Release Experience

Create an end-to-end experience for your users to gather feedback on new features being released.

Release Experience Template

Release Experience PX Workflow

Definition

A Release experience goes beyond simply shipping new features. It is a product team's coordinated effort in creating an end-to end experience for their users to announce, enable, drive adoption, track success and gather feedback on the new features/enhancements released.

Goals

Enabling customer to drive outcomes - New features/ enhancements helps customers in driving more value/ efficiency in reaching their goals with the product.

Raising Awareness - A vehicle to demonstrate velocity and get them excited! Many a time, in B2b, you don’t expect users to use the feature right away instead it is a preliminary step towards feature activation.

Boost Adoption, Increase Retention - The new features can drive up the overall product adoption, thereby helping drive up User Retention. It can also re-engage users who have lost interest in the product and might even be considering switching to a competitor.

Increase Customer Loyalty/ Stickiness - They might feel more positive about your company and the product itself as you align your product’s vision with solving the customer problems- they see they have a voice in your roadmap that you are continuing to improve/ add value.

KPIs

% Increase in Product Adoption - % Increase in Advanced Features | % Increase in Lesser known/ used Features | DAU/WAU/ MAUs

User/ Account Retention - Track retention of users who engage in features targeted in feature activation efforts

Feature Sentiment - Rating Surveys | CES Surveys

Verified Outcomes - CSAT/ Multi-Questionnaire Survey | Human-touch through

CSMs/ EBRs

Time to Value - Funnel Analysis | Path Analysis (# of users towards goals, time to adopt)

Verified Outcomes (In-App/CSM) - Associate new features / enhancements with customers making progress/ achieving on their business goals

Feature attribution - Measure feature usage by Account Revenue

Strategy

Using multi-channel promotion: This can include In-app announcements and education, direct messages to users, blog posts, webinars, and other content

Cross-functional enablement: Involving all the right teams and ensuring they are enabled to support the entire release cycle starting from Marketing to Sales to all customer-support teams (CS, Support, Docs)

Show, then tell: Show your users what the new features will do for them, then tell them how it works.

Measure the success before building the next feature: Avoid the product death cycle - launch -> spike in usage -> growth flattens -> add features

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