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We launch features that no one uses
Features go unused when they are built without evidence of demand or launched without a plan to get them in front of the right users. Validate demand before building and plan adoption as part of the launch.
We launch features that no one uses
Problem
The release goes out, and usage barely moves.
The team spent months on the feature. A few users try it, most never notice it, and within weeks it is forgotten. The roadmap moves on to the next build.
Every unused feature adds to the product's weight without adding value.
Insight
Adoption is designed, not hoped for.
Some features fail because nobody needed them. Others fail because the people who need them never find out they exist or cannot see how to start.
Both are preventable: test demand before building, and treat the launch as a campaign with a target audience and a goal.
How we approach it
We check demand first and plan adoption before release.
- We test whether target users want the feature, using interviews, prototypes or fake doors.
- We set an adoption goal and identify which users should use it first.
- We plan in-product prompts, messages and onboarding that bring those users to it.
Features ship with a reason to exist and a path to being used.
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