how to launch a new product feature

An important part of your launch plan is validating the product and feature quickly. If churn outpaces growth, then WOM isnt strong enough to support your business on its own. 1. When announcing new products or features, it is important to have relationships with reporters and know what their areas of interest are. Moreover, product discovery should be an ongoing process. But what I like the most is when my favorite apps get new feature updates. If you're launching a feature inside a larger product, go one step further to find feature/product fit. For feature adoption analysis, use a product monitoring tool, like Smartlook. When a user clicks on this beacon, it starts an interactive walkthrough that takes users through the new software feature and its process. You dont have to be in-app to start educating users about a new feature or to actually engage them to the point that they go check out your new feature in-app. Our 9-step checklist helps product managers to launch and announce a new feature confidently. Published: November 30, 2022 Like a tree falling in the woods, if you plan a product launch without spreading the word will anyone use it? This site is protected by reCAPTCHA and the Google, Feature launch: How to launch a new feature, including a 9-step checklist for product managers, How to launch a new feature: 3 launch phases, Announcing a new product feature in advance, Adding documentation to your knowledge base. Is it more important to achieve mass amounts of press attention or attention from two or three industry influencers? In other words, product discovery should continue throughout the product's lifetime. Successful Product Launch: Timing, Roles, and Checklist - AltexSoft Its a relatively simple system for predicting the potential impact of new features, so you can make informed prioritization-related decisions. . Build your own app's copilot with the new Teams AI library What is Product Development? The 6 Stage Process [2023] Asana Idea generation (Ideation) The initial stage of the product development process begins by generating new product ideas. They care about the content of the email; the copy is readable, short, and fun, with gifs and visuals to make it even easier to go through the update. We know by now that new feature releases can be announced on many different mediums and channels, and there is definitely a right way of doing it, depending on your product. Now, weve established the importance of announcing features the right way. Some of the most common steps include: Understanding the problem the product is trying to solve, deciding what channels to promote the product, creating launch assets, and doing a post-launch retrospective. Theyll be confused by the new workflow and wont be able to adjust. Thank you! Brian suggested asking yourself two questions: The problem is that a lot of time and energy goes into thinking about launches and little time goes into making sure the strategy behind them leads to medium- and long-term growth. During this process, your goal is to uncover: User behavior analysis tools can be used to observe how customers interact with your product., However, youll get the most helpful insights for product validation by collecting and analyzing customer feedback through studies and surveys that engage customers throughout the product life cycle. After performing a limited rollout and setting up Smartlooks session recordings, the product team was able to filter sessions, leaving only those were the new feature was used. From the user persona to the customer experience, users preferred feature details to the channels for feature announcements users prefer, different criteria can change the nature of the product announcements. Oops! Moreover, as users start adopting more and more of your new, exciting features, they will be using more and more of your product over time, which equals to not only higher feature adoption rates but also higher product adoption as well. 2. ClickUps dedicated emails, Twitters in-app announcements, and YouTubes social media announcements are perfect examples of new feature announcements done right. Now that we have (hopefully) got the concept and the best new feature announcement examples, lets talk about how YOU can do it . How to Create a Product Launch Roadmap: 10 Tactics & Examples Of course, you might think that not all product updates are worth mentioning every time you turn 16.1.1 to 16.1.2, but heres the thing: a new feature is always worth the buzz. Manage new feature launches with ease. But essentially, one thing to keep in mind is that a new feature announcement is the first stage of new feature onboarding, and it should be treated as such and not the entire process. The Best Digital Adoption Platform For Your Onboarding Needs in 2023. Include customers in the development process. One of the most popular frameworks is weighted scoring. Establish A Product Launch Plan. It is better to find one reporter. Your prospects will be comparing your pricing to that of your competitors. While this approach gets the product or feature in front of a large audience and results in a short-term spike in growth there's a lot of needless friction along the way. When she's not writing, she plays tennis or knits cozy sweaters. Top 3 best new feature announcement examples (+ key takeaways ), How to announce new features the right way in 5 Steps, Announce features like a pro: with UserGuiding , 4- Launch on the right channels & at the right time. But when it got to the part where we actually started to prepare the platform to be customer-facing. What about creating the product announcement itself? Validating product and feature hypothesis slows down, How to build a winning go-to-market strategy [including template], 12 software monetization strategies to drive revenue in 2023 & beyond, Optimizing your buying cycle stages and converting users, An introduction to product segmentation strategy: Definition & examples, different product experiences within specific communities, retention curves show how well you're able to retain users over time, Leverage your signals for the next user group, Maintenance or support of an existing product, Investing in internal products and other capabilities. How to Launch a New Product: 13 Steps (with