product feature matrix can help answer key questions such as:

• Is there a clear progression of value from one plan to the next that encourages users to upgrade?
• Are there any critical features missing from lower tiers that need to be introduced?
• How do the feature sets align with user needs and competitive benchmarks?

This matrix not only clarifies your current feature distribution but also serves as a roadmap for product improvements. By visualizing these comparisons side by side, you can decide about which features to prioritize in upcoming development cycles, ensuring that each product plan delivers a clear and compelling value proposition to your users.

Monetization matrix

A monetization matrix for your mobile app provides a detailed view of how different revenue streams are doing or can do for you. You can use it to evaluate monetization channels—such as subscriptions, in-app purchases, ad placements, and more—against their revenue potential, user acceptance, ease of implementation, market alignment, and more.

A monetization product matrix can help inform your long-term revenue strategy by pinpointing your optimal monetization mix. It helps you answer questions like: 

• Which revenue streams best align with your business model? 
• Are you capitalizing on emerging trends that suggest a shift in consumer behavior? 
• How are users responding to your monetization methods?

Pricing strategy matrix

A pricing strategy matrix helps you evaluate and compare your pricing plans side by side. You can use it to analyze key metrics such as feature coverage, price point, value perception, conversion rates, and user feedback across your different pricing strategies.

In the pricing strategy matrix, the rows represent key pricing factors while the columns represent the different pricing models or plans you are evaluating. With this visual framework, you can determine if your pricing is competitive, whether each plan delivers sufficient value, and how different models impact your revenue.

By using a pricing strategy matrix, you can answer several questions such as:

• Which pricing model delivers the optimal balance between revenue and user satisfaction?
• How do conversion rates compare across different pricing models?
• What does user feedback reveal about the perceived value of each pricing tier?

Here’s a sample pricing strategy matrix:

Pricing factor	Plan A	Plan B	Plan C
Feature coverage	Limited features, basic support	Most features, standard support	All features, priority support, AI insights
Price point	$9.99/month	$19.99/month	$49.99/month
Value perception	Entry-level, budget-friendly	Best value for most users	Premium experience, top-tier value
Conversion rate	High free-to-paid conversion, low retention	Moderate conversion, stable retention	Lower conversion, but high retention
User feedback	Good for beginners, lacks advanced tools	Well-balanced, meets most needs	High satisfaction, best for power users

By analyzing this matrix, you can gain actionable insights to guide your pricing decisions and prompt immediate adjustments to maximize both revenue and user satisfaction. You can even experiment with newer products or paywalls to test your hypothesis. Adapty’s experimentation features can be handy here.

Customer journey stages matrix

A customer journey stages matrix maps out the various phases of your user’s experience with your app, allowing you to evaluate and optimize key touchpoints. 

In this product matrix, the columns typically represent the different stages your user goes through—such as discovery, onboarding, engagement, and retention—while the rows list the critical elements that contribute to the user experience. These elements might include visual design, messaging, tone, offers, and engagement strategies.

This matrix answers questions like: 

• How consistent is your brand experience across the customer journey? 
• Are users receiving the right messaging during onboarding to encourage further use? 
• What adjustments can be made during the engagement phase to drive higher retention?

And so on.

User segmentation matrix

A user segmentation matrix lets you visualize and analyze how different groups within your user base interact with your app. It provides insights into the behaviors, preferences, and performance metrics of various segments, which can help guide personalized marketing, product development, and overall strategy.

In this matrix, the rows typically represent key metrics or attributes you want to compare across your user base—for example, engagement levels, conversion rates, customer satisfaction, and retention. The columns, on the other hand, represent the different user segments. These segments could be defined by demographics (age, location), behavioral criteria (new users, active users, premium subscribers), or any other grouping relevant to your business.

By using a user segmentation matrix, you can answer critical questions such as:

• Which user segment shows the highest engagement with your core features?
• How do conversion rates differ between new, active, and premium users?
• Which segments report the highest levels of customer satisfaction or retention?
• Where do gaps or opportunities exist for targeted improvements in user experience?
• What specific attributes drive success or challenges within each segment?

