Plan long-term to remove features

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 06, 2021, 2:19 AM UTC

Phasing out outdated product features helps improve user experience and boost app store ranking.

Removing or “unshipping” product features that no longer serve the purpose, are redundant or are now obsolete ensures the product is aligned with the brand’s goals. Ensure sentiments associated with the product feature are less emphasised and respect the product staff’s time and efforts while unshipping a product feature.

Long-term growth plans with roadmaps, milestones, and portfolios can help brands manage the un-shipment of product features that are now considered unnecessary. Track performance and operational metrics and address tech debts like the development cycle to eliminate features.

Even with many product developers, having a consistent product plan with a mission, objectives, roadmaps, and product goals will help increase the un-shipment favours internally. Provide alternatives for the removed feature and announce the feature’s impending removal at least 6 to 12 months in advance.

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