Made to Fit
The digital product world is constantly evolving, and keeping up can feel like a full-time job. When most people think about digital products, they picture planners, templates, or maybe a set of art prints. But the real story behind these creations goes much deeper. The best digital products aren’t just files for download; they’re carefully thought-out experiences that blend creativity, function, and problem-solving. In my recent market research project, I set out to understand what makes a digital product not only work but resonate with people. What I found is that success often comes down to how well a product feels approachable, useful, and memorable all at once.
Exploring the Marketplace
I began by looking at popular digital platforms like Etsy, Gumroad, and Notion marketplaces. Each platform attracts a different kind of audience, but all share one common thread: the most successful products are both practical and personal.
On Etsy, products thrive when they speak to a very specific need, like planners designed for ADHD users or printable wall art for hobbyists.
Gumroad shines as a hub for creative professionals, where ebooks, templates, and tools like Procreate brush collections help artists work more efficiently.
Notion has carved out a space for full organizational systems; everything from business management kits to e-commerce dashboards.
What became clear is that people lean toward digital products that combine functionality with personality. In a marketplace where AI-generated designs are multiplying, audiences still gravitate toward things that feel human such as hand-drawn doodles, organic fonts, or thoughtful details that signal authenticity.
Learning from Competitors
Looking closely at competitors showed how execution makes all the difference:
A top-selling all-in-one digital planner wasn’t groundbreaking in concept, but its sheer detail. Hundreds of pages and seamless navigation turned something overwhelming into something approachable.
Jingsketch’s Procreate brush set gained traction because it solved real frustrations for artists and earned credibility through professional validation.
A Notion “Digital Products Hub” helped creators streamline their workflow, proving that tools made for other makers can be just as valuable as those for end-users.
Each example underscored the same truth: great design doesn’t just look good, it anticipates needs and makes life easier.
Testing My Own Ideas
From this foundation, I brainstormed possible products and shared them with peers. Three ideas stood out: a Notion workspace for freelance designers, a niche Procreate brush kit, and an Authentic Social Media & Branding Kit. Conversations with fellow grad students revealed what resonated most. Some valued the idea of centralizing all their projects in one place, while others immediately saw the appeal of ready-to-use branding templates for their social media work. The Procreate bundle, though useful in theory, didn’t connect with this group, reminding me that the best ideas succeed when they align with the right audience.
The Direction Forward
After weighing trends and feedback, I found myself most excited about the Authentic Social Media & Branding Kit. In a digital world filled with cookie-cutter templates, a kit designed with a hand-crafted look could give small businesses and creators an edge. It would simplify content creation while making posts feel personal, not automated.
The next step is narrowing down which specific niches would benefit most. Continued testing and feedback will help refine both the style and the audience fit. What I’ve learned through this process is that digital product creation isn’t about finding perfection from the start. It’s about curiosity, iteration, and designing with the people you want to serve in mind.
