Throughout the process of building an MVP (minimum viable product), some features may be pushed to the product backlog and deemed not essential for the initial launch. These items begin to form a product’s feature roadmap, a critical component of aligning the development team on a shared vision for the future. As development begins on these features, it’s important to form a strategy around when and how they will be launched to users. Here are three key steps for successfully launching a new feature:

Communicating a feature prior to its launch builds excitement in the product’s community. If the release affects current flows or processes, it is important that users are prepared. Besides communication outside of the app (email, blog, advertisements, etc.) there are several ways to announce a new feature within an app. It’s important to discuss with designers to see whether a big popup or more subtle tooltips are the right step to introduce the new feature. This messaging can affect the adoption and overall success of the feature after it’s launched.

While in an ideal world all new feature launches will integrate seamlessly when pushed live, in reality, issues can arise. It’s important when launching a new

feature to consider when/if your engineers will be available to troubleshoot and resolve any user issues. For example, launching at the end of a Friday before a holiday weekend might not be the best idea if you can’t provide 24/7 support throughout the initial launch period.

Post-launch deserves the same amount of attention and analysis as pre-launch. Determining what went well, or what didn’t, can fuel ideas for when the next feature is ready to be launched. Along with reflecting internally throughout the team, it’s important to speak with users and hear their thoughts. In-app surveys, session recordings, and reviewing user support requests help connect the development team with real users in order to create a feedback loop that drives positive product metrics.