The cost of new features
““Between stimulus and response, there is a space. In that space is our power to choose our response. In our response lies our growth and our freedom.””
Features are a lot like problems. Problems have problem chains (i.e. problems, solutions, and new problems weave an endless chain that starts over and over again) and features have feature loops (features that lead to more features).
For example, let’s say you’d like to offer color labels for files in your app. Now, as soon as you do that you realize, “Well people are gonna wanna customize the colors.” And then if we allow them the label, they're gonna wanna be able to bulk change the labels, right? It's just like one thing leads to the other.
And that’s just the effect of making the feature available for customers.
Before that, you need to understand the demand or problem you’re trying to solve. You need to employ design thinking to understand and connect with your customers. You’ll likely need to explore and materialize several suggested ideas and solutions. You should have a good idea of expected business and product outcomes and long-term impact. You’ll have to consider both the business and technical aspects of building and maintaining the feature.
Here are some of the costs in making features available for customers:
Sketch, design, code, test, tweak, sketch, design, code, test, tweak …
Meetings within the organisation to get buy-in and understanding
Train people internally to sell, support, and maintain the feature
Adding and maintaining analytics and performance tracking
Updating promotional material (e.g. AppStore screenshots)
Updating tour pages, help pages, the terms of service, etc.
Updating marketing material and communicating the feature
Coordination between design, engineering, marketing, etc.
Partner interactions, i.e. adjust deals, get documentation, etc.
Before you know it, a simple idea can snowball into a major headache.