Here’s how a user segmentation product matrix could look like:

Metric/Attribute	Segment A: New users	Segment B: Active users	Segment C: Premium users
Engagement level	Low – exploring features, trial users	Medium – regularly using core features	High – frequent usage of advanced features
Conversion rate	5-10% – free to paid conversion	25-40% – upsell to higher plans	70-90% – strong retention on premium plans
Customer satisfaction	Moderate – learning curve, early feedback	High – satisfied with core product	Very high – benefits from premium features
Retention rate	20-40% – high churn potential	60-75% – stable retention	85-95% – strong loyalty and lifetime value
Average session length	3-5 minutes – quick exploration	10-15 minutes – engaged usage	20-30 minutes – deep feature interaction

Competitive benchmarking matrix

A competitive benchmarking matrix helps you assess how your app stacks up against the competition. It provides a side-by-side visual comparison of key metrics, enabling you to identify strengths, weaknesses, and opportunities for differentiation in your niche.

In this matrix, the rows represent critical competitive metrics—such as core functionality, feature set depth, pricing model, user interface and design, customer support, and overall user satisfaction. The columns represent your app alongside your primary competitors. This format allows you to quickly gauge where your product stands relative to others and which areas may require further investment or improvement.

Using a competitive benchmarking matrix, you can answer important questions like:

• How does your core functionality compare with that of your competitors?
• Are there gaps in your feature set that competitors are capitalizing on?
• Is your pricing model competitive and aligned with market expectations?
• How does your user interface and design measure up against industry leaders?
• How actively do you add new features to your app compared to your competitors?

And so on.

Here’s a sample competitive benchmarking matrix:

Competitive metric	Your app	Competitor A	Competitor B	Competitor C
Core functionality	Subscription management, analytics, paywalls	Subscription tracking, limited paywalls	Billing & invoicing, API support	All-in-one monetization platform
Feature set depth	Advanced analytics, AI-based insights, A/B testing	Basic reporting, no A/B testing	Moderate reporting, custom invoices	Comprehensive tools, automation, AI analytics
Pricing model	Freemium, $9.99/month, $29.99/month	$19.99/month, no free plan	$15/month, enterprise pricing available	Custom pricing, revenue-based model
Visual design	Modern UI, intuitive onboarding	Outdated interface, steep learning curve	Simple but lacks customization	Highly polished, best UX
User ratings/reviews	⭐ 4.6 – praised for ease of use	⭐ 4.0 – complaints about UI	⭐ 4.2 – good support but lacks features	⭐ 4.8 – best in class but expensive
Development velocity	Weekly updates, fast new feature rollout	Quarterly updates, slow bug fixes	Monthly updates, steady improvements	Bi-weekly updates, highly responsive to feedback

Product roadmap matrix

A product roadmap matrix helps you align your app development efforts with your strategic goals by prioritizing features and improvements over different time frames. This product matrix organizes planned enhancements and new functionalities into a clear visual framework—typically segmented into short-term, mid-term, and long-term initiatives. This structured approach not only highlights immediate priorities but also ensures that your long-term vision is maintained as your app evolves.

At a high level, the roadmap matrix answers important questions such as: 

• Which features should be launched in the next few months to address urgent user needs? 
• What enhancements are necessary to stay competitive in the current market? 
• And… which innovative developments will drive growth in the future? 

By addressing these questions, the matrix serves as a bridge between strategic planning and day-to-day development activities.

The rows in this matrix represent individual features, improvements, or projects, while the columns denote the timeline—short term (for example, next 3 months), mid term (next 6-12 months), and long term (beyond one year). This layout allows you to visualize your development pipeline and make adjustments as priorities shift, new market trends emerge, or user needs change.

How to create a product matrix

Here’s how to create a product matrix by selecting the right type, gathering essential data, and organizing everything nicely into a visual grid (the matrix basically!).