Pictures) - wikiHow Your pricing model shouldn't deter your prospects from engaging your product, but should also reflect the value of your brand and product. This is because there are many products in the market that doesnt require users to be inside the app at all times (Grammarly, Loom, UserGuiding, and more) which might need to reach out to users via announcement channels other than in-app UX patterns. -, What does Apple do best that all brands, big and small, can learn from? For most companies, product and feature launches are always top of mind because of the potential to attract and retain more users. I just created this in under 2 minutes Using UserGuiding only. In short, bad feature release announcements might result in users avoiding the feature or worse. The truth is, it can be way more serious for businesses that care about their adoption rates and, consequently, their customer retention rates in the long term. Without segmenting your audience, this, too, can result in a slow validation process. After the rollout, there are so many things to test and improve dont miss your chance to make your product better. Testing internally is good, but its not enough. Otherwise, you may never release it. Any initial marketing will likely increase traffic over a couple of days, but the spike won't last. We'll look at collecting customer feedback and engaging in product validation. After the release of the feature, you should set up tooltips and guides to let users know about the release inside your product."}}]}. That said, my go-to method for getting the word out is subscription-based email. When people hear about product or feature launches, they might think a product team spends weeks and months working on a feature, and then comes the big reveal of a killer feature at a big tech conference. Feature launch: How to launch a new feature, including a 9-step And thats fine. What happens if you add a new feature to your interface without announcing it? For example, emails are pretty straightforward, but when it comes to social media, picking which social media channels to post to (Twitter, LinkedIn, Youtube) and which formats to use (video, post, infographic, poll, etc.) And their new feature announcements are definitely worth mentioning. For instance, if a user doesnt have access to a new feature due to their plan, offer them an upgrade to access the feature. Once you've scoped out your audience, define it so that you're targeting the people most likely to have already had an experience with your products that exceeded their expectations. The result is more accurate, less noisy qualitative and quantitative signals that give a stronger indication of whether you've achievedproduct/market fit. New Product Launch Checklist & Examples | Pipedrive Beta test launch email (for software and offline products) 5. Planning a feature rollout can take months. "Every piece of a product that isn't used represents something a customer is paying for, but not realizing value," says Michael Peach of Pendo. They allow product teams to collect customer opinions quickly and make informed decisions at each stage of the product development process. Based on Brian's experience, his validation process looked like this: After joining the waitlist, there was an initial survey to gauge basic demographics. Don't spam your news; match it to the right audience. This is the most labor-intensive phase for product managers. Users have only so much attention to give your product. Filtering helps you get to the right audience. First, analyze your product performance and users behavior. The goal of most businesses is to launch something and get as much growth and traction as quickly as possible. Congratulations, your feature is now live! Project documentation refers to feature specifications, requirements, and guidelines for everyone involved from engineers and designers to the marketing team and customer support reps. However rough your estimates may seem, make sure you have a few when its time to get started with the project. Product and marketing teams should have already discussed feature positioning. The launch of a new product or feature is a stressful time for a company, particularly for Product Managers and Product Marketing Managers. Now, this is true for all users, including your most loyal customers as well as your prospective customers. To understand what features we need to implement, we look at our customers behavior and feedback. Standard, linear product launch strategies target all users, an approach that depletes the fuel tank and threatens successful future launches. Choosing marketing channels (e.g. Give them the knowledge and resources they need to help customers understand the features value and increase adoption.. What is a Feature Launch? This phase is very similar to the pre-launch phase as it involves a lot of analytics. But I hear you say, right way this, right way that, what even is the right way of new feature announcement?. I love seeing my favorite apps and software grow and prosper. ), The social channels at hand (whether the followers are active users or prospective customers, ad budgets, etc. Then there was a more detailed 20-question survey about email usage. This requires narrowing down your target audience within your user base as much as possible. You should be able to answer these questions after running a product analysis. This means we have new features tested and released constantly. It's critical to design a process that allows you to launch vastlydifferent product experiences within specific communitiesso your product can reach critical mass.. 1. YouTube being one of the biggest social media channels in and of itself; there is no doubt that it would be good at announcing new features on social media. What brands don't realize is that Step 2 of the loop, Greatly Exceeds Expectations, can indeed be controlled. If you have several ideas in mind which is a likely result of thorough product analysis youll also need to do feature prioritization. The feature launch process isnt limited to feature engineering and making announcements. Business models. Those people decide to try the product as well, and the loop repeats itself. How to Find Product-Market Fit Before You Launch a New Feature - UserVoice

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