These features tend to draw the wrong types of users or take up valuable time of the right users – who end up using your tool in the “wrong” way.Īs a product manager, you’re a curator. Some features might be confusing the reason that your product exists, which confuses your product value. The metrics product didn’t want to continuously upgrade to GA4 and whatever comes next it was no longer feasible or desirable. Maybe the tech it’s built upon has innovated and no longer supports your feature, or it’s simply not worth keeping up.įor example, a business metrics product that I used for years was just sunset because it’s built upon Google Analytics. Sometimes a feature has high usage, but for technical, legal, or regulatory reasons, it must be sunset. Supporting a feature that doesn’t add to the bigger picture can waste a lot of time. You should focus on maintaining the features that make your product really shine. These features could even be popular with customers, but for the business – they’re a pain in the bum and sometimes quite expensive. Sometimes a feature might get a fair amount of usage, but the costs of customer support or code maintenance are just too high. Every company – no matter how popular or successful – has dusty, little corners of its app that no one uses. This is an obvious reason to sunset a product. It’s blocking the effectiveness of another feature.But here are five of the most common reasons: The reasons you would sunset a product will largely depend on the specifics of your offering and business model. Then you can reverse the decision – if you follow our steps laid out below! What are the reasons why you’d sunset a product? You’ll hear why the feature was actually valuable and what kind of use cases it helps to support. If you do remove the wrong feature, you’ll hear about it from people. Sometimes people keep features because they’re afraid of rocking the boat too much or making the wrong decision.īut here’s the thing: if you remove a feature and no one complains, then it’s all good. It’s not a rash decision and doesn’t have to be a final decision either. Sunsetting a product is also a process of testing and experimenting. The process involves research, experimentation with feature flags, and communicating the change to users, teammates, and other stakeholders. Also called the end-of-life, sunsetting occurs at the end of the product life cycle. Sunsetting a product is the process of phasing out and retiring a software or feature due to a lack of users, the costs of upkeep, or other business reasons. What is the difference between sunsetting a product and a feature?.What are the reasons why you’d sunset a product?.How? Well, that’s what we’ll cover in this ultimate guide to sunsetting a product. Product managers want to make the right decision for the business and not disgruntle any customers or stakeholders in the process.Ī product – or feature – can have a smooth, seamless end-of-life with users, teammates, and management fully on board.
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