Step #1: Decide which product matrix (or matrices) to develop

As you now know, you can create a variety of product matrices depending on the aspect of your app that you want to analyze. So start by choosing the type of product matrix you want to create. 

Step #2: Draw your product matrix

Once you’ve chosen the type of product matrix you want to create, the next step is to lay it out so you can organize all the relevant data to populate it.

For the columns, you’ll typically use the different variations or dimensions that you’re comparing. For example, if you’re building a product feature matrix, your columns might represent the different product plans (such as free, basic, and premium). Alternatively, if you’re developing a competitor analytics matrix, each column might represent a different competitor’s product. Likewise, for a brand product matrix, columns would represent your different products/plans.

For the rows, you’ll list the specific metrics, features, or attributes that you want to compare across those variations. In the case of a product feature matrix, this might include your app’s functionalities. For a competitor analytics product matrix, the rows would represent competitive factors—things like the breadth and depth of features offered, pricing models, user interface and design quality, customer support responsiveness, overall user ratings, and unique selling propositions. If you were doing a brand product matrix instead, your rows might be elements like visual design, messaging, tone, and customer support quality. 

Let’s take a product feature matrix as an example. Here’s how you might break it down:

Feature	Plan A	Plan B	Plan C
Feature 1	Basic analytics	Advanced analytics	AI-powered insights
Feature 2	Limited paywall templates	Customizable paywalls	Full design customization
Feature 3	Email support	Priority support	24/7 dedicated support
Feature 4	Single user account	Up to 5 team members	Unlimited team access
Feature 5	Monthly reports	Weekly reports	Real-time reporting

Step #3: Fill out your product matrix

Once you’ve laid out your product matrix grid, your next task is to collect data for each of its cells. 

Your data gathering will look different depending on the type of product matrix you’re developing. 

For example, if you’re creating a product feature matrix, you can find all the objective, binary data you need—essentially a “yes or no”—to fill out your matrix. Your internal product specifications, engineering documents, and technical manuals typically provide all the necessary information here.

In contrast, when you’re building a brand product matrix, the data you gather needs to capture both objective elements and more nuanced user feedback. Not only do you need to determine whether certain brand elements like visual design or messaging are in place, but you also need to understand how your users perceive these elements. This means incorporating survey responses, customer reviews, and other forms of qualitative feedback alongside the binary data.

Similarly, for a competitive research matrix, your focus shifts to external sources. Here, you’ll draw heavily on competitive analysis, industry benchmarks, and market trend reports to see where your product stands relative to others.

Also, the type of data you can enter varies widely depending on what you’re measuring and the matrix’s purpose. Here’s a breakdown of the most common types of data a product matrix could use:

• Binary data
  This is the most straightforward type of information, where the answer is essentially “yes” or “no.” For example, in a product feature matrix, you might indicate whether a feature is present or absent using check marks or crosses. This objective data is great for clear, quick comparisons.
• Quantitative data
  Numbers are incredibly useful for precise comparisons. Your quantitative data might include metrics like user ratings, usage statistics, or conversion percentages, among others.
• Qualitative data
  Not every aspect of your product can be neatly reduced to numbers. Qualitative data helps here. So it’s okay to use descriptive labels or short phrases that capture the quality or impact of an attribute. This data adds context that numbers alone might not convey.

Together, these data types form a comprehensive foundation for your product matrix, enabling you to make well-informed, balanced decisions based on both hard metrics and contextual insights.

Wrapping it up…

Above everything else, product matrices provide a visually intuitive way to capture the complexities of your product strategy, allowing you to quickly identify your strengths and areas for optimization. 

This approach is far more effective than merely crunching numbers, sifting through disparate dashboard data, or wading through extensive research material. Moreover, product matrices can be created for every key aspect of your app—from branding, development, and competitive analysis to monetization and retention.

If you haven’t tried product matrices yet, now is a good time. And be sure to check out Adapty—Adapty delivers all the revenue data and insights you need to power your different matrices.