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When it comes to defining which product features should be available to users, remember the title of one of the last songs written by the late David Bowie: “I Can’t Give Everything Away.”
Whether it’s because you’re running experiments or you’re simply restricting access to a certain feature as part of a closed beta test, feature gating is an essential ace under your sleeve that should always be kept handy.
In this article, we’ll explain why this technique is so important for experimentation purposes, but we’ll also see how implementing it can have a big impact on customer experience and consequently, your bottom line.
We’ll go over:
- A quick explanation of what feature gating is
- The benefits of feature gating
- A step-by-step walkthrough of how feature gating works
- Some examples of feature gating in use
- Key considerations when implementing feature gating
- Common mistakes to avoid in feature gating
Let’s get started.
What Is feature gating?
In software development, feature gating is a technique that gives developers and product teams precise control over who sees what and when. Imagine it like a series of gates that can be opened or closed to different groups of users.
At its heart, feature gating lets you turn features on or off based on specific rules. These rules could be anything from a user's subscription level, their location, or even the type of device they're using.
This kind of control is especially important when you're introducing new features or making changes to existing ones.
There are two main ways feature gating helps the software development process:
- Phased rollouts: Instead of releasing a new feature to everyone at once (which can be risky), you can use feature gating to roll it out gradually.
- Start with a small percentage of users, monitor how things go, and then slowly expand access over time. This helps catch unexpected issues before they can impact a large number of people.
- A/B testing: Want to know if a new feature is actually better than the old one? Feature gating lets you do A/B testing.
Give one group of users the new feature, keep the old version for another group, and then carefully compare how they use your product. This data-driven approach helps you make informed decisions about which features deliver the most value.
What’s so good about using feature gating?
Feature gating isn't just a fancy term — it offers tangible benefits that make the development process smoother and boost your product's appeal to users. Let's break down the top advantages:
1. Controlled rollouts
Picture this: You've spent weeks or even months working on a major new feature. It's tempting to release it to everyone all at once with a big fanfare.
But what if it has unintended bugs or seriously disrupts the way some users work? Feature gating gives you a safety net.
With controlled rollouts, you can start by initially releasing the feature to a small percentage of your users. This lets you monitor for problems, gather feedback, and make adjustments before the feature goes live for everyone.
2. Tailored user experiences
Not all your users are the same. Some are on basic plans, others are power users. Some might be located in different regions with specific needs. Feature gating allows you to cater to this diversity.
You can design different experiences based on factors like subscription level, user behavior, or location.
For example, a premium user might see advanced analytics dashboards that aren't available on the free plan. Or users in a particular country could get access to features that comply with local regulations.
This tailored approach makes your product more relevant and valuable to each individual user.
3. Performance monitoring
Introducing a new feature can impact your system's performance. Does it slow things down? Are there unexpected bottlenecks? Feature gating, when done well, gives you the tools to answer these questions in a real-world setting.
By carefully monitoring how a new feature performs with a subset of users, you can identify potential performance issues.
This data helps you make informed decisions about whether to scale the feature up, optimize it further, or even rethink it altogether. It's about ensuring your product remains snappy and reliable, even as it evolves.
How does feature gating work exactly?
At its core, feature gating relies on feature flags or toggles. Think of these as switches hidden within your codebase. Each feature flag controls access to a specific feature. Let's break down how they power the whole process:
- Setting things up: First, developers add feature flags to the code. A typical flag might look something like this:
if (newFeatureEnabled) {
// Show the new feature
} else {
// Show the old behavior
}
- Control central: These feature flags need a way to be turned on or off. This is where feature management tools come in. They could range from simple custom systems to dedicated feature gating platforms, offering dashboards or interfaces to manage the state of each flag.
- Time to decide: Your product's code regularly checks with the feature management tool to see if a feature flag is enabled.
- Based on the answer, it dynamically decides whether to show the new feature or stick to the old behavior. This means you can target specific user segments, tailor rollouts, and run experiments, all by changing flag settings.
- Changing things on the fly: The great thing about this system is that you can change the state of feature flags without having to redeploy your entire application.
Want to enable a feature for a fraction of users? Just update the flag's settings. Need to roll it back quickly due to a problem? Flip the switch, and it's gone. This allows for incredibly agile development and testing cycles.
Example scenarios of feature gating in action
Example 1: The tech startup implementing a controlled feature rollout
Imagine a young tech startup that's developed a slick new chat feature for its collaboration platform. While they're excited about it, they also know that sudden changes can disrupt the user experience. They employ feature gating to carefully roll out the new chat function.
Initially, only 10% of users get access to the chat functionality. This lets the startup team monitor server load, track any unexpected bugs, and gather direct feedback from a smaller group.
Then, as they gain confidence in the feature's stability, they can easily increase the percentage of users who have access, ultimately rolling it out to everyone.
Example 2: The gaming company gating content and beta access
A gaming platform has just created a brand new free expansion, filled with unexplored areas, powerful enemies, and unique characters. To maintain engagement and excitement, they use feature gating.
The new content is made available only to players who have reached a certain level in the base game, ensuring they have the skills to tackle the challenges.
Additionally, the company may open up beta testing for the expansion to a select group of dedicated players, getting early feedback and catching issues while building anticipation.
Example 3: The software company implementing tiered feature access
A growing software company provides a project management platform with various features like task boards, timelines, and resource allocation. They want to encourage users to upgrade with premium functionality. Feature gating is the perfect solution.
Core features like task creation are available to everyone. However, advanced analytics, detailed reports, and custom branding tools are gated behind higher subscription tiers.
This creates a clear value proposition — users can upgrade as their needs grow, accessing the features that actually bring the most value to their specific workflow.
Things you should keep an eye on when using feature gating
Feature gating can be a powerful tool, but it's important to approach it strategically to get the best results. Here are three areas that require careful attention:
1. User segmentation
Not all users are alike. To make the most of feature gating, it's essential to understand how to segment your user base effectively. Consider factors that might impact how people use your product and what features would provide the most value for them.
Common segmentation criteria include:
- Subscription tier: Offer premium features to paying customers.
- User behavior: Target specific features to users who display certain patterns in their product usage.
- Demographics: Tailor experiences based on location, company size, or industry.
The better you understand your users, the more precisely you can tailor feature access and drive upgrades or engagement.
2. Feedback loops
Feature gating often goes hand-in-hand with testing and gathering user input. Implementing feedback mechanisms is crucial for success. Here's how:
- Surveys and in-app prompts: Collect direct feedback on a new feature's usability and desirability.
- Usage analytics: Monitor how people interact with gated features to identify potential pain points or areas with low adoption.
- Dedicated channels for beta testers: If you're using feature gating for beta testing, provide easy ways for testers to report bugs and share suggestions.
This data helps you understand if you're on the right track with your feature decisions and informs you of any necessary adjustments.
3. Compliance and security
Feature gating, while beneficial, needs to be implemented with data privacy and security in mind. Key considerations include:
- Data privacy regulations: Make sure your feature gating approach aligns with regulations like GDPR or CCPA, especially if targeting users based on personal data.
- Access controls: Keep rigorous access controls and authorization processes around who can modify or enable feature flags.
- Minimize exposure: Avoid storing sensitive data within feature flags themselves as a security precaution.
By prioritizing compliance and security from the start, you avoid potential pitfalls and build trust with your users.
Common pitfalls to avoid when using feature gating
1. Over-segmentation: The fragmentation trap
While it's important to target features towards the right users, there's a tipping point. If you slice your user base too finely, you risk creating a confusing and fragmented experience.
Users might get disoriented as vastly different features appear and disappear depending on minor differences in their profiles.
Solution: Strive for a balance between personalization and a cohesive product experience. Carefully consider the number of segments you create and prioritize features that benefit a significant portion of your user base.
Also, don’t forget to regularly review your segmentation strategy to make sure it's still serving its purpose.
2. Dead core: The problem of lingering features
Feature gating often involves testing new features or temporarily phasing in functionalities. However, after the testing or rollout is complete, it's easy for the code of these features (and the feature flags that control them) to linger, increasing technical debt.
The result? This can make future updates harder and potentially even introduce security risks.
Solution: From the outset, have a clear plan for successful features. Will they be fully integrated into the main product? If so, set a timeline for removing the feature flags and consolidating the code. If a feature proves unsuccessful, have a process for cleanly removing it.
Next steps
By now, you've grasped the concept of feature gating and its importance in refining the user experience. However, the true challenge lies in executing feature gating flawlessly. This is where Eppo comes in.
Eppo is a comprehensive experimentation and feature management platform designed to streamline the rollout of new features and functionalities. Its robust suite of tools empowers you to confidently test and deploy changes while minimizing risk and maximizing insights.
Specifically geared towards organizations prioritizing data-driven development and experimentation, Eppo provides the control and visibility you need for successful feature gating.
Here's a quick look at how Eppo enhances your feature gating strategy:
- Simplified workflow: Eppo unifies feature flagging, experiment setup, data collection, and analysis within a single, intuitive platform.
- Rapid results: Experiment acceleration tools like CUPED++ (exclusive to Eppo) help you gather conclusive data faster, reducing the time needed to make informed decisions about your features.
- Data integrity: Eppo's data warehouse-native integration ensures the trustworthiness of your results, drawing directly from your source-of-truth metrics. Deploy new features without the fear of unreliable data.
- Insightful analysis: Drill down into experiment results with ease, understanding how different user segments respond to new features, uncovering potential pain points, and identifying opportunities. Eppo's powerful statistical engine ensures rigorous analysis.
- Culture of experimentation: Eppo's accessibility encourages broader team participation in feature gating and continuous product improvement. Enable data-driven decision-making for product managers, engineers, and key stakeholders alike.
Ready to start experimenting with feature gating risk-free?
Unlock data-driven product development with feature gating. Learn how to test features, target users, and analyze results for smarter decisions.
